Collateral
Everything to send, show or hand over, built to print at A4. Each PDF has its HTML source next to it, so a change is an edit and a re-render: ./collateral/legal/build.sh, or Chrome File then Print then Save as PDF with margins set to none.
- Fill every [placeholder], highlighted in yellow in the source: company name, number, registered office, contact email, governing law, privacy notice URL.
- The pilot agreement and the ownership policy go to a solicitor once. Then they never change per customer unless the customer pays for the change.
- The security summary carries orange verify badges on every answer that is not settled yet: hosting location and entity, retention, backups, model provider terms, incident notification, DPA. Answer all of them before the -ISSUE variant is sent to anybody.
- Two documents build twice. Send only the -ISSUE variants. The -INTERNAL ones carry the review note and the verify badges and are for you.
- Nothing in these documents claims a customer, a testimonial or a statistic that does not exist, and the honest "you would be early" paragraph appears in all three customer-facing sales documents on purpose. Keep it that way; the credibility is the product.
What to send, to whom, when
| Moment | Send or show | Notes |
|---|---|---|
| Cold email, touch one | Nothing | No attachment on a first touch. The email is the artefact. |
| Cold email, touch three | The gap report you generated for them | Real, specific, about their own site. It is the touch that works and it costs almost nothing to produce. |
| After any first call, same day | sales/austen-one-pager.pdf | The general one-pager. Same day, every time. |
| After a first call with an agency | sales/onepager-agency.pdf | Send this instead of the general one, never both. It leads on margin and white-label rules. |
| Before a meeting where you know the incumbent | sales/battlecards.pdf | Eight cards: ChatGPT, Byword, Frase, Verblio, Jasper and Writer, a freelancer, an agency retainer, doing nothing. Internal. Never send. |
| After the demo, same day | sales/pilot-proposal-template.pdf + legal/pilot-agreement-ISSUE.pdf | The proposal is accepted subject to the agreement, so they arrive together. One signature. |
| Their procurement, legal or IT asks anything | legal/security-summary-ISSUE.pdf + legal/content-ownership-and-ai-policy.pdf | Volunteer both before they ask in education, law and publishing. Use the -ISSUE variant of the security summary; the -INTERNAL one carries the verify badges. |
| The moment payment clears | customer/kickoff-pack.pdf | With the payment confirmation, so the kickoff call has an agenda before it is booked. |
| At kickoff | customer/article-acceptance-criteria.pdf | Filled in on the call and attached to the agreement as Schedule A. It is what turns "we do not like it" into a fixable sentence. |
| Days 2 to 5 of the pilot, ten times | customer/brief-approval-form.pdf | All ten at once, not in batches. Nothing is written until they come back. |
| Day 21 of the pilot | customer/renewal-sequence.pdf | Internal. Run the three messages from it. Day 21, never day 30. |
| At delivery | The reference request in Chapter 12 | Ask when they are happiest, which is delivery day, not renewal day. |
Sales collateral
Use before and after a meeting. The general one-pager goes out the same day as every first call; the agency one-pager replaces it entirely when the buyer resells. The battlecards are internal and must never be attached to an email.
| File | Type | |
|---|---|---|
| austen-one-pager.html | HTML | editable source |
| austen-one-pager.pdf | 2 pages | |
| battlecards.html | HTML | editable source |
| battlecards.pdf | 3 pages | |
| onepager-agency.html | HTML | editable source |
| onepager-agency.pdf | 2 pages | |
| pilot-proposal-template.html | HTML | editable source |
| pilot-proposal-template.pdf | 3 pages |
Legal and supplier pack
The pilot agreement travels with every proposal. The security summary and the ownership policy go out when a buyer above about 500 staff asks, which they will. Send only the -ISSUE variants: the -INTERNAL ones carry the review note and the verify badges.
| File | Type | |
|---|---|---|
| content-ownership-and-ai-policy.html | HTML | editable source |
| content-ownership-and-ai-policy.pdf | 3 pages | |
| pilot-agreement-INTERNAL.pdf | 4 pages | |
| pilot-agreement-ISSUE.pdf | 4 pages | |
| pilot-agreement.html | HTML | editable source |
| security-summary-INTERNAL.pdf | 5 pages | |
| security-summary-ISSUE.pdf | 4 pages | |
| security-summary.html | HTML | editable source |
Customer onboarding pack
Everything the buyer sees after they have paid. The kickoff pack goes out with the payment confirmation, the brief approval form is used ten times per pilot, and the acceptance criteria are agreed at kickoff and attached to the agreement as Schedule A. The renewal sequence is internal.
| File | Type | |
|---|---|---|
| article-acceptance-criteria.html | HTML | editable source |
| article-acceptance-criteria.pdf | 2 pages | |
| brief-approval-form.html | HTML | editable source |
| brief-approval-form.pdf | 2 pages | |
| kickoff-pack.html | HTML | editable source |
| kickoff-pack.pdf | 3 pages | |
| renewal-sequence.html | HTML | editable source |
| renewal-sequence.pdf | 3 pages |