The Shortlist.
Accounts that fit what a good customer looks like for you. Each comes with the right person, a verified contact, and a dated, sourced reason to reach out now.
Stop writing to people who were never going to buy.
toog Shortlist tells you who to contact, why now, and what to say first. Every account is checked by hand, every fact sourced and dated, so you can hit send knowing it's right.
Three-minute order form.Aim: 48 hours.Promise: five working days.
You're not short of leads.
You're short of certainty.
01 The problem
You know the feeling. The cursor over "send," and a small voice asking: is this even the right person?
It usually isn't. Not because you're careless, but because your list is lying to you:
Contact gone
The VP of Sales you're pitching left in September. Your list hasn't noticed.
Already your customer
The "new prospect" is already your customer. Your list doesn't know that either.
In an open deal
Your colleague is mid-deal with them. Now you both look disorganized.
Old news
Your "personalized" opener congratulates them on funding from two years ago.
None of these get a reply. Some get remembered.
And the real cost isn't the ignored email. It's the evenings your best people spend guessing which of 400 rows is real, and the quiet decision to send less because sending feels like a gamble.
Your list was never built to be right. It was built to be big.
02 The reframe
More leads won't fix this. Fewer will.
A list of 2,000 companies isn't an asset. It's 2,000 decisions nobody has made yet, and every one of them lands on your desk.
We make those decisions before the list reaches you. You get only the accounts worth your time this month, the reason each one matters now, and the first thing to say.
03 What you get
Three things. None of them is a spreadsheet of hope.
The first message, for every account on it.
The angle most likely to land, the one fact to lead with, what not to mention, and a first email written to sound like you. Not for a "top few." For every account that makes the cut.
The Cut List.
Every account we ruled out, and why. Already your customer. In an open deal. Contact gone. Wrong moment. This is the list that would have embarrassed you, and it's how you know the Shortlist is real.
We charge for the accounts we cut, too. A good editor is paid for what they remove.
04 See a row
Here's what one account looks like.
Illustrative example
NLNorthwind Logistics (example)
- Company
- Northwind Logistics (example)
- Why it's on your list
- 140 staff, Midwest freight brokerage: matches your rule of 50 to 500 employees in logistics
- Why now
- Posted two dispatcher-lead roles on 3 Nov; opened a second Ohio office in October both linked, checked 9 Nov
- Who
- Dana Ruiz, VP Operations: title confirmed on company site and press release, 9 Nov
- Verified
- Our read
- Growing faster than their tooling. Likely feeling it in dispatch first.
- Lead with
- The second office, and the three weeks it took a similar firm to onboard a new site
- Don't mention
- Their CEO's departure in August
- First email
- Ready to send, 74 words
Every fact has a link and a date. Every guess is labelled as a guess.
05 How it works
You answer a few questions. We do everything else.
- 1
Three minutes, mostly multiple choice.
Paste your website, tick who you sell to and who you never want to hear from. We read your site so you don't have to explain it.
- 2
We send back your rules, on one page.
Who qualifies, who doesn't, what counts as a reason to reach out. You approve it or fix a line. Then we start. You never pay for a Shortlist built on a misunderstanding.
- 3
You get your Shortlist.
Checked by hand: company, person, title, email, timing. Where sources disagree, we find out which one is current. Where we can't verify something, we say so.
- 4
You send.
Your domain, your voice, your relationships. We hand you everything up to the send button, and nothing that puts your reputation in someone else's hands.
06 The rules we keep
Five rules. We'd rather lose a client than break one.
1Verification Nothing is guessed.
If we couldn't verify an email, it says so. We never construct an address and hope.
2Sources Every fact has a source and a date.
Check our work in one click. So can your boss.
3Labels Facts are facts. Guesses are labelled.
They hired three SDRs in October
is a fact.They're scaling outbound
is our read, and we mark it that way.4No quota We never pad the list.
No quota to hit. If 14 accounts deserve your time, you get 14, and the reasons the rest didn't make it.
5The Cut List We tell you who to skip.
Most research tells you who to chase. Often the most valuable line we write is
not this one, not now.
07 What we promise instead
No one can promise you meetings. Here's what we can promise.
Meetings depend on your offer, your price and your timing. Anyone guaranteeing a number of them is pricing something they don't control.
We control the rest, so we stand behind it:
- The personEvery person on your Shortlist holds that role today, confirmed in the last two weeks.
- The reasonEvery reason to reach out is real, with a link and a date.
- The emailIf an email we mark verified bounces within 14 days, we replace the account. No forms, no argument.
08 Pricing
Start with one Shortlist. Judge us on your own market.
Shortlist SprintStart here
$500one-off
- 30 accounts checked against your rules
- The Shortlist, every fact sourced and dated
- A ready-to-send first email for every account that makes the cut
- The Cut List
- Aim: 48 hours. Promise: five working days.
Shortlist DeskAfter a Sprint
$1,950a month
Two-month minimum, after a Sprint
- 100 accounts checked every month
- Every account that makes the cut arrives send-ready, with a three-email sequence
- Last month's accounts re-checked before you follow up
- Your rules get sharper every month: tell us once, never twice
One client won should pay for the Sprint twenty times over, and for months of the Desk. If that isn't true for your business, we'll tell you before you spend a dollar.
09 Who it's for
Built for you if:
- One new client is worth $10,000 or more
- A founder, partner or rep sends the messages and takes the calls
- You'd rather send 20 emails you believe in than 200 you don't
Not for you if:
- You need thousands of contacts a month
- You want someone to guarantee meetings
- Good-looking leads matter more than true ones
10 Questions
Questions.
Why pay for the accounts you cut?
Because each one is an email you didn't waste and a name you didn't burn. And because the Cut List is how you know the Shortlist is real.
Can't Apollo or Clay do this?
They're excellent at finding. We use tools like them. You're paying for what comes after: which rows are true today, which to skip, and what's worth saying.
Who does the work?
One named analyst, from your rules to your Shortlist. The person who checked your accounts is the person who answers your email.
Do you need access to our CRM?
No. Tick the boxes for who to exclude, or drop in a simple export of customers and open deals. That's enough to keep them off your list.
When do I pay?
After you've approved your one-page rules, never before we've shown we understood you. Pay by US bank transfer (ACH, or FedNow if your bank offers it) and we start right away. Outside the US? Ask us and we'll sort it.
What if the Shortlist isn't useful?
Then $500 bought you something rare: an honest picture of who in your market is actually worth chasing.
Somewhere in your market are the companies most likely to say yes this month.
Three minutes from now, we can start on your rules.
Rather write to us? tevin@toog.pro