Copywriting

The average cold email is a template with a name swapped in. Recipients know it. They’ve seen the same “I noticed [Company] recently [thing]” email from twelve different senders. It doesn’t work because it can’t — it’s optimized for scale, not for the person reading it.

We write differently.

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The rule: one email, one person

Every email we send is written for a specific person based on a specific signal. That means:

• The opening references something real about them or their company
• The problem we surface is relevant to their actual situation
• The ask fits the context

This takes longer than templates. It’s why we use AI to assist the research and structure, and humans to write and review the actual copy.

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Our framework

Every cold email we write follows the same four-part structure, though the execution varies completely per person.

1. Opening — the signal hook (1–2 sentences)

What made us reach out to this person, now? It must be specific. Not “I’ve been following your company” — that’s a template. Instead:

• “Saw you’re hiring three SDRs on LinkedIn — that usually means outbound is becoming a priority.”
• “Noticed [Company] just moved from HubSpot to Salesforce. That transition usually surfaces some pipeline visibility gaps.”
• “Your post on outbound conversion rates last week got me thinking.”

If we can’t find a real signal, we don’t email that person.

2. Problem — what we think they’re feeling (1–2 sentences)

Name the problem that the signal implies. Don’t explain what we do — explain what they’re experiencing:

• “Most teams at that stage end up with reps spending 60% of their time on prospecting instead of closing.”
• “The first 90 days in a new sales leadership role is usually spent figuring out why pipeline looks like it does.”

3. Positioning — what we do about it (1 sentence)

Short. Specific. Not a features list:

• “We handle the full outbound pipeline — list building, copy, sends, and reply triage — so your team can focus on closing.”

4. Ask — a small, low-commitment action (1 sentence)

Not “Are you free for a 30-minute demo?” — that’s too much. We ask for something smaller:

• “Worth a 15-minute intro to see if there’s a fit?”
• “Happy to send you a breakdown of what we built for [similar company type] if that’s useful.”

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Subject lines

Short. Lowercase. Not clever.

The goal is to not look like marketing. The best subject lines look like an internal forward:

• quick q
• outbound at [company]
• [their name] — intro
• pipeline question

We A/B test two subject lines per sequence and report on open rates weekly.

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What we avoid

• Flattery — “I love what you’re building” signals that we’re going to pitch something
• Vague pain — “Are you struggling with lead generation?” hits everyone and no one
• Feature lists — Nobody cares what we do until they care about the problem
• Long emails — Under 100 words for the initial email. Always.
• “Just checking in” — The weakest follow-up line in existence

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The review process

We deliver copy in batches of ~50 emails before sending. For each batch you’ll see:

• The actual email text
• The signal we used to trigger the outreach
• The contact it’s being sent to

You can approve as-is, request edits, or flag a contact to skip. We typically do 2–3 rounds of iteration before a sequence is approved, with 48-hour turnaround on revisions.

The goal is to get your voice calibrated within the first batch. After that, subsequent batches require minimal review.

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Who writes the copy

We do. You don’t need to write a single word. What you do need to provide:

• 2–3 past customers we can reference for context
• The specific problem you solve and for whom
• Any objections you commonly hear on sales calls (we’ll pre-empt them)
• Your tone preference — formal, direct, conversational, etc.

We’ll write a first draft and you’ll tell us what’s off. Usually takes one round.