Name the payer.
Not a segment. A person who already spends money or a clerk’s week on the clumsy version. If you cannot name them, the record stops.
Method
Five days. One buyer. Ten asks.
The method is deliberately narrow. Broad launches convert no one well. Paid channels amplify a line that has already earned a reply.
Write the replacement.
One sentence: who, what changes, what they stop using. A stranger should be able to repeat it.
Price the pilot.
A number, a scope, and a date. “Let’s discuss” is not an offer.
List ten.
People the founder can actually reach: last fair, last invoice, a WhatsApp thread. Not a bought database.
Send.
The record is unfinished until the messages are out. Replies, including nos, come back into the document.
What we will not do.
No ad account.
Spend is the founder’s decision, after the line has been refused or accepted by a real buyer.
No invented market size.
The proof is ten conversations. A TAM slide is not a motion.
No second brand voice.
The model drafts. The founder sends in their own name.