When it comes to generating leads on LinkedIn, many business owners are posting content every day, recording live videos, joining relevant groups and so on. But this only contributes to about 20% of the leads generated on LinkedIn.

So, where does 80% of the leads generated on LinkedIn come from? It comes from doing ONE thing: LinkedIn Direct Messaging.

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

In this article, I’ll show you how to win more leads and clients with 3 different types of LinkedIn DM outreach messages you can test.

Before you start sending out any LinkedIn outreach messages though, it’s important you have the right strategy. To learn the exact strategy we use to generate predictable leads and appointments every month then click here.

In order to get a prospect on LinkedIn interested in working with you, the question remains ‘What do you actually say?’

Best LinkedIn Direct Messaging Strategy

Warning: Before sending LinkedIn Direct Messages (DMs), I don’t suggest what the majority on LinkedIn do, which is just jumping into a sales pitch or talking about yourself or your services.

It leads to people getting annoyed and ignoring your messages.

It provides them with NO value.

And it does not build up a relationship with potential clients.

So what do you do instead?

Provide value FIRST.

To get them to want to build up a relationship with you, ask if they want to watch a short video (Value Video, Video Sales Letter, etc) about how you can help them and let them consume free content FIRST.

But how do you actually approach them in a way that gets them interested in watching that video so they can book an appointment with you and take that next step?

There’s 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.

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. Real-life Examples:

“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?” [This one usually works particularly well]

“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?” [This one usually works particularly well]

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 a different video).

Real-life Example:

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 consuming the video.

Sending a longer message builds up more value that they’ll be getting from watching the video.

Real-life Example:

“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.

Although this strategy has talked about how to use LinkedIn direct messages to generate leads, it doesn’t go through how to create a video designed to specifically get sales appointments. If you’d like to learn how to do this (step by step) then click here to watch a free training I’ve recorded that goes through how it all works in more detail.