Most newsletters tell you what to think. This one tells you what stopped working last month.
Every issue is reply data from live coaching campaigns. Which titles answered. Which opening died. Which budget window closes next. Nothing theoretical, nothing recycled.
Free · One email a month · Unsubscribe in one click
Why this exists.
We send a written Signal Report to every client every fortnight. Which titles replied, which openings pulled, what we are killing this week.
Clients pay for theirs. This is the public version, anonymised and aggregated.
We publish it because the alternative is a category where everyone gives advice and nobody shows numbers.
What is in every issue.
The reply table
Which job titles answered last month, at which company sizes, in which market. Marked SCALE, HOLD or KILL.
The angle that died
One opening that was working and stopped. What replaced it, and why we think it turned.
The budget window
Which market has a leadership development budget opening or closing in the next ninety days.
One thing we got wrong
A campaign decision that did not work, and the correction. Same format as our changelog.
Four sections. One page. Under four minutes.
A specimen issue.
Format shown on illustrative figures. Every issue is built on real campaign data from that month.
01 · Who answered
| Title | Market | Replied | Change | Verdict |
|---|---|---|---|---|
| Head of L&D | UK | 12.4% | ▲ 1.8 | SCALE |
| Chief Learning Officer | US | 9.1% | ▲ 2.4 | SCALE |
| HR Director | AU | 7.8% | ▼ 0.6 | HOLD |
| Group HRD | MENA | 6.2% | ▲ 0.9 | HOLD |
| Talent Manager | All | 2.9% | ▼ 1.4 | KILL |
The read. Chief Learning Officer is the fastest-improving title in the US and almost nobody in coaching targets it. Talent Manager keeps accepting connections and keeps not replying.
02 · The angle that died
Our read: it is the single most saturated phrase in coaching and buyers have stopped seeing it.
What replaced it. Openings built on the cost of a failed senior hire are running at 9.8%. Finance-adjacent framing survives a forward to the CFO. Aspiration does not.
03 · The budget window
Australia. L&D budgets for the calendar year are set between October and December. A conversation started in January is a conversation about next year's money.
04 · One thing we got wrong
We ran a sequence that opened with a client's credentials in the first line. Reply rate 3.2%.
We moved the credentials to touch five and opened with the buyer's problem instead. Reply rate 11.7% on the same list.
The correction. Nobody is impressed by your qualifications until they believe you understand their situation.
What you will not get.
- No pitch. The engagement never appears in the body. There is one line at the foot of each issue and that is all.
- No recycled advice. If we have nothing new that month, we say so and send a shorter issue.
- No list rental, ever. Your address goes nowhere.
- No sequence. Subscribing subscribes you to one thing.
Honest about the numbers.
Most newsletter pages open with a subscriber count.
We are not going to invent one. This is early, the list is small, and we would rather you judged the first issue than a number.
What we can tell you is what it is built from: six live campaigns, four markets, and several thousand messages a month that we are already reading anyway.
Who this is for.
- Subscribeif you sell coaching into companies and want to know what is landing before you spend a quarter finding out.
- Subscribeif you have written the same LinkedIn opener for two years and suspect it has stopped working.
- Subscribeif you are entering the US, UK, Australia or MENA and do not know the budget calendar.
- Skip itif you want tactics and templates. This is data and verdicts.
Questions people ask.
How often is it really?
Once a month. If a month is thin, the issue is shorter. It does not become twice a month because someone had an idea.
Is this a funnel?
There is one line at the foot of every issue offering a call. Nothing else.
Whose data is it?
Live campaigns we run, anonymised and aggregated. No client is named and no individual prospect is identifiable.
What if I am not a coach?
The data is specific to coaching buyers. You are welcome to read it, but it is written for one industry.
Can I see an issue before subscribing?
The specimen above is the format. Ask and we will send the most recent real one.
How do I leave?
One click, bottom of every email. No survey.
Free · Unsubscribe in one click