Run sheet · 2 weeks to a working script, then ongoing
Outbound that actually gets replies
“We send a lot of cold email and hear nothing back.”
Founders and small sales teams doing their own outbound.
You end up withThe reason this person should care, not the reason you're emailing.
You end up withA message you'd actually say out loud.
You end up withA 90-word script with a real observation and an exit.
You end up withA weekly review of reply rate, not send volume.
You're done when
- People reply to say no, politely - that means it read as human.
- At least one reply quotes the specific thing you noticed.
- You're reviewing reply rate, not emails sent.
It's not working if
- You're scaling sends to fix a copy problem.
- The first line could be pasted into any other email.
- Nobody replies at all - not even a no.
Everything you'll copy in this track
Steal this · Wedge statement
Fill this in. One sentence each, no adjectives. Everyone in [category] assumes: ______________ We think that's wrong because: ______________ So we do this instead: ______________ Which means [buyer] finally gets: ______________ The people who won't like this: ______________ Test: read the last line out loud. If nobody would object, the wedge is too safe.
Steal this · Voice rules (one page)
We sound like: ______________ We never sound like: ______________ Words we use: ______________ Words we ban: ______________ How we open: ______________ How we handle bad news: say what happened, what we're doing, when we'll update. Before publishing, cut: - every adjective doing no work - every sentence you'd never say out loud - the first paragraph (it's almost always throat-clearing)
Steal this · Cold email that gets replies
Subject: [specific thing about them, 4 words max] [First line: the thing you actually noticed. Not "I loved your post."] [Second line: the problem that thing implies, in their words.] [Third line: what you'd do about it, concretely, in one sentence.] Worth 15 minutes? If not, no hard feelings - I'll stop here. [Name] Rules: under 90 words. No attachments. No "circling back". Always give the exit.
Steal this · ICE scoring sheet
Experiment | Impact 1-10 | Confidence 1-10 | Ease 1-10 | ICE | Owner | Ship by
| | | | | |
ICE = (Impact + Confidence + Ease) / 3. Run the top three. Nothing else.
Friday review, 20 minutes:
- What shipped?
- What did it move? (one number)
- Keep, kill, or double?Run it yourself with the sheet above.
Or I run this track with you - same steps, I do the work.
LinkedIn ghostwriting