How to Write Better LinkedIn Messages for Sales | SSL

The Social Sales Link Team | April 30, 2020

Why Most LinkedIn Messages Fail (And How to Fix Yours)

We have all received them: generic LinkedIn messages that accept your connection request and immediately pitch a product or service. This tactic, often called the “pitch slap,” is the fastest way to lose a prospect’s trust.

If you want to start real conversations, you need to rethink your strategy for sending LinkedIn messages.

The Anatomy of a Failed Message

Most failed LinkedIn messages share three common traits:

  • They are “Me-Centric”: They focus entirely on what the seller wants to sell, rather than what the buyer needs.
  • They are Generic: They use templates that could apply to anyone (“I see we are both in the same industry…”).
  • They Rush the Relationship: They ask for a meeting or a demo before earning the right to ask.

How to Write Effective LinkedIn Messages

To turn your LinkedIn messages into conversation starters, you must slow down the outreach to speed up the outcome.

  • Lead with Context: Why are you reaching out specifically to them? Did they comment on a post? Do you share a mutual connection?
  • Offer Value, Not a Pitch: Share a resource, a podcast episode, or an insight that helps them do their job better—with no strings attached.
  • Ask for Permission: Instead of assuming they want to click a link, ask: “I have an article on this topic, would you be open to reading it?”

The “Social Asking” Approach

The goal of your initial LinkedIn messages should never be to close a deal. The goal is to start a dialogue. By treating the person on the other end like a human being rather than a lead, you differentiate yourself from the noise in their inbox.

Conclusion

Review your sent folder today. If your LinkedIn messages look like mini-brochures, it’s time to pivot. Focus on building relationships first, and the sales opportunities will follow.

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