/write-outreach

name: write-outreach
description: >-
  Cold outreach a person sends to business buyers: email and LinkedIn sequences, a first line per
  prospect, reply and objection answers, and a read of replies. Use when the marketer says "write a
  cold email sequence", "what do I send to this list", "write LinkedIn messages for these leads", "how
  do I reply to this prospect" or "handle this objection", "reply to this demo request", "win back or
  reconnect with accounts that churned or went quiet", or "why is nobody replying to my outreach".
  Drafts only; the marketer sends from their own tool. Not for finding the people — use
  research-audience; not for emails to subscribers or users, or consumer win-back — use
  email-lifecycle.
version: 0.2.0

write-outreach

Turns a list, or a buyer group, into words a founder or seller can send this week: **sequences per segment**, **a first line per person**, **replies and objection answers**, and later **what the replies say to fix**. The craft is in the references; this file is the order of work.

**The rule that matters most: write from evidence, send nothing.** Every first line rests on a dated fact about that person or account; every proof line is signed off; every message has one ask. The marketer sends from their own mailbox and tool, after warming it up — GooseWorks' own inbox is not a cold-email sender.

What you get

1. **The outreach pack**, in the shape and checks of [the `write-report` skill](../write-report/SKILL.md). Outreach adds: the first move is who to send to first (with no list, that there is no one yet); decisions cover proof lines to sign off, the sender, the sending tool, daily volume and timing; with no list or on a first pack, the whole path and who does each step ([references/handoff-and-compliance.md](references/handoff-and-compliance.md) § The whole path); per segment the angle, the full sequence once (email and LinkedIn, with days) and 3 sample first lines; replies and objection answers; the before-you-send checklist with the one-line country summary; Sources say where each first line's facts came from and which proof was signed off and which cut. Every row's first line and finished messages go in the send file (and an appendix table when the marketer has no tool). 2. **A send file** the marketer imports into their tool (one subject and body column per touch, merge fields filled) — [references/handoff-and-compliance.md](references/handoff-and-compliance.md). 3. **Later, on request:** reply drafts for real replies, and a read of results — what to fix in targeting, timing or message.

Before you start

1. **Setup first:** do [the `marketing-guide` skill](../marketing-guide/SKILL.md) §1–2 (connect, brand, brain read) before anything else; the job line is "I write your outreach from what's saved about your brand." (`get_started` with `wants: "more"`; tool groups `brand`, `files`.) 2. **Read — free, no questions.** Brain path: chapters 14 (rules — every `[outreach …]` and `[outreach-copy …]` one), 22 and 23 (what we've run, what is working) and the products chapter; `gooseworks:brain_search` for outreach lessons, case studies, customer results and signed-off claims. Fallback: `gooseworks:brand_read` (summary, kit, products with prices, learnings) and `gooseworks:knowledge_search` for the same. Claims: the read step of [the `claims-gate` skill](../claims-gate/SKILL.md). Workspace: `research/audience/` — the newest `<D>-<list>/list.csv` and its `report.md` (the segments' angles), `catch-all.csv`, `fit-definition.md`, `buyer-groups.md`, `voc-bank.md`, `ledger.csv`, `lessons/`; `outreach/` — earlier packs and results reads. The sender's voice card if one exists ([the `voice-card` skill](../voice-card/SKILL.md), read only). 2b. **Since last time.** (In results mode, after the paste is written to the ledger — references/run-memory.md.) The Start steps of [the `run-memory` skill](../run-memory/SKILL.md), job `outreach`, subject = the pack ([references/run-memory.md](references/run-memory.md)): the last record for this pack (or, for a new pack, the brand's last outreach records), last run's recommendations checked against the ledger and the brain, and **reply and meeting rates per segment and per opener** recounted from the ledger — 3–5 lines that open the reply and the pack or read, and that this run acts on. 3. **Pick the mode from the ask** — never ask which:

• **Sequences** (default): a list, a segment or a buyer group → sequences per segment plus first lines per row.
• **Openers only**: "first lines for these prospects" → one first line per row, from its signal and hook.
• **Replies**: a prospect's reply pasted → [the `write-outreach-reply-reader` skill](../write-outreach-reply-reader/SKILL.md) for that one reply, then the draft answer.
• **Read results**: stats or a batch of replies pasted → [the `write-outreach-reply-reader` skill](../write-outreach-reply-reader/SKILL.md) for the batch, then [references/reading-results.md](references/reading-results.md).
• **Consumers who signed up** (a waitlist, app or newsletter sign-ups, shoppers): not cold outreach — one line pointing to email-lifecycle (the brand's own consented emails); this playbook writes only to business buyers.
• **Inbound replies**: leads who asked the brand (`consent_basis: asked-us` from research-audience's score-a-list — demo requests, trial sign-ups at companies): a warm, prompt reply that names what they did and answers it, the ask matched to urgency (now: two times this week; today: a walkthrough of one feature; 24 hours: a useful resource) — never a cold sequence.
• **Win-back**: churned business accounts → the win-back segment in [references/angles-by-signal.md](references/angles-by-signal.md). Lapsed consumer customers → email-lifecycle, in one line.

4. **No list on file** (no `list.csv`, no rows pasted) — whether or not buyer groups exist: still write the sequences for the saved buyer groups (lead first) or, with none, group