Writing your playbook

Your playbook is the record of how Atom may speak for you. Atom only writes what the playbook allows, and every email is checked against it before it is sent. Only owners can approve it, and every approval is kept as a new version.

Open Playbook in the menu. If you are an owner, the form is at the bottom of the page.

Let Atom draft it

Choose Draft my playbook and Atom reads your website and fills in everything below, with an example first email. It only uses what your site says: anything it would have claimed that your site does not support is left out, and listed so you can add it yourself if it is true. Choose Use this draft, change anything you like, and approve it.

What you sell, and to whom

Two short sentences. Atom uses them to explain why it is writing.

Who Atom approaches

• Sectors, regions and job titles, one per line.
• Postcode areas, such as RG GU SO. A company whose registered office is elsewhere is not approached.
• Sectors never approached, as SIC codes or the start of one. For example 7311 covers advertising agencies.
• Never approach: anything else to avoid, in your own words.

Proof points: the only claims Atom may make

Write each result, client or fact exactly as you are happy to see it in an email, one per line. For example:

• Helped a Hampshire precision engineering firm double its qualified enquiries in a year
• Twelve years working only with technical B2B companies

If an email makes any other claim about your company, or changes a number, it is held for you instead of being sent. With no proof points at all, Atom makes no claims.

Call to action and answers to objections

The call to action is the one thing Atom asks for, usually a short call. The answers to objections (no budget, already have someone, bad timing, send more information) are what Atom says, in its own words, when someone raises one.

Never say

A list of words and phrases Atom must never use. Every email is checked against it. You will find it at the top of the Playbook page.

The playbook itself is checked too. A proof point that mentions a price, uses an exclamation mark or contains a never-say phrase cannot be saved.

Suggestions from Atom

Once Atom has sent enough emails to learn from (50 in a month), it looks each Monday at what got replies and meetings, and may suggest up to three changes: a different call to action, a better answer to an objection, or a change to who it approaches. Each one says why, with the numbers. Nothing changes unless an owner chooses Apply, which saves a new version of the playbook through the usual checks. Atom never suggests new claims about your company.