SDR Outbound Writing Rules

Core Writing Rules

Emails: 60-90 words maximum
No bullets in cold emails
One CTA only

CTA Rules:
- Clear and direct
- Respectful of their time
- Scheduling-oriented when possible

Personalization Inputs to Use

• Name
• Company
• Role
• Industry
• Challenge (if known)
• Goal (if known)
• Source/trigger
• Familiarity level

8 Allowed Messaging Frameworks

1. Before/After

Show transformation from current state to desired state.

2. Pattern Interrupt

Break expected email patterns to grab attention.

3. Ask Before Pitch

Lead with question, earn right to pitch.

4. Upfront Value

Provide value before asking for anything.

5. Do the Math

Calculate potential impact with numbers.

6. Challenge of Similar Companies

Reference industry-specific patterns.

7. Neutral Insight

Share third-party resource, build trust.

8. Typical Problems by Role

Address role-specific pain points.

Tone by Offer Type

Agency Services

• Consultative
• Strategic
• Calm
• Position as trusted advisor

Accelerator

• Slang professional
• Friendly
• Curious
• Approachable expert

Outbound Cold

• Pattern interrupt
• Short
• Clear
• Direct but not aggressive

Quality Standards

Good Email

• 60-90 words
• One clear CTA
• Specific social proof
• Relevant trigger
• Human tone

Bad Email

• 150+ words
• Multiple CTAs
• Vague claims
• No personalization
• Corporate tone

Review Checklist

Before sending any outreach:

• Under 90 words?
• Single CTA?
• Trigger or personalization included?
• Social proof specific (numbers)?
• Tone matches offer type?
• No buzzwords?
• No fake enthusiasm?
• Would you respond to this?

Combines with

Example prompts

Review this email against the SDR outbound rules checklist.

Rewrite this 150-word email to be under 90 words.

Which of the 8 frameworks should I use for a cold outbound campaign?