# Cold Outreach Templates — v4 (Lifetime Value Reframe)
**Updated:** 2026-02-19
**Status:** DRAFT — All outreach ON HOLD until app launches (~2 weeks)
**Changes from v3:** Complete reframe per Michael's strategy bulletin (fb-20260219-012/013).

## What Changed & Why

**Old framing:** "$50 is cheap. Agencies cost $4,000. Save money."
**New framing:** "$50 buys a lifetime connection. The worker stays a day or 30 years — still $50. We're not selling cheap labour, we're building lasting matches."

**Three pillars:**
1. **$50/hire, unlimited duration** — not a transaction, a connection
2. **Constructive ratings improve everyone** — workers get better, contractors get better matches
3. **Success stories are our marketing** — worker gets sponsored, gets residency, tells friends

**Key language shifts:**
- ~~"$50 total"~~ → "$50 for a connection that could last years"
- ~~"Same workers, cheaper"~~ → "Find someone who fits — and keep them"
- ~~"No middleman markup"~~ → "Direct relationship from day one"
- ~~"Cut hiring costs"~~ → "Invest $50 in finding the right person"
- Added: worker growth angle, ratings as quality signal, visa/sponsorship story potential

---

## SMS Templates

### SMS-1: The Lifetime Connection (Replaces "Cost Shock")
```
G'day [Name], hiring a [trade]? RateRight — $50, one-off. Keep them a week or 10 years, still $50. Direct connection, rated workers, no agency in between. Worth a yarn? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**~210 chars (2 segments)**
**Use when:** Lead has an active job ad. Lead with the unlimited duration hook.

### SMS-2: The Real Cost of Agencies (Replaces "Agency Comparison")
```
Hi [Name], agencies take a cut of every hour your worker shows up — forever. RateRight charges $50 once. You hire them, you keep them, the relationship is yours. Quick chat? - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**~215 chars (2 segments)**
**Use when:** Lead is known to use agencies. Contrast ongoing vs one-off.

### SMS-3: The Ratings Angle (New)
```
G'day [Name], hiring through RateRight? Every worker has ratings from real jobs — you see their track record before you call. $50 to connect. No agencies, no guesswork. - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**~210 chars (2 segments)**
**Use when:** Lead who's been burned by unreliable workers. Quality-focused.

### SMS-4: The Follow-Up (Updated)
```
Hey [Name], Susan from RateRight. $50 for a connection that could last years — no catch, no ongoing fees. If now's not the time, no worries. We'll be here when you're next hiring. 🤙
RateRight Pty Ltd | Reply STOP to opt out
```
**~225 chars (2 segments)**
**Use when:** 48h after no response. Low pressure, lifetime value framing.

### SMS-5: The Worker Growth Story (New — for when we have stories)
```
G'day [Name], one of our workers just got sponsored by the contractor who hired them through RateRight. $50 connection fee — turned into a full-time team member. That's what we're building. - Susan
RateRight Pty Ltd | Reply STOP to opt out
```
**~235 chars (2 segments)**
**Use when:** We have actual success stories. Most powerful template — deploy once real.

### SMS-W1: For Workers / Tradies (Updated)
```
G'day [Name], want more [trade] work in Sydney? RateRight connects you direct with contractors. Keep 100% of your rate. Build your ratings, build your reputation. Free to join: rateright.com.au
RateRight Pty Ltd | Reply STOP to opt out
```
**~230 chars (2 segments)**
**Use when:** Worker-side outreach. Added ratings/reputation angle.

---

## Email Templates

### EMAIL-1: The Lifetime Connection (Replaces "Cold Opener")
```
Subject: $50 for your next hire — keep them as long as you want

G'day [Name],

Saw [company] is hiring [trade] in [area]. Here's how RateRight works:

Pay $50. Get connected with a rated, qualified [trade]. Interview them directly. If they're the right fit, hire them.

That's it. $50 once. They stay a week, a year, or a decade — still $50. No percentage of their wages, no monthly subscription, no agency sitting in the middle.

Every worker on our platform has ratings from real jobs, so you see their track record before you pick up the phone. And the more they work, the better their profile gets — better for them, better for you.

We built this because the current system is broken. Agencies charge thousands for introductions. RateRight charges $50 for connections that last.

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 quality leads (score 70+). The primary template.

### EMAIL-2: The Ratings & Growth Story (Replaces "Value Stack")
```
Subject: Why the best tradies are building their profile on RateRight

Hi [Name],

Three things that make RateRight different:

1. **$50. Once. Forever.** Pay $50 to connect with a worker. Keep them as long as the fit works — a week or 30 years. Still $50.

2. **Rated workers, not random CVs.** Every tradie on RateRight has ratings from real contractors on real jobs. You see exactly what you're getting before you call. No recruiter spin.

3. **Workers who get better over time.** Our rating system gives workers specific, constructive feedback — "sharpen your timekeeping" or "great at heights." They improve. Your next hire is better than the last because the whole system learns.

No subscription. No lock-in. No agency taking a cut every week your worker shows up.

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 leads interested in quality/reliability.

### EMAIL-3: The Break-Up (Updated)
```
Subject: Last one from me

Hi [Name],

I've reached out a couple of times about RateRight — $50 to connect with rated tradies, keep them as long as you want.

Totally get it if the timing's off. I'll leave it here.

If you're ever hiring [trade] and want to skip the agency game: rateright.com.au. We'll be here.

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

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** Final touch before monthly nurture.

### EMAIL-4: The Success Story (New — deploy when we have real stories)
```
Subject: He came on a working visa. Now he's got sponsorship.

G'day [Name],

[Worker name] signed up on RateRight six months ago. $0 to join. A contractor in [area] found him, paid $50, hired him as a [trade].

Six months later? Sponsored for a visa. Full-time. Part of the team.

That's one $50 connection that turned into a career.

We're not a labour hire agency. We're a platform that makes lasting matches — between contractors who need reliable people and workers who want to build something.

$50 per hire. No percentages. No ongoing fees. The relationship is yours.

Worth a chat?

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

To stop receiving emails from RateRight, reply with "unsubscribe".
```
**Use when:** We have real success stories. THE most powerful template. Hold until genuine.

### EMAIL-5: The Market Conditions + Lifetime Value (Updated from EMAIL-4 v3)
```
Subject: Finding good tradies is the bottleneck — here's a $50 fix

G'day [Name],

Construction's heading to $193B this year. Apprenticeships are down 7%. Every contractor in Sydney is fighting for the same pool of workers.

Agencies charge you 20-40% for every hour your worker shows up. That's $4,000+ for a 10-week hire — and if they leave, you pay again.

RateRight charges $50. Once. Your worker stays a month or a decade — still $50. Direct connection, no middleman, rated workers with real track records.

We built this because finding the right person shouldn't cost thousands. It should cost $50 and lead to a relationship that lasts.

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:** Market-savvy leads, Western Sydney, re-engaging stale leads with fresh context.

---

## Sequence Cadence (Updated)

| Touch | Timing | Channel | Template | Framing |
|-------|--------|---------|----------|---------|
| 1 | Day 0 | Phone | Call script | Lifetime connection pitch |
| 2 | Day 0 | Email | EMAIL-1 (Lifetime Connection) | Primary — if phone call made, reference it |
| 3 | Day 3 | Email | EMAIL-2 (Ratings & Growth) | Quality angle |
| 4 | Day 7 | Email | EMAIL-5 (Market + Lifetime) | Market pressure + value |
| 5 | Day 14 | Email | EMAIL-3 (Break-Up) | Graceful close |
| 6+ | Monthly | Email | Success stories / nurture | Real stories when available |

**Phone first** (legally safest per Harper). Email follows same day. SMS only with consent.

---

## Objection Handling (Updated)

### "We're happy with our agency"
> "Good to hear you've got someone. Quick question though — are they charging you per hour your worker shows up? Because with RateRight, it's $50 once. Your worker stays a year, 5 years — still $50. That's not a cost saving, that's a different model entirely."

### "How do we know workers are good?"
> "Every worker on the platform has ratings from real jobs — not just a CV. Constructive feedback from contractors like you. 'Strong at heights,' 'improve timekeeping' — specific stuff. The system gets better with every hire because the feedback makes workers better."

### "$50 sounds too cheap — what's the catch?"
> "No catch. We make $50 per connection. Agencies make $4,000+ per connection and then keep charging every week. We bet on volume — lots of $50 connections that turn into long-term working relationships. Our success is when matches last."

### "We need workers NOW"
> "That's exactly when the $50 model makes sense. Agency charges you a premium for urgency. We charge $50 whether you need them today or next month. And because workers have ratings, you can see who's reliable before you call — saves you time too."

---

## Phone Call Script Framework (Updated)

### Opening
> "G'day [Name], Susan from RateRight. We just launched a platform for construction hiring. Quick question — when you need a [trade], what does that usually cost you through an agency?"

### Bridge (after they answer)
> "Right. So what if that cost was $50? One-off. You find a qualified [trade] on our platform, pay $50 to connect, and that relationship is yours. They stay a week or ten years — still $50. No percentage, no ongoing fees."

### Ratings hook
> "Every worker has ratings from real contractors on real jobs. Not a recruiter telling you they're great — actual track records. And the feedback is constructive, so workers actually improve over time."

### Close
> "Worth 5 minutes for me to show you who's available in [area]? No commitment — just see if there's a fit."

### Consent capture (for email/SMS follow-up)
> "Mind if I shoot you a quick email with the details? ... Great, what's the best address?"

---

## Compliance Checklist (unchanged from v3)
- [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] Platform facilitator language only
- [x] No employment agency claims
- [x] No worker quality guarantees — ratings provide transparency
- [ ] **Phone number needs correcting** — 0468 087 171 flagged as wrong by Michael
- [ ] **All outreach ON HOLD** until app launches (~2 weeks)

---

*v4 reframe based on Michael's strategy bulletins fb-20260219-012/013. Not selling cheap labour — selling lifetime connections for $50.*