A sequence isn't "message 1 + follow-up".
A sequence is a planned conversation that assumes:
- they're busy
- they're skeptical
- timing is random
- your first message will often be read without replying
Here's a simple structure that works without feeling spammy.
Step 1: Define one ICP (not "everyone")
Write this in one sentence:
We help [role] at [company type] who struggle with [pain] because of [cause].
If you can't write that, don't write messages.
Step 2: Define your "offer cut"
Pick one narrow problem you solve fast.
Not your full service. Not your whole product.
Examples:
- "Turn cold leads into replies" (too broad)
- "Rewrite your first line + CTA so you get replies" (cut)
Step 3: Build a 5-touch sequence
Day 0 — Connection note (optional):
One line: relevance + soft question.
Day 1 — Message 1 (problem-first):
Context → value hypothesis → binary question.
Day 3 — Message 2 (proof without bragging):
One sentence outcome + what changed.
Day 6 — Message 3 (asset drop):
Offer a small, specific artifact: checklist, teardown, 3-line rewrite.
Day 10 — Breakup (clean exit):
Give them an easy "no" and preserve reputation.
Step 4: Every touch needs a different angle
Don't "bump" the same message.
Rotate angles:
- pain / cost of doing nothing
- proof / pattern you've seen
- asset / helpful shortcut
- competitor / category trend (careful, no fear tactics)
- timing / "worth revisiting later?"
The only metric that matters early
Not meetings. Not likes.
Replies per 100 messages.
If replies are low, your targeting or relevance is off.