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:

Combines with

Skill	Why
`sdr-master-prompts`	AI prompts following these rules
`email-writing-frameworks`	Approved framework structures
`josh-braun-copywriting`	Quality writing principles
`email-metrics-benchmarks`	Track rule impact on metrics

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?

sdr-outbound-rules