Best LinkedIn Message Strategy

Are you sending direct messages on LinkedIn to generate leads, sales appointments and clients for your business?

If so, then there is ONE simple change you can make to:

  • DOUBLE your leads
  • DOUBLE your sales
  • DOUBLE your clients

What is this one simple change?

Watch the video below for the full tutorial or keep reading to learn more:

YouTube player

When it comes to generating leads on LinkedIn, many business owners are:

  • Posting LinkedIn content every day
  • Recording live LinkedIn videos
  • Joining and posting on LinkedIn groups
  • And much more “LinkedIn busywork”…

Unfortunately, all this “busywork” only contributes to about 20% of the leads and new clients generated on LinkedIn.

So, where does 80% of the leads and new clients generated on LinkedIn come from?

It comes from doing ONE thing: LinkedIn Direct Messaging.

If you only post and share different articles on LinkedIn, it’ll be a painfully slow process to get people to take the next step in your sales process.

In this article, I’ll show you how to get more LinkedIn leads with LinkedIn outreach messages and speed up the time it takes to get strangers to convert into leads, appointments and clients!

Choose the right LinkedIn messaging strategy

Before you start sending out ANY LinkedIn outreach messages, it’s important you have the right strategy.

To learn the exact strategy we use to generate predictable leads and appointments every month on LinkedIn then click here to watch this video.

Once you have the right LinkedIn strategy, keep reading to learn the best LinkedIn follow up messages to use in your LinkedIn strategy.

The old way of using LinkedIn Direct Messages

Right now, most people on LinkedIn are sending the following types (and often annoying) LinkedIn messages to try and generate leads on LinkedIn.

Here’s the typical LinkedIn message they’re using:

  • Pitching services
  • Asking people to jump on a quick call
  • Asking odd questions to try and build rapport (e.g. “How’s business?” or “How’s life?”)

If you’re using these old and outdated LinkedIn messages, you’ll know first-hand that they do NOT work very well.

Yet… This is what most people are doing!

And the results are getting worse each year…

Do LinkedIn messages convert well?

It all depends on HOW you’re using LinkedIn messages. If you’re pitching your services or asking people to jump on a quick call, the LinkedIn messages will NOT convert well.


People you’ve just connected to on LinkedIn don’t yet know, like or trust you.

Why would a prospect want to book a call with you (and potentially waste their time), if they don’t even know if you can help them?

Why would someone jump on a phone call with you if they don’t trust you?

Why would they hire your services if they don’t know you?

So, instead, here’s what you should do…

Built trust FIRST then ask for a phone call

Instead of pitching your services on LinkedIn, you need to build trust first. How can you do that?


Instead of asking people if they want to have a 15-minute *cough* sales *cough* call or pitching your services…

Ask LinkedIn prospects if they want to see a free video presentation that explains how you can solve a problem that your potential clients have.

In this short video presentation (also known as a video sales letter – VSL), explain to prospects:

  • How they can solve their problem
  • What are some alternative ways they can solve their problem
  • Why is your solution better than these alternative solutions
  • IF they want to learn more about your solution click the button below the video to learn more

This ONE simple change will completely transform your LinkedIn strategy.

The NEW Linkedin Message Strategy

With this NEW LinkedIn lead generation strategy, you can use the following LinkedIn message template when sending a LinkedIn connection request:

Hi [First Name], I’d like to show you a short video on [title of video which solves a problem]. If it’s of interest, let’s connect.

Or, if you’re already connected to someone, you can use the following LinkedIn message template for existing connections:

Hi [First Name],

It’s great connecting with you!

I’ve recently recorded a short video on [title of video which solves a problem].

Would you like to check it out?


[Your Name]

As you can see, by offering to show people a free educational video, you’re more likely to get more people saying “Yes!” and therefore, you’re more likely to generate more leads.

And if people like what they hear in the video, they will schedule a call with you to learn more.

Sending this kind of LinkedIn prospecting message will result in MORE leads, better quality appointments and more clients for your business.

This is the best way to send a cold LinkedIn message in a way that does NOT annoy potential clients.

Get higher quality leads on LinkedIn

If a lead on LinekdIn watches a short video about how you can help them first and then schedules a call with you, it’s a win-win for everyone.

You win: You only speak to people interested in working with you (higher quality sales appointments).

The lead wins: They book a call knowing they won’t waste their time because they already understand how you can help them (through the video)

At this point, it’s worth mentioning there is not a “one size fits all” approach to getting leads to watch a video.

There are a few different approaches I use that work well with different industries.

How people respond to the message when you actually test it will vary depending on what industry you’re in.

Best LinkedIn message templates

Here are some of the best LinkedIn message follow up templates you can use:

YouTube player

Strategy 1: Conversational Approach

This is where you start a conversation and build a bit of rapport FIRST before asking them if they want to watch a free video.

If done correctly, in the conversational approach, you will diagnose their problem and offer your solution (your free video) only after they have replied back and said they have a problem.

This method usually requires the most work, but a lot of the time gets the best results. This tactic also works best on people that prefer to take things slower and build up more of a relationship on LinkedIn first.

LinkedIn conversational message templates:

“Hi [Name], I had a look at your profile and saw that you [mention something specific or ask a question to start a conversation].”

“Hi [Name], I’m always looking to help those I’m connected to. What kind of clients would be good referrals for you?”

“Hi [Name], how is business [or something else relevant] going right now?”

“Hi [Name], I speak to many in [industry] who have [problem]. How have you been trying to solve this?”

After starting a conversation with them, naturally direct the conversation to them watching a short video that goes through a big problem you can solve for them (if it makes sense to do so).

Strategy 2: Quick Direct Approach

This is where you get to the point quickly and send them a short and simple message talking about the problem you can help them with.

Then, you can ask them if they want to watch a short video that shows them how to do it.

Do NOT ask them to jump on a call first as this comes across as more salesy.

Ask them if they want to watch a free video first.

If they reply yes, then you can send them the video, but if they say no, then you can move on or follow up with them in a few months time (with either the same or different videos).

LinkedIn direct message template:

Hi [Name], thanks for connecting. I’ve just recorded a quick video on [title of video] and I thought it might be of interest. Would you like to check it out?

Strategy 3: Long Direct Message Approach

This is similar to the short direct approach since you get to the point quickly.

However, instead of sending them a very short message with the title of your video, you send them a longer message with the title and some additional information (such as some bullet point benefits) about what they will learn by watching the video.

Sending a longer message can show them additional reasons why this video will be helpful for them.

LinkedIn long direct message template:

Hi [Name], thanks for connecting. I’ve just recorded a quick video on [title of video] which shows you how to:

– Bullet point 1

– Bullet point 2

– Bullet point 3

Would you like to check it out?


[Your Name]

Which LinkedIn Messaging outreach strategy is best for you?

These are all strategies I’ve used and tested myself. I’ve found that some work better than others, mainly depending on the audience you’re targeting

For example:

  • When generating leads for financial advisors, insurance agents, wealth managers, etc I found that the quick and long direct approach worked better.
  • When generating leads for accounting firms I’ve found the conversational approach worked better.
  • When targeting marketing and digital agencies or consultants, I found the conversational approach worked better.
  • Have a think about which message would work best for your audience, then test it and see how it goes.

If it doesn’t work, you can always switch to another LinkedIn message conversational strategy. If it does work well, you can stick to that tactic and keep messaging everyone else in that audience the same way.

Best follow-up messages on LinkedIn

If a prospect does not respond to your first LinkedIn outreach attempt, you can either move on to the next person or follow up with them with additional LinkedIn messages.

If your target audience is fairly large (there are a lot of potential clients you can choose from), I’d say in most cases it’s better just to move on to the next person.

If, however, your target audience is small , then it will be better to follow up with them if they don’t respond to the first message.

What do you say in follow up LinkedIn messages?

It’s best to focus on providing value, rather than sell, in your LinkedIn follow up messages.

The best type of LinkedIn messages will provide value through educational content that answers questions your potential clients are asking.

For example, if you have a new blog post or YouTube video, you can share this video with LinkedIn connections that haven’t responded to your original request.

Example of LinkedIn follow up messages

Here are a few examples of LinkedIn follow up messages you could use:

The short and sweet LinkedIn follow up message:

Hi [First Name], I just recorded a new video on [title of video] that I thought you might be interested in checking out: [link to video] – what do you think?

The longer value LinkedIn follow up message:

Hi [First Name], I just recorded a new video on [title of video].

The video explains:

– Benefit 1

– Benefit 2

– Benefit 3

Here’s the link to check it out: [link to video]

I’d love to get your thoughts and feedback on the video. What do you think? And are there any other questions you’d like me to answer in a future video?


– [Your name]


How do you create a LinkedIn Video Sales Letter?

If you would like to learn how to:

1. Create this video sales letter (VSL) with a real-life example (and get appointments automatically in your Calendar)
2. Generate more leads on LinkedIn with the best LinkedIn outreach strategy (and automate 80% of the work)
3. Scale up from LinkedIn lead gen to Facebook ads (using a unique Facebook Ads lead gen strategy you haven’t seen before)

Then click here to watch my free masterclass training where i explain how to do all this and more.

How often should you send follow up messages on LinkedIn?

If a lead watches the video but doesn’t yet convert, it’s important to follow up with leads until they convert into sales.

You can follow up with them by sending an additional LinkedIn message or even an email with helpful educational content.

However, it’s best not to send too many follow up messages on LinkedIn very often, otherwise you could annoy your LinkedIn connections.

I’d recommend following up with LinkedIn connections no more than once a month for best results.

Is it better to send LinkedIn follow up messages manually or automatically?

Most business owners have found it’s a lot more effective to send LinkedIn messages automatically using LinkedIn automation tools.

Do you need a LinkedIn sales navigator account to send messages?

You only need a LinkedIn premium sales navigator account if you want to send Linkedin InMail messages. Otherwise, you only need the free LinkedIn basic account.

However, you do need a LinkedIn Sales Navigator account if you want to have access to more search filters to generate more leads on LinkedIn.

See also: How to get a LinkedIn Premium Sales Navigator Discount

Do you need to optimize your LinkedIn profile?

Yes, a well-optimized LinkedIn heading, summary section and LinkedIn recommendations is preferred if you want more people to accept your LinkedIn connection.

In fact, if your LinkedIn profile is really well optimized, you can get people reaching out to work with you BEFORE you even send them a LinkedIn message.

How do you get sales appointments with LinkedIn messages?

To get sales appointments with LinkedIn, it’s best to start by providing LinkedIn connections with free educational first. Then if they like what the free educational content, they can reach out to you to learn more and schedule a sales call.

See this video to learn more about how this strategy works:

To learn more about how you can generate leads, appointments and clients each month then click here to watch a free training I’ve recorded that goes through how it all works in more detail.

Do long or short LinkedIn InMail messages work best?

The length of your LinkedIn InMail message depends on your target audience. However, in most of our tests, we’ve found a short to-the-point LinkedIn message to convert best.

The main thing that will get a LinkedIn message to convert well is whether you solve a big painful problem for your target audience.

The bigger the problem you solve for potential clients, the more likely your LinkedIn message will convert well.

Is joining LinkedIn groups a good way to get leads?

Joining LinkedIn groups can be a good way to generate LinkedIn leads, if you have the right strategy.

What is the best LinkedIn lead generation strategy?

The best LinkedIn lead generation strategy involves sending LinkedIn contacts a direct message where you ASK if they want to watch a free educational video that solves a problem they have.

This LinkedIn strategy works much better than pitching your services or asking people if they want to have a call with you in your LinkedIn message.

It also comes across as less salesly and you’re more likely to get a positive response.