# Cold Outreach Templates — v3
**Updated:** 2026-02-19
**Status:** DRAFT — Needs Michael's approval before any sends
**Changes from v2:** Added legally required SMS footer per Harper's Spam Act review. All SMS templates now include `RateRight Pty Ltd | Reply STOP to opt out`. Updated character counts. Added consent strategy note.

⚠️ **CONSENT ISSUE:** Cold SMS outreach without prior opt-in is technically non-compliant under Spam Act s16. Harper has flagged to Michael. Three options: (a) phone-first, (b) consent via other channel first, (c) accept risk. **Templates ready to go once Michael decides consent approach.**

---

## SMS Templates

### SMS-1: The Cost Shock (Best performer — lead with numbers)
```
G'day [Name], saw you're hiring [trade] in [area]. Would you rather pay $4,000 or $50 to fill that role? RateRight — $50 flat per hire. No markup, no subscription. Worth 5 mins? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~230 (2 SMS segments)
**Use when:** Lead has an active job ad on Seek/Indeed/Gumtree
**Personalise:** Trade, suburb, their company name if possible

### SMS-2: The Agency Comparison (For leads using labour hire)
```
Hi [Name], agencies take 20-40% of every worker's rate — that's $4K+ for a 10-week hire. RateRight does it for $50 total. Same workers, your pocket. Quick chat? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~210 (2 SMS segments)
**Use when:** Lead is known to use agencies or has complained about costs
**Personalise:** Agency name if known, specific trade

### SMS-3: The Referral / Social Proof (Once we have users)
```
G'day [Name], [Referrer/X contractors] in [area] switched to RateRight for hiring [trade]. $50 flat per hire vs agency markups. Happy to show you how it works — 5 min call? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~225 (2 SMS segments)
**Use when:** We have local social proof or a referral
**Personalise:** Referrer name, area, trade

### SMS-4: The Follow-Up (48h after no response)
```
Hey [Name], Susan from RateRight again. $50 to hire a [trade] — no catch. If timing's not right, no worries. Worth having in your back pocket when you're next hiring. 🤙
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~215 (2 SMS segments)
**Use when:** No response to first SMS after 48 hours
**Tone:** Low pressure, leave the door open

### SMS-5: The Margin Squeeze (Market pressure angle)
```
G'day [Name], costs up everywhere and margins tight. Finding a good [trade] shouldn't cost $4K+ on top. RateRight — $50 flat per hire. No agency markup. Worth a yarn? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~220 (2 SMS segments)
**Use when:** Western Sydney leads, margin-sensitive segments, formwork/concrete contractors
**Why it works:** ABS data shows real wages falling (WPI 3.4% vs CPI 3.8%). Everyone's feeling cost pressure.

### SMS-W1: For Workers / Tradies
```
G'day [Name], looking for [trade] work in Sydney? RateRight connects you direct with contractors — zero commission, keep 100% of your rate. Free to join: rateright.com.au
RateRight Pty Ltd | Reply STOP to opt out
```
**Character count:** ~215 (2 SMS segments)
**Use when:** Worker-side growth (job board replies, social, tradies looking for work)
**Why now:** Real wages falling — "keep 100%" resonates harder when pay isn't keeping up with prices.

---

## Email Templates

### EMAIL-1: The Cold Opener (Primary template)
```
Subject: $50 vs $4,000 to hire the same [trade]

G'day [Name],

Saw [company] is hiring [trade] in [area]. Quick maths:

- Labour hire agency: 20-40% markup = $4,000+ for a 10-week hire
- RateRight: $50. Total. One-off. Done.

Same qualified workers. You interview them directly. No middleman markup, no subscription, no lock-in.

We're a Sydney-based platform matching contractors with rated tradespeople. Think Seek, but built for construction and priced fairly.

Worth a 5-minute call this week?

Cheers,
Susan
RateRight Pty Ltd | 0468 087 171
rateright.com.au

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** First contact with a quality lead (score 70+)
**Personalise:** Trade, area, company name, any specific project mention

### EMAIL-2: The Value Stack (For warmer leads / follow-up)
```
Subject: How [area] contractors are cutting hiring costs by 98%

Hi [Name],

Three things that make RateRight different from agencies:

1. **$50 flat fee per hire.** Not per lead, not per month — per successful hire.
2. **Direct connection.** You talk to workers directly. No recruiter playing telephone.
3. **Rated workers.** Every tradie has ratings from previous jobs. You see them before you call.

No subscription. No lock-in. Cancel anytime because there's nothing to cancel.

Happy to jump on a 5-minute call and show you who's available in [area].

Cheers,
Susan
RateRight Pty Ltd | 0468 087 171
rateright.com.au

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** Second touch, or lead who engaged but didn't commit

### EMAIL-3: The Break-Up (Final touch before nurture)
```
Subject: Last one from me

Hi [Name],

I've reached out a couple of times about cutting your hiring costs from $4K+ to $50. Totally understand if the timing's off.

I'll leave it here — but if you're ever hiring [trade] and want to skip the agency markup, RateRight is at rateright.com.au.

All the best,
Susan
RateRight Pty Ltd | 0468 087 171

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** 3rd or 4th touch with no response. Moves to monthly nurture after this.

### EMAIL-4: The Market Conditions Opener (Cost-pressure angle)
```
Subject: Hiring costs are squeezing margins — here's one you can cut

G'day [Name],

Real wages are falling, materials are still elevated, and project feasibility is tighter than it's been in years. You don't need me to tell you that.

But here's one cost you can fix today: hiring.

Agencies charge 20-40% markup on every worker. For a $200/day [trade] over 10 weeks, that's $4,000+ out of your margin. RateRight charges $50. One-off. Same workers, direct connection, no ongoing fees.

Construction is heading to $193B this year, but finding good people is still the bottleneck. We built RateRight to fix that — for $50, not $4,000.

Worth a 5-minute call?

Cheers,
Susan
RateRight Pty Ltd | 0468 087 171
rateright.com.au

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** Margin-sensitive leads (Western Sydney, mid-rise residential, civil). Good for re-engaging stale leads with fresh market context.

---

## Sequence Cadence

| Touch | Timing | Channel | Template |
|-------|--------|---------|----------|
| 1 | Day 0 | SMS | SMS-1 (Cost Shock) or SMS-5 (Margin Squeeze) based on lead profile |
| 2 | Day 2 | SMS | SMS-4 (Follow-Up) |
| 3 | Day 5 | Email | EMAIL-1 (Cold Opener) or EMAIL-4 (Market Conditions) |
| 4 | Day 10 | Email | EMAIL-2 (Value Stack) |
| 5 | Day 14 | Email | EMAIL-3 (Break-Up) |
| 6+ | Monthly | Email | Nurture content (industry news, tips) |

**Choosing between originals and new variants:**
- Use SMS-5 / EMAIL-4 for Western Sydney leads, margin-sensitive segments, or re-engaging stale leads
- Use SMS-1 / EMAIL-1 for leads with active job ads (the job ad makes Cost Shock more immediate)
- When in doubt, lead with numbers (SMS-1/EMAIL-1) — it's proven

---

## Compliance Checklist (per Harper, confirmed 2026-02-19)
- [x] All SMS include `RateRight Pty Ltd | Reply STOP to opt out`
- [x] All emails include unsubscribe mechanism
- [x] Full company name (RateRight Pty Ltd) in all footers
- [x] Send times: Tue-Thu, 9-11 AM only
- [x] Never on Monday mornings, Friday afternoons, weekends, before 7 AM / after 8:30 PM
- [x] Platform facilitator language only — no employment agency claims
- [ ] **Consent strategy — awaiting Michael's decision**
- [ ] **SMS Sender ID Register — due 1 July 2026 (flag closer to date)**

---

*Based on: Harper legal review (Feb 19), Radar market intel (Feb 18-19), MEMORY.md performance data, SOUL.md tone guidelines*