firsttouch-messaging

name	firsttouch-messaging
description	Write on-brand, high-converting LinkedIn outreach messages - connection requests, openers, follow-ups, and meeting asks - calibrated to the prospect's seniority and a real signal. Use this BEFORE any other FirstTouch play that involves drafting a message, or whenever the user asks to write LinkedIn outreach copy, draft a connection request, or personalize a sequence.
metadata	{"author":"firsttouch","version":"1.1","category":"foundation"}

FirstTouch Messaging

Every FirstTouch play that involves sending words to a human builds on this skill. It defines how to draft LinkedIn outreach that actually converts - signal-first, seniority-calibrated, and always gated for human approval before send.

First-run onboarding gate

If onboarding has not already been completed for this workspace, load ../../references/onboarding.md and complete the onboarding questions. Do not proceed until you know: LinkedIn account type (free/basic = no connection notes; recommend 10 connection requests/day and never exceed the FirstTouch max of 20/day; Sales Navigator/Premium = connection notes available; recommend 20 connection requests/day and never exceed the FirstTouch max of 30/day), HubSpot access (MCP, service key/private app token, HubSpot list only, or none), and which play the user wants to run. Recommend high-intent plays before outbound to keep the LinkedIn account healthy. If HubSpot is unavailable, do not run HubSpot-specific steps unless the user provides a HubSpot list FirstTouch can access.

When to use

• A play asks you to "draft the message" (connection request, opener, follow-up)
• The user says "write LinkedIn outreach," "draft a connection note," "personalize this sequence"
• You're producing copy that will be reviewed before a FirstTouch send

When NOT to use

• Generating email copy for a non-LinkedIn channel (use that channel's conventions)
• Writing internal notes / HubSpot activity logs

Core principle

Signal-first, not feature-first. Find one specific, true thing about the prospect and lead with it. Never lead with your product.

Step-by-step

1. Identify the signal (the "why now")

Find one verifiable fact about the prospect or their company. Sources, in priority order:

• HubSpot context (if HubSpot MCP connected): lifecycle change, recent deal activity, form fill, owner notes
• LinkedIn activity: recent post, comment, role change, hiring move
• Company signals: funding, product launch, hiring spike, tech-stack change
• Mutual connection / referral

If you cannot find a real signal, do not fabricate one. Either drop the tier to "light" (first-name + company only) or flag that you need enrichment.

2. Classify seniority → set tone

• IC/practitioner → peer, tactical, lead with "how"
• Manager/Director → process + outcomes, lead with efficiency/visibility
• VP/Founder/C-level → strategic, brief, signal-led, lead with risk/leverage

3. Pick the message type

• Connection request (first touch, no relationship) → goal: get accepted
• Opener (post-accept, day 1-3) → goal: earn a reply, no ask
• Value touch (warming) → share something useful, zero ask
• Meeting ask → only after ≥1 exchange; propose specific times
• Break-up / re-engage → last touch, low pressure

Iron rule: never ask for a meeting in a connection request or opener.

4. Draft using the structure

Signal (why now) → Relevance (why you/this) → Soft CTA (what next)

Adapt a template from ../../references/messaging-framework.md - but never copy blindly. Every {{variable}} must resolve to something real.

5. Run the quality gate (mandatory self-check)

Before presenting the draft, verify ALL:

• Signal is real and verifiable (not invented)
• No meeting ask if connection request or opener
• Length within limits: connection note ≤300 chars, opener ≤60 words, follow-up ≤80 words
• No jargon ("revolutionary," "leverage," "synergy," "supercharge")
• No lazy flattery ("I love what you're building at…")
• Do not use em dashes in outreach copy
• One ask max
• Tone matches seniority

If any check fails → rewrite before showing.

6. Present for approval (never send)

Output the draft(s) for human review. Format:

• To: {name} - {title} @ {company} (owner: {hubspot_owner})
• Type: {connection request / opener / follow-up}
• Signal used: {the one fact}
• Draft: "{message}"
• Char/word count: {n} / limit {m}

State clearly: "Drafted for review. This will not send until you approve."

Examples

Good opener (Manager tier)

Signal: HubSpot shows Acme moved to "Scaling" lifecycle + 2 SDR hires last month To: Dana Lee, Dir. Sales Ops @ Acme "Dana, thanks for connecting. With the SDR team doubling, are you looking at how to keep LinkedIn activity attributed in HubSpot?"

Bad (do not do this)

"Hi Dana, I'd love to learn about your challenges and show you how our AI-powered platform can supercharge your outreach. Do you have 15 mins this week?" (No signal. Meeting ask too early. Jargon. Lazy.)

Composability

This skill is called by any installed play that drafts LinkedIn copy, including social engagement, AI SDR, founder-led outbound, inbound follow-up, HubSpot signal touches, stalled-deal reactivation, website visitor follow-up when those skills are present in the pack. When a play says "draft the message(s) per firsttouch-messaging," load this skill, then return to the play for the surrounding workflow.

Pitfalls

• Fabricated signals - the #1 quality risk. If unsure, mark the field and ask for enrichment rather than inventing.
• Meeting ask creep - reps love to ask early. Enforce the iron rule.
• Same message to everyone - if your drafts across 10 prospects look identical, the personalization failed. Re-signal.
• Sending without approval - never. The gate is in safety-governance.md and every play.

Reference

Full methodology, templates, and tier/tone matrix: ../../references/messaging-framework.md