# Anysite Outreach > Write COLD first-touch and follow-up outreach (email, LinkedIn DM) grounded in a real, dated detail collected by the other anysite skills - a funding round, a job change, a recent post, a competitor switch. Not generic personalization. Turns "we found the contact" into "here's the message". Use when the user wants to draft cold outreach, a first-touch email/DM, a follow-up sequence, or subject lines - "напиши письмо", "cold email", "аутрич", "холодное сообщение". NOT for replying to an inbound lead or an existing thread (that needs a real answer, not this cold formula - see anysite-crm-inbound). Drafts text only; the operator sends via their own tool. - Skill: `anysiteio/anysite-outreach` (Agent Skill) - Install (CLI): `npx skillmds@latest add anysiteio/anysite-outreach` - Raw SKILL.md: https://api.skillmd.com/api/skills/anysiteio/anysite-outreach/raw - Safety review: pending - Works with: Claude Code, Claude.ai, OpenAI Codex - Category: Productivity - Author: anysiteio (https://skillmd.com/u/anysiteio) - Updated: 2026-09-10 - Page: https://skillmd.com/skills/anysiteio/anysite-outreach --- # Outreach The other skills end at "found the contact, here's the email". This one writes the message — and its value is that the message rides a **specific, dated fact you already collected**, not a generic template every competitor also sends. The rule behind everything: **could this exact message be sent to another company?** Yes → generic, rewrite or don't send. No → ready. This "mental test" is the skill's core; run it literally on every draft. ## Step 0 — the offer (once per user, before any draft) The message has three slots: `[their detail] — [your offer, one line] — [question]`. The middle slot is about the SENDER, and no other skill in the pack knows it. Establish it once and reuse: - what you sell, in one plain line; - one number that matters (a price, a metric) — optional but strong; - 1–2 proof points (a named customer, a hard figure) for touches 3–4; - words to avoid (competitor names in touch 1, internal jargon). Ask the user if it isn't already saved. Store it next to the CRM profile (`~/.claude/skills/anysite-crm-profile/`) so future sessions skip the question. (Do not import anysite's own pitch — "$1 per 1k", "don't mention LinkedIn" are that internal playbook's rules, not yours; see the gold examples file only for STYLE, not content.) ## Where the detail comes from — and it must be fresh You already have these from the sourcing/signal skills. A detail without a date is not a detail — stale facts are worse than none ("congrats on the round" about a 2021 raise reads as a bot). Freshness gates: | Source skill | Detail | Fresh if | |---|---|---| | `anysite-crm-champions` | job change / were your champion at | ≤180 days | | `anysite-crm-signals` | funding round, exec hire, hiring surge, layoff, news | ≤90 days, and DATED | | `anysite-crm-competitor-intel` | uses + a pain from its reviews | pain quote is timeless; usage claim must be PROVEN | | `anysite-crm-account-brief` / `anysite-people-sourcing` | a recent post/comment, a stated priority | post ≤30 days | | `anysite-company-sourcing` | homepage quote, product name, a specific metric | timeless | Two traps proven on live data: - **`secondary_market` / `post_ipo` funding rows are NOT a raise** — don't congratulate. Take the newest row whose type is a real round AND whose amount is non-null AND whose date is within the gate. (Fireflies' newest `funding_rounds` row was a 2025 secondary with `money_raised_usd: null`; the real raise was 2021.) - **Competitor usage from technographics is a SAMPLE, not proof.** Claim "you use X" only with direct evidence (their job post requiring it, their review, a case study). Otherwise phrase as a hypothesis or drop it. **No fresh, specific detail → do NOT manufacture one.** Manufactured insight reads as mansplaining. Either ask the user for a category angle to use as a plainly generic template, or mark the lead "weak data, skip" and say so. (There is no built-in template library — don't promise one.) ## The formula (first touch) ``` [one detail about THEM] — [your offer, one line] — [one simple question]? ``` Constraints (violate none): - **≤2 sentences, ~25–40 words.** Five seconds to read. This holds for enterprise too — short cold copy converts on every segment. - **One detail** — but a detail can be a single COMPOUND thesis built from a few facts (anchor + competitor + pain is ONE displacement angle, not three details; it passes the mental test precisely because the combination is non-transferable). - **One number of YOURS.** A number inside the detail ("across 4 channels", "back after 5 years") doesn't count against this — it's theirs. - **End on a question, not a CTA.** "worth a look?" / "open to a test?" - **Plain language.** No analyst-speak, no sycophancy ("you say X — agreed"), no "Saw…/I noticed…" openers (mass-mail tell). ## Modulate by seniority (ATL vs BTL) `search_sql_users` returns `seniority` — use it. To a CXO/VP, the offer line is a business outcome or risk ("keeps data cost invisible as you scale"); to an IC/ manager, it's the workflow specifics they own ("fresh records into your sequence without the monthly credit cliff"). Same detail, different value slot. This is the highest-leverage upgrade over a one-size message. ## Channel differences - **Email:** give 2–3 subject options (2–4 words, lower-case, the detail itself — "your series b", "stale lists" — never the pitch; run the mental test on the subject too). But opens follow the subject while REPLIES follow the first line — make the first line carry the detail, not a greeting. Deliverability today is domain reputation + SPF/DKIM/DMARC + warmup, not word-filters — so the real advice is "confirm domain auth and warmup" and "keep trigger words ('free', 'guarantee') out of the SUBJECT and avoid links in touch 1". Legal: cold commercial email needs a working opt-out, sender identity and a physical address (CAN-SPAM; EU/UK also a legitimate-interest basis) — the unsubscribe line sits OUTSIDE the 25–40 word count. - **LinkedIn DM:** lower-case start, no subject, and don't write the word "linkedin" in the body (moderation). Even tighter. ## Email address gate Send only to a WORK email confirmed against the person's CURRENT company domain. Note which cascade step it came from (`anysite-mcp` → Email finding): only step 2 (`user_find_email_by_url`) returns `valid_email`/`email_status`; step 1 (`user_email`) has no validation and its `found` is always true — treat step-1 addresses as unverified (send at own risk or run them through step 2 first). ## The sequence (4 touches, one idea each) | # | Job | Length | Contents | |---|---|---|---| | 1 Hook | catch them with the detail | 25–40 w | detail + offer line + simple question | | 2 Math/Fit | the value in THEIR numbers | 30–45 w | their scale × the stakes + "worth comparing?" | | 3 Proof | one proof point | 30–50 w | a named customer + one figure + soft CTA | | 4 Break-up | close, door open | 20–30 w | "no worries" + a low-friction offer if ever useful | Incentives (a trial, a credit grant) belong in touch 3–4, never touch 1. ## Voice-of-customer: quote, don't paraphrase When `anysite-crm-competitor-intel` has a verbatim review line, use it verbatim — a real "after your credits are gone it's a brick tool" beats any paraphrase. Keep the source; never invent a quote. ## Self-check before it ships (all must pass) - [ ] One detail (or one compound thesis), concrete AND dated within its gate. - [ ] Mental test passes on the body AND the subject. - [ ] One number of yours (a number inside the detail is fine). Ends on a question. ≤2 sentences. - [ ] No "Saw…", no analyst-speak, no forced agreement. - [ ] Offer line matches the recipient's seniority. - [ ] Email: 2–3 subjects, first line carries the detail, opt-out present (uncounted), address is a domain-matched work email (step-2 validated, or flagged unverified). - [ ] DM: lower-case, no "linkedin" in the body. - [ ] Nothing invented — every claim traces to dated collected data; competitor usage only if directly proven. Fail one → rewrite. Deterministic, ported from the `validate_hook` discipline. ## Boundaries & routing - **Cold only, drafts only.** For an inbound lead or a live thread, answer the question and offer a slot — don't apply this formula; `anysite-crm-inbound` scopes the inbound case. This skill produces text; the operator sends. - Supersedes the ad-hoc outreach lines in `anysite-lead-generation` and `anysite-vc-analyst` — when the task is "write the cold message", use this skill's rules, not theirs. - Storing the copy: `anysite-crm-*` can write it to a mapped field (e.g. `hook_text`) via the profile — dry-run first, per the Writing rules. - Style reference (gold examples + four failure modes): `sales_agent/anysite_hook_style_guide.md` — for STYLE, not for anysite's offer.