How Josh Hawley writes on X: 3 posts, and what they have in common

Josh Hawley (@HawleyMO) has 3 posts in the library. Between them they drew 76,861 likes; the typical one reaches 19,104, and the biggest reached 54,914. Most of that work is about Revenue, Marketing and AI. This is what the posts themselves say about how they write — not a profile, a pattern.

What they write about

• Revenue — 2 of 3 posts (67%)
• Marketing — 1 of 3 posts (33%)
• AI — 1 of 3 posts (33%)

Two or three subjects rather than one: a reader who follows for the first gets the others, which is how a niche account becomes a general one.

How they open

• 67% of posts open with an observation
• 33% of posts open with a curiosity gap

Half or more of their posts open the same way — an observation. That is a signature, and it is worth reading the three below with that in mind: the move is the same, the subject changes.

And here you have it, straight from a former Facebook employee . . .

Turns out Meta was targeting vulnerable users—like expectant mothers—with distressing ads

My bill to stop AI from telling kids to kill themselves just passed out of committee UNANIMOUSLY.

The posts that did the most

1. @HawleyMO — “And here you have it, straight from a former Facebook employee . . .” — 54,914 likes · open

Why it worked: Opens with a short, self-contained line that is easy to take in at a glance.

1. @HawleyMO — “Turns out Meta was targeting vulnerable users—like expectant mothers—with distressing ads” — 19,104 likes · open

Why it worked: Promises an answer and holds it back, which pulls the reader down the post.

1. @HawleyMO — “My bill to stop AI from telling kids to kill themselves just passed out of committee UNANIMOUSLY.” — 2,843 likes · open

Why it worked: Contradicts something the audience already believes, which stops the scroll.

What to borrow

Nothing of theirs — not a phrase, not a number, not a fact. What carries over is the shape.

• From the 54,914-like post: Preserve the Hook → Context → Context → Landing structure and the plain observation opening.
• From the 19,104-like post: Preserve the Hook → Landing structure and the promises an answer it withholds opening.
• From the 2,843-like post: Preserve the Hook → Landing structure and the plain observation opening.

The structure the analysis reads most often across their best work is Hook → Landing — 2 of the top 3 follow it.

Start here

• Every post of theirs in the library — sortable by likes, replies or date, with the mechanics on each.
• Remix their style — their five strongest posts as sources, your product as the subject. The words will be yours; the moves will be theirs.
• Save the ones that match your taste to a board, and the board's remixes will lean their way.