swan-gtm Frontal Messaging Templates
1. Ask Before Pitch (Will Allred)
Open-ended question → Trigger/observation → How product solves → PS relevance
Example:
How are you currently handling [challenge]?
Noticed [trigger/observation about their company].
We help companies like yours [solution].
PS - Relevant because [specific trigger]
2. Not Too Different Persona
"I work with [similar ICP], they struggle with [problem]..."
Example:
I work with B2B SaaS companies doing $2-5M ARR.
They usually struggle with pipeline predictability.
Is that something you're dealing with at {{company}}?
3. Upfront Value (Jordan Crawford)
"Here's [value offering], hope it was helpful..."
Example:
Here's a quick breakdown of your top 3 competitors' outbound strategies.
Hope it's useful.
If you want, I can share how we'd approach it differently for {{company}}.
4. Leverage Content in Outbound (Ethan Parker)
"We've compiled [content] on [how it helps]. Can I send it over?
PS - Relevant because [trigger]"
Example:
We've compiled a playbook on signal-based outbound for B2B SaaS.
Can I send it over?
PS - Relevant because I saw you're hiring SDRs.
5. "Why Are You Paying?" (Leif Bisping)
Set stage with life situation → Obvious choice → Compare to prospect's current solution
Example:
Imagine paying for a gym membership but only using the treadmill.
That's what most companies do with their CRM - pay for 100 features, use 10.
Why are you paying for {{competitor}} when you only need [core feature]?
6. Case Study Reference
Our client [Lead Solution] used to prospect [ICP].
They focused on:
[Problem 1], [Problem 2], [Problem 3].
Since you focus on {{summary}}, might work well if you combined [free resource].
Could I share the outbound campaign they were using to book 35 meetings/month?
Combines with
| Skill | Why |
|---|---|
cold-email-4-sequence |
Use templates as Email 1 variations |
personalization-6-buckets |
Add personalization to templates |
buying-signals-6 |
Match template to signal type |
ai-personalization-prompts |
Automate template personalization |
Example prompts
Write an "Ask Before Pitch" email for a SaaS company targeting RevOps managers.
Create an "Upfront Value" email offering a competitor analysis for marketing agencies.
Use the "Why Are You Paying" template for companies using Outreach.io.
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