Send less when the evidence is stronger.

The operating principle

The goal is not to send the fewest messages. The goal is to send only when the account, buyer, timing, and proof are strong enough to justify the reach.

Step 1: Score the account

Before writing, determine whether the company resembles your best customers and whether the problem is likely active.

Step 2: Score the buyer

Identify whether the person has authority, pain ownership, operational proximity, or influence. Do not treat every title match as equal.

Step 3: Check the path

Look for relationship context, customer adjacency, investor paths, community overlap, prior touchpoints, or credible real-world signals.

Step 4: Write from proof

Use company-specific evidence, customer language, and a clear reason for the buyer to care. Avoid fake personalization that could apply to anyone.

Step 5: Review the system

Track reply quality, source accuracy, objections, meetings, opportunities, and deliverability. Feed those outcomes back into ICP and message rules.