The guides.
50 of them, organized the way the work is organized. Four stages in order, then the markets I run them in. Pick one, tell me where to send it, and it arrives written for your situation rather than pulled off a shelf.
Every guide here comes out of client work, not a content calendar. The examples are real, the numbers are traced to a source, and the checks are the ones I run on paid engagements. If you use one and it fixes the problem without me, that's a good outcome.
The Read
Everything you should pull before anyone is paid to write a sentence. Two thirds of the time, words are not the problem.
The 90 Day Send Audit
What to pull from your platform before anyone rewrites an email, and what each number is actually telling you.
Get the guide → The ReadMining Sales Calls for Buyer Language
How to get the words your buyers use out of 200 hours of recordings without listening to 200 hours of recordings.
Get the guide → The ReadHow to Read a Win Loss Doc
The four things buyers say instead of no, and why each one is a category problem wearing an objection costume.
Get the guide → The ReadThe One Sentence Test
Run it on your leadership team this week. If three people describe three companies, no rewrite can rescue you.
Get the guide → The ReadReading G2 Reviews for the Words Buyers Actually Use
A method for pulling copy out of reviews, including your competitors' worst ones.
Get the guide → The ReadThe Churn Reason File
Turning exit interviews and cancellation notes into the lifecycle copy that keeps the next customer.
Get the guide → The ReadReply Mining
What 500 old replies tell you that 50,000 opens never will.
Get the guide → The ReadThe Job Req Method
Finding buyers who are publicly in market for what you sell, using the words in their own hiring posts.
Get the guide →The Decision
What the company says, on one page, in the words buyers already use. Every email after that gets written from it.
Who It's For, What It's Against
The one page decision every email should be written from, and how to settle it in one working session.
Get the guide → The DecisionThe Wrong Category Problem
Why buyers file you somewhere you do not belong, then buy the cheapest thing in that file.
Get the guide → The DecisionSeven Descriptions of One Company
Fixing the story before the copy, using what your own team and your own customers say when asked separately.
Get the guide → The DecisionThe Identity Frame
Writing lifecycle emails to who the reader wants to become, instead of sending them value.
Get the guide → The DecisionNaming the Enemy
The message move that separates you from the four companies that sound exactly like you.
Get the guide → The DecisionFounder Voice to Sales Voice
What changes when the story that worked from the founder has to work when a rep sends it cold.
Get the guide → The DecisionThe Sameness Audit
Does your homepage say what four competitors say? A method for finding out in an afternoon.
Get the guide →The Send
The plumbing, the list, then the writing. In that order. The best sequence ever written cannot outrun a domain inboxes distrust.
SPF, DKIM, and DMARC in Plain English
The three records, what each one does, and how to check yours in ten minutes without an IT ticket.
Get the guide → The SendThe Warmup Playbook
From a fresh domain to a trusted sender, and the timeline nobody wants to hear.
Get the guide → The SendCatch All Domains
Why a third of your list may not exist, and what verification does and does not tell you.
Get the guide → The SendThe Send Ceiling
Finding the daily volume where your domain starts getting flagged, before the inbox providers find it for you.
Get the guide → The SendPlacement Testing
What the green light on your dashboard is hiding, and how to see where your emails actually land.
Get the guide → The SendSending From Your Primary Domain
The mistake that burns the address your contracts and invoices go out on.
Get the guide → The SendSuppression Rules
The list split that ends static reply rates: engaged, went quiet, never replied.
Get the guide → The SendThe First Cold Email
Under 75 words, one ask, built from something the reader said in public.
Get the guide → The SendThe Four Beat Cold Email
Found object, affirmation, contrast, ask. The structure, and why the order is not negotiable.
Get the guide → The SendThe Reply Ladder
What to send back to a yes, a maybe later, a referral, and an honest no.
Get the guide → The SendThe Hour After the Reply
Where most booked meetings are actually lost, and the two moves that recover them.
Get the guide → The SendSequences That Don't Sound Like a Committee
The five email structure, and why most sequences read like three people wrote them.
Get the guide → The SendPersonalization That Isn't a Merge Field
Quoting the buyer back to themselves, and why first name and company name are not personalization.
Get the guide → The SendThe Peer Intelligence Opener
The message shape that got a chief experience officer to answer cold outreach for the first time in twenty years.
Get the guide → The SendConference and Association Lists
The outbound source most teams ignore: people who already showed up somewhere relevant.
Get the guide → The SendThe Welcome Sequence
The highest open rate email you own, and what almost everyone wastes it on.
Get the guide → The SendActivation Emails for B2B SaaS
From signup to the first real action, and the behavioral triggers that get people there.
Get the guide → The SendNurture That Isn't Value Emails
The identity based sequence, and why here is a tip does nothing for pipeline.
Get the guide → The SendWin Back Sequences for Closed Lost Deals
The cheapest pipeline you will find all year is people who already said no once.
Get the guide → The SendTier Upgrade Campaigns
Reframing a price change as a growth decision, from a program that traced eight percent of revenue to the emails.
Get the guide → The SendProduct Launch Emails That Open on the Problem
Not the release. The workflow problem the release solves, in the reader's words.
Get the guide → The SendWebinar Sequences
Before, during, after, and the one email nobody sends that books the most meetings.
Get the guide → The SendPartner Email in the Partner's Voice
Why partner programs stall on a slide deck, and the email that converts a partner's audience instead.
Get the guide →The Scoreboard
Replies from real buyers and meetings booked on the top rows. Opens demoted to what they always were.
Replies and Meetings, Not Opens
Rebuilding your email report so the first two rows measure the thing everyone claims to care about.
Get the guide → The ScoreboardTracing Revenue to One Flow
The afternoon that ends budget arguments about lifecycle email.
Get the guide → The ScoreboardSixty Sends Before a Verdict
How to test email without fooling yourself, and why most A/B results are noise.
Get the guide → The ScoreboardThe Lane Split
Why reply rate is really a measure of relationship state, and how to cut your numbers so they stop lying.
Get the guide →Outbound and Lifecycle, by Market
The same four stages, run on the buyers, objections, and inbox habits of one market at a time.
B2B Healthcare Tech Outbound
What a revenue cycle director, a practice administrator, or a CMIO will actually answer, and what four vendors already sent them this quarter.
Get the guide → Outbound and Lifecycle, by MarketSelling to Provider Groups and MSOs
The email that gets past the front desk, and the land and expand motion behind it.
Get the guide → Outbound and Lifecycle, by MarketFintech Outbound
Compliance conscious cold email that still gets replies from people who are paid to be suspicious.
Get the guide → Outbound and Lifecycle, by MarketCybersecurity Outbound
Reaching CISOs who get forty pitches a week and have a policy of ignoring all of them.
Get the guide → Outbound and Lifecycle, by MarketHR Tech and People Ops
Emailing buyers who are drowning in vendors and have learned to skim.
Get the guide → Outbound and Lifecycle, by MarketDev Tools and Infrastructure
Cold email to engineers without getting screenshotted and roasted.
Get the guide → Outbound and Lifecycle, by MarketMartech and Data
Selling to marketers who write email for a living and can see every trick you are using.
Get the guide → Outbound and Lifecycle, by MarketVertical SaaS and Practice Management
The playbook for audiology, dental, legal, veterinary, and every other practice run by a practitioner who hates software.
Get the guide →Can't find the one you need?
Tell me the market and the problem. If it's something I've done, I'll write it up for you. If it isn't, I'll say so.
Email me what you're after →