Choose an offer and write the first email

I work on the offer before I ask the agent to write another 100 emails. Here's why.

We emailed for RB2B and a direct competitor using the same lists and basically the same message. Their reply rates were nearly identical. After three months, RB2B was at $1M ARR. The competitor had zero paying customers.

RB2B had a free-forever plan with no credit card. The competitor asked for a credit card for a seven-day trial and required a meeting to become a customer. So people could respond to the email, then still drop out when they tried to become a customer. Here's the comparison.

Write the offer before the email

I write down six things: buyer, useful outcome, proof, first delivery, required commitment, next action. Then I go through signup or booking myself. What am I asking the person to do before they get the thing they wanted?

With SaaS, I want people to experience the useful part of the product. RB2B shows them who's visiting their site. Fyxer lets them use the Gmail workflow. For a service, I lead with the business outcome and proof. Our Abe campaigns produced $597,000 in closed ARR over six months from 1.17 million emails and 600+ meetings. That gives me something concrete to talk about. Abe breakdown.

Emails you can adapt

Here are example emails. Use your actual product, proof, and terms when you adapt them.

Self-serve SaaS

Subject: your inbox
Hey [first name],
We built a tool that sorts your Gmail and drafts replies,
so you can clear the inbox without writing every email.
You can use it free for a week. No credit card.
Start here: [signup link]

High-ticket service, using our own Abe proof

Subject: outbound pipeline
Hey [first name],
We build and run cold email channels for B2B companies.
For Abe, our campaigns booked 600+ meetings and produced
$597,000 in closed ARR over six months.
We handle the lists, infrastructure, copy and testing.
Your team takes the sales conversations.
Book a time here: [calendar link]

I send the person straight to what the email offered. A pilot offer links to the pilot page. A trial offer links to signup.

Turn your inputs into a test

Read our product walkthrough, prices, customer proof, how we
deliver the work, and what someone does to sign up or book.
Build three different offers for [buyer and problem].
Explain what the buyer gets, how quickly they get it, what they
have to do or pay, the proof we can use, and the next step.
Show any changes we need to make before offering it.
Use our actual proof. Make clear which new terms you're proposing.
Write one email for each offer in the founder's language.
Give each offer a simple name so we can compare it later.
Make a test sheet showing who we emailed, how many signed up
or booked, how many used the product or attended, paying
customers, revenue, and what the campaign cost.

I pick the next offer from what actually becomes a customer. If people click but don't activate, I work on activation. If they show up but don't buy, I look at the offer and sales process. 7 - Connect OutFound and find the winners shows how we connect those outcomes to the email.