LinkedIn Cold Message Templates – Double Your Results

Welcome back to our last episode of our mini series of how to send the right LinkedIn cold message! Today, we will provide you with LinkedIn cold message templates, so that you can get started!

In case you did not have a look yet at the previous episodes, we advise you to take a step back and read the previous updates. Now that you know all about LinkedIn cold-messaging, let’s dive into message templates to help you achieve your goals.

How We Do It

So, as you should know by now: The whole process of LinkedIn cold messaging should start with prospecting and segmenting your market and audience. Once you find out whom to target, find common ground and prepare a personalized message. Remember that you can use psychology as well to trigger answers!

Let’s dive into a little case study!

Lisa, our marketing intern, wanted to use LinkedIn to get more leads for Improovy itself. She thought that the tourism and leisure industry could be a great fit for our service and decided to launch a campaign accordingly.

Across her first lead generation strategy journey, Lisa adopted two different approaches:

Firstly, she wrote one without really thinking about a specific strategy – and the results were as poor as her strategy at that time… But you learn by trying, right?.
Realising her campaign did not get the expected results, she came up with personalised messages and it doubled the connection and conversion rates!

Let’s compare the two approaches:

The first one taps into every possible pitfall: It is too generalized, not personal at all, it is only about Improovy and not about the person you are writing to – no effort was made to find common ground. Therefore, this LinkedIn cold message had a connection rate of only 20.6% and a responding rate of only 21.4%.

But how to double the results? Well, let’s have a look together at the optimised LinkedIn cold message.

Based on her initial target – tourism and leisure -, Lisa tried to find common ground and did not make it all about Improovy (yet), but about the similarities she could have with the people on the other side of the screen! This first LinkedIn cold message was just a way to get the fish on the hook. And this is exactly what happened! The results doubled compared to her previous LinkedIn cold message strategy. Thus, she managed – only by changing the messaging of her campaign – to get a connection rate of 42.2% and a responding rate of 43.1%. Now that the conversion was engaged, Lisa was able to get the conversation going and got to social selling, lead generation and COVID, pain points and gave them a solution: Improovy.

It is important, as you read before in the previous blog, to make it as personal as possible even though it is an automated message! Doubling these rates were only possible because she manages to link her experience to the people she was reaching out to. Therefore, the LinkedIn cold message did not even seem that cold!

Different Targets, Different Approaches

To stress the fact even more: Every target needs a different approach when it comes to the LinkedIn cold messaging. So, once again, separate your target and make sure to know to whom you reach out.

Make sure you know the answer to following questions:

Do you reach out to individuals? B2B decision makers? Industry leaders? Local leaders? CEO/Founders? LinkedIn group members? Or targeted prospects?

Connector Message

Let’s take a look at the connector messages which are only allowed to have 275 characters.

If you reach out to individuals, you will probably do research before about the person. Therefore, you can be very personal here. Remember: Do not mention that you are reaching out to them for business reasons yet but leave it for the proposition message.

It is very important here to find similarities and common ground to make the messages warmer. It can be basically everything! We choose Lisa’s experience as similarity with the tourism industry for instance.

Proposition Message

As mentioned above, the connector message only allows 275 characters. Therefore, use the first LinkedIn cold message to make the connection – no need to seem pushy! If they do not answer, use the proposition message to explain who you are and why you reached out, focussing not too much on yourself and your company, but on the pain points of the other party. Here you do not take into account any character limit. Present your business as a solution!

The example below is from a vacancy campaign, explaining everything that is important and not being too pushy, asking questions and triggering the other party to answer.

Follow Up Message

When not getting a response either on the proposition message, you can write follow-up messages! Here, be careful that they do not seem too much like spam! Keep it subtle!

Follow Up When Getting A Response

When getting responses it is up to you to answer and you have every freedom of the world! As soon as the other party is answering, the generated messaging stops. And that means, you need to follow up the conversation. Here, remember the psychological effects of asking the right questions and asking for help. Make the conversation interactive and demanding! Engage the other person! Do not only talk, but let talk and listen. Listen (or read) carefully and try to hear their pain points to come up with the perfect solution for it – your offer!

Always Remember: It's About Relationships

When reaching out to leads, the main focus shouldn’t be the sales and profit! The main focus should be to fill your network with important contacts that could be beneficial to you in the future. Networking is the key to success and gathering contact details of a warm lead is already the beginning of the story! If you build meaningful relationships instead of non-sense contacts, you won’t be forgotten that easily! In fact, the chance is higher that someone will refer you to other people. Bet I do not need to tell you as a marketer how important positive reputation and WoM can be!

The 3S Rule

So, the conclusion of this series should be: If you send out LinkedIn messages, always remember to personalize, find similarities, and offer a solution to a pain point!

If you remember this, you will boost your results on your LinkedIn cold message strategy, promise!

To make it easier for you, we called it the 3 S rule – specify, similarities, and solution. If you have these three words in mind, you will definitely nail your LinkedIn cold messaging in the future!