---
name: atl-btl-messaging
description: Above-the-Line (ATL) and Below-the-Line (BTL) messaging framework for targeting executives vs end-users. Use when crafting messages for different seniority levels, deciding message length and tone, or adapting outreach to VPs/C-Level vs Managers/ICs.
---

# ATL vs BTL Messaging Framework

## Above-the-Line (ATL) - VPs, C-Level, Directors

**Mindset:**
- Think past and future (strategic)
- Want validation, not problems solved
- Care about big picture, not daily operations

**What They Care About:**
- Revenue impact
- Risk reduction
- Strategic initiatives
- Competitive positioning
- Board/investor optics

**Message Length:** 2-3 sentences only

**Language to Use:**
- "Strategic initiative"
- "Revenue impact"
- "Competitive advantage"
- "Board-level priority"
- "Risk mitigation"

**Example ATL Email:**
```
Subject: Q1 revenue efficiency

{{firstName}},

If you could identify revenue leakage 3 months faster, what would that mean for next year's targets?

We helped {{similar_company}}'s CEO do exactly that.

15 minutes to explore?
```

**Fatal ATL Mistake:** Talking about operational problems = immediate delegation to subordinate

---

## Below-the-Line (BTL) - Managers, ICs, End-Users

**Mindset:**
- Think present (tactical)
- Want problems solved immediately
- Care about daily workflow

**What They Care About:**
- Daily pain points
- Time savings
- Workflow improvements
- Making their job easier
- Looking good to their boss

**Message Length:** 3-4 sentences acceptable

**Language to Use:**
- "Stop spending 3 hours every week on..."
- "Eliminate the manual work of..."
- "Never deal with {{pain}} again"
- "Save {{X}} hours per week"

**Example BTL Email:**
```
Subject: 3 hours back

Hey {{firstName}},

Stop spending 3 hours every week fighting with Excel.

We helped {{similar_company}}'s ops team cut their reporting time by 70%.

Want to see how?
```

**Fatal BTL Mistake:** Talking about ROI and strategic impact = doesn't resonate, too abstract

---

## Decision Framework: Who to Target

**Target ATL (Executives) When:**
- Deal size > $50K ACV
- Strategic/transformation purchase
- Requires budget approval from top
- Long sales cycle acceptable

**Target BTL (End-Users) When:**
- Product-led growth motion
- User adoption drives expansion
- Bottom-up sale
- Need internal champion first

**Multi-Thread (Both) When:**
- Complex enterprise sale
- Multiple stakeholders
- Both budget holder and user buy-in needed

---

## Combines with

| Skill | Why |
|-------|-----|
| `cold-email-4-sequence` | Adjust sequence length for ATL vs BTL |
| `sdr-outbound-rules` | Apply word count rules by seniority |
| `outbound-triggers-6` | CXO Passdown for ATL targeting |
| `personalization-6-buckets` | Choose bucket by seniority level |

## Example prompts

```
Rewrite this email for a CFO (ATL) instead of a Finance Manager (BTL).
```

```
Create an ATL email about cost reduction for a VP Operations at a logistics company.
```

```
I have a BTL champion - write a BTL email I can ask them to forward to their VP.
```