The plays behind every closed deal — exposed.
Cold emails, discovery calls, demos, proposals, renewal saves. We hack them open, annotate the moves, and rate them on the angel-to-devil scale — so you can run them with craft, and recognize them being run on you.
Paste a cold email or proposal — get a personalized teardown in seconds. Nothing stored.
Watch the plays in the wild
Sam Nelson-style outbound: a subject line that earns the open, two sentences that earn a reply, and zero pitch.
How a top-performing AE strings nine touches across email, phone, and LinkedIn — each playing a different psychological role.
Three sentences that reset the buyer's default 'sit through the demo' script and turn a presentation into a conversation.
How an enterprise AE re-architected the standard product walkthrough into a story where the buyer was the hero.
The Loss Frame
Standing still suddenly feels expensive. The prospect realizes they're already paying — just paying the wrong vendor.
12 plays. Every funnel stage.
Standing still suddenly feels expensive. The prospect realizes they're already paying — just paying the wrong vendor.
The prospect feels uncannily understood — like you've been in their shoes. Trust collapses the closing distance.
The decision quietly shifts from 'whether' to 'when' — and the buyer doesn't notice the goalpost moved.
The middle tier feels obviously correct — almost generous. The buyer congratulates themselves for spotting the 'smart' choice.
The prospect, who was on the fence, suddenly wants in. The thing they could lose now matters more than the thing they could buy.
The claim feels investigated, not invented. A round number is a guess; a precise one is a measurement.
The dispatch
One teardown. One play. Every Wednesday.
One sales play. Every week. In your inbox.
A fresh teardown of a real cold email, demo, proposal, or renewal save — with the exact plays pulled apart and rated on the hat scale.
No spam. No drip funnel. Unsubscribe in one click.