Lectures
What is covered, week by week, and which topics each lecture draws on.
Why Cold Email Works
The three cold emails that worked, and the constraint the semester builds on.
Week 1 · 8 February 2027
Subject Lines and the Open Decision
Subject lines as the pitch, not the label.
Week 2 · 15 February 2027
Pricing the Ask
A vague ask moves work onto the reader. This week is about pricing the ask instead.
Week 3 · 22 February 2027
Personalisation and Specificity
Performed personalisation vs. real specificity.
Week 4 · 1 March 2027
Length and Structure
Length and structure as signals read before content.
Week 5 · 8 March 2027
The Reader's Reply Calculation
The reader's cost-benefit calculation for replying, worked through as a framework, with the semester's one slide deck.
Week 6 · 15 March 2027
Follow-Ups
Follow-ups as either new information or a second free cost.
Week 7 · 5 April 2027
Warm-Intro Requests
Why a cold ask and an intro request are different genres.
Week 8 · 12 April 2027
Email, LinkedIn and DMs
Email, LinkedIn and DMs as different environments for being skimmed.
Week 9 · 19 April 2027
Where Craft Becomes Manipulation
Where the semester's own techniques tip into manipulation.
Week 10 · 26 April 2027
Automation and Scale
What automated sequences trade away for scale.
Week 11 · 3 May 2027
Spam Law and Consent
Legal compliance, and the semester's closing synthesis.
Week 12 · 10 May 2027