The play: Otto has already researched their brand and built them a real, tailored community plan. You're not cold pitching, you're handing them something genuinely useful. Lead with that every time.
Sending the email
- Send it from your own inbox like a real one to one, not a bulk sequence.
- Personalise the first line with one fresh detail so it never feels templated.
- Keep it short. One link, one ask: open your plan. No attachments.
- Subject stays curious and specific, e.g. "An idea for [Brand]'s community".
Tone of voice
- Warm, human, peer to peer. Like someone who actually looked at their brand (because Otto did).
- No jargon, no hype, no "hope this email finds you well". Short sentences.
- Confident, not salesy. You're sharing something, not chasing a deal.
What to say and how to position it
- Open with a specific hook about their brand, not about Club.
- Then the gift: "so I put together a starter community plan for you, it's here."
- Make the value obvious before the ask. The plan is the gift; a call is just the next step, not the pitch.
On LinkedIn (e.g. linkedin.com/in/john-doe)
- More casual than email. If you're not connected, send a connection request with a short note.
- If connected, message them: reference one real thing about their brand, say you made them something, drop the link.
- Don't paste the whole email. A voice note referencing the plan works really well here.
Optimise it
- Follow up once after 3 to 4 days: "the plan's still live, did you get a chance to look?"
- Test different opening lines and see what gets replies.
- Tue to Thu mornings tend to land best.
- If they open the plan and go quiet, that's a warm signal. Chase it.