[THE OFFER IN PLAIN WORDS — not the company name, not a slogan]
[Two sentences: what the artefact is, and how it gets delivered.]
[Company][Person, credentials as they write them][Location or category][D Mon YYYY]
The read
[One framing line. Blunt, because it matters more than the copy.]
[Claim.] [Evidence.]
[Claim.] [Evidence.]
[Claim.] [Evidence.]
[Claim.] [Evidence.]
[The thing they own that nobody is using, or the decision
that reframes the campaign. Write this last.]
Why this offer
[Three directions were designed and argued against each other. Name the
shared flaw of the two you killed, or use the table below.]
Direction
Verdict
1
[Name] [One line]
Chosen. [Why]
2
[Name] [One line]
[Why killed.] [What was kept from it.]
3
[Name] [One line]
[Why killed.] [What was kept from it.]
The offer is a dangle, not a giveaway. We say it exists
and offer to walk through it. We do not attach it, link it or email it.
The artefact is the reason for the meeting, not a substitute for it.
[VERB][What happens, one line.]
[VERB][What happens, one line.]
[VERB][The ask, capped. Twenty minutes and an explicit exit.]
[The honest trade-off, stated plainly.]
The messages
Blank connection request. Sends from [whose] personal profile. [Register.]
No em dashes, no emojis. [What is never claimed.]
M1 · [label][NN] frame · ~[NN] filled
[Message exactly as it sends. Real line breaks.
Variables wrapped like this: ]{{first_name}}
[Why this line does what it does. Mechanism, not sentiment.]
M2 · [label][NN] words
[New information, then the re-ask.]
[Why the second ask is honest rather than a nudge.]
M3 · the takeaway[NN] words
[One line, one question, no close.]
[Why it works. If a budget was broken, say why here.]
The recon
[How many lookups, how long per lead, and that no paid vendor is needed.]
1 [STEP IN CAPS]
[What to do. Free source, named.]
[Explicit DROP or route rule.]
2 [STEP IN CAPS]
[What to do.]
[Explicit DROP or route rule.]
3 LOG IT
[What gets recorded per lead, so nothing is reused or contradicted.]
[The step that is the campaign rather than admin, and why.]
Targeting
TITLES [Named titles]
EXCLUDE [Named titles. If an exclusion drops the whole COMPANY rather
than the person, say so in caps.]
SIZE [Headcount and the real qualifier underneath it.]
SECTORS [Named sectors]
TENURE [Range in role]
GEOGRAPHY [Markets, one per batch if the recon is market-sensitive.]
Signals - what makes this timed rather than demographic
Captured, primary. [An event that happened to them, with a date.]
Created, the second key. [Something they did on purpose.]
The stack rule, hard. [Either alone is not a trigger and never sends.]
Anti-signal, drops the lead. [The condition that means they cannot buy.]
Anti-signal, drops the lead. [The condition that means you are too late.]
Before it sends
[The one that kills the campaign silently. Say so in the title.][What must be true, who confirms it, and what happens without it.]
Nothing is attached, linked or emailedThe artefact exists to earn the twenty minutes. If a reply asks for it by email, the answer is a time offer, not an attachment. Brief this before launch or the campaign quietly becomes a PDF drop.
The artefact exists before M1 goes outGenuinely built, per lead, not a promise to think about it later. M1 says it exists. A yes with nothing to show ends it.
[A fact only they can confirm][The exact question to ask them.]
[Proof boundary][What may be claimed, and what may not.]