Most outbound hides its rules. Ours are written down, because the product is honesty, and copy that claims it has to model it. This is the bar a sequence must clear before it can reach you... and before it can reach your prospect.
These are the rules every message obeys before it earns a place in a sequence. Each one is a check, not a preference; a message that misses any of them fails the bar.
Every sequence is built for a specific contact's company, role, and moment. No shared templates.
The opener stands on a structural event confirmed against a primary source, with a date.
The same account reads differently to a CEO, CFO, technical leader, or investor. And the copy reflects that.
No invented numbers, no borrowed stats. Claims stay inside defined honesty boundaries.
Plain, picturable language. If it reads generated, it fails the bar.
It won't anchor on the prospect's own arrival, headcount, or announcement.
Hooks are classified by urgency type; a celebration is never reframed as a threat.
A message is only as honest as the fact it stands on. So the bar rejects inferred intent and aggregated guesses. Every anchor is confirmed against a primary source, carries the date it was checked, and can be read back later. If it can't be sourced, it doesn't get said.
Each anchor signal is checked against a primary source before it can be used.
Every confirmed signal carries the date it was verified.
The evidence behind every account and claim can be read back, not taken on faith.
The rules above don't enforce themselves. Between a drafted sequence and your prospect's inbox sit three steps, and the last one is always yours.
The rules on this page are the bar, applied to every sequence, every time.
A failing sequence goes back for rework, not out to a prospect.
You approve, edit, or send back. The final yes is always yours.
A bar you can read, and a yes only you can give.
An illustrative example: composite, names invented, structure real. Suppose you sell post-merger integration work. The engine has confirmed, on the acquirer's own newsroom and dated, that an industrial group has just completed the acquisition of a regional competitor.
“Ms Weber, Meridian's acquisition of Arclight (announced on your newsroom, 12 May) puts two overlapping distribution networks under one P&L. In our experience, the consolidation choices made in the first two quarters decide most of the synergy case; after that, parallel structures calcify. If that window is on your desk, I'd offer a short working session on sequencing: what to merge first, what to leave alone, and where integrations usually leak margin. Worth 20 minutes?”
The anchor is a completed acquisition, confirmed on a primary source with a date, not an intent score.
Routed to the CFO who owns the integration budget, not the PMO manager who merely feels the pain.
The anchor is the company's event, not the reader. No congratulating her on her own appointment or announcement.
An expansion event stays an opportunity. The message names a real window; it doesn't manufacture a threat.
A CFO reads synergy capture and margin. The CEO version of this sequence would open on the operating-model decision instead.
No invented benchmarks, no borrowed statistics. Experience is claimed only where it can be defended on a call.
The rules are on the page for a reason, so you can check our work against them. Book a call and we'll walk you through how the bar applies to your market.