The move

Eric Glyman's tweet begins "It’s launch day at @tryramp", says Bill Pay is "the fastest bill pay experience on the market, and it's live & free for all customers", links cnbc.com and marks the thread (1/7). The image of two men carries the CNBC caption "Corporate card start-up Ramp targets Bill.com with free payments software".

Why it works

• Our readThe opener says "It’s launch day" in the founder's own first person, so it reads as news from a person rather than a brand.
• Our readStating "live & free for all customers" in the opener answers the first questions a buyer is likely to ask.
• Our readA press headline naming the competitor Bill.com lets a third party frame the rivalry, so the founder doesn't have to.

What not to copy

"Fastest on the market" is an unsupported superlative in the post itself; use one only if you can prove it. Keep the founder byline, price in the first lines and the press image.