we help high-ticket B2B brands and investors make & raise more money from the emails they already have.

Nils Liedlich

The other day, I jokingly told my writers I’d fire them if they use any of these 13 AI patterns:

Here are the 13 phrases that scream “I let ChatGPT write this”:
(eliminate these from your content!)

1/ “No X. No Y. Just Z.”

“No fluff. No theory. Just actionable insights.” 

“No gimmicks. No shortcuts. Just results.”

Every AI-generated post contains this at least one time. It’s like the robot equivalent of “In today’s digital landscape...”

2/ “It’s not just about X. It’s about Y.”

“It’s not just about the money. It’s about the freedom.” 

“It’s not just about followers. It’s about engagement.”

Claude’s favorite transition. I see this 47 times a day on LinkedIn.

3/ “The game has changed” and “game-changer” and “supercharge”

“This AI tool is a complete game-changer for productivity.” 

“Here’s how to supercharge your content strategy.” 

“The marketing game has changed forever.”

If I had a dollar for every time AI used these phrases, I’d have enough to buy OpenAI.

4/ Overuse of “Real”“Just real strategy, real experiments, and real business growth backed by real experts.” 

“Real entrepreneurs doing real work for real results.”

“No shallow networking. Just real conversations with real people”

We get it. You’re very real. Very authentic. Very AI.

5/ “If you’re serious... let’s [CTA]”

“If you’re serious about scaling, let’s chat.” 

“If you’re serious about results, DM me now.”

Every ChatGPT CTA ends with this exact pitch structure.

6/ Signing off emails with “To your success”

I’ve gotten emails from three 8-fig founders using this - instantly gives away they wrote the whole email with AI and didn’t bother reviewing.

7/ “Not because of X. But because of Y”

“I didn’t succeed because of luck. But because of persistence.” 

“This won’t work because of the strategy. But because of execution.”

The robot’s attempt at being profound. Usually followed by something obvious.

8/ Using arrows everywhere → for formatting

→ 300% growth
→ More leads than ever
→ Start today

9/ “The best part? Want access?”

“The best part? It’s completely free.” 

“Want access? Link in comments.”

Short questions as hooks. Very 2023 AI energy.

10/ “Enter:”“Enter: my secret framework.” 

“Enter: the solution you’ve been waiting for.”

11/ “And here’s the kicker”

“And here’s the kicker - it only takes 5 minutes.” 

“Here’s the kicker - most people get this wrong.”

12/ “Stopped in my tracks.”

“Yesterday, my mentor told me something that stopped in my tracks:”

Sounds like it’s a world phenomenon. 

Everybody hears something shocking all the time.

13/ “X changed everything.”

“The strategy that changed everything.”

Really? Is it SO GOOD it changed every single thing for you?

(continue in the comments):

After speaking with 100s of founders, it seems to me like the biggest risk a founder can take is building a non-aligned business.

I’ve seen it happen over and over again-

1/ Founder starts a company that initially feels exciting
2/ Company prints a lot of money, founder happy
3/ But founder optimizes for max revenue, not their original mission
4/ They keep making good money
5/ But resent the company
6/ By extension they then resent themselves for staying
7/ Which burns them out
8/ Because they’re not building something that’s true to themselves

I’ve seen this story play out in four ways:

a) Founder burns out 
b) Founder radically restructures the company
c) Founder quits/sells company A to build a new one
d) Founder stops working and instead gets a new "hobby" (usually endurance sports or Sanskrit)

I think this is also why when I speak with 20-30y/o founders, they’re often driven but wealth, whereas 40-50 y/o founders tend to start with “How can I serve?” (these are overall tendencies i’m noticing, ofc there are outliers).

I remember reading about “alignment” and “purpose” in self-help leadership books and thinking “that’s corporate bullshit”…

…but now I realize it’s the nr 1 thing. Because if your actions are not in alignment with your thoughts, you start resenting yourself. And if you’re the founder, that’s the biggest risk in the business.

/n

Yesterday, a startup founder who recently raised asked me: “we’re working with a PR agency to announce our beta launch soon - what should our email strategy be before, during, and after launch?”

Without giving away too much, I should mention their product was a B2B SaaS and focused on serving a specific role in enterprises. They wanted to take on ~10 customers at launch.

Their AI interface and algorithms made gave these decision makers two benefits:

1/ Faster access to existing data points

2/ Net new data relevant to the firm

Now, I’ve never raised capital myself, and I’m by no means an expert in startups. But in 2025, we worked with a startup founder who’d raised over $200M, so I was familiar with his advice.

The 1 thing he told me was: “Startups always need to market themselves as having momentum. So always oversubscribe.”

So I proposed to reposition the website for before their launch -

We replaced “book a demo” (signals “we have capacity”) to “join the waitlist” (signals “we’re at capacity”)

Then we qualify all waitlist sign ups through a quick survey

That means that before releasing their product, this startup was:

- Collecting emails of target customers
- Segmenting the leads based on fit & intent

As they’re building momentum on socials, they’ll be able to direct people to the website and build up a “pre-launch list.”

Then during launch, rather than the usual “first come first served” (speed of signup doesn’t say anything about how good of a fit a customer is in my experience)…

…they’ll simply contact the 10 best customers based on the segmentation survey.

After launch, they’ll do a bi-weekly newsletter curating some of the data they have for their target audience.

Then the founder asked me:

“So when/ under which circumstances should I hire you?”

And I told him that “when the math works out”, which in this case, I quantified as:

a) 150-200 decision makers active on the list
b) Getting 10 or so new customers / year from the list

Then, we can come in and improve what you do, and get you more revenue from your emails. The napkin math for me is: “are we’re confident that we’ll make this person 3 times more than they’ll pay us over a year?”

If yes, it’s a fit. If no, not yet.

In the past, we would work with companies to build their email list from scratch- but we stopped doing so because we had less control over the outcomes.

/n

Louie Bennett-Walsh Ltd.

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