Use case: First touch, DM, Follow-up
How to use it:
The Observation contains two steps. It’s a one or two-sentence email.
An observation is the context for why you’re showing up in their inbox. The question should be value-prop driven, meaning the value you add. It focuses on a challenge and implies your product or service has the solution.
The question should be binary (meaning it can be answered with a yes or no), and it doesn’t explicitly state what you do. The question is phrased so it implies what you do.
Example:
John, according to your latest investment report, improving NRR is a top priority for 2024.
Would it be helpful to see how our clients averaged NRR growth of 120% for 2023?
Why it works: The mouse trap drives an impulsive reply based on curiosity. It’s a priority check. If what you’re mentioning is a priority for your prospect, you’re likely to get a quick response.
It’s a helpful framework to use when you have high-intent signals or are in demand capture mode.