It starts with an interview
We ask you what you sell, who buys it, what they say on the first call, why they pick you over someone else and why some of them leave. The answers to those questions end up in the emails far more often than anything we could invent.
Research on what prospects complain about
People describe their problems in their own words when they complain. We look for those complaints about the kind of service you offer, and about the situation your buyers are in, and we pay attention to the phrases they repeat. An email that uses the prospect's own words reads like it was written for them.
Short, plain emails
Our emails are a few sentences long. No images, no logos, no links in the first email, no formatting. They read like a note from one business owner to another, because that's what they are.
Each campaign has a first email and a small number of follow-ups spaced out over a few weeks. The follow-ups don't repeat the pitch. Each one gives the prospect a different reason to reply.
Independent review
Before anything is sent, the emails go through an independent review. The writer is always too close to the draft. A fresh read catches the sentence that sounds pushy, the claim that isn't quite true and the question that's confusing. Then you read them too, and nothing goes out without your approval.
Paid versus free offer test
Some markets respond better to a direct paid offer. Others want something free first, like a short review or an audit, before they'll get on a call. We don't guess which one yours is. We send both to comparable parts of the list and keep the one that books more meetings.
Every claim in your emails has to be true. If you can't back it up on the call, we don't write it.