Land Of The Canned: LinkedIn Messages That Are Wearing Thin

One of the great incongruities with the idea of social selling is the volume of messages that people wind up sending. Instead of cold calling a hundred people  once, it becomes a hundred people to monitor, share content with, comment on and send messages to.

To be social you need lots of engagement.

But lots of engagement sounds like a lot of work.

Enter the mass messaging.

Which sounds great. Come up with a message and send it to a hundred people.

But there are two problems with the mass messaging approach: zero customization and zero personalization. I receive messages all the time offering to help me…with my LinkedIn skills…or publish content on LinkedIn…or generate sales leads. It is apparent that these people didn’t bother looking at my profile, and that I was just one of a large number of people sent this same message.

Let me see if I can put this politely:

Actually reading the profile of someone you want to send a message to may seem like a lot of work, but there is a lot to be said for not looking like an idiot.

Not that polite? Sorry.

You wind up receiving messages like this: “I see you looked at my profile and based on your fascinating background I think we should connect.“ (this was an actual message a friend received a few weeks ago).

So what you have are irrelevant messages apparently being sent to a large number of recipients who didn’t request them. And that, ladies and gentlemen, is what we call spam. So while people sending these messages may think they are being brilliant social sellers, they are actually closer to pond scum.

The worst part with this type of  messaging is the apparent contempt of the sender for the recipient. That’s what really grinds me the most. Your assumption that I will be flattered and stupid enough to fall for it.

The solution? Customization and personalization. For each person. And each message. The operative word is “person.”

And the people that send me those sad little boilerplate messages? I always respond courteously and thank them for my interest, point out that reading my profile would have saved them the effort, and wish them success in their next job.