Start by clearly explaining why you are reaching out.

• Reference something specific about the person or company.
• Use one of the following:
  • Relevancy: Why this message is meant for them.
  • Observation: A signal, action, or behavior you noticed.
  • Recency: A recent event, update, or news item.

The goal is to immediately show relevance and earn attention.

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Choose 1 to 4 components to explain your message clearly and concisely.

Mix and match based on context:

• Problem statement: Highlight a common issue they likely face.
• Dream outcome: Describe what success looks like for them.
• Poke the bear: Ask a question that challenges the current state.
• Case study: Share results from a similar company.
• Problem-solution: Connect the problem directly to your solution.
• Personal touch: Add a short personalized note, video, or voice message.
• Social proof: Mention real results or recognizable names.
• Value: Show how this helps save time, save money, or make money.
• Story: Use a short story to explain your point.
• Resource: Offer a relevant guide or report.
• Offer: Explain how you can help in a concrete way.

The goal is to be helpful, clear, and relevant and not long.

End with one simple next step.

Choose the CTA based on intent level:

• Soft CTA: Ask if the problem is a priority right now.
• Resource CTA: Offer to share a report or guide.
• Hard CTA: Ask if they are open to a short conversation.
• Colleague ask: Ask if someone else is the right person to speak with.

Avoid multiple CTAs in one message.

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Use it for:

• A relevant signal (hiring, launch, funding)
• Light social proof
• A human touch
• A reminder of value

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Add a short P.S. if it reinforces the message.

• Use it to restate value, add urgency, or highlight a resource.
• Keep it short and relevant.

Many people read the P.S. first, use it wisely.

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