The Otto Offer Clarity Exercise
Goal: Transform your complex business pitch into a simple, irresistible offer that works for cold email.
Time Required: 10 Minutes
Why we are doing this
Most cold emails fail for one reason: Confusion. In a cold email, you have seconds to make an impression. If your offer requires a long explanation or a slide deck to understand, the prospect will delete it.
- People buy what they understand. Confused prospects don't reply.
- Clarity raises perceived value. When the path to the result is obvious, skepticism drops.
- Simple travels farther. If your offer is simple, it is easier for a decision-maker to forward your email to their boss or team.
Real-World "Otto" Examples
Here's how this exercise transforms vague corporate speak into clear, cold-email-ready offers.
Example 1: IT / Managed Services
Before (The Spam Folder):
"We provide bespoke cybersecurity infrastructure and cloud mitigation strategies for enterprise-level resilience."
After (The Reply Getter):
"We install software on your company laptops that blocks viruses before they happen. If a computer breaks, we fix it remotely so your staff doesn't stop working. You pay a flat monthly fee to never worry about IT again."
Example 2: Recruitment Agency
Before:
"We are a premier talent solutions partner focusing on executive search and human capital optimization."
After:
"We find sales managers for construction companies. We interview them, vet them, and send you the top 3. You only pay us if you hire one of them."
Example 3: Commercial Cleaning
Before:
"We offer integrated facility hygiene maintenance and sanitization protocols."
After:
"We come in every night after your team leaves and clean the office. We bring our own supplies and manage the cleaners so you don't have to. You walk into a spotless office every morning."