How to write a Linkedin prospecting message that leads to meetings?

Who has never had a moment of frustration in front of their LinkedIn messaging?

That famous prospecting message that goes unnoticed, that “Hello, I wanted to introduce you…” to which no one responds. We all know him, right?

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And we all also know how LinkedIn is THE platform to make new connections and find potential clients. But in all these multiple messages and connection requests, it’s quite difficult to get noticed.

And yet… it just takes a slightly more tailored message to go from “another sales magician” to “nice message, hey, I’ll respond”

It is important to understand what makes the prospecting message:

•  Authentic
• Engaging
• Effective

Let go of speeches that are too formal, too forceurs or too salesy: add that human touch that every prospect needs!

In this article, we will reveal simple and effective tips so that your messages no longer go unnoticed and lead your prospects to want to know more, and all that, without any pressure.

Finally, what do your prospects want? Wouldn't it be a simple conversation to build a relationship that lasts over time?  

Your Linkedin prospecting message is only a consequence of your targeting

Before even thinking about writing the perfect message, the real secret to effective prospecting is to know exactly who you are talking to. Even with the best of intentions, a message itself won't work without careful targeting.

It’s not just a matter of sending an email to everyone and hoping someone responds. No, the important thing is to identify the right people, those who will benefit from what you offer, and with whom you can build a real relationship.

Easy to say. But how to go about it? we've combined a few simple steps to identify the most qualified prospects and maximize your chances of an appointment:

1.     ANDstudy your best clients (in terms of finance). A starting point? identify your current customers, especially those who bring you the most turnover. These companies and customers necessarily represent a profile that responds to your offers and with whom you already have a good relationship. 

By listing the companies that earn you the most, and identifying their common points, you will already have a first idea of ​​what makes them receptive to your offer. Is this the person you spoke to? Is this the type of content that was sent? Is this the offer in question? To your pen! 

2.     Identify the clients you like to work with. Think of these customers with whom exchanges are fluid and pleasant. Work with people who inspire you and with whom you share values ​​and working methods. 

Of course, turnover is important, but the quality of the relationship is just as important. When things are going well, it’s easier to move forward with the partnership and make it something lasting. And what is sustainable in the relationship can also become sustainable in the income! 

3.     Identify customers who are ‘easy’ to convince. There are also customers with whom you concluded without too many problems: they did not negotiate, the sales cycle was within your expectations... These customers aligned with your initial offer who make the decision process quick and who know exactly why your solution is useful to them. By identifying these profiles, you are already targeting companies ready to chat and with whom the conversation will be more direct.

4.     Find commonalities between these customers. Once you have identified your ideal customers, identify the characteristics they have in common:

• Are they a specific size?
• Do they work in the same sector?
• Do they have the same problems?
• Are they at the same stage of growth?

These commonalities will help you refine your search and better understand what brings your happy customers together.

5.    Build a list of promising prospects. Now that you know more about the commonalities, create a list of all these customers. Prioritize those you consider to be your best customers (as they will often have the same needs and objectives), which will make it easier to get started. The more you target, the more impact your messages will have and will attract the right people.

In 2024, if your message is not addressed to the right person, you will have little chance of creating a real connection. Please let us know how this customer analysis worked for you!

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The basics of a good Linkedin prospecting message

On LinkedIn, where thousands of messages are sent every minute and therefore attention span is limited, the way you will write your messages will make all the difference. It’s not enough to say ‘Hello’ or explain your offer: a good message should:

• Captivate attention
• Establish a sincere connection
• Encourage a positive response

A good message is one that makes you want to read it and to which your prospects will want to respond.

Importance of message personalization

Let's be honest:It’s immediately apparent when your message is generic. When you receive dozens of prospecting messages per week, the personalization has become essential to stand out. 

This can be as simple as incorporating specific details, like a project your prospect worked on or an article they recently shared. You show that you have taken the time to get to know them, which makes the approach more authentic and less 'salesy'.

Personalization shows real interest in your prospect.

The need to be concise and clear in communication

On LinkedIn, the reader’s time and attention are precious. And therefore the prospecting message must be concise And accurate ! Who wants to read a long paragraph with overly technical details or long presentations? The message should be straight to the point and give that clear, clear impression. A few well-chosen sentences are enough:

• Present who you are
• Why are you contacting this particular person?
• End with a simple call to action (example: ask for an opinion, make an appointment, ask a question).

The clearer your message is, the more it will stand out and immediately capture attention.

The importance of a good hook to attract attention

Your first catchphrase, imagine it as your first handshake with the prospect: it must be warm and engaging. 

A good hook can be a direct question, a sincere compliment on recent work, or even a remark about something you have in common. If you can pique interest from the start, that’s already a big step (for you, and maybe for humanity too!). 

Think about elements that arouse curiosity and above all that seem natural. A successful hook shows that you are not there to immediately 'sell', but rather to start a conversation and fill a need. 

Monitor each target in order to have a personalized prospecting message

Before writing your message, take the time to do a little research about the person you are contacting. 

Your prospect's LinkedIn profile gives you tons of useful information like: 

• professional career, 
• publications 
• his interests 
• or companies the prospect has worked with. 

This research will allow you to write a very personalized and unique. This research time will help you create a message that resonates with the prospect, making your approach natural and engaging.

By remaining personalized, concise, catchy and based on real research, the message will show your professionalism and your desire to engage in an authentic conversation.

Did you know? Humanlinker does this research for you. 😍

Thanks to artificial intelligence, the tool is able to analyze your prospects (their behavior, personality, etc.) in order to send them a unique message. 

Don’t hesitate to try, it’s free 👇
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Best practices for an effective LinkedIn prospecting message

Prospecting on LinkedIn is like a first meeting: you have to capture attention, show that you have something to offer, and above all, not overdo it. The goal is not to sell directly but to create a discussion.

The importance of added value in the message

A good prospecting message is not just about you, but about showing the prospect what they gain by reading your message. Capture attention from the start, which can be in the form of advice, tips or even insightful resources.

For example, if you know your prospect is in a particular industry, share insights or even articles that might interest them. Demonstrate:

• That you are there to help even before you sell
• That you understand its challenges
• That your message is thoughtful

Pique curiosity, encourage reading to the end and above all, encourage response. That’s the added value: enriching your prospect. 

Using open-ended questions to generate engagement in your Linkedin prospecting message

Open-ended questions are a great way to give your interviewer space to express themselves. It shows that you are there to listen and not just to talk. By asking a thoughtful, intelligent question, you invite the person to share and talk.

For example : 

❌”Are you interested in… (your product)”

✅‘’What are your main challenges in (area that you can address)? 

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❌”I am THE person to see to (solve a problem)

✅‘’How are you currently doing for (a specific need)?

A well-chosen question gets your prospect thinking and encourages a thorough response. By showing that you are curious, you also arouse his curiosity.

Personalization to humanize your Linkedin prospecting message

On LinkedIn, personalization is a great advantage, especially when most messages are impersonal. It is not enough to mention a first name, but to show that you have taken the time to get to know your interlocutor as little as possible. Take a few minutes to analyze your prospect's profile:

• Has he recently shared an article or success?
• Did he work in a particular sector?
• Has he received a recent award (promotion, studies, certificates)?
• Is he sharing an article on a subject that you master?

By mentioning a personal detail, you make your message unique and warm, a bit like if you were addressing an acquaintance.

Here are the main mistakes to avoid: 

Don't try to sell: start a conversation.

One of the very common mistakes on LinkedIn is trying to sell right away. 

LinkedIn with is not a market, it is a professional social network where people come above all to learn, network and exchange. So, instead of launching an offer from the first message, have a more subtle approach: start a discussion.

Don't sell on the first message, make first contact

Assume that you are there to listen and understand their journey, their challenges, their goals and their successes. Your approach must be authentic. To do this, there’s nothing better than digging into the person’s needs. 

For example, you could end your message with a simple question like “Do you think this topic might interest you?” or “Would you be available to discuss more on the subject”. 

The most important thing: create dialogue and keep the conversation open, without sales pressure. Your prospect should feel like they have the space to express themselves, without expecting a sales message afterwards. 

A good LinkedIn prospecting message is based on 4 pillars:

1. Bring value
2. Ask open-ended questions
3. Personalize content
4. Stay in a conversational approach and not a sales approach

By following these practices, you will be seen as a professional who is truly interested in your prospects, and not just as a salesperson who is looking to have new clients.

Send each prospecting message as an open door to real human connection.

Mistakes to avoid in a LinkedIn prospecting message

On LinkedIn, an effective prospecting message requires a certain balance. You can do the test: send an invitation and directly offer your product or services, trust us you will be ignored. 

So what are the mistakes to avoid? and how to create a message that captures attention in the right way?

• Avoid spam and generic messages. This is one of the most common and basic mistakes. First of all, spam. The more you force the sale in your message, the more it will be spammed (by humans but also by the algorithm of the channel you are using). Additionally, generic messages like 'Hello, I have a product that might interest you!' immediately give the impression of spam and lack of interest. No one wants to respond to a mass message sent without effort or attention.

By taking the time to tailor your message to your prospect's profile, you show that you understand what they are looking for and their specific needs. This makes your message much more interesting and relevant, and increases your chances of getting a response (already), but above all a response positive.

• The importance of not being too aggressive or too salesy. Another trap that is easy to fall into is appearing too pushy or giving the impression of wanting to sell on the first message. It can quickly create discomfort and scare away the prospect. LinkedIn is above all a networking platform, and your prospects are looking for interesting exchanges. They do not want to find themselves in a canvassing operation from the first message.

The advice we can give you on this subject is to adopt a gentler approach by starting by showing your interest in the needs and challenges of your prospect. 

For example : 

• “What are the main priorities in your sector this year?” 
• “What are the challenges you face in your field” 

Show yourself to be a good listener, understanding, rather than a salesman. All this will increase your chances of converting the conversation into an opportunity, through a situation that suits everyone.

• Avoid asking for a meeting in the first message. Requesting a sales meeting at first contact can quickly be perceived as rushed and intrusive. Imagine you are at a networking party and suddenly someone you just met asks you to sit down to sell you their product, you will be surprised (and I don't think you would say yes!)! It's the same thing on LinkedIn, asking for a first meeting with the first message can create a certain distance, even discomfort, and above all a non-response.

The goal is to act as if you were seeing the person physically: start by shaking your prospect's hand, ask for information about their personal life, tell an anecdote about yourself, be funny... the friendly and open approach has a lot to do with it. our relationships! 

Through these conversations, you will observe commonalities with the person. 

For the record, this is even what the salespeople in the series The Office (US) do every time they meet a prospect: they ask lots of questions in order to find common points to be able to tell personal stories . It creates a strong bond with the prospect, it allows you to have a professionally “intimate” relationship. I swear, this is what your prospect is looking for above all. 

• Sending a message not suited to your target. Finally, it is crucial to send a message adapted to the person you are contacting. General messages, which we quickly know you are sending to your entire list, put them in the trash on your computer right away. Especially if you automate this part and you haven't done good targeting, you risk sending the wrong message to the wrong person, and that...that hurts. 

Before writing your message, ask yourself a few questions:

• What are the specific challenges facing this company or sector?
• What solution can you offer that meets your prospect’s needs?
• What element of your offer can you highlight?
• What expertise might interest him personally?

Adapt your speech to show that you understand the issues, the ambitions and that you have something concrete to offer your prospect.

Examples of Successful LinkedIn Prospecting Messages

Writing a LinkedIn prospecting message that captures attention and generates authentic exchanges requires a balance between personalization, listening and providing value. 

Let's walk through some examples to illustrate the different methods:

Example 1: 

In this case, Antonin uses extensive personalization, in particular by talking about Juliette's recruitment and the Medadom platform. Antonin scores points because he found out about his company's news.  

Antonin offers a direct benefit and ends his message with a call to action to encourage response. And the answer is quite good. 

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Example 2: 

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Here, Fiona uses a simple and direct formula to propose an exchange. In this case, the prospect is encouraged to have a discussion, to which they respond and want to know more. The common topics strategy always works very well 😉

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Example 3: 

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Fiona engages in an exchange by talking about experiences in “customer management” and talking about “strategies together”, in order to find common points. The emoji at the end of the message adds a friendly touch. The message puts the prospect in an environment of trust. 

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Example 4: 

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Fiona never stops surprising us! Here, she relaunches the prospect by adding an analogy. It works because Fiona positions the prospect as an “expert”. 

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Example 5: 

Fiona suggests exchanging perspectives on personalized prospecting, leaving the prospect with the choice of whether or not to respond to their request. He rather seems to be satisfied with this message and does not hesitate to give his contact details. 

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Example 6: 

Fiona uses a simple and relevant tone for an initial contact. It plays on respective experiences. It works because the message is centered on a common interest. The exchange is rather relaxed, all that’s left to do! 

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Analysis of the key elements that contributed to their success

• On ppersonalization

Each message speaks directly to the prospect, showing that the author took the time to explore their profile. Thanks to that: more attention, and a better impression. 

• The value contribution

By sharing helpful content or asking an interesting question, each post offers a valid reason to respond, without pressure to buy.

• The simplicity of the request

The messages never insist on a formal meeting. By offering a quick exchange, they make the conversation more accessible and more natural.

• The absence of commercial speech

None of these messages are trying to sell directly. Instead, they encourage open discussion focused on the exchange of ideas. A much more engaging approach on LinkedIn.

These messages demonstrate that a successful prospecting message on LinkedIn lies in listening and authenticity. Avoid direct sales pitches, provide immediate value and create a solid foundation for a natural and constructive exchange.

Here are the results that can be obtained from the messages sent by Humanlinker : 

We'll let you observe these results 😎

If you want to test the tool now, it’s by here ! 

How to improve your Linkedin prospecting messages?

To make your LinkedIn prospecting messages stand out and capture attention, you must:

• Use iteration
• Use analysis tools
• Use smart personalization
• Continuously train

And here’s how to integrate these elements to maximize the effectiveness of your messages:

The importance of iteration

Prospecting is a bit like a recipe: you have to experiment to find the right combination of ingredients. With iteration, you test and adjust your messages until you find the right formula. 

To start, try varying simple elements:

·         Try different hooks

·         Change your tone (more direct, more relaxed)

·         Shorten your message to see the reaction

The more you try, the more you will notice what works best for different types of prospects. Whoever works on one prospect may not work on the other prospect and vice versa. Adapt and listen to feedback.

Using tools to analyze and improve the effectiveness of Linkedin prospecting messages

Turn to tools that can give you concrete answers.

Today, there are platforms that allow you to measure the effectiveness of your messages by tracking indicators such as response rates. Tools like LinkedIn Sales Navigator can help you target the right prospects and Humanlinker gives you a head start by providing precise information on the interests and behaviors of your targets.

Save time personalizing your prospecting messages thanks to Humanlinker

Personalizing your messages is essential but it can seem very time-consuming when you have to do it for each prospect. Humanlinker makes your job easier! This tool can analyze the profile of your prospects in the blink of an eye and identify important information. 

Result ? You save time and your messages are more authentic. 

PS: it’s free to test all the features 👇
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The importance of continuing education and learning new messaging trends when it comes to LinkedIn prospecting

In prospecting, methods evolve very quickly. The popular technique of today may become obsolete tomorrow. With ongoing training, you stay up to date and continue to improve your messages.

• Take training
• Participate in webinars
• Consult LinkedIn specialist publications
• Stay up to date with new trends

New approaches like social selling or more advanced personalization techniques will give you a head start. Continuous learning allows you to keep your messages relevant and adapt to the changing expectations of your prospects.

To summarize, writing LinkedIn prospecting messages is like trying to impress on the first date. You must be:

• Pertinent
• Captivating
• Avoid missteps

And it all starts with a good targeting : know your prospects, their needs, what they have in common with your best customers. Without this work, even the best message will be ignored.

Don’t also forget the personalization which plays a very important role: a message that speaks directly to the person's interests and shows that you have done your homework. You will be more likely to retain attention

But be careful!

It’s also about being concise and starting with a hook which makes you want! No sales pitches or long paragraphs. Simply start the conversation by adding value and asking open-ended questions to encourage dialogue.

And remember: a good prospecting message is not there to directly close a sale, but to start a new relationship.

Finally, be flexible:

• Test different approaches
• Analyze what works and what doesn't
• Avoid classic mistakes like spam and being too salesy
•  Keep learning
• Use the tools that suit you

And all of this will help you craft messages that will have more impact and set the stage for future conversations.

So, are you ready to test these tips in your next LinkedIn messages and see what works best for you?