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Pre-Send Checklist

Run every cold message through this before you hit send. If you can't check every box, rewrite until you can.

0/19

Personalization0/3

You name a specific thing the recipient said, wrote, shipped, or hired for.

Fail: Generic compliment or "I came across your profile."

The opener couldn't be copy-pasted to anyone else without editing.

Fail: Swapping the name still makes the sentence work.

You reference a verifiable signal (post, talk, job listing, filing, repo).

Fail: "Congrats on the funding!" with no specifics.

Relevance0/3

You connect your product to a problem the recipient has publicly shown they care about.

Fail: You assume a pain without evidence.

The recipient's role has authority over the problem you're solving.

Fail: Pitching ops software to the VP of Marketing.

Your message would NOT make sense sent to their competitor's equivalent.

Fail: It works for anyone in the industry.

Value proposition0/3

You name a specific outcome with a number or timeframe.

Fail: "Drive revenue" or "improve efficiency."

You name a specific customer and what they achieved.

Fail: "Companies like yours" or "500+ customers."

A reader can explain what you do after one read.

Fail: Buzzword stack: "AI-powered synergy platform."

CTA0/3

The ask matches the trust level you've earned (first touch = low friction).

Fail: 30-minute call request in a cold email.

You offer something valuable before asking for time (resource, analysis, tool).

Fail: "Would love to chat" with nothing in return.

The CTA has exactly one action. No backup asks.

Fail: "Call, or if not, reply, or check out our site."

Tone0/3

You don't assume familiarity that doesn't exist.

Fail: "As we discussed" when you've never spoken.

No manufactured urgency, guilt, or fear.

Fail: "Your competitors are already using this."

It sounds like a person, not a language model.

Fail: "I hope this email finds you well. I'm reaching out to leverage…"

Execution0/4

All merge fields rendered correctly.

Fail: Visible {{first_name}} or {{company}}.

Under 150 words (email) or 75 words (LinkedIn/SMS).

Fail: Wall of text with no paragraph breaks.

You've read it on mobile.

Fail: Formatting breaks on a phone screen.

No spelling or grammar errors.

Fail: Typos in the recipient's name or company.

"If your message can survive every checkbox, it's probably worth sending. If it can't, it's definitely not."