Anatomy Of A Failed Outreach Message

Let’s look at a message I received in my InBox recently and see just why it, and ones like it, fail miserably. I have changed the name and company to protect the guilty party (as you will see, they have enough trouble already without me piling on).

Hi Bruce,

 My name is David from Lead Madness. 

For the past year, we’ve been helping Digital Marketing Agencies connect with High-Net-Worth Prospects on LinkedIn looking for help with building funnels, attracting clients, website creation, paid ad assitance, and more.

 On average we are assisting in adding an average of 10 – 15+ automatically booked calls on their calendars and 1-3+ signed agreements.

 We are trying to get into contact with network groups to do an overall campaign for a franchise network.

 Do you have some time to talk?

Regards,

David

Here’s my calendar to book an intro call:

https://calendly.com/etc etc

Okay, let’s break this message down.

Hi Bruce,

My name is David from Lead Madness. 

What he did: This first sentence is unnecessary, as he is listed as the sender of the message by LinkedIn or by my email software. He has added the company name, but that is best used elsewhere.

What he could have done: Left this sentence out. You don’t have much time to get my attention and this is not going to do it.

For the past year, we’ve been helping Digital Marketing Agencies connect with High-Net-Worth Prospects on LinkedIn looking for help with building funnels, attracting clients, website creation, paid ad assitance, and more.

What he did: It’s amazing how much can go wrong in one sentence.

  • “For the past year” tells me they have been in business for a year. I don’t know about you, but I prefer to stay away from people with one year of experience, whether they are surgeons, lawyers, or lead generation specialists.
  • Next, David has assumed I am a Digital Marketing Agency going after High Net Worth Prospects. David apparently has not bothered to look at my LinkedIn Profile.
  • Note also that David’s company offers multiple different services “and more.” When I started in sales we used to call this the “shopping cart approach.” I am going to tell you about everything we do, and you can just stop me when I get to something you are interested in and put it in the shopping cart.
  • And not proofing your outreach message to catch the misspelling of “assistance” does not reflect well on his attention to detail.

What he could have done: Made one point and made it well. Something like, “We specialize in website design. I had a quick look at your website and there are four easy changes we could help you with that would result in a 50% increase in visitors.”

On average we are assisting in adding an average of 10 – 15+ automatically booked calls on their calendars and 1-3+ signed agreements.

What he did: “on average we are assisting an average” ?? You’re in marketing and you wrote this? And maybe I am nitpicking but a range can’t have a “plus” in it. “10-15+” sounds like one of those bad weight loss ads where you can lose “up to thirty or more pounds in the first week.”

What he could have done: Pick one metric that his clients want improved and use a hard number that shows their success. “Our clients have been averaging nine more appointments per month when using our system.”

Do you have some time to talk?

What he did: he gave me an easy out, because none of us ever has some time to talk, we’re busy. And “some” is too open ended and belittles the value of my time.

What he should have done: “Do you have ten minutes to talk about the four easy improvements to your website?” Ten minutes for concrete things I could do? Yeah, I’m in for that.

The frightening thing about this message is that it is one of the better ones. Most of them seem to consist of “Hi Bruce, we help companies improve their bottom line. Do you have time for a call next Tuesday?”

So if you are sending out messages or outreach or connection requests like these, please stop. The good news though is that when you put together good outreach messages, boy do you ever stand out from the crowd.

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

Want more like this? I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

The Curse Of Second Guessing Yourself

 

This is for anyone who writes or has considered writing on LinkedIn. When I talk with people about publishing on LinkedIn, this idea comes up a lot. 

When I publish an article, a post or one of my newsletters, I want to educate and inform the people that read it on how to more effectively use LinkedIn, or at least to get them to question how they are using LinkedIn. 

Probably the biggest question I ask myself after I finish writing something is “Is this good enough?”  

Often I will look at what I have written and say to myself “this one seems pretty thin” and wonder whether this is something I really want to publish. Then I go ahead and publish it anyway and the article I questioned will get a pile of views and drive a ton of engagement. 

It took me quite a while, but eventually I figured out that I was fighting my instincts. My instincts, my gut feeling based on having written and published hundreds of posts and articles about using LinkedIn, and having reviewed the feedback each and every one of those had received, my instincts were telling me that this was a good post. But the “intellectual me” was overthinking things and thinking that this post or article was mundane. I was forgetting that my readership doesn’t live and breathe LinkedIn all day every day like I do. 

It is way too easy to overthink this stuff. When I am sending an outreach message, I ask myself what the other person wants, and how can I show them that I can help them get it? I don’t have exotic tricks and word games and closing techniques and hokum like that. There are best practices to follow in order to get your message opened and read, but it really is that simple. 

So today’s message is: It’s simpler than you think.

There’s a reason you have a gut instinct – it’s based on your experience.

Go with that instinct.

It may not be correct or the best move all the time but you will save a huge amount of time and angst in letting your instincts guide you. 

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.

Want more like this? I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

Don’t Sweat The Short Term Results, Focus on Your LinkedIn Process

 

I read a really good book over the Christmas / New Years break, “The Biggest Bluff” by Maria Konnikova. She uses high stakes poker to talk about making better decisions. I liked it so much, I have already re-read it once, highlighting it like crazy, and have bought her other two books. Great stuff on the psychology of sales, and highly recommended.

One of her ideas is the basis behind today’s newsletter. In essence, she talks about not sweating the results of individual poker hands, but to focus on your process. Sometimes you are going to have a pair of aces, play the hand absolutely correctly, and have someone draw a better hand and beat you. You did everything right, but still lost. The problem is many people will focus on that hand and that loss, how unfair it was, and how they should have won. This is a waste of time. Instead, if you focus on your process, over time you will win your share of the hands played, and overcome the odd bit of bad luck.

There are two applications of this in our work in sales. The first is the obvious one in sales itself. You are going to get beaten by competitors, and sometimes that will be due to luck or bad breaks. I had a sale that I thought I had nailed down last year. Everything was in place. I especially had the key decision maker who had access to the funds on board. He was a big fan of using me to help his company. I was a week away from signing the deal and…that key guy jumpedship and went to another company, and everything he was working on became radioactive. I lost the sale. Bummer. But I did everything right. What was I going to do, make him stay there?

So when you lose a sale, or you don’t get the results you were hoping for in this one instance, don’t focus on the result, focus on the process. Is your process sound? Did you follow it? If the answer is yes, chalk up the loss to bad luck, and don’t think of it again. Over time, you will luck into a few too, and they will tend to even out.

The second application is with LinkedIn. The same holds true for LinkedIn that holds true for sales in general. If you follow your process, you will be successful. Except that there are two problems with this idea:

  1. Most people and companies don’t have a “LinkedIn process”
  2. And even when they do, they don’t follow it.

Most LinkedIn users have a vague idea of what they want to accomplish, but don’t articulate it very well (or at all!), and then the activities they pursue on LinkedIn don’t necessarily fit with what their goals are.

For those of us in sales there are four basic things that LinkedIn is good for:

  • LinkedIn can be used to increase our reach, making more people aware of us.
  • LinkedIn can be used to increase our credibility, having us seen as a viable alternative for our prospective customers.
  • LinkedIn research can give us info to build better outreach messages, increasing our success rate with new prospects.
  • LinkedIn can be an extremely effective place to send those initial outreach messages.

So my message for today is this: when you use LinkedIn, have a reason to do so. Know what you are trying to achieve. Have a plan for what activities or tasks will accomplish your goals. Have a process. Follow the process. Test the process when needed. And you will be successful.

I publish a weekly email newsletter on using LinkedIn effectively for Sales and Marketing. Each newsletter typically contains two to four articles, it’s free, and you can unsubscribe anytime. Here’s a link to the sign up page: https://practicalsmm.com/contact/

The obligatory disclaimer: I do not work for or have any association with LinkedIn, other than being a user who pays them for his Sales Navigator subscription every month.