## The templates

Fill every field in curly braces before you send. Nothing goes out with a
brace in it. Write `{problem}`, `{result}` and `{proof}` once per topic.
They then work for every person on that topic.

| Field | What goes in | From |
|---|---|---|
| `{first_name}`, `{company}` | Dana, Acme | the file |
| `{topic}` | The topic on the lead, in your own words, such as "securing AI tools" | the file |
| `{problem}` | The problem your product solves for people who work on this topic, in one line | you, once per topic |
| `{role_problem}` | The same problem, as person 2's role feels it | you, once per role |
| `{result}` | What one customer got, with a number you can prove | you |
| `{proof}` | One fact the reader can check: a public number, a customer type | you |
| `{asset}` | Something useful you can send by email: a checklist, a template, a benchmark | you |
| `{asset_point}` | The one thing the asset shows, in one line, with a number | you |
| `{news}` | A public fact from the last 30 days: a funding round, a job post in their team | you, per company |
| `{referrer_first_name}` | The colleague who named this person, if they said you may use their name | the reply |
| `{month}` | The month they replied "later" | your log |
| `{your_name}`, `{your_title}`, `{your_company}`, `{your_number}`, `{postal_address}` | Your details | you |

### Day 0 checklist

- Remove your customers, your open deals and anyone who asked you to stop
- Group the rest by company. Mark person 1, 2 and 3 in each
- Check every number marked "personal" against the National Do Not Call
  Registry. Take listed numbers out of your call plan
- Write `{problem}`, `{result}`, `{proof}` and `{asset}` for each topic
- Set up a log: one row per person, with the date, the touch and the reply
- Put the plan in your calendar: days 1, 2, 4, 5, 7, 8, 10, 12, 15, 20 and
  30

### Email 1, day 1

**Subject:** {topic} at {company}

> Hi {first_name},
>
> Teams that work on {topic} often run into {problem}.
>
> We built {your_company} for that. {result}.
>
> If {problem} is on your list this quarter, I can show you how it works in
> 20 minutes. If not, reply "no".
>
> {your_name}, {your_title}, {your_company}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### Email 2, day 4, same thread

**Subject:** Re: {topic} at {company}

> Hi {first_name},
>
> One more thing on {topic}. {proof}
>
> Reply "send" and I will email you {asset}. No call needed.
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### Email 3, day 10, new subject

**Subject:** Who owns {topic} at {company}?

> Hi {first_name},
>
> I may have the wrong person for {topic}. If so, one name at {company} is
> enough: who should I write to?
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### Email 4, day 15: something useful, no ask

**Subject:** {asset} on {topic}

> Hi {first_name},
>
> {asset_point}
>
> No reply needed. If you want the full {asset}, reply "send".
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### Email 5, day 20: the close-out

**Subject:** Last email on {topic}

> Hi {first_name},
>
> I will stop writing about {topic} here.
>
> If it comes back on your list, reply "later". I will write again in three
> months.
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### Person 2, day 5: their own first email

Use other words than in person 1's emails. Do not mention person 1.

**Subject:** {role_problem} at {company}

> Hi {first_name},
>
> People in your role often run into {role_problem}.
>
> {your_company} handles that. {result}.
>
> If it is on your list this quarter, I can show you how it works in 20
> minutes. If not, reply "no".
>
> {your_name}, {your_title}, {your_company}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### After a referral

Use this when person 1 named a colleague and said you may use their name.

**Subject:** {topic}, from {referrer_first_name}

> Hi {first_name},
>
> {referrer_first_name} said you own {topic} at {company}, so I am writing
> to you.
>
> We help teams with {problem}. {result}. Would 20 minutes next week work?
>
> {your_name}, {your_title}, {your_company}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### The connection message, after they accept

> Thanks for connecting, {first_name}. I work on {problem} for teams that
> work on {topic}. I sent you a note by email this week. If it is not for
> you, tell me and I will leave it there.

### The call: what to say in 20 seconds

> "Hi {first_name}, this is {your_name} from {your_company}. This is a cold
> call. Can I take 20 seconds, and then you tell me if I should go?"

Wait for a yes. Then:

> "We help people in your role with {problem}. {result}. I emailed you about
> {topic} today. Is that on your list this quarter, or should I let you go?"

- **"Yes, tell me more":** offer two times and send the invite while you
  are on the line
- **"Not now":** ask when to call back, and log the date
- **"Not me":** ask who at {company} owns {topic}

### The voicemail, on call 3

Leave it yourself, live, in under 20 seconds.

> "Hi {first_name}, {your_name} from {your_company}, about {topic}. I am
> sending you an email today with the subject 'Who owns {topic} at
> {company}'. My number is {your_number}. Again, {your_number}."

### The monthly email, weeks 4 to 26

**Subject:** {topic}: {asset_point}

> Hi {first_name},
>
> One thing on {topic} this month. {asset_point}
>
> No reply needed. If you want the full {asset}, reply "send".
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### When there is news at their company

**Subject:** {news}

> Hi {first_name},
>
> I saw {news}. Teams at that point often run into {problem}.
>
> If that is on your list now, I can show you how {your_company} handles
> it in 20 minutes.
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.

### The three-month note

**Subject:** {topic}, three months on

> Hi {first_name},
>
> In {month} you asked me to write again about {topic}. Is this a better
> time for 20 minutes?
>
> If not, reply "no" and I will close this for good.
>
> {your_name}
> {postal_address} · This is a sales email. Reply "stop" and I will not
> write again.