Make yourself an API.

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You need to become an API ASAP. 

APIs (Application Programming Interfaces) are software intermediaries that allow two piece of software to talk to each other. Twitter, Instagram, etc. all have APIs and documentation to allow 3rd party developers to build apps using them. 

Why should you become an API?

"API Documentation exists to explain what an API is capable of — in the same way publishing proof of work explains what an individual is capable of," wrote Jack Butcher. "Just as an API that can't explain what it does won't get integrated into many applications, a person that can't explain what they do will miss the majority of opportunity."

Butcher's analogy is brilliant.

Like founders need an elevator pitch, creators need their own API documentation. Think of a Twitter bio as the bold headings to an API documentation and your portfolio of work like the paragraphs.

This might be hard to visualize. Here's Google's API documentation. Replace "Overview of the API" with a catchy Twitter bio and the "API methods" and "Batch Updates" with your portfolio and it's the same thing.

Like a company trying to attract developers to their API, your personal API documentation should be as clear as possible.

Your Personal API Documentation

Your goal is explain how you can help people as clearly as possible. As Jack states, you need to keep it simple and cultivate empathy for those unfamiliar with your work.

I consider myself a web2.5 arbitrageur and a Pattern Finder so I had those in my bio for a bit. But then I realized most people have no idea what the fuck that stuff means. 

Most people don't know what web3 really means, let alone web2.5. Combine that with a fancy confusing word like "Arbitrageur" and I sound like a pretentious PhD. Plus Pattern Finder is about as vague as asking my little brother what he learned in school.

So I kept it simple. Here's my bio.

Pretty obvious what I do, right? I write for web2/web3 companies like Launch House and write a blog about winning the great online game with 2,000+ subscribers.

I like Zack Bornstein's. Looks simple, right?

There's actually a formula. I'll show you one more. 

Here's Jack's. Spot the formula?

The bio formula is: 

1. Grab attention (web2.5 = novel, Emmy-losing = funny, we/them/boys = funny)

2. Build credibility (brand names, college names)

3. Call-to-action (subscribe to newsletter)

This formula doesn't just apply to Twitter bios. It works for cold emails and DMs, advertisements, and essays. Grab attention, tell people why you deserve their attention, and then make your ask.

The Cold DM Corollary 

All of my readers know I'm a fanatic for cold DMs. I've cold DMed or emailed with famous founders, VCs, and authors. But until 2021, I could never get a response.

I started having success after I read Toby Howell's piece How to Cold Email Your Way Into a Dream Job. Funnily enough, Toby's formula is the same as my Twitter bio formula.

1. How to break the ice

2. How to establish credibility

3. How to frame your ask

4. How to stick the landing

Furthermore, as I wrote in How to Get Access to the Rich, Powerful, and Twitter-Famous, I made up 3 rules of my own: 

1. Keep it as short as possible. No extra words. 

2. Clear Call-to-Action (CTA). Make an offer they can’t refuse. 

3. If possible, make it funny and memorable.

The world rewards clarity.

If you can't clearly communicate the value you can provide, you'll always be undervalued.

Learn to communicate your value, and you'll always be valued.