Anysite outreach

Outreach

The other skills end at "found the contact, here's the email". This one writes the message — and its value is that the message rides a specific, dated fact you already collected, not a generic template every competitor also sends.

The rule behind everything: could this exact message be sent to another company? Yes → generic, rewrite or don't send. No → ready. This "mental test" is the skill's core; run it literally on every draft.

Step 0 — the offer (once per user, before any draft)

The message has three slots: [their detail] — [your offer, one line] — [question]. The middle slot is about the SENDER, and no other skill in the pack knows it. Establish it once and reuse:

• what you sell, in one plain line;
• one number that matters (a price, a metric) — optional but strong;
• 1–2 proof points (a named customer, a hard figure) for touches 3–4;
• words to avoid (competitor names in touch 1, internal jargon).

Ask the user if it isn't already saved. Store it next to the CRM profile (~/.claude/skills/anysite-crm-profile/) so future sessions skip the question. (Do not import anysite's own pitch — "$1 per 1k", "don't mention LinkedIn" are that internal playbook's rules, not yours; see the gold examples file only for STYLE, not content.)

Where the detail comes from — and it must be fresh

You already have these from the sourcing/signal skills. A detail without a date is not a detail — stale facts are worse than none ("congrats on the round" about a 2021 raise reads as a bot). Freshness gates:

Source skill	Detail	Fresh if
anysite-crm-champions	job change / were your champion at <old co>	≤180 days
anysite-crm-signals	funding round, exec hire, hiring surge, layoff, news	≤90 days, and DATED
anysite-crm-competitor-intel	uses <competitor> + a pain from its reviews	pain quote is timeless; usage claim must be PROVEN
anysite-crm-account-brief / anysite-people-sourcing	a recent post/comment, a stated priority	post ≤30 days
anysite-company-sourcing	homepage quote, product name, a specific metric	timeless

Two traps proven on live data:

• secondary_market / post_ipo funding rows are NOT a raise — don't congratulate. Take the newest row whose type is a real round AND whose amount is non-null AND whose date is within the gate. (Fireflies' newest funding_rounds row was a 2025 secondary with money_raised_usd: null; the real raise was 2021.)
• Competitor usage from technographics is a SAMPLE, not proof. Claim "you use X" only with direct evidence (their job post requiring it, their review, a case study). Otherwise phrase as a hypothesis or drop it.

No fresh, specific detail → do NOT manufacture one. Manufactured insight reads as mansplaining. Either ask the user for a category angle to use as a plainly generic template, or mark the lead "weak data, skip" and say so. (There is no built-in template library — don't promise one.)

The formula (first touch)

[one detail about THEM] — [your offer, one line] — [one simple question]?

Constraints (violate none):

• ≤2 sentences, ~25–40 words. Five seconds to read. This holds for enterprise too — short cold copy converts on every segment.
• One detail — but a detail can be a single COMPOUND thesis built from a few facts (anchor + competitor + pain is ONE displacement angle, not three details; it passes the mental test precisely because the combination is non-transferable).
• One number of YOURS. A number inside the detail ("across 4 channels", "back after 5 years") doesn't count against this — it's theirs.
• End on a question, not a CTA. "worth a look?" / "open to a test?"
• Plain language. No analyst-speak, no sycophancy ("you say X — agreed"), no "Saw…/I noticed…" openers (mass-mail tell).

Modulate by seniority (ATL vs BTL)

search_sql_users returns seniority — use it. To a CXO/VP, the offer line is a business outcome or risk ("keeps data cost invisible as you scale"); to an IC/ manager, it's the workflow specifics they own ("fresh records into your sequence without the monthly credit cliff"). Same detail, different value slot. This is the highest-leverage upgrade over a one-size message.

Channel differences

• Email: give 2–3 subject options (2–4 words, lower-case, the detail itself — "your series b", "stale lists" — never the pitch; run the mental test on the subject too). But opens follow the subject while REPLIES follow the first line — make the first line carry the detail, not a greeting. Deliverability today is domain reputation + SPF/DKIM/DMARC + warmup, not word-filters — so the real advice is "confirm domain auth and warmup" and "keep trigger words ('free', 'guarantee') out of the SUBJECT and avoid links in touch 1". Legal: cold commercial email needs a working opt-out, sender identity and a physical address (CAN-SPAM; EU/UK also a legitimate-interest basis) — the unsubscribe line sits OUTSIDE the 25–40 word count.
• LinkedIn DM: lower-case start, no subject, and don't write the word "linkedin" in the body (moderation). Even tighter.

Email address gate

Send only to a WORK email confirmed against the person's CURRENT company domain. Note which cascade step it came from (anysite-mcp → Email finding): only step 2 (user_find_email_by_url) returns valid_email/email_status; step 1 (user_email) has no validation and its found is always true — treat step-1 addresses as unverified (send at own risk or run them through step 2 first).

The sequence (4 touches, one idea each)

#	Job	Length	Contents
1 Hook	catch them with the detail	25–40 w	detail + offer line + simple question
2 Math/Fit	the value in THEIR numbers	30–45 w	their scale × the stakes + "worth comparing?"
3 Proof	one proof point	30–50 w	a named customer + one figure + soft CTA
4 Break-up	close, door open	20–30 w	"no worries" + a low-friction offer if ever useful

Incentives (a trial, a credit grant) belong in touch 3–4, never touch 1.

Voice-of-customer: quote, don't paraphrase

When anysite-crm-competitor-intel has a verbatim review line, use it verbatim — a real "after your credits are gone it's a brick tool" beats any paraphrase. Keep the source; never invent a quote.

Self-check before it ships (all must pass)

• One detail (or one compound thesis), concrete AND dated within its gate.
• Mental test passes on the body AND the subject.
• One number of yours (a number inside the detail is fine). Ends on a question. ≤2 sentences.
• No "Saw…", no analyst-speak, no forced agreement.
• Offer line matches the recipient's seniority.
• Email: 2–3 subjects, first line carries the detail, opt-out present (uncounted), address is a domain-matched work email (step-2 validated, or flagged unverified).
• DM: lower-case, no "linkedin" in the body.
• Nothing invented — every claim traces to dated collected data; competitor usage only if directly proven.

Fail one → rewrite. Deterministic, ported from the validate_hook discipline.

Boundaries & routing

• Cold only, drafts only. For an inbound lead or a live thread, answer the question and offer a slot — don't apply this formula; anysite-crm-inbound scopes the inbound case. This skill produces text; the operator sends.
• Supersedes the ad-hoc outreach lines in anysite-lead-generation and anysite-vc-analyst — when the task is "write the cold message", use this skill's rules, not theirs.
• Storing the copy: anysite-crm-* can write it to a mapped field (e.g. hook_text) via the profile — dry-run first, per the Writing rules.
• Style reference (gold examples + four failure modes): sales_agent/anysite_hook_style_guide.md — for STYLE, not for anysite's offer.