Welcome back to the Practical Prospecting newsletter!

Today I’m sharing 7 templates we use across nearly every client.

The truth is, we rarely know which format will work best for a new market.

So once we build the core message, we re-package it into multiple frameworks (the ones below) and A/B test until we learn which resonates. That’s the whole game: same message, different frameworks.

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#1 - The Permissionless Value Prop (PVP)

Credit to Jordan Crawford for this one. I highly recommend his 9-minute YouTube video where he breaks down the template strategy in more detail.

This template works best in regulated industries where you can find highly relevant public data (think financial services, healthcare, construction, manufacturing, etc.)

Think: permits, job postings, location shifts, etc. Any moment where external data hints that something is happening internally is a perfect setup for a PVP.

The key is to approach them with a “non-obvious” insight you found through public data, and offer a solution.

It’s built on the idea of writing an email that someone would “pay to receive” (watch the video for more details… it’ll blow your mind).

Template:

Hi [first_name],

I was looking into [company] and noticed your [location/facility] just filed a new [permit_type] permit. That often means [expected_change] is about to increase faster than [bottleneck_area].

This is the kind of ramp-up risk we solve by [solution_action] and eliminating [manual_or_process_issue].

If you want, I can send the full breakdown of how we do it (tailored to your setup).

Best,

Real Example:

Hi Jane,

I was looking into BrightCore Manufacturing and noticed your Denver facility just filed a new equipment upgrade and expansion permit. That often means output volume is about to increase faster than staffing or process capacity.

This is the kind of ramp-up risk we solve by streamlining QA load and eliminating manual slow points.

If you want, I can send the full breakdown of how we do it (tailored to your setup).

Best,

#2 - The Pain Qualified Segment (PQS)

Credit to Jordan Crawford for this one as well! He talked about this template in more detail on the same video I linked above.

This template works best when you can clearly identify a prospect who was in the exact same situation as one of your existing customers. In other words: they share the same trigger, the same pain pattern, or the same operational challenge that you’ve already solved before.

Think: hiring surges, new locations, funding announcements, supply chain changes, tech migrations, layoffs, leadership changes, rapid scaling, etc. Any moment where a company enters a known pain cycle is the perfect setup for a PQS.

The key is to show them, “We’ve solved this exact problem for someone like you,” and then offer to share how. It works because you’re not pitching.

Template:

Hi [first_name],

Saw that [company] is [trigger_event]. Teams in this situation usually run into [pain_point] and end up spending [estimated_cost_or_impact].

We recently helped [customer_lookalike]’s [team/department] solve this by [solution_summary] and saw [measurable_outcome].

If it’s helpful, I can share what they did and how it worked.

Thanks,

Real Example:

Hi Sarah,

Saw that Horizon Logistics is opening a new 120,000 sq ft distribution center. Teams in this situation usually run into picking and routing delays before staffing catches up.

We recently helped Summit Freight solve this during their last expansion by automating their pick-path logic and reduced average daily delays by 22%.

If it’s helpful, I can share what they did and how it worked.

Thanks,

#3 - The Video CTA

I’ve been using this one for YEARS.

It works because the CTA (can I send you a quick video?) is very low-friction to say yes to. Prospects don’t need to commit to anything to understand the value.

The key is getting the insight right. It has to be something they actually care about.

Template:

Hey [first_name], mind if I share a 2-minute video on how [company] can achieve [opportunity] with [insight]?

We’ve helped a couple other [niche] teams do this, so figured it might be interesting.

Thanks,

Real Example:

Hey Mark, mind if I share a 2-minute video on how Ridgeway Dental can cut patient intake time by 30% using the workflow gaps we spotted on your website?

We’ve helped a couple other multi-location dental groups streamline this, so figured it might be interesting.

Thanks,

#4 - The Audit Offer

I got this one from Taylor Haren. Check out this 5-minute video for more details.

Use this one when you have an awesome free offer you want to test (free trial, audit, resource, etc.)

It’s all about removing the friction, not trying to get fancy with personalization, and just testing to see if your offer resonates at scale.

Template:

Hey [first_name],

We’re offering a free [process] audit where we’ll review how you’re handling [process_details], then share 3 specific ways to improve [relevant_KPIs].

Reply with “yes” and I’ll send you the link to grab your free audit.

P.S. No, I’m not kidding. We’ll actually look at your setup and send back 3 actionable improvements you can implement immediately.

Thanks,

If this isn’t relevant, just reply “No.”

#5 - The Trojan Horse Email

Credit to Smit Mulani for this one. He shared an in-depth breakdown on how to use this template strategy — you can read it here.

This one is tricky. You’ll get a lot of replies because it looks like you’re a customer or, at the very least… not a salesperson.

The key is in how you follow up (that’s why I’ve included emails 1 and 2).

The first email earns attention. The second email delivers the offer.

Email 1:

[Name] — do you still [core_service_or_product_they_offer]?

Email 2:

[Name] — Asking because we’ve been helping [industry] companies like yours [specific_problem_solved].

Example: [case_study_company] improved [metric] by [result] in [timeframe] using [solution_type].

Want me to run a quick analysis on your [process_or_system]? It takes 15 minutes and you’ll get a custom report with [specific_outcome]. Even if we never work together.

Thanks,

#6 - The Direct Email

Use this when you want to cut straight to the point and test whether your value prop actually resonates.

Long cold emails introduce too many variables: opening line, pain point, personalization, CTA, etc.

So it’s hard to know which part is causing the drop-off.

This direct format strips everything away and gives you a clean signal: does your audience care about the value prop or not?

Template:

Hi [prospect_name],

If I could help you achieve [result] in [timeframe], like we did for [company], would you be open to a conversation?

#7 - The Competitor Analysis Email

This one works because it plays into what every decision maker cares about: what their competitors are doing that they aren’t.

Prospects rarely ignore this kind of intel. The hard part, of course, is getting good and relevant intel.

Template:

Hi [first_name],

Out of curiosity, how often do you find yourself up against [competitor]?

I was looking into their approach to [initiative_or_process] and found [number] strategies they’re using to [achieve_outcome] that [company] could implement.

Worth sharing?

Thanks,

Real Example (this is an actual email I received — read about it here)

Hi Jed,

Out of curiosity, how often are you in competitive deals against Outreach?

Tried booking a demo and found I can't live-chat w/ sales or schedule demos outside business hours with them.

With 35-50% of deals in the sales engagement space going to the first responder, not having this capability results in losing 50%+ of interested prospects to competitors. Opportunity cost = 2x increase in booked demos every month.

I realize this probably isn't on your radar, but are you open to seeing if there's a fit?

Talk soon,

***

Thanks for reading!

Jed

P.S. If you want us to build outbound systems and messaging for you, book time here.

P.P.S. Let me know if you want me to share my top follow-up frameworks for emails 2 and 3 in my campaigns.