During a recent client call, the conversation turned toward LinkedIn.

The business owner was using LinkedIn to target a narrow group of prospects and wondered how to open a good dialogue with a new contact.

We all know what often happens when connecting with someone new on LinkedIn.

“Thanks for taking the time to reply. Here is a quick video I made that should answer all your questions about why I reached out to you. [Video URL] I hope to hear from you soon.” (An actual response I received in April.)

Yowza. Someone throw me a sweater because it just got kind of chilly around here.

I know when you’re targeting a large group of prospects; it’s tempting to try to automate the process as much as possible. I get it.

However, you run the risk of immediately being ignored by the person and missing out on any potential opportunities when you send such messages.

Instead, here are a few tips to make a great impression:

Step 1: Start with a Customized Request to Connect 

If you’re on your desktop, you can visit a person’s profile, click the “Connect” button and then you’ll have the opportunity to send a personalized request message.

You can now send a customized request on the LinkedIn mobile app. When you visit the person’s profile, there’s a “More” button. Click that and you’ll be given the option to send a customized message. Don’t just click “Connect” because on the mobile app, it will send a generic request.

Include why you’re reaching out to the person. If there is something you like about their profile or a recent update they’ve made, mention it. It shows that this message isn’t coming from a robot.

If you met the person at an event, add something along these lines: “Following up from last night’s event.” Be specific. Such subject lines are more likely to be read than “Following up.” Sending a message with the subject line, “Fellow marketer interested in A.I.” is better than “Loved your speech” or “mutual contact?”

Include why you’re reaching out to the person. If there is something you like about their profile or a recent update they’ve made, mention it. It shows that this message isn’t coming from a robot.

Step 2: Introduce Yourself

When you see someone you don’t know well but are hoping to speak with, you usually give him or her a one-sentence background: “I’m Mary Rose—we met at the Small Business Expo on Wednesday.” or “I’m Mary Rose, and I loved your latest blog on direct mail.”

It’s important not to skip this step on LinkedIn. Don’t assume your contact will click on your profile to learn more about you or see how you’re connected. Be proactive (and respectful of the other person’s time) and write a quick intro.

Step 3: Make It Short and Snappy

When it comes to email messages, the shorter they are, the better.

Data suggests the ideal length of an email is between 50 and 125 words. Emails this length had a response rate above 50%. A similar study found emails with approximately 20 lines of text, or about 200 words, had the highest clickthrough rates. When in doubt, keep emails short and under 200 words.

People are busy and pressed for time. You can lose their interest just as quickly as you got it if you go from a brief intro into a drawn-out explanation of why you should connect.

Use your second paragraph to quickly dive into why you’re writing to them. And another important point: make sure your “ask” matches the level of your relationship.

For instance, if you’re contacting them for the first time (and they haven’t sent you a message), don’t ask them to take time to view a lengthy video or give you feedback on a PDF you sent.

In fact, one of the best ways I’ve started conversations with a new contact is to ask a question.

Examples:

#1: Many small business owners are overwhelmed by all the marketing choices online. Is that your experience?

#2: I’m gathering some research and if you’re open, would love to hear from you. Do you have a reliable process for lead scoring?

#3: Are you tired of cold calling prospects? I did it for ten years. I think it’s getting more difficult. What’s your take?

The point is to keep it short and more “human.” When you meet someone for the first time, you don’t just spit out a bunch of information to the person.

What probably happens is a bit of small talk, some back-and-forth, and then a few nuggets of information that lets you know whether you’re still interested in continuing the conversation or not.

Step 4: Your Mom Was Right: Always Say “Thank You”

The last two lines of the message are key. You want to be gracious, but also make sure it’s clear what you’re asking for.

Let the person know you appreciate their time and would welcome their expertise. Thank them for connecting and let them know you’re there to help.

Remember, you’re asking a stranger to respond, so this thank-you is crucial.

If you want to create a short boilerplate message that is focused on what you do, that’s fine. Just add some personalization to the message. The important part is to show up as a helpful new friend. Asking questions and respecting their time will put you ahead of the game.

If you need more ideas, let’s connect!

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Would you like to get:

• High-quality clients who value what you offer?
• Less price resistance for your products and services? 
• MORE sales, repeat sales, and upsells?

Our schedule is almost full for the rest of 2019. Contact us today to discuss your project.