So how does cold messaging work on a platform like LinkedIn? And how is it different from other sales touchpoints, such as a cold email
is quick-moving and fast-paced. People will look at it on the go through messages or posts. It's important to get the attention of those you're following and engaging with and those who follow you.
Since it's so quick-moving, the chance of getting any engagement is very low. With so much content out there, it's easy to understand why. 20 years ago, the average human attention span on one item was 12 seconds. Today? Eight seconds.
For a goldfish, it's nine!
So you want to be concise, clear, and have the correct engagement points in your messaging to draw notice.
Previously, we said that sending a cold message on LinkedIn is an effective way to make the people and businesses you are interested in aware of you.
But remember, much of the time, the person opening your message doesn't know you. They have no obligation to reply or even read what you've sent them. And you don't have control over how they react to your message.
So how should you go about it? What are some best practices to follow?
Make sure you've done everything you can on the part of the process you do control. This means ensuring you've spent the time giving your messaging the best opportunity to be read.
In this instance, the first thing to know is that many prefer the LinkedIn cold messages they receive to be short: 50 to 75 words
A good rule of thumb is to keep your message under 100 words
, but the 50-75 word count is the sweet spot.
Try eliminating as many commas as possible and keeping your sentences short and to the point. A long, drawn-out message will turn them off immediately.
Another important thing to remember about your cold message is it has to look the part.
What do we mean by that?
Make your message appealing to the eye.