Research comes before writing. A message written first and justified afterwards is a template with a name field.
← Selected workPlate 03 of 03
Research
Documented processA relevant message starts with something real.
A repeatable set of procedures for researching a company, checking the evidence, and preparing personalisation grounded in what the source actually says.
- Project
- Research
- Context
- Documented process
- My role
- Process design, automation and review
§ I The problem
Why this exists.
A personalised message needs a reason to exist. A name and a company field are easy to fill. Finding a detail that actually matters takes research, and then it takes judgment about whether that detail holds.
§ II How it works
The workflow, step by step.
1Read the sourceThe company’s own site and public material, not a data vendor’s summary of it.
2Keep the evidenceThe useful detail is stored with where it came from, so it can be checked later.
3Check the fitDoes the evidence actually support the claim? Weak matches stay flagged rather than quietly passing.
4Write the openingThe first line traces back to something the company actually said or did.
5
Uncertainty stays visible. A match that does not hold up is surfaced for review instead of being silently accepted, because a wrong specific is worse than a generic opener.
Start from the prospect or company record and go to the relevant public sources.
Pull the useful facts from the company’s own material and keep a note of where each one came from.
Check that the evidence actually supports the observation. Anything uncertain stays flagged instead of quietly passing.
Write an opening off that evidence, then review it before it goes anywhere near a campaign.
§ III Build decisions
What I chose, and why.
Uncertainty stays visible. A weak match is surfaced for review rather than silently accepted, because a wrong specific is worse than a generic opener.
AI does the gathering and the drafting; rules and a person control what actually ships.
Keep the process adaptable to the source material and the offer, rather than fixing one rigid template.
§ IV What you can see
The evidence, and its limits.
§ V Built with
The stack underneath.
- Public source research
- Site extraction
- Structured data
- AI assistance
- Human review
Bring the process.We’ll find the possibility.
Tell me what keeps landing on your team’s plate and we’ll talk through what could work better.
✦