SOP-49: Video Outreach & Proposal Production Protocol

AutomationSurgeon Direct Business — Loom Video System


Version	1.0
Owner	Anton
Trigger	Phase 2 of the daily 90-minute sales loop (SOP-36), prospect follow-up after an audit, proposal delivery
Purpose	To standardize every Loom video produced for AutomationSurgeon direct business outreach — cold first-touch, post-audit proposals, and delivery walkthroughs. Ensures consistent brand narrative, visual presentation, and a single CTA per video.

Note: This SOP covers direct business outreach only. Upwork is a separate track with its own video production system. Do not mix credibility signals, CTAs, or delivery methods between the two.

STEP 1: The Decision Matrix — When to Record and What Script to Use

Use this matrix to map what you observe about a prospect to the correct script.

1.1. Cold Outreach Looms (First Touch)

These are 60–90 second screen-share videos sent via LinkedIn or email. They open with a real finding from the prospect's domain or environment and end with a single, low-friction CTA.

If you observe...	Use this script	Reference
Broken, missing, or "none"-policy DMARC / SPF / DKIM on prospect's domain	Email Deliverability first-touch	SOP-15 Section 3.1
Job posting for data entry, approval coordinator, or manual operations role; or website language signaling manual workflows	Workflow Automation first-touch	SOP-15 Section 3.2
Company is 20–500 employees on M365, no visible security hardening, device management, or compliance posture	M365 Infrastructure first-touch	SOP-15 Section 3.3
Government contractor, defense, healthcare with federal contracts, or explicit CMMC / FedRAMP / HIPAA need	M365 Infrastructure script, adapted for compliance angle	SOP-15 Section 3.3 + GCC High framing from SOP-01

When NOT to record a Loom: Standard LinkedIn text message is faster and still effective for high-volume outreach. Use Loom when you have a specific visual finding to show — a broken DNS record, a relevant process on their website, or a Secure Score analogy. Loom without a visual anchor is just a talking head. Use the text scripts (SOP-13) for those.

1.2. Proposal Looms (Post-Audit)

After delivering a Tier 0.5 audit report, record a 2–4 minute Loom that walks through the findings before sending the written proposal.

Audit Type	Loom Purpose	Length
Email Deliverability Assessment	Walk through the broken records, show what each one means, preview the fix	2–3 min
M365 Zero Trust Health Check	Walk through the scorecard, explain the red/yellow items, preview the remediation roadmap	3–4 min
Azure FinOps Cost Optimization Audit	Walk through the identified waste categories, show the projected savings, preview the fix options	3–4 min

1.3. Delivery Looms (Post-Project)

Handoff Looms are part of every project delivery package (governed by SOP-03). Reference: - Tier 1: 5–10 minute Loom walkthrough - Tier 2: 10–15 minute Loom with technical details - Tier 3: 15–20 minute comprehensive Loom

STEP 2: The AutomationSurgeon Hook (Memorize)

Every outreach Loom MUST open with this hook in the first 10–15 seconds before diving into the specific script.

"Hi, I'm Anton from AutomationSurgeon. I secure and modernize Microsoft 365 environments, then automate the operations that eat up IT teams' time. I'm a Microsoft Partner, 8x certified, and I've delivered 40+ successful projects."

Then transition immediately into the specific script from SOP-15.

Credibility signals for direct business (use these, not Upwork signals):

Use This	Not This
"Microsoft Partner, ID 7036966"	"Top Rated on Upwork"
"8x Microsoft Certified"	"100% Job Success Score"
"40+ successful projects"	"31+ Upwork projects"
"Military Veteran" (optional, strong trust signal)	—

Why: Direct business clients don't know or care about Upwork. Microsoft Partner status is verifiable and carries weight in the M365/Azure space.

STEP 3: The Visual Anchor Strategy

Do not just talk to a blank screen. Use the screen share to show a real finding or a relevant visual every time.

3.1. For Cold Outreach Looms

Before recording: Pull up the actual finding on screen — MXToolbox DNS lookup, email header analysis, or a screenshot of an M365 Secure Score range
Screen layout: Fullscreen on the finding. Loom camera bubble in the bottom corner (not covering key data)
Point and guide: As you narrate, use your cursor to highlight the specific issue
"Here's the DMARC record — or rather, the absence of one" → circle the empty field
"This 'p=none' means emails are allowed through even if they fail authentication" → point to the policy value
Let numbers land: Pause after delivering the stat. "Five to zero-point-four percent bounce rate." [pause] Silence emphasizes the metric.

3.2. For Proposal Looms

Open the written audit report PDF or scorecard on screen
Walk through it section by section — "Here's what we found, here's what it means, here's what fixing it looks like"
Show the before/after projection, not just the problem
End on the proposal: "The written version of everything I just covered is in the email below — along with pricing and next steps."

3.3. For Delivery Looms

Screen share the live system or dashboard you just built
Click through each component — show it working, not just describe it
Cover: what it does, how to use it, what to do if something breaks
End with: "If anything looks different from what we agreed or something isn't working right, reply directly to this email and I'll fix it same day."

STEP 4: Production Standards

Environment: Quiet background. Dedicated microphone. Audio quality is a subconscious indicator of professional competence — bad audio kills credibility faster than anything else.
Tone: Conversational and diagnostic, not sales-y. You are showing someone a problem they have, not begging for a meeting.
Length:
Cold outreach: 60–90 seconds maximum. Do not exceed 2 minutes.
Proposal: 2–4 minutes.
Delivery: 5–20 minutes (tier-dependent per SOP-03).
CTA — one per video, specific:
Correct: "Send me your domain and I'll run a free full audit today."
Correct: "The written proposal is in the email — let me know if you want to get started."
Correct: "Reply here if anything looks off and I'll fix it same day."
Wrong: "Let me know if you have any questions." (no action, no commitment)

STEP 5: Delivery

5.1. Cold Outreach Looms

Channel: LinkedIn direct message (preferred) or email (if address is available)

Message wrapper (LinkedIn):

"Hi [Name] — recorded a quick 60-second observation about [Company]'s [email setup / M365 environment / workflow]. Worth a look: [Loom link]"

Keep the text wrapper short. The video does the work. Do not summarize the video in the text — make them click play.

Tracking: Log in the daily outreach spreadsheet (SOP-36): - Company, contact, date, Loom link, channel (LinkedIn / email), response (Y/N/later)

5.2. Proposal Looms

Delivery: Embed the Loom link at the top of the proposal email, above the written content.

Email structure: 1. Subject: "Your [audit type] findings — [Company]" 2. Opening line: "I recorded a 3-minute walkthrough of everything I found. Link below — the written version follows." 3. Loom link (prominent, not buried) 4. Written audit summary 5. Proposal with pricing and next steps 6. CTA: "Reply to this email or book a call here: [Calendly link]"

5.3. Delivery Looms

Delivery: Part of the project delivery package per SOP-03. Sent via email alongside the written documentation.

STEP 6: Follow-Up

Timeline	Action
Day 1	Send Loom via LinkedIn / email
Day 4	LinkedIn follow-up text: "Did you get a chance to watch the video?" — keep it short
Day 8	Final touch: reference what the video showed + offer the free audit CTA one more time
Day 8+	Move to inactive, revisit in 30 days if no response

Do not follow up more than 3 times on a cold outreach Loom. Persistence past 3 touches damages the brand.

STEP 7: Success Metrics

Metric	Target
Cold Loom response rate	20%+
Proposal Loom open rate	80%+ (email open)
Proposal Loom → booked call	40%+
Delivery Loom satisfaction	4.5/5+ (post-project survey)