Inside the Brain. How Stage 1 learns your business
The Brain is how Stage 1 learns what your firm sells and how it talks, from your website and documents, so its research and drafts sound like you.
3 min read
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Tagged messaging
Every post tagged messaging.
Buyers20 postsIndustries38 postsLeadership37 postsMethod50 postsPipeline40 postsProduct6 postsReplies21 postsSignals57 postsWarm intros32 posts
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The opener that gets corrected wins
The best cold opener isn't the one that's right. It's the one that's easy to correct. Here's why a wrong guess gets senior buyers talking.
3 min readSelling to a chief customer officer
A chief customer officer buys services when retention slips and the data is scattered. What they own, what they ignore and how to open.
3 min readHow to use a case study after the reply
A case study works once the buyer has named their problem. How to pick the right one after a reply, cut it to fit and send it so it moves.
3 min readSelling to food and beverage companies
Food and beverage companies buy services when margins, plants or retailer demands force change. Here's who buys, what pressures they face and how to open.
3 min readSelling to a chief product officer
A chief product officer buys services when the roadmap slips and the team can't close the gap. What they own, what they ignore and how to open.
3 min readWords that make you sound like a vendor
The words and phrases that make a services firm sound like one more vendor to a senior buyer, and what to write instead so you sound like a peer.
3 min readWriting in your firm's voice, not a template's
Why outreach templates make every services firm sound the same, and how to write openers that sound like your firm and the people in it.
3 min readWhat unsubscribe requests teach you
What an unsubscribe request from a senior buyer usually means, the short reply to send, and what a pattern of them says about your targeting.
3 min readThe meeting ask that doesn't feel like one
Why a cold note should end with a question about the buyer's problem instead of a meeting request, and how that question earns the meeting anyway.
3 min readWhy compliments in openers backfire
A compliment in the first line of a cold note signals that a pitch is coming. Why senior buyers tune it out, and what to open with instead.
3 min readHypotheses for management consulting
Management consultants sell judgment. How to write a misery hypothesis that proves you have some before the buyer ever takes a meeting.
3 min readHypotheses for agencies and creative services
Agencies sell taste, and taste is hard to put in an email. How to write a misery hypothesis about the marketing problem instead of your portfolio.
3 min readHypotheses for managed services
How to write a misery hypothesis for managed services buyers, who rarely switch providers until the current one becomes hard to defend.
3 min readHypotheses for cybersecurity services
How to write a misery hypothesis when you sell cybersecurity services, without fear tactics. Where to look, what to guess and an example opener.
3 min readHypotheses for cloud services
How to write a misery hypothesis when you sell cloud services. Where to look, the four guesses that tend to land and an example opener.
3 min readHow to ask for an intro people actually forward
The intro ask that gets forwarded is short, written for the buyer, and takes the connector ten seconds. Here's how to write both notes.
4 min readHypotheses for data and AI services
How to write a sharp misery hypothesis when you sell data and AI services, built on the pilot gap, the data underneath and the leader on the hook.
3 min read