What happens when a seasoned indie film producer launches a newsletter to share his knowledge — but the landing page doesn’t tell you any of that?
That’s what we found during our first-ever Newsletter Roast. This is a brand new podcast format where newsletter creators submit their signup page, welcome emails, and onboarding experience for a full teardown.
You can watch the full roast here:
First up? Daren Smith of Craftsman Films.
Daren’s built and produced multiple profitable independent films. He knows the indie film world inside and out.
But you wouldn’t know that from his newsletter’s landing page. So we jumped in to offer some honest, constructive feedback.
What Daren Is Building
Daren’s newsletter — Craftsman Films — is aimed at two audiences:
- Indie filmmakers looking to create profitable films
- Film investors who want to learn how the indie film world works
He’s also written a few books (Craftsman Creative, Blockbuster), built out a “living blog-book” on investing in indie film, and shares deep behind-the-scenes content for creatives and funders alike.
First Impressions: The Landing Page
The signup page Daren submitted was craftsmanfilms.co/join. Here’s what we saw when we arrived:
- A massive arrow image dominating the entire screen
- A short tagline about who it’s for
- A multi-tiered signup form — free and two paid plans (not pictured but
- A sticky “Join” button, a top-nav bar, and more images
Let’s break down the wins — and the misses.
✅ What’s Working
Segmenting subscribers: Daren uses RightMessage to let subscribers self-select whether they’re filmmakers or investors. Smart move. He does this after you’ve subscribed.
Personalized flows: Once segmented, subscribers get a tailored experience with content for their role.
Engaging concept: Daren’s newsletter should be a slam dunk — he’s produced multiple indie films, written the book (literally), and knows what he’s talking about.
❌ What Needs Fixing
Let’s start with the most obvious:
1. That giant arrow image? Scrap it.
It takes over the entire screen and doesn’t communicate any value. If anything, it slows people down.
UPDATE: Daren’s made the fix!
This is an improvement for sure!
But I still wish there was a ‘subscribe’ form above the fold.
Daren’s headline is definitely better. But I think there’s still room for improvement.
Daren could use some credibility it with a strong headline and form. Or, better yet, use a photo of Daren behind the scenes on a film set. That instantly builds credibility.
🔥 Pro Tip: Don’t waste above-the-fold space on visuals that don’t add value. Use your best messaging here.
2. Lead with your experience.
Daren has produced medium-budget indie films. That should be front and center.
Instead, the page buries that info. No proof, no story, no personal hook. You’re left wondering: “Why should I listen to this guy?”
One line could change that:
“I’ve produced over X indie films with budgets up to $Y million. Here’s how to do it profitably.”
3. Way too many calls to action.
The page asks visitors to:
- Pick their role (investor or filmmaker)
- Choose a subscription tier (indirectly)
- Join a $495/year founding membership
- Check out a book
- Explore different sections of the site
That’s overload. Pick one goal — get the email. You can always upsell later.
4. The copy isn’t doing enough.
“Join Craftsman Films” is the headline. But what does that mean?
A better approach:
“Weekly behind-the-scenes strategies to build profitable indie films — from someone who’s actually done it.”
Use your credibility and experience. Give people a reason to sign up.
“The easiest way to lose potential subscribers is to make them work too hard to understand what they’re signing up for.” — Chenell
The Onboarding Flow
Once you do sign up, here’s what happens:
✅ The Welcome Email
The welcome message is warm, includes a polling question (are you a filmmaker or investor?), and offers multiple links to explore.
✅ It uses a customized subject line
✅ It links to Daren’s “living table of contents”
✅ It tries to segment new subscribers — again, solid strategy
But…
❌ There’s Too Much Going On
- The email includes too many links. Overwhelming for a first impression.
- The poll options don’t match what’s shown on the RightMessage box — one option is missing.
- There’s no clear CTA — it just says “this isn’t a sales funnel.” While that’s fine, a little direction would be helpful.
- Daren still doesn’t introduce his background here. Missed opportunity to build trust early.
The Thank You Page
Daren’s thank-you page features (yet another) giant image and asks the subscriber to fill out another form.
We ran into a few issues here:
- The form repeats the “join” messaging, which can be confusing
- Some broken links and formatting errors
- Again — no personal touch, no “next step” direction
Here’s how we’d fix it:
Offer one strong next action (e.g. “Here’s your first post” or “Reply and introduce yourself”)
Replace the image with a photo of Daren + a short thank-you note
Reiterate what subscribers will get and when
Small Tweaks That Make a Big Difference
Use a favicon: It’s still showing the Ghost icon. Swap in a logo or initials.
Update featured images: The giant full-width images on blog posts feel like filler. Use visuals that actually support the post.
Promote more on social: Daren has good presence on LinkedIn but isn’t consistently sharing newsletter content. Highlight subscriber wins, personal stories, and film insights more often.
Key Lessons
Daren has so much going for him — industry knowledge, original frameworks, a built-in niche, and solid systems. But the execution is hiding that value instead of showcasing it.
Based on our roast of Darren’s newsletter, here are the key takeaways you can apply to your own landing page:
- Lead with clear value: Your headline should immediately communicate what subscribers will get, not just your newsletter name
- Establish your authority: Don’t be shy about highlighting your credentials and experience that make your insights valuable
- Use strategic imagery: Replace decorative images with photos that enhance your credibility or demonstrate your value
- Simplify the signup process: Focus on getting email subscribers first, then nurture them toward other offers
- Optimize your thank you page: Use this high-intent moment to guide new subscribers toward valuable next steps
- Craft a focused welcome email: Make it personal, set expectations, and guide subscribers to one clear action
- Find your unique angle: Develop a distinctive positioning statement (like “Invest where Hollywood won’t”) that sets you apart
There are a lot more, but these were the big ones we took away.
The Power of an Outside Perspective
What struck me most about our roast was how many opportunities were hiding in plain sight. Daren already had strong positioning and valuable content, but wasn’t showcasing it effectively on his landing page.
This highlights something I’ve seen a lot: we’re often too close to our own work to see the obvious improvements. Having outside eyes review your signup flow can reveal blind spots and opportunities you might never notice yourself.
When was the last time you had someone walk through your newsletter signup process and give you honest feedback? If it’s been a while (or never), consider finding a peer to exchange reviews with – or sign up for a roast!
Want your newsletter to be roasted next? Submit it at growthinreverse.com/roast for a chance to be featured on the podcast. Leave a rating or review on Apple Podcasts or Spotify and include a screenshot with your submission and get a better chance at getting chosen for an upcoming roast.
