6 tips for writing the perfect LinkedIn cold outreach messages

December 27, 2021
min read
Linkedin Outreach

6 tips for writing the perfect LinkedIn cold outreach messages

Do you remember when you were a kid and it was your first day in school, and there was no one in your class whom you knew?

There were two choices, you could either approach the other kids or you could sit all alone on the lunch break every day.

Outbound sales are more or less like that. You barely know people you are trying to sell your product to. Either you can try to know them or you can completely miss your target. So what will you choose?  

Anything was hardly known to me about communicating with inbound leads when I was started in sales. Even thinking about prospecting for outbound sales was beyond my reach. It didn’t take me much time to overcome my fears and soon I understood that being a successful salesperson depended on starting conversations. It was just like how we made friends at school, I had to put myself into the shoes of my outbound if I wanted to generate their interest in my product.

Luckily, today’s outbound sellers are no more dependent just on cold calling off a lead list. There are so many tools used in today’s social selling, out of all the tools used, LinkedIn can be very powerful. It is so because it allows you to send one-to-one messages to your possible customers which were not possible earlier. 

Not everyone mentions their work email address on their company’s websites, so it becomes difficult to get direct contact information for customers you want to contact. LinkedIn can be of great help here as you are facing a blockade in searching for an email or phone number for your possible customer. You can message instantly on LinkedIn; you can also check when your connections are online. Using these features helps you have more customized and real-time conversations.

Though LinkedIn makes it easy to search for prospects, it can be difficult too if you don’t have a playbook to message them. Here I will share my 6 best tips you should use to LinkedIn cold outreach messages to begin sales conversations.

But before we start…

Keep this in your mind, you have to be a LinkedIn Premium user or purchase InMail credits if you want to directly message LinkedIn users with whom you are not already connected. Yes, any LinkedIn user can indeed send a message with a connection request for free but those messages have a limit of 300 characters and the receiver can decline your connection request without even opening it. [Receiving messages from strangers is not liked by many people.] 

We strongly suggest you buy LinkedIn Premium if you want to use LinkedIn messaging to its full capacity in your sales outreach. With this, you can take benefit of all the messaging options that LinkedIn provides. A LinkedIn Premium account is almost a necessity if you are using the website to prospect outbound leads.

Now, we will work together through a LinkedIn outreach strategy

1.     Find common ground

The most important benefit of LinkedIn as a networking platform is the volume of the important information you get about a person’s history, educational qualification, and interests. When you want to connect with a potential client on LinkedIn, the foremost thing you need to do is go through their profile to find some common ground between both of you.

If the person is regularly active on LinkedIn, make sure you read what they are posting and sharing so that you can know what the areas of their interests are. Try to find some commonalities by taking notes of their current job role, educational qualifications, and interests. Are you from the same city? Do you have any special knowledge about their field? What are the things you find interesting in their profile? 

Keep the common things you find between yourself and your potential client in your mind when you are drafting your first message to them. This will make your first targeted, personal, and to the point. You should not copy and paste the same/ similar message to every potential client. Rather use what you have learned from their LinkedIn profile to customize your message. This will make them feel that you paid attention to their profile.

2. See if a mutual connection can introduce you

Find out if you have any mutual connection between you and your potential client. Usually, it’s easier to start a conversation with someone you don’t know if someone else supports you. So, if you can find any common friends or a former co-worker in common (and you can comfortably do this), try asking them if they can introduce you. A group message can be started by your shared connection. They can tell how they know both of you and introduce you to each other. After that, you can personally message your client. 

A more conventional technique used is to simply mention the name of your mutual connotation in your first message to the potential client. You can write something like this: “hello ABC! I released that we both are connected (name of mutual connection ) and I thought I would connect to you also. where do you know [name of mutual connection ] from, anyway?”

3. Keep it short

LinkedIn messaging is instant messaging, not emailing. This simply means you don’t have to send paragraphs when a few precise sentences will do your work.

Just like cold emails and voicemails, the length of your message impacts if or not the client will respond. Your first cold LinkedIn message aims to get a response from the client. That’s it. So keep your message short and precise so that your client reads it.

You can feel the difficulty to keep your LinkedIn prospecting messages short while still conveying what you want to. Don’t be dull or abrasive. On the other hand focus on how you came across their profile, your common grounds, or what you found captivating in their profile.

4. Save the selling for later

Asking for the sale in your first message is a deadly sin in any form of cold outreach. Begging a stranger by your product shows that you aren’t successfully drawing in customers and most likely your product isn’t worth it.

When you introduce yourself to potential clients on LinkedIn, don’t forget your aim isn’t to push your product/service but to make a connection and begin a conversation.

5. Give them a reason to reply.

Nobody feels the urge to reply to a stranger unless they give them reason good enough. While you’re starting contact should aim at building a relationship rather than selling, you do want to have some sort of question to keep the conversation alive.

At the end of your message ask a question that will encourage your client to reply. Your question can be about their experiences, interests, a shared connection, or even their job or position. Ask them something specific which only a person in that position would know. Asking a client about their insight or expertise on a specific subject may make them more interested in replying because people love to help others.

6. Keep track and follow up 

Most likely you aren’t messaging only one client at a time on LinkedIn, so you need to keep a record of clients you’re messaging, and follow up with them if they don’t reply immediately. (CRM helps you to keep a record of each person you message and the dates you message them so that you don’t forget to check back on.)

As we have already covered some best precipices for connecting with potential customers using a LinkedIn cold outreach message, we will show to sample cold message templates you can try out yourself: 

Example #1: LinkedIn cold outreach message with a connection in common

Hello {{abc}}! I noticed {{name of the mutual friend}} is our shared connection. How do you know {{him/her}}? I was going through your profile and saw that you and I {{went to the same college, are from the same city, are interested in the same topic, other commonalities, etc.}}. We may be able to help each other as you are {{job role}} at {{company}}. Let me know if you’re interested in connecting with me. Have a good day.

Example #2: LinkedIn cold outreach message without any connection in common

Hello {{abc}}! I came across your profile after reading your post {{name of the topic}}. That’s quite interesting. What do you think about {{related topic}}? These days I’m tiring to learn more about your field – I sell {{product/service}} to {{business type}} businesses – I feel everyone I talk to has a different opinion. Do you mind sharing some wisdom with me? P.S.: I had a friend who worked at {{company’s name}} too back in the day. How was your experience working out there?