How to write my invite note or my prospecting message on LinkedIn?
Using ProspectIn automates the sending of connection requests on LinkedIn and allows you to create proper prospecting sequences.
The tool allows you to save precious time and can get you results far superior to traditional emailing campaigns, but it is still necessary that your prospecting approaches and messages be optimized.
Today, we come back to the basis of copywriting and how to convince in writing: How to write your prospecting message on LinkedIn?
Copywriting is the art of writing to convince. It is not about your ability to write for pages on the future of ecology, but to use techniques and (magic) formulas to convince your prospect to use your application, or to buy your product or service.
Due to my title of “Co-Founder” and “COO” on LinkedIn, I have the chance (or rather bad luck) to be contacted dozens of times a day by people who do not master the codes of prospecting and copywriting. So I have an endless amount of examples to illustrate the DON’Ts. 😉
Send an illegible block of 1000 words
You don’t have the time, and neither do your prospects. A 1000-word prospecting message on LinkedIn will never be read, so there is no point in spending time describing your business or your product up and down: there is no point.
Seriously, who wants to read such a post, even more on LinkedIn? 😱
On average, a message of 1000 characters or more receives half the response than a message of 300 characters (see our study on the subject)
Writing in capital letters
When you write a word in all caps, it gives the impression that you are shouting. This gives an extremely aggressive tone to your message. You don’t want to attack your interlocutor, you want to coax him or her. SOUNDS PRETTY OBVIOUS, DOESN’IT? 😁
Use several different fonts in your message
Just like a message written in all caps, a message with several different fonts gives the impression of having been botched. One has the impression of reading a draft.
Moreover, and contrary to what one might think, the use of bold is to be avoided. This makes your message completely unnatural and for commercial purposes. You want to build a relationship with your prospect, not come across as an obvious salesperson.
In prospecting, the form is as important as the content, your message must be neat. 👌🏻
Make grammar mistakes
It sounds like common sense, and yet. I no longer calculate the number of prospecting messages filled with spelling errors.
Again, the form is as important as the substance. Making 10 spelling mistakes in your LinkedIn prospecting post totally discredits you.
Talk about yourself, be too vague, don’t use a call to action
Your prospect doesn’t know you. He does not know your activity. He doesn’t want to know what you’re doing. He wants to understand how you are going to help him solve his problems. You can’t afford to stay vague in your approach, without a call to action, and hope it bites:
Do you really think your prospect is going to agree to a meeting just because you want to talk about “synergies” between your two companies? No chance. You have to get straight to the point, be more precise.
Well, now that we have seen the pitfalls to avoid, we will be able to look at the main principles and techniques that will allow you to optimize your prospecting message on LinkedIn.
The structure of your message
You should envision your LinkedIn message with a fixed structure, with each part governed by specific codes.
The hook is the first sentence you’ll use in your LinkedIn message or note. It must be short, but above all, it must lead the recipient of the message to continue reading it. The catch is essential: if you lose your interlocutor at this stage, it does not matter that you have given maximum attention to the rest of your message, it will be in vain.
The hook in the form of a question generally works quite well. You do not speak of yourself directly, you are interested in the problems of your prospect and seek to understand his problems. The hook should thus raise a “pain”, a problem encountered by your prospect.
Remember, if there is no problem, there is no solution. 😉
ProspectIn automates the sending of messages on LinkedIn, we recommend that you take some of the time saved to refine your approaches.
Do not hesitate to A/B tests on your messages to find the approach that transforms the best.
Your value proposition
The value proposition comes right after the hook. If you use a question in the teaser, the value proposition provides some answers to that question.
In one or two sentences maximum, you must state as clearly as possible what you offer in your activity (B2B, solution, service, SaaS? …) and how what you offer is consistent with the problem encountered by your target.
You need to say enough so that your prospect will want to know more after reading your value proposition, by visiting your website for example.
The Call To Action
Now that you have explained how you are offering a product/service X that answered problem Y, you need to tell your prospect the next steps.
For example, you can send a registration link, indicate a link to your website or even offer your target to come back to you.
In general, it is best to never exceed 500 characters in your message. Remember that you only have a few seconds to capture your prospect’s attention, the human brain is made to get an idea of the potential interest of a message in less than 2 seconds. Chances are, your message won’t even get read if your post takes too long to read at first glance.
Analyzing a LinkedIn message
Using the structure above, here’s what it would look like for a prospecting message sent to promote Piwaa, the latest tool from the Waapi family.
- The hook:
The hook is simple and effective, you will have the attention of all the prospects who use LinkedIn messaging on a massive scale (heavy messaging users know how much a PAIN this is)
- The value proposition:
The value proposition makes it possible to provide information on the nature of the product and what can be expected from it.
- The call to action:
The call to action allows you both to indicate the next steps for your prospect, and to offer additional information if necessary (thanks to the link to the website).
In a few seconds you clearly indicate what problem you are tackling, what you are proposing, and what this implies for your target.
To optimize the effectiveness of your prospecting message on LinkedIn, you must respect a few common sense rules and apply a precise structure that meets certain criteria.
If you want to go even further in optimization, you will need to perform A / B testing.