Why I Customize All My LinkedIn Outreach Messages

(photo caption: with this customized wardrobe this young man is ready for anything winter can throw at him)

I hear this so often that I finally had to write about it. I am talking with someone who wants to get more sales leads out of LinkedIn. One of the recommendations that I always make is that any kind of outreach should be customized and personalized to the person that will be receiving the outreach message.

And what do I get? The terrible too’s.

That’s too hard and it will take too long.

What do they want? They want a trick that requires no real work on their behalf. They want to automate with a templated cookie cutter message they can send to everybody, just changing the first name for each person, or the name and title something like that.

What they want is an email blast, only one done on a social network so they can convince themselves that what they are doing is “social selling.”

Here are four reasons why I customize and personalize every message that I send on LinkedIn:

Customizing and personalizing requires me to actually look at a person’s LinkedIn profile to ensure that my message applies to that specific person. It shows that I  have invested time and effort in the other person. I reviewed their profile and their LinkedIn activity. My message ties in with information found in those areas.

Personalizing sets me apart from the masses sending the same junk over and over. My messages are different. There’s a focus on the recipient that that recipient doesn’t see in other messages in their inbox.   

Personalizing shows my respect for the other person. At the end of this message I am going to ask the recipient for something and the respect I have earned can help get me a reply.

And the last reason? It works. In the last six months of 2017 I sent 157 unique outreach messages to people I did not know. I received 91 positive replies. If I had sent a cookie cutter message to those 157 people my responses probably could have been counted on one hand.  

LinkedIn is like a lot of things,what you get out of it is related to what you put into it.