Branding studio — copy took 3 rounds of iteration before it worked
We sell brand strategy to founders, and the first two rounds of cold email copy didn't capture our positioning correctly. Round three landed. Four stars because the iteration was slower than I'd hoped.
- First two rounds of cold email copy didn't capture brand strategy positioning correctly.
- Took three iteration cycles to land messaging that resonated with founder buyers.
- Once dialed in, 5-7 founder conversations per month became consistent.
- Four stars because the iteration was slower than I expected.
Selling brand strategy is hard to outsource because the offer itself is about positioning, and few outsourced teams can write positioning copy well for someone else.
SmarterOutbound’s first round of email copy was decent but missed the nuance — it sounded like generic agency outreach rather than the specific value we deliver to founders. Round two was better. Round three captured it.
After the third revision, reply rates moved from around 1.2% to 3.4% and the conversations that came in were with the right kind of founder (early-stage, post-funding, pre-launch).
What I’d improve
The iteration could have been compressed. We spent about six weeks getting the copy right. In retrospect I should have insisted on more rounds of review before the first send rather than letting the iteration happen in production.
Four stars because the end result was good, but the path to good took longer than necessary.
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