If you’ve been on LinkedIn for any length of time you’ve probably been the target of cold messaging tactics. Cold messaging is when someone you don’t know direct messages you to pitch their offer. While you probably didn’t like it, you might be wondering, ‘If so many people do it, maybe I should be doing it too? Is it true that cold messaging doesn’t work?”
There are coaches and courses that teach cold messaging (I’m not one of them!). And, in some cases, it can work. So if you’re comfortable with the idea, you could give it a go. But, most people I’ve spoken to say they hate receiving these kinds of messages. And, of course, it doesn’t make them want to buy.
Why cold messaging doesn’t work
You might guess some of the reasons simply because they’re how you feel when you’re on the receiving end of cold messaging. But some of them are interesting because they help show you what to do instead.
It’s time-consuming and (probably) ineffective
Unless you’re using a bot, sending a large number of cold messages can be time-consuming as you have to cut and paste each time. Many recipients don’t respond, and even probably delete your message without reading it. So this is is a huge waste of your time and energy.
What’s worse is that getting so few responses will be demotivating. And that could put you off carrying out other, more effective strategies for gaining clients.
It creates a negative first impression
One reason cold messaging doesn’t work is that it can come across as pushy or insincere, as well as unprofessional. Some people have coined the term ‘pitch-slapping’ which gives you an idea how aggressive it can seem.
So, rather than being a good way of letting people know early on what you offer, cold messaging risks actually deterring potential clients permanently and damaging your reputation.
It’s unlikely to lead to sales
If you’re sending the kind of cold message that makes an instant offer, the chances are low that someone who doesn’t know you will decide to buy there and then. This is even less likely to work if you’re cutting and pasting the same message and you haven’t researched the person and targeted the message accordingly.
You might break platform rules
Many social media platforms, including LinkedIn, have guidelines and policies against spam and unsolicited messages. So not only will cold messaging not work, it might even get your account restricted or banned.
Cold messaging doesn’t violate official or legal privacy or data protection rules. But people may still feel that being messaged by someone they don’t know invades their privacy. They might block or report you, although it’s unlikely LinkedIn will ban you for sending a perfectly polite message. It almost goes without saying that this is the last impression you want potential clients to have!
A better alternative to cold messaging
A good way of thinking about the way you approach new connections on LinkedIn is to ask yourself, ‘Would I say this in real life?’ In real life, unless someone asks what you do, you’re unlikely to lead a conversation with it. You’re even less likely to attempt to make a sale (outside of some very specific contexts like networking events. And, even then, it would probably arise out of a back and forth conversation.)
Start genuine conversations
An advantage of LinkedIn over other social media platforms is that you can usually see quite a lot of information about your connections’ professional lives. That is all information they’ve voluntarily made accessible to contacts. It will almost certainly include previous workplaces – and, therefore, countries they’ve lived in – and their areas of expertise and interest.
So, rather than cold messaging in a sales-y way, reach out and start a conversation about something you’ve seen in their profile. Maybe you’ve even got something in common which is always a great place to start a genuine conversation from.
Comment and interact first
If you still feel a bit uncomfortable directly messaging them, stick to commenting on their posts for a while – if they’re the kind of person who posts as the majority of LinkedIn users rarely do. If they comment on one of your posts, it’s even more OK to get in touch and start talking.
Think for the long-term
Building relationships online is a long game so you don’t need to tell someone about your offer straightaway. Instead, you’re looking to get to know them and for them to get to know, like and trust you. Over time they will see what you offer anyway and maybe they’ll be the one messaging you to ask for your services.
The good news is that there are so many reasons cold messaging might not work that there’s no need to try it yourself if it’s not for you. Instead, have a go at one of the more customer-friendly suggestions and see how you get on.