Transcript – How to cold email on LinkedIn
Have you ever received a terrible, awful, poorly thought out sales email on LinkedIn? Of course, you have. What are the things to avoid when writing emails to pitch for business on LinkedIn? Hey guys, Darren Taylor of thebigmarketer.co.uk here, giving you tips, insight, and opinion on all things marketing. If that’s up your street, you should consider subscribing to my channel. Today, we’re looking at the terrible messages people probably have received on LinkedIn pitching sales and services towards them and what things we should avoid writing in cold emails on LinkedIn to make ourselves appear more credible and to get better results out of cold emailing on LinkedIn. The first thing you shouldn’t do is just talk about yourself.
Now, I’ve mentioned this time and time again, whether it’s about writing copy for websites, whether it’s advertising on AdWords in general anyway. No matter what it is your doing, if you talk about yourself, people don’t give a damn. All they want to hear about is how you can help their business. When you write a message on LinkedIn, you don’t want to pitch the example of, “I want to tell you about my company or my company does X, Y, and Z.”
That is ridiculous. What you want to do, is tell the person about their business and how you can help them, specifically, within their problems. Research that company, understand their niche, understand what they’re trying to achieve and tell them how you can add value to that strategy. Don’t just say you’re going to talk about yourself, because people don’t care. Another thing to think about when you’re pitching for business on LinkedIn is the examples you use of who you’ve helped. Now, if I’m a small business and I’m turning over £500,000 a year, for example, why the hell should I care that you’ve helped Coca-Cola, why the hell should I care you’ve helped businesses who are massive blue chip organizations, global businesses and how you’ve helped them. Yes, I know it makes it sound like you’ve built credibility, but a better example would be showing me case studies, the examples of how you’ve helped businesses like mine get better.
Showing off the big agency, big companies, isn’t always the best approach because it’s non-relatable. Think about it, are the challenges of a small retail outlet, turning over a million pounds a year the same as Samsung? They are not. Why would you even mention Samsung when pitching for business? Because we don’t have the same challenges. Before you hit send on your next cold email on LinkedIn, think about the examples you use when you pitch for business.
Another thing that really, really winds me up about LinkedIn and getting messages are messages that are really, really impersonal. You can tell they copy and paste jobs that are kind of ecstatic on approach to reaching out and prospecting on LinkedIn. That really, really sucks because it shows the person that is receiving the message they’ve had no thought put into the message they’re receiving, there is no thought around the challenges for their business, there is no thought about the individuals they’re sending the email to either. All of these things combined, just really turned people off when receiving cold emails on LinkedIn, especially when they spelled your name wrong or they used recycled names they’ve sent in the past.
I have been called John before when I have received emails. It’s just ridiculous, it’s unprofessional, it makes your business look terrible. It shows you’ve got no forethought in your messages. It just ends badly for you, it’s a waste of your time sending emails. Guys, be really personal, really understand what the person is trying to achieve on an individual basis, not just the business spaces as well. Finally, the final thing you can do to stop your LinkedIn messages sucking is to add value in your message.
Show the person you’re sending the message to that you can really help them by providing something of value for free. This could be a software trial, it could be a PDF, it could be an infographic, it could be any number of things just to show that you know their industry and know their challenges and pain points. It builds that rapport of instantly adding value to the business as well. If the person receives something that’s really valuable to them, they’re more than likely going to entertain the idea of a conversation or a meeting in the future. You’re just going to put yourself in a position where you’re pitching a hard service because you’re adding value as part of your message.
Think about it, if the first conversation you’re having with somebody is instantly adding value, then that’s going to have really positive connotations whenever your name comes up, whenever your business name comes up or for future messages as well or future correspondence. That’s really going to help you get the meeting or get the coffee or get the catch-up, whatever it is you’re trying to achieve on LinkedIn to make the sale. All these things added together are really going to help you send much better messages.
Guys, I don’t want to see any more terrible messages on LinkedIn. I want to see really value-added messages. Guess what will happen as a result of that, the number of messages received on LinkedIn will drop off a cliff because only people who have been researched properly, who can really add value or message you in an ideal world but guess what, that’s probably not going to happen. It’s just a bit of advice or a bit of a rant on my part in terms of the terrible, terrible pitchy messages I’m receiving on LinkedIn. Thank you guys so much for watching. If you liked this video, please leave me a like below. I want to see examples of what the worst messages you’ve received on LinkedIn. Let me know in the comments below. More important that, don’t forget to subscribe. I’ll see you guys on my next video.