Made for the reader — “What’s in it for you?”
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Make them want it
Example: Save 3 hours this week — quick idea inside
When to use: Use this when you ask for a meeting or help and show them the benefit.
Tip: Tell what they get. -
Use their name
Example: Alex — quick question
When to use: Use this for important people to get their attention.
Tip: Keep it short. -
Ask for their view
Example: Your view on the Q3 plan?
When to use: Use this when you want their opinion on a big topic.
Tip: Say you want their idea. -
Show you know their interests
Example: An idea for [Project/Topic] you might like
When to use: Use this for someone who cares about that topic.
Tip: Fill the bracket with their project. -
Say it helps both sides
Example: How my team can help reduce churn (drop-off)
When to use: Use this when both groups can win. (Churn means people stopping something, like leaving a product.)
Tip: Say how both sides win. -
Show you’re like them
Example: Product leaders — quick collab idea
When to use: Use this when writing to a group of similar people.
Tip: Use the group name. -
Give a small, real compliment
Example: Loved your talk — quick follow-up
When to use: Use this when you admire someone. Be honest.
Tip: Don’t be fake.
Clear, confident, and useful
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Tease a useful fact
Example: One insight from our data you’ll want to see
When to use: Use this when you want a short call back or meeting.
Tip: Make them curious. -
Give a small, clear suggestion
Example: Try this A/B test next week
When to use: Use this when you want teammates to try one idea.
Tip: Be helpful, not bossy. -
Be direct when a decision is needed
Example: Decision needed: Approve Q4 hires
When to use: Use this when you need a quick yes or no from a boss.
Tip: Be short and clear. -
Keep it fresh — no boring words
Example: 3 metrics to check before launch
When to use: Use this for smart readers who get many emails.
Tip: Give useful info. -
Use a picture in words
Example: Make onboarding feel like a welcome mat — 2 ideas
When to use: Use this for creative or sales ideas.
Tip: Paint a small picture with words. -
Be extra polite for sensitive asks
Example: Request: Could I ask a 10-minute favor?
When to use: Use this when asking strangers or for delicate help.
Tip: Ask gently. -
Use the right jargon for experts
Example: CPA spike analysis — quick Q
When to use: Use this for people who know special words.
Tip: Only use jargon with experts.
Build relationships and show care
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Start friendly
Example: Hope you’re well — quick question about support
When to use: Use this to calm someone or when contacting customers.
Tip: Be kind first. -
Say thanks and add next steps
Example: Thanks for the intro — next steps?
When to use: Use this after someone helps you.
Tip: Say what comes next. -
Ask a deep, honest question
Example: What’s the one challenge keeping you up at night?
When to use: Use this when you want a real, honest chat.
Tip: Be ready to listen. -
Mention where you met
Example: Following up on our chat at [Event]
When to use: Use this after you meet someone at an event.
Tip: Name the event. -
Offer a softer option
Example: A gentler option for the decision you’re facing
When to use: Use this when someone must make a hard choice.
Tip: Be comforting. -
Ask them to do good
Example: Join us: a small way to support [cause]
When to use: Use this for volunteer or charity asks.
Tip: Say how they help. -
Fix the problem without blame
Example: Small fix that solves the reporting error
When to use: Use this when you point out a mistake but want to keep trust.
Tip: Offer the quick fix.