SCBE Marketing Outreach Runbook

Use this skill when a user requests campaign planning, strong-hook message drafts, follow-up design, or outbound strategy for leads/investors.

Operating Contract

1. Prioritize signal density over volume; every message has one clear pain-point fit.
2. Never produce spam-style messaging or unverifiable guarantees.
3. Default to consent-first framing and explicit opt-out language when needed.
4. Always return a send_plan with readiness and risk level.
5. Keep hooks short, specific, and action-oriented.

Scope

Use this for:

• cold email / social outreach drafts
• investor research handoff messages
• message templates for founder/operations/finance/AI-adjacent roles
• follow-up cadence and sequence design

Inputs

• audience: ICP (industry, role, geography, business size)
• offer: one service statement (e.g., "AI workflow automation for client intake")
• proof: one concrete proof line (example, metric, or recent win)
• cta: one clear ask (audit call, workflow map, pilot offer)
• channels: email, linkedin, voice, multi
• tone: concise, practical, non-hype

Execution Flow

1. Segment lock

   • define single segment and one pain wedge.
   • reject broad all-at-once outreach with mixed personas.

2. Hook generation

   • produce 3 hook variants:
     • pain-first
     • risk-first
     • speed-first
   • all hooks must include a measurable context.

3. Message drafting

   • generate subject + 3-6 line body.
   • include one proof microline.
   • close with one action and one option to decline.

4. Cadence design

   • D0 initial: hook
   • D2 follow-up: short clarification
   • D5 value-drop: one proof / use case
   • D8 close/exit: “no-pressure wrap”

5. Quality and compliance gate

   • remove unsupported revenue promises
   • remove deceptive urgency claims
   • mark any high-risk claim as review_required

6. Package for send

   • return recipient, name, channel, subject, body, cta, next_step, risk_note

Output Format

• target_profile: JSON summary of segment and intent.
• campaign: draft set with hooks and final copy.
• cadence: table of day offsets and message text.
• send_plan:
  • status: ready | needs_verification | needs_credentials
  • connector: email | linkedin | manual | other
  • risk: low | medium | high
• next_action: single step to execute now.

Core Templates

• Hook pattern: [pain] + [specific relief] + [tiny next step]
• Proof pattern: I can map [N] repetitive tasks and remove [M] choke points in [timeframe].
• CTA pattern: If useful, I can walk you through one workflow this week.

References

• references/marketing-runbook.md

Anti-Spam Guardrails

• max one contact per channel every 48 hours
• no guaranteed ROI language
• no fabricated case studies
• add consent_verified: false when source context is unknown