Outreach

Situation Detection

Universal Rules

The Formula: Who (right person, verified contact) + Why Now (trigger event) + WIIFT (what's in it for them)

Personalization: Reference something SPECIFIC — not "loved your work" but "your piece on X changed how I think about Y." If you can't find a hook, you haven't researched enough.

Timing:

• Best: Tuesday-Thursday, 9-11am recipient's timezone
• Avoid: Monday 9am, Friday afternoon, holidays, major news days
• Check: Did they just post/publish something? Strike while relevant

Follow-up cadence:

Stop after 3-4 touches. "Bumping this up" is spam.

Quick Checks

Before sending:

• [ ] Verified email (not generic info@)
• [ ] Personalization hook is SPECIFIC
• [ ] Under 150 words for cold outreach
• [ ] No attachments (link to resources)
• [ ] Clear CTA (specific ask, not "let me know")
• [ ] Subject line under 50 characters

Red flags to avoid:

• "I came across your profile..." (generic)
• Pitching in first message (build curiosity first)
• "Per my last email..." (guilt-trip)
• Asking for "exposure" (have budget or don't ask)
• Simultaneous competitor pitches with exclusive angles

Outreach Profile

Build over time. Update after campaigns.

What Works

What Fails

Templates That Convert

Channel Preferences by Persona

Contacts to Avoid

Empty = nothing learned yet. Every campaign reveals patterns. Track and update.