The same framework we use to write cold email that gets replies. Read each section, then fill in the box underneath with the details for your business — no need to write finished copy, just the raw facts. We'll take it from here.
What are you really selling? It's not AI automations, it's getting you clients with AI. It's not we get you in newspapers and TV slots, it's we use media to make you the go-to person in your industry.
What's the timeframe and results? Needs to be BOLD, but achievable. Ideally you want numbers.
State it with conviction — what you do, the result, the timeframe, in one or two sentences.
Example
e.g. a quick-turnaround accounting firm: We turn around your bookkeeping and VAT return in 48 hours, not the usual 2-3 weeks — fixed monthly fee, no year-end surprises. No long onboarding either: send us your records this week, first return's back by Friday.
Primary: the main thing they get — saved money, saved time, more of something.
Secondary: anything else worth naming.
e.g. Primary — no more chasing paperwork against a deadline, or finding out about a tax bill three months after it's too late to plan for it. Secondary — a real-time view of their cash position instead of a once-a-quarter surprise.
Numbers, %, results. You're doing this to tease people — be bold, be in the grey areas, they can ask you about it on the call.
e.g. “6x conversion rate”, “one client increased their revenue by £15K per month”.
e.g. Every VAT return filed within 48 hours of submitting records, every quarter, on time, every time. One client avoided a £1,200 late-filing penalty in their first quarter with us — the exact bill their old accountant let slip past the deadline.
How does that problem exist? What do they want in their heart of hearts? What's the desired outcome?
e.g. staying ahead of competitors, getting time back, bridging a knowledge gap for their own clients.
e.g. Small business owners leave their bookkeeping to the last minute because their current accountant takes weeks to turn anything around — so they're always finding out about a tax bill after it's too late to do anything about it, and dread the whole process as a result.
What problems does your problem create? Once they have your system, what will they need to be taught to use it well?
e.g. Fast turnaround only works if handing over records is easy too — if the client still has to dig through a shoebox of receipts and email them one by one, the 48-hour promise falls apart before it even starts. So the real fix isn't just a quicker accountant, it's a simple app/portal for submitting records in the first place.
How do you make it risk-free for them? Money-back guarantee? 30-day free trial? Pay on results?
e.g. First VAT return is free if we don't hit the 48-hour turnaround — no argument, no small print.
Who do we want to target? What do they do? Where are they? What would them admitting they have this problem look like? What have they already tried?
e.g. UK small business owners, £100K-£2M turnover, sole traders and small limited companies — currently with a traditional accountant who's slow to respond, and has already had at least one unpleasant surprise tax bill.