Use case · Draft review
Get a second read before you hit send.
Paste the email, the proposal, the doc. Keenan tells you where it loses the buyer and exactly what to change.
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- 60 minutes free
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Overview
Review and improve sales collateral is the fastest use case to get value from, because you already have the draft. It is also one of the highest-volume jobs on the entire platform: reviewing or improving an existing email draft is among the most common things reps bring to Keenan. You paste an email, a proposal, a sales document, or a deck, and Keenan reads it the way the buyer will, not the way you hoped it would read. He finds where the framing is feature-led, where the message loses its thread, where the next step is vague or missing, and where the buyer's problem is absent. Then he tells you specifically what to change and why, line by line where it matters. The coaching is in the why: read enough reviews and you start catching the same problems before you send, which is the point.
The jobs
What reps actually bring to it.
Each one is a real job, drawn from how sales teams use the coach. Bring yours, and Keenan works it with you.
- 01
Review and improve an email draft
Line-by-line: what lands, what to cut, what to lead with.
This is the highest-volume job in the use case, and across the whole platform. You paste the email and Keenan reads it as the buyer will, in ten seconds, on a phone, between meetings. He points to the line that opens on you and your company instead of the buyer's problem, the paragraph that pitches features no one asked for, the wall of text that should be three sentences, the closing ask that is either vague ('let me know your thoughts') or too big ('30 minutes this week'). He tells you what to cut, what to lead with, and why each change matters, so the next email you write yourself starts better. The result is a shorter, sharper email that opens on the buyer's world and asks for one clear, small thing.
- 02
Adapt a message for a specific buyer
Re-shape one message for a different persona or vertical.
A message that worked for one buyer rarely transfers cleanly to another role or industry: the same email to a CFO and a Head of Ops should not say the same thing. Keenan helps you adapt it properly: which problem framing to swap because the new persona feels a different pain, which proof point will land and which will fall flat, which metrics that buyer's world counts in, which language to drop because it belongs to the old vertical. He does far more than find-and-replace the job title. Done well, the message reads as if it were written for this buyer from scratch, because the problem, the proof, and the vocabulary have all been re-shaped to their situation.
- 03
Review a sales document
A second read on anything going in front of the buyer.
Any document the buyer will see, a one-pager, a follow-up summary, a meeting recap, a deck outline, a mutual action plan, benefits from a read before it ships, because unlike a conversation it has to work without you narrating it. Keenan checks whether it leads with the buyer's problem or your product, whether the structure carries a reader who skims, whether the value is tied to a quantified impact rather than asserted, and whether the next step is unmistakable or buried. He flags the section a busy buyer will skip and the claim they will not believe. The document then holds up when it is forwarded to someone who was never in the room.
- 04
Review and improve a proposal
Tighten the proposal so it sells when you are not in the room.
A proposal gets read by people you never met, in a room you are not in, so it has to carry the case alone. Keenan checks that the proposal restates the quantified problem and the cost of inaction before it gets anywhere near the price, so the number lands as a comparison. He checks that the value is framed as a business outcome rather than a feature inventory, that the scope and timeline are clear enough not to invite a procurement question, and that there is nothing an unseen stakeholder, the CFO, the security lead, can push back on unanswered. Get this right and the proposal defends its own price and survives the room you are not in.
- 05
Review an outbound email template
Pressure-test a reusable cold or follow-up template before it goes into a sequence.
A template is not one email, it is the next two hundred, so a weak line in it costs more than a weak line in a one-off. Keenan reviews the template as a pattern: does the opener name a problem or your company, is there a variable that should be doing more work, does the close ask for one small thing or a 30-minute meeting from a stranger. He flags the lines that will read as automation at scale. What you end up with is a template you can run across a vertical with confidence, because the structure has been coached, not just the wording tweaked.
- 06
Review a LinkedIn outreach sequence
Check a connect-and-message sequence reads as a person, not a bot.
A LinkedIn sequence fails the way most automation fails: a connection request followed instantly by a pitch that could have gone to anyone. Keenan reviews the sequence touch by touch: whether the opener references something real, whether each follow-up adds a reason to reply rather than repeats the ask, whether the register suits the platform. He flags the message where the buyer realises they are in a sequence. Done well, the sequence reads as written by a person who did their homework, so it earns a reply instead of an ignore.
- 07
Review a meeting recap or action plan
Check the recap captures the decision, not just the discussion.
A recap or mutual action plan is the deal's memory between calls, and a vague one lets the deal drift. Keenan checks that the recap names what the buyer agreed, not just what was discussed, that the next step has an owner and a date, and that the quantified problem is restated so the document still makes the case if it gets forwarded. He flags the soft phrasing that turns a commitment back into a conversation. The recap then holds the deal to what was decided and reads clearly to a stakeholder who was not on the call.
The bar
What good looks like.
Not the theory. The concrete signs you are running this use case well.
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Nothing significant reaches a buyer without a second read: the email, the proposal, the recap all get checked first.
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Your drafts open on the buyer's problem, because reviewing enough of them has trained you to catch the feature-led opening yourself.
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Every message you send asks for one clear, appropriately small next step, and you can point to where it is.
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Your proposals restate the quantified problem before the price, so they hold up when read by a stakeholder you never met.
FAQ
Quick answers.
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What can I paste in for review?
Any sales collateral: a cold or follow-up email, a proposal, a one-pager, a recap, a deck outline. Keenan reads it the way the buyer will and tells you specifically where it loses them and what to change. -
Will Keenan just rewrite it, or explain what is wrong?
Both, but the explanation is the point. He tells you why a line fails, not just what to replace it with, so you start catching the same problems in your own drafts before you send. If you only take the rewrite, you have an editing tool; if you read the why, you improve. -
How is this different from sharpening messaging?
Sharpening messaging builds the positioning from scratch: the problem, the impact, the value case. Review starts from a draft you already have and tells you where it goes wrong. Same principles, but review is the faster job because the material exists. -
Can Keenan adapt one message for several different buyers?
Yes. Adapting a message for a specific persona or vertical is a core job here. Keenan re-shapes the problem framing and proof points for each buyer, rather than just swapping the job title. -
Is reviewing a proposal worthwhile if I will present it in person?
Yes, because a proposal is read by stakeholders who were not in your presentation. Keenan checks that it carries the quantified problem and the value case on its own, so it holds up in the rooms you are not in.
One more thing
Review absolutely anything.
Dan Pink made the case in To Sell Is Human: selling is not a department, it is something almost everyone now does. Whenever you are trying to move someone (a buyer, a hire, a partner, a reader), you are selling, and the same problem-first instinct applies. So the draft you bring Keenan does not have to be a cold email or a proposal. It can be a job ad, a landing page, an investor note, a launch announcement, a difficult message to a customer.
We take our own advice. Keenan reviewed this entire website, page by page, the way he reads any draft: where it opens on us instead of the reader, where a claim is asserted rather than earned, where the next step is unclear. He helps the Replicate Labs team regularly with marketing and social media for the same reason. If the thing you are writing has to land with another person, it is worth a second read.
Bring a real one. Run it free
60 minutes with Keenan, no credit card. Bring the job you actually have in front of you.
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