Case study · Crafted Pour

I cut 40-plus email sequences down to the five worth writing first

The website, the pitch deck, and the one-pager all came out of the same conversations.

Role: Advisory

Positioning

Website

Pitch deck

One-pager
What they do: Cocktail recipe platform
Platform: Webflow

See the site

What I walked into

The email cut was one session inside a wider job: positioning, the website, the pitch deck, and the one-pager. Crafted Pour is a cocktail recipe platform built for spirits brands, consumer-facing and content-heavy, and the whole model depends on getting creators, working bartenders, to publish on it. Founder Jason Knapp put the core problem plainly in one of our calls: “I guess that’s the thing I’m struggling with is the marketing tension.” That tension, between what the product does and how to talk about it, is what I was brought in on.

I don’t want to pull very much. What I wanna do is give you all the input… and I want you to decide the best way to do it. And I don’t think I’ll really push back.”

Jason Knapp Founder, Crafted Pour

What I did

I built the site, and wrote his pitch deck and one-pager. Ongoing advisory ran around all of it: sitting in on Jason’s thinking as he worked out where the company was headed, and weighing in on everything from big calls about company direction down to the actual punctuation in the copy. Some sessions were strategy. Some were closer to line editing.

I love the way that you write the emails… I think you’re dead on with all of your critique of the way I write.”

Jason Knapp Founder, Crafted Pour

Some of that advisory was literal drafting. I wrote the welcome and widget-onboarding email sequences myself, then we’d get on a call to work through details like how early the widget should get mentioned.

One session was pure triage. Jason had 40-plus email sequences already written and sitting in HubSpot, split across four audiences at once: brands, creators, bartenders, and consumers. Trying to serve all four simultaneously was producing decision paralysis. I walked him through picking one audience to start, the 829 warm brand contacts already in his system, and cutting the sequence list down to the five that mattered most for them.

Part of that thinking included how Crafted Pour’s recipe widget could work for retailers and event organizers too, as a way to get more of those bartender sign-ups flowing through the platform.

For context

In one of our calls, Jason put the platform at roughly 1,200 registered creators, working toward 10,000, with bartenders signing up through things like competition entry forms. His own count. It’s the scale the advisory conversations were about.