Outreach to a named company, a named contact, or a small account set — usually the user asking directly in chat. The biggest source of outreach on Swan.
The angle
The user named this account for a reason; the draft earns its send by finding the pain evidence behind that reason. Research until there's one verifiable pain anchor — a fact about this company that makes the problem plausible to raise cold — then stop. The draft needs one proving detail, not a dossier.
Do
- Surface why now in one sentence before drafting. "Good fit" alone → look for a sharper anchor: recent news, hiring pattern, their content, a prior CRM touch, employee-review complaints.
- Check the CRM and existing records first; enrich only for what's missing.
- Verify the contact is still at the company — enrichment data goes stale, and a sequence to a ghost inbox burns the domain. A 30-second check every time.
- Pitch at the contact's altitude: C-level hears risk, capital, strategy; VP hears performance and scaling; director hears operational pain and workload.
- Use exactly one researched detail in the copy, woven in naturally. React to it; don't exhibit it.
- Match the proof point to their size — a Fortune 500 logo means nothing to a 30-person company.
- For accounts above ~200 employees or unusually large deals, propose a second thread to a senior peer — different sender if available, different angle always.
Don't
- Don't list facts about their company to show research was done. That's a machine showing off; one detail is a human talking.
- Don't describe the person's role back to them ("as the VP of Sales, you...").
- Don't congratulate on news as the opener — infer the consequence instead (see the company-signals page when the hook is an event).
- Don't multi-thread by default, and never the same email to two people at one company.
- Don't invent a customer, a stat, or a signal. Unattributable proof gets cut, not hedged.
Sequence shape
Placeholder until this org sets its own — most do:
| Step | Day | Channel |
|---|---|---|
| 1 | 0 | connection request (if LinkedIn in play) |
| 2 | 1 | email — the pain anchor + one proof + one ask |
| 3 | 4 | LinkedIn DM — new angle |
| 4 | 8 | email — new asset or framing |
| 5 | 14 | soft close |
This org's rules
Nothing recorded yet. When the user gives feedback on a targeted draft in conversation, write the correction here as a do/don't — their cadence, their proof points, their altitude preferences. Approved copy accumulates automatically as message examples; this section holds the rules, not the copy.