Most LinkedIn messages miss the mark, they’re either too salesy, too vague, or just plain awkward.
It’s usually not your offer that’s the problem (unless of course, you’re running a ponzi scheme), it’s how you’re saying it.
Whether you’re trying to start conversations, book discovery calls, or grow your network, your message and profile are doing one of two things: opening doors or quietly closing them.
So here's how to write LinkedIn cold messages that get replies.
Why Most LinkedIn Cold Messages Fail
Before we dive into the right way to use LinkedIn, let’s first understand the common mistakes to avoid.
If your connection requests are getting ghosted, it's because your message sounds like everyone else’s.
People don’t reply to cold outreach when it feels templated, overly formal, or worse, robotic. If your pitch is buried under fluff or jargon, it will get ignored. Remember, on LinkedIn, less is more!
A/B Test Everything (Yes, Even the Message)
At Salesflow, we like to say LinkedIn outreach is like cooking with a recipe. Follow the steps, tweak the ingredients, and always taste test.
The key? A/B test connection requests to see what your audience responds to. Here's a simple test setup:
- Campaign 1: Connection request with a message
- Campaign 2: Connection request without a message
Our data shows that blank connection requests average about a 30% acceptance rate. Add a message, and that number drops slightly, closer to 25%. So if you're testing your cold outreach, don’t assume more words = more responses.
Once connected, your follow-up message is where the real work starts, but if they don’t connect, then the game is over before it even begins.
If You’re Using a Note, Make It Count
A lot of connection notes are just… noise. You've seen them:
“I keep seeing you on my timeline.”
“Expanding my network!”
“We’re in the same industry, let’s connect.”
AI created, mass produced, unthoughtful. Guess where that lands you? Ignored, or worse, blocked.
Instead, try the 3 S's approach:
- SHORT: Grab attention fast.
- SIMPLE: Keep it clean and easy to read.
- STRAIGHTFORWARD: Say what you do and why they should care.
4 LinkedIn Cold Message Strategies
1. Vet Before You Connect
"Helping SaaS teams automate lead gen with zero coding. If you're exploring outbound, let's connect!"
Drop a mini pitch in the request. It acts like a filter, only the curious (and qualified) say yes.
Use it when:
- You’ve got a niche or time-sensitive offer
- You want to connect only with warm leads
- You’re short on time
2. Connect First, Qualify Later
Step 1: Send an empty connection request
Step 2: Follow up with a message like this:
“Thanks for connecting, {first_name}! I work with [ICP] teams tackling [pain point]. Is that something you’re focused on right now?”
This approach works well if your product or service needs more context or trust. It's less intrusive and opens up space for a real conversation.
3. Ask for a Referral
Example:
"Hi {first_name}, I work with companies like {company} on [solution]. If you’re not the right person, happy to chat with whoever is best!"
It’s low-pressure and taps into people’s natural tendency to be helpful.
Use it when:
- You’re targeting larger organizations
- You’re unsure who the right contact is
- You want a warm, non-salesy opener
4. Reference a Competitor (Without Being Pushy)
Example:
"Teams using [Competitor] often hit limits with integrations. Curious how that’s working for your team, especially if you're exploring more scalable options."
This message template plants a seed. It doesn’t bash the competitor, it simply positions your offer as a better fit in a specific area.
Use this if:
- You know who they’re currently using (don’t guess!)
- You have a clear differentiator
- You’re looking to spark curiosity
Bonus: Your Profile = Your Business Card
Your LinkedIn cold message doesn’t work in a vacuum. Before you send anything, make sure your profile supports your outreach. Think of it as your landing page.
Here’s a quick checklist:
- Profile Photo: Professional, high-quality, approachable.
- Cover Photo: Branded or industry-relevant visual.
- Headline: Not just a job title. Add value or keywords.
- About Section: Lead with value, include wins, end with a call to action (CTA)
Example of what to do:
Example for what NOT to do:
Final Thoughts: LinkedIn Outreach is a Recipe, Not a Script
LinkedIn cold outreach doesn’t have to feel transactional. It’s not about writing the perfect message, it’s about testing what works for your audience, adjusting your tone, and maintaining a human touch.
Start with simple, clear messages. Avoid the clichés. Test often. And treat every reply as a conversation, not a conversion.
Join 10,000+ users using Salesflow to automate their outreach. Get started with Salesflow today.
FAQs:
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