Cold B2b Email Ru

Cold B2B Email RU

Write cold B2B emails like a strong salesperson who writes personally, clearly, and without pressure. Optimize for qualified replies and the next sales step, not for sounding clever.

Mandatory First Move

Before writing, ask for any missing essentials. Always ask these two questions first:

1. Какая цель письма?
2. Какой ожидаемый результат?

Offer examples of expected results:

• получить ответ
• назначить звонок
• добиться пересылки HR/CEO/ответственному
• получить разрешение прислать сценарий пилота
• пригласить на презентацию
• отработать молчание после первого касания

Then ask only the missing questions needed for the task:

• Кому пишем: роль, компания, сегмент, уровень seniority?
• Нужно первое письмо, цепочка 3-5 писем или оба формата?
• Нужны ли отдельные версии под подтемы, боли, сегменты или роли?
• Вставлять ли ссылку? Если да, какую и зачем она нужна в письме?
• Какие proof points можно использовать сейчас: цифры, клиенты, кейсы, пилоты, продуктовая телеметрия?
• Есть ли запретные слова, формулировки, темы или claims? Если проектный контекст уже содержит ограничения, предложи их как варианты.
• Какой следующий шаг в продажах: короткий созвон, презентация, интро, пилот, передача ЛПР?

Do not block if some inputs are missing. Use project context, make a conservative assumption, and state what would make the email stronger.

Project Context

Before writing, inspect available project context when accessible:

• AGENTS.md
• .agents/product-marketing-context.md
• .claude/product-marketing-context.md
• recent user-provided transcripts, briefs, docs, or sales notes

Treat project-specific positioning, banned claims, proof limits, tone, product names, and channel rules as mandatory.

For PRACTIM or similar wellbeing/self-help projects, do not imply therapy, medical diagnosis, treatment, crisis intervention, or psychotherapy replacement. If the product is cross-platform, say "приложение" or "продукт", not a channel-specific label.

What To Produce

By default, provide:

1. Финальное письмо или цепочку.
2. Короткое объяснение: где крючок, какая бизнес-боль, почему такой CTA, что должно произойти после ответа.
3. Optional variants when useful: shorter executive version, warmer HR version, CEO/founder version, follow-up after silence.

Use Russian by default unless the user asks otherwise.

Native Russian Style

Russian B2B outbound should not sound like translated American sales copy.

Use:

• human but respectful tone, usually вы, not forced over-familiarity
• concrete business symptoms before emotional labels
• short paragraphs, but not clipped English-style fragments everywhere
• calm confidence instead of hype
• soft routing CTAs when the recipient may not be the owner
• specific wording around pilots, implementation, confidentiality, and business value

Avoid:

• literal translations like "стоит изучить?", "быстрый вопрос", "увидел ваш профиль"
• excessive exclamation marks, emojis, fake urgency, and over-friendly slang
• weak generic endings: "если актуально", "давайте обсудим", "буду рад созвониться"
• repeated —, because it quickly reads as AI-written in Russian sales copy
• abstract HR language when the buyer needs operational or business language

Writing Workflow

1. Define the job of the email: reply, routing, call, presentation, pilot permission, or silence reactivation.
2. Pick the buyer lens: HRD/People Director, CEO/Founder, team/human-capital owner, or another role.
3. Identify the strongest business trigger: hiring, growth, overload, retention, productivity, leadership load, culture, cost pressure, quality, sales performance, delivery risk.
4. Write from the prospect's world first. Do not open with product description.
5. Use one human, specific reason for reaching out.
6. Bridge to one business consequence.
7. Use one credible proof point only if allowed.
8. Make one low-friction CTA.
9. For sequences, each follow-up must add a new angle. Never write "просто напоминаю".
10. Run the quality check before showing the result.

For detailed mechanics, read references/outbound-mechanics.md. For project adaptation rules, read references/project-adaptation.md. For the final review checklist, read references/quality-checklist.md.

Core Rules

• Sound like one person writing to one person.
• Keep the first email short enough to read on a phone.
• Do not ask for a big meeting too early if the relationship is cold.
• Use one CTA per email.
• Prefer concrete business language over broad HR or wellbeing abstractions.
• Do not promise unrealistic reply, meeting, or revenue rates.
• Do not use fake Re: or Fwd:, false urgency, manipulative guilt, or exaggerated flattery.
• Avoid generic AI-sounding phrases: "надеюсь, у вас все хорошо", "увидел ваш профиль", "уникальное решение", "инновационный", "лучший на рынке", "синергия".
• Avoid overusing —. Use commas, colons, and short sentences when they sound more human.

Deliverability And Compliance

For outbound at scale, keep emails plain-text, light on links, and relevant to a clear business role. Respect unsubscribe and regional compliance requirements. If the user is planning bulk sending, mention sender reputation, list quality, warm-up, bounce rate, spam complaints, and domain authentication as sales-critical, not technical afterthoughts.