The ad for the moment

The ad for the moment / Expansions and funding

A plant starts a new line

A plant on your list announces a new line, a new building or the money to build one.

This page shows what we would do about it for you in one week: the ad we would run, who sees it and who is kept out, and the email and the call that go to the same companies. Nothing runs until you have approved it.

The ad, and the email and the call the same week.

The same week the account is matched. The email goes first and the rep calls a day or two later. The ad is shown to the whole group and names no one. The email and the call go to one person at a time. They name the news, because it is public, and never the ad. Words in square brackets are filled in for each company before anything is sent.

Sample ad, written by WarmUp for a made-up company. It is not a client's ad.

The ad, shown to the whole audience

Where it runs
LinkedIn. A post by the client's own head of quality, a named person, paid to reach the audience. LinkedIn calls this a Thought Leader ad. It has no headline field: the post's opening line does that job.
Opening line
The first parts off a new line are where the paperwork falls behind.
The post

I have helped start up lines at small plants and large ones, and it goes the same way. The machines get the attention, the schedule gets the meetings, and the records get done at night by whoever is left. Work instructions are copied from the old line and edited by hand. Training is signed off on paper and filed later. Then the customer asks for the first article report, or the PPAP, and the gaps show up there.

What helped every time was settling three things before the line started:

Who owns each work instruction for the new line.

Where the training sign-offs live, and who checks them.

What the customer will ask for with the first parts, and who is putting it together.

None of that needs new software. It needs a list, and a name beside each item.

Picture

Described, not drawn: One photo the author took at their own work: a new line before start-up, with no faces and no customer's parts in frame. No stock image and no graphic laid over it.

Button
None. This kind of post has no button.
Goes to
Nowhere. The list is in the post, and the reader stays on LinkedIn without a form or a comment.
Your yes Waits for: the author agrees, inside LinkedIn, to have the post paid to reach further, and can stop it at any time.

The email, first

Subject

Work instructions for the new line

The whole email

Read the news about [the new line or building]. On most start-ups the work instructions and training sign-offs get done last, just before the customer asks for the first article report. Who owns them for the new line?

Held to our own message rules: three sentences at most, a question, no link and no pitch.

The call, a day or two later

Made by a rep on our payroll, in your company’s name.

The first line

“Hi, it's [the rep] at [the client]. I read the news about [the new line or building]. On start-ups, the work instructions and training sign-offs tend to get done last, at night, by whoever's left.”

The question after it

“Who is owning that on yours?”

What our rep never does

Never mentions the post, never asks whether they read it, and never mentions a permit filing.

Who sees the ad, and who is kept out.

Accounts on your list that announced a new line, a new building or a round of capital.

Sees the ad

  • The operations lead, who runs the start-up.
  • The quality lead, who has to have the records ready when the customer asks for the first article inspection report, or the PPAP at an automotive plant.
  • The plant manager or owner, who signs.

Kept out

  • Your customers. They hear from the person who looks after them, not from an ad aimed at strangers.
  • Accounts with an open deal. The rep who owns the deal decides what they see, so nothing lands in the middle of a negotiation.
  • Anyone who asked not to be contacted. A request to be left alone covers ads as well as email and calls.
  • Projects that are already running. Once the line is producing, the decisions this ad speaks to have been made.
Where the moment is seen
Local press, building permits and the company's own news, watched in your Clay workspace and matched to your list.
How long it lasts
From the announcement until the line is running, while the project budget is still being allocated.
The examples
The examples are written for a made-up company that sells quality and compliance records software to manufacturers.

Why this ad, for this moment.

A plant starting a line hears from every vendor who wants a meeting. A post from someone who has done the work, asking for nothing, is the one thing in the feed that reads like help. In our research, posts by a named person ran longer than company ads, and that suits a moment that lasts months rather than days.

What waits for your yes, and what you keep.

You approveYour yes

  • The author agrees, inside LinkedIn, to have the post paid to reach further, and can stop it at any time.
  • The post, word for word, written with the author and in their voice.
  • The audience and the list of who is kept out, before it is uploaded.
  • The call script and the first email, before anyone is contacted.

You keep

  • The post, on the author's own profile.
  • The ad account, the audience and the log of what ran, in your name.
  • Every comment from an account on your list, in your Clay workspace.
  • Every call note and outcome, written to your CRM with the signal attached.

The one number it is judged on.

Opportunities created in your CRM from the accounts in this audience.

What we watch on the way

  • Comments from people at accounts on your list, and which jobs they hold.
  • Whether the rep's call lands better at accounts where someone commented.
  • Accounts whose project went quiet. They return to the list when the next announcement names them.

When it changes

If the post draws comments but only from outside the list, the audience is checked before the post is changed.

Where it goes wrong, and the rule that stops it.

  • The author is a real person at the client who agreed to it. A post is never written in the name of someone who has not read it.
  • The rep names only news the company announced or the local press reported. A building permit can put an account on the watch list, but it is never mentioned to anyone.
  • The post asks for nothing. Anyone who comments anyway is picked up by the reaction to your post play, with its blocklist applied first.
  • LinkedIn will not run an ad to an audience below its minimum size. In a quiet month the ad runs to your wider list with the same angle, and only the call and the email are kept to the matched accounts.

What happens after the ad.

The email and the call above go out whether or not anyone responds to the ad. When someone does respond, a signal play picks it up. A signal play is our name for one thing a buyer does and the call we make on it, and each has its own page.

If someone responds
The signal play: A reaction to your post, with the first line of that call.
Our services that run it
LinkedIn content, then Paid media, then GTM engineering, then BDR
What it costs
Each service has its own published price. The ad spend is paid by you, straight to the platform, on top. See pricing
The market it is for
For SaaS selling to manufacturers, where this signal sits in a table with the others.

The other moments.

Have us run this for your market.

Tell us the moment that matters in your market. We write the ad, the email and the call for it, run them from ad and CRM accounts that belong to you, and nothing runs until you approve it.

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