# Cold Email — From Michael (Founder Direct) **Send from:** Michael "Rocky" McLaughlin at RateRight (michael@rateright.com.au or similar) **Trigger:** Post-launch, when site is live and workers are on platform **Pre-approved:** Yes — Michael has approved cold email outreach at scale (Feb 20 directive) **Personalisation:** Company name, trade/s, city --- ## Version A: The Founder Story (Recommended — Lead with authenticity) **Subject:** $50 to hire a rated [trade] — built by a bloke on the tools --- G'day [First Name], I'm Michael McLaughlin — most people on site know me as Rocky. I run a construction platform called RateRight. Before that, I spent 30 years as a steelfixer and formworker. Still work full-time on site, actually. I built RateRight because the hiring model in construction is broken. Labour hire takes 20-40% markup on every hour your worker shows up. Recruiters charge thousands. For what? An introduction. RateRight is different. You search for a rated [trade], find someone with real job ratings from real contractors, and connect with them. $50 flat. That's it. They stay a week or ten years — still $50. No commission, no subscription, no ongoing fees. We're just getting started. Honestly, I'm not trying to get rich off this — I just want to keep the lights on and prove the model works. What success looks like for us is simple: you find a good worker, they stick around long-term, and both of you leave a honest rating. Worth having a look at the site? [LINK] If you want to chat, here's my number: [Michael's number]. Happy to walk you through it in 5 minutes. Cheers, Michael "Rocky" McLaughlin Founder, RateRight | [Michael's number] --- ## Version B: The Cost Opener (For price-sensitive leads / smaller operators) **Subject:** Quick question about your hiring costs --- G'day [First Name], Honest question — what does it cost you to hire a [trade] through an agency? I'm Michael 'Rocky' McLaughlin from RateRight. 30 years in construction, steelfixer and formworker. Built this platform because I reckon the markup model is a rip-off. Here's how RateRight works: $50 to connect with a rated [trade]. One-off fee. They stay a week or five years — still $50. Every worker has ratings from real contractors, not a recruiter telling you they're great. We're brand new and just want to prove the model. Not here to make a fortune — I still work full-time on site. I just want contractors to stop getting rinsed by agencies. Have a look when you get a chance: [LINK] Any questions, call me direct: [Michael's number] Cheers, Michael "Rocky" McLaughlin Founder, RateRight --- ## Version C: Short & Sharp (For high-volume sends / busy operators) **Subject:** $50 per hire, no markup — new platform for [City] construction --- G'day [First Name], Michael 'Rocky' McLaughlin from RateRight. Quick one. We just launched a hiring platform for construction. $50 flat fee to connect with a rated worker. No agency markup, no subscription. They stay a week or a decade — still $50. Every worker has ratings from real job sites. You see their history before you call them. I built this after 30 years on the tools. Just trying to give contractors a better deal than the agency model. Worth a look: [LINK] Questions? Call me: [Michael's number] Cheers, Michael "Rocky" McLaughlin Founder, RateRight --- ## Key Elements in Every Version: 1. ✅ **From Michael** — founder, not "sales team" 2. ✅ **$50 flat fee** — clear, upfront 3. ✅ **His personal number** — they can call and talk to a real person 4. ✅ **30 years construction** — credibility, one of them 5. ✅ **"Just starting off"** — not trying to get rich, keeping the lights on 6. ✅ **What success looks like** — long-term hire + good reviews 7. ✅ **Ease of use** — search, find rated worker, connect, done 8. ✅ **Brief** — no waffle, respect their time 9. ❌ **No corporate language** — no "solutions," no "synergy," no "reaching out" 10. ❌ **No false claims** — no guarantees, no "employment agency" language ## Personalisation Variables: - `[First Name]` — decision maker name (or "mate" if unknown) - `[trade]` — their specific trade (steelfixer, formworker, concreter, etc.) - `[City]` — their city - `[LINK]` — platform URL (once live) - `[Michael's number]` — Michael's correct personal number (⚠️ need to confirm — 0468 087 171 was flagged as wrong) ## Compliance Notes: - Platform facilitator language only ✅ - No employment agency claims ✅ - No worker quality guarantees ✅ - No pricing deviations from $50 ✅ - CAN-SPAM: Include unsubscribe link in production emails ⚠️ ## Sending Strategy: - Personalise company name + trade for each lead - Send in batches of 10-20 per day (avoid spam filters) - Best send times: Tue-Thu, 6:00-7:00 AM (in their inbox when they check on the way to site) - Follow-up: If no reply in 5 business days, one follow-up email (shorter, reference first email) - Track: Opens, replies, link clicks, calls received