Openers senior buyers delete in two seconds
The first lines that get a cold note deleted by a senior buyer before the second sentence, why they fail, and what to write in their place.
3 min read
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Selling to a CTO
What a CTO owns, what they're measured on, the signals that make one ready to buy services, and how to open a conversation they'll actually answer.
3 min readWhy your cold email sounds like everyone else's
Cold email sounds generic when it starts with your firm. Research and a hypothesis about the buyer's problem make an opener sound like nobody else's.
3 min readHow to be usefully wrong
Why a specific wrong guess about a buyer's problem gets more real replies than a vague right one, and how to write a hypothesis worth correcting.
3 min readThe personal trigger and why a title isn't enough
The personal trigger explains why an event matters to this buyer in their seat. Here's why a job title alone falls short and how to write a real one.
3 min readWriting a research hook in one line
The research hook is the first line of a Hypothesis Opening. Here's how to name what happened in one plain line that proves you did the homework.
3 min readThe misery hypothesis, explained
The misery hypothesis is your best guess at the problem a buyer has right now. Here's how to write one, why it works and how to recover when it's wrong.
3 min read