Build a cold email engine that books meetings every week.
The complete system: 7 modules, 35 lessons, 15+ hours, built from the live campaigns behind 50+ SaaS and tech brands. One channel, done properly, start to finish. The first Play in a growing library.
$497 $249 one-time, founding price for the first 100 buyers
Until August 31 · Every future update included · 30-day money-back
Monzo+ more
This is the exact system my agency, The Playbook, ran for 50+ SaaS and tech brands: the engine that booked the meetings above, took the agency to seven figures, and let me exit at 28. Now it's all written down. Everything I know. No gatekeeping.
This works if you sell, or lead people who do.
Founders
Who need meetings on the calendar before they can justify a sales hire.
Agency founders
Adding a productised outbound engine instead of trading time for retainers.
SDRs & AEs
Who'd rather own the machine than be replaced by it.
Revenue leaders
Who know spray-and-pray died years ago and want what books meetings now.
You don't need to be in SaaS. If you carry a number, the play applies.
One Play. The whole cold email system.
Look inside.
The full syllabus, nothing held back. Open any module. It's all yours the moment you buy.
Mod 0Start here
- Welcome, and how to actually use this course
- Who cold email is for & common use cases
- (For the nerds) A quick history of cold email
- What a play is, and the system you are about to build
- How I built cold email engines for $3bn worth of SaaS and tech brands
- The 3 mistakes that make everything else pointless
Mod 1Ideal client profile & personas
- Foundations: building your company understanding document
- Introduction to ICP & personas (why it is crucial)
- Defining your ideal client profile (ICP)
- The Observer, Manager, Doer framework for personas
- Jobs to be done & the pain that makes people reply
- Case studies & unique mechanisms (a must for good copy later)
Mod 2Outbound infrastructure
- Introduction: the tools you need to get up and running
- Choosing a sequencer (the key differences)
- Mailboxes + scale
- Email warmup, where to do it, and what to avoid
Mod 3List building & qualification
- Introduction to data platforms (and my favourites)
- List building the easy way
- List building the harder but more accurate way (Clay)
- (Bonus) Using Claude
- How to map your TAM (the rule of 3 I follow)
Mod 4Copywriting & offer creation
- Introduction: good copy, bad copy (the list is the message)
- Show me you know me (nailing the first line)
- Audience sophistication & writing for the right levels
- Offer creation, and why amazing offers perform poorly
- Personalisation: how to do it, and why you might not need it
- AI copy or AI sloppy?
- Your copy checklist
Mod 5Launching campaigns
- Launching your first cold email campaign
- The pre-flight checklist
- The hangover: knowing within 24 hours if you need to change course
Mod 6Replies, meetings & monitoring
- What to monitor, and how to know exactly what is wrong
- Reply handling (what most people ignore)
- Turning this all into a repeatable machine
- How to get help if you are stuck
Within 2 years of starting as an SDR, I became one of the UK's youngest heads of sales at 24. Built the cold email engines behind 50+ SaaS and tech brands through my agency, then exited it at 28. Now CRO at InboxKit, scaling to $100m in ARR. I publish what's working today, as I do it, not the theory you're used to seeing.
Don't take my word for it.
“Abbas eliminated the need for us to hire SDRs. Instead we were able to hire AEs, as his cold email engine delivered 20 meetings per week on autopilot.”
“Following Abbas' guidance and strategy we were able to automate our outreach to highly technical buyers, and create opportunities with c-suite in orgs like Binance & Moonpay.”
“Everything Abbas teaches comes from systems he's actually run. All of my team have access to Making Plays as a core part of their onboarding.”
“Best GTM Engineering knowledge in Europe right now. The pipeline impact in just 14 days was remarkable, and we own everything without relying on an agency to run it.”
“Abbas trained our first sales hires, which ended up helping us scale, and set the model for our AE and BDR team ever since.”
“Abbas continues to be my go-to advisor when it comes to cold email & the new tooling related to GTM. You can tell he has a passion for making the complex, simple.”
“Abbas set up the cold emailing function for 3 different companies I was advising as VP. He became my go-to source to bring in when building a function from scratch.”
“An expert in modern selling, AI powered go to market strategy, and building predictable revenue ”
“He turns outbound and AI-driven sales from a dark art into a clear, repeatable system.”
“Abbas eliminated the need for us to hire SDRs. Instead we were able to hire AEs, as his cold email engine delivered 20 meetings per week on autopilot.”
“Following Abbas' guidance and strategy we were able to automate our outreach to highly technical buyers, and create opportunities with c-suite in orgs like Binance & Moonpay.”
“Everything Abbas teaches comes from systems he's actually run. All of my team have access to Making Plays as a core part of their onboarding.”
“Best GTM Engineering knowledge in Europe right now. The pipeline impact in just 14 days was remarkable, and we own everything without relying on an agency to run it.”
Real replies from live cold campaigns. Names and companies blurred for privacy.
First 100 buyers: $249 until August 31, then $497 · 30-day money-back
What booked meetings cost everywhere else
- They own the system
- Stops the day you stop paying
- Months of ramp time
- Knowledge walks out the door
- You own the whole system
- Every update included, forever
Same meetings. You run it, you own it. Selling for someone else? Reps who bring these systems double their value to the team, and get paid like it.
Cold email is the first Play. It isn't the last.
Every Play is a complete system for one channel, built and run live before it ships. Buy the one you need now, or take All-Access and get every current and future Play, at least one a month, plus the community and monthly live teardowns.
Making Cold Email Plays
The complete system for booking meetings with cold email.
Available nowMaking LinkedIn Outbound Plays
The same system thinking, pointed at LinkedIn.
Coming soonMaking Reddit Plays
Where buyers actually talk, and how to show up well.
Coming soonMaking Content Plays
Turning what you know into pipeline.
Coming soonGet the Play. Or get every Play.
Founding price for the first 100 buyers, until August 31: the Play is $249 instead of $497. All-Access starts at the same $249 and includes it.
94of 100 founding places left
Founding price for the first 100 buyers, until August 31. Then $497.
- ✓The complete system: 7 modules, 35 lessons, 15+ hours
- ✓Copy templates, frameworks and the exact tool stack
- ✓All future updates to this Play, free
- ✓Community access
- ✓30-day money-back guarantee
First 100 buyers: $249 until August 31, then $497 · 30-day money-back
30 days.Run the Play. If it doesn't hold up, tell me and I'll refund you in full.
Twelve Plays in year one is over $5,900 at list. You pay $1,437, about $120 a Play.
or $990/year (two months free). Every current and future Play, the community, and monthly live teardowns. Cancel anytime.
- ✓Everything in Making Cold Email Plays
- ✓Every future Play, at least one a month
- ✓Monthly live teardowns with me
- ✓Full community access
- ✓30-day money-back guarantee
Best for: If you're building the whole engine, not one channel
$249 today, then $99/mo · 30-day money-back · Cancel anytime
The maths: The Play is $249 once, half its $497 list price, and every future update is included. All-Access is $249 today and then $99 a month for every Play we ship, at least twelve a year. Year one is $1,437 all in. At the $497 list price those twelve Plays alone are over $5,900, so you are paying about $120 for a Play that everyone else pays $497 for, and the live teardowns and the community come with it. Want one channel? Buy the Play. Building the whole engine? All-Access is the cheaper way in by a distance.
What happens when you buy
Checkout via Circle takes two minutes. The full Play unlocks immediately: every module, the templates, community access included.
Start at Module 0, or jump straight to the module that fixes your bottleneck. Build as you watch. Most people have a working system inside two weeks.
The Play keeps pace with the channel. When a tactic stops working, it gets updated and the new version is yours, free.
Run the Play. If it doesn't hold up, I'll refund you.
Give it 30 days. Actually run the system. If it doesn't hold up, tell me within 30 days and I'll refund you in full. No forms, no hoops, no hard feelings.
Questions people actually ask
Do I need to be technical?
Is $249 the full price?
How much time does it take?
What if I want more than cold email?
Will this be out of date in six months?
Is this for teams?
Stop admiring the problem. Run the Play.
First 100 buyers: $249 until August 31, then $497 · 30-day money-back
Start with the free stuff.
Every Sunday I send one play you can run on Monday: the tools, the teardown, the thinking. 5,000+ founders, operators and salespeople read it. When you're ready for the full systems, you'll know where to find me.
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Or grab the free cold email play for a taste of the full system, yours to keep.