multichannel-campaign-builder

Applies when a sequence needs writing, not a single message. Produces three angles, then every touch in the cadence, checked before delivery.

A sequence is not five emails about the same thing

The common failure isn't a bad first message — it's five follow-ups that all say the same thing in a slightly more desperate tone. The prospect ignored the argument once; repeating it four times with "just bumping this" on top adds nothing except a reason to block the sender.

Every touch needs its own reason to exist. That means a fresh angle each time, a different CTA shape than the one before it, and a subject line that isn't a variation on the last. Sequence coherence — angles progressing rather than repeating, consecutive cross-channel touches not doubling up — is what separates a campaign from a nag.

Get the brief before writing anything

Ask once, in a single message, for whatever is missing: what they sell and the problem it solves in one sentence; the target persona, company type and size; whether a signal or trigger exists; and the channel mix. Ask about tone and any banned words if they have them.

If something essential is missing — the persona, what they actually sell — ask one short question and stop. Don't fill the gap with a plausible guess; a sequence written for the wrong buyer is worse than no sequence, because it reads finished.

The campaign type follows from whether a signal exists and where it came from, and it drives the framing, the cadence and the sequence shape:

• Cold outbound — no signal. Relevance has to be argued from research. references/campaign-type-cold-outbound.md.
• Social selling — the prospect engaged with something. references/campaign-type-social-selling.md.
• Employee advocacy — reaching people who engaged with a colleague's post. references/campaign-type-employee-advocacy.md.