<aside> 📖
The whole system compressed into 10 lines. If someone only reads one page, make it this one.
</aside>
<aside> 1️⃣
Sell one outcome for one buyer, not a service.
Nobody buys "custom software" or "marketing". They buy a specific result, with a number and a deadline on it.
</aside>
<aside> 2️⃣
The problem qualifies. Industry and size are only context.
Firmographics tell you how to talk to someone. They never tell you whether that person has the problem you solve.
</aside>
<aside> 3️⃣
The list is the message. Build it on a signal.
If everyone on the list shares a trigger, the copy writes itself. If they only share a headcount range, you are forced to be generic.
</aside>
<aside> 4️⃣
Sell the front-end first. Nobody gives a stranger $50k.
Small, fast, specific. Prove the mechanism works on their business, then sell the full engagement.
</aside>
<aside> 5️⃣
Give before you ask. Never lead with an audit.
An audit tells someone what is wrong with them. A give-first asset hands them something they can use today, whether or not they ever buy.
</aside>
<aside> 6️⃣
A cold email exists to get a "yes", not a call. 75 words, max.
You are interrupting their day. The only realistic win is "yes, share more with me". Asking for 30 minutes from a stranger is asking too much, too early.
</aside>
<aside> 7️⃣
Every follow-up carries value. Never "just checking in".
If you have nothing new to give, do not send. Every empty follow-up makes the next one weaker.
</aside>
<aside> 8️⃣
Never delete a lead. Yes or no are the only endings.
Silence is not a no, it is a not-yet. Budgets reset, mandates change, people move companies. The database is the asset.
</aside>
<aside> 9️⃣
Speed-to-lead beats better copy. Call in minutes.
Interest decays by the hour. Calling fast lifted Hormozi's sales by 44%, and you will almost always be the only one who called.
</aside>
<aside> 🔟
Book the meeting in the meeting. Every single time.
"I'll follow up next week" is not a next step. A date and a time is a next step. No next meeting means no deal.
</aside>
<aside> ⚠️
If you are going to forget eight of these, keep 6 and 10.
Rule 6 is why leads engage at all. Rule 10 is why engaged leads become clients instead of ghosting after a good call.
</aside>