Find clients
Cold Outreach: Agency Prospecting Email
Use when targeting a specific business you have researched and want to earn a discovery call, not spray-and-pray outreach.
Write a cold email from [Agency Name] to [Prospect Company], a [business type] in [city/industry]. Research-based hook: reference [one specific thing you noticed: ad, content, campaign, gap]. Pitch one relevant result we have achieved for a similar client. CTA: 20-minute call to explore fit. Tone: peer-to-peer, not vendor pitching. Under 120 words. Subject line: curiosity-driven, not clickbait. No "I hope this finds you well."
Find clients
Discovery Call Prep: Client Intake Questions
Use before a first sales or strategy call to get the right information without sounding like a form.
Create a pre-call intake form with 8 questions for a new marketing prospect in [industry]. Questions should uncover: current channels, biggest growth obstacle, past agency experience (positive and negative), what success looks like in 90 days, and monthly marketing investment range (asked diplomatically). Format as a questionnaire with brief context under each question. Tone: strategic consultant, not account manager.
Stay in touch
Case Study: Client Result Writeup
Use after completing a campaign with measurable results. Case studies close more deals than almost any other asset.
Write a one-page case study for [Agency Name] featuring client [Client Name/Industry]. Structure: Challenge -> Strategy -> Execution -> Results. Key results to feature: [paste metrics]. Include a client quote (I will verify this): [draft a plausible quote or placeholder]. Tone: confident, specific, proof-driven, not humble. End with a CTA to book a strategy session. Format: short paragraphs, no bullet point overload. Under 400 words.
Win the deal
Proposal Follow-Up: Gone Quiet After Sending
Use when a prospect has gone quiet after receiving your proposal. This breaks the silence without being desperate.
Write a follow-up email to [Prospect Name] at [Company] who received our proposal [X days] ago and has not responded. Do not ask "did you get a chance to review." Instead: add one new piece of value (a relevant insight, a comparable result), restate the core outcome we are promising, and make it easy to say yes or no. Tone: confident, not chasing. Under 100 words. Subject line options included.
Keep them coming back
Retainer Renewal: Upsell Email
Use 30-45 days before a retainer renews to position the renewal as a growth opportunity, not a contract renewal form.
Write a retainer renewal and upsell email to existing client [Client Name] at [Company]. Their current retainer: [scope]. Renewal opportunity: [new service or expanded scope]. Lead with what we have achieved together over [X months], [key results]. Introduce the upsell as a natural next step, not an add-on. Include two options: renew at current scope or expand. Tone: trusted growth partner, not account manager. Under 200 words.
Stay in touch
LinkedIn Thought Leadership Post
Use weekly to keep agency decision-makers in your feed. Thought leadership here generates inbound, not outbound.
Write a LinkedIn post for [Agency Owner/Consultant Name] on the topic: [topic, e.g. why most brands waste their ad budget, what we learned from 50 client audits]. Format: strong hook (first line), 3-5 short punchy paragraphs, CTA to comment or DM. Tone: confident insider sharing real perspective, not generic marketing advice. No hashtag dumps. Under 250 words. No links in the post body.
Find clients
Ad Creative Brief: Campaign Launch
Use when briefing your creative team or a freelancer on a new paid campaign. This prevents 3 rounds of revisions.
Write a creative brief for a [Meta/Google/LinkedIn] ad campaign for client [Client Name] in [industry]. Campaign goal: [awareness/lead gen/conversion]. Target audience: [persona details]. Key message: [core promise]. Emotional hook: [what fear, desire, or tension to tap into]. Mandatory inclusions: [offer, CTA, compliance requirements]. Tone reference: [brand voice description]. Success metrics: [KPIs]. Format as a one-page brief creative teams can execute from without a kickoff call.
Keep them coming back
Client Report Narrative: Monthly Wrap
Use to frame your monthly data dump as a story, not a spreadsheet. Clients stay when they understand the why behind the numbers.
Write the narrative section of a monthly performance report for client [Client Name]. Raw data: [paste key metrics]. Frame the month story: what worked and why, what underperformed and the diagnosis, what we are changing next month. Tone: proactive advisor, not defensive account manager. Lead with wins, follow with learning, close with confidence. Under 250 words. This will be placed above the data tables in the report.
Win the deal
Objection Handler: We Are Going In-House
Use when a prospect is leaning toward building internal capacity instead of hiring your agency.
Write a consultative response to a prospect who says they have decided to handle marketing in-house for now. Do not argue against the decision. Instead: acknowledge the value of internal knowledge, identify the real risk (time-to-execution, specialisation gaps, hiring cost), and offer a hybrid model or advisory option that does not require them to choose between us or in-house. Keep it under 150 words. Tone: confident advisor, not a sales rep trying to save a deal.
Keep them coming back
New Client Onboarding Email
Send within 24 hours of signing. Sets the tone, manages expectations, and reduces early churn.
Write a new client welcome email from [Agency Name] to [Client Name] who just signed a [service] retainer. Cover: what happens in the first 2 weeks, who their main point of contact is, how to reach us, and one thing we need from them in the next 48 hours. Tone: warm, organised, confident, we have done this before. Under 200 words. Make them feel like they made the right decision before the work even starts.