Creating Link Outreach Pitches That Convert





Blog Date

June 5, 2024


UK, Manchester

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Creating Link Outreach Pitches That Convert

Creating Link Outreach Pitches That Convert

A Lesson From the LinkedIn DM Trenches

I have to admit, I’ve been a bit obsessed with cracking the LinkedIn outreach code over the past couple of years. LinkedIn, in my opinion, is the single best place to find customers – especially in the B2B world.

We all know how to connect with people on the platform, but when it comes to actually selling through LinkedIn, it can feel like stumbling through a minefield. I’m constantly mulling over how to have a strong presence without being pushy, how to influence without irritating. In other words, how do I not piss this person off when I slide into their DMs?

After all, LinkedIn might be a goldmine, but my reputation is also on the line. And that’s not something I’m willing to risk.

This is the story of how I discovered a LinkedIn outreach strategy that not only avoided pissing people off, but actually got them excited to hear from me. And it all started when the world went to hell in March 2020.

Finding Opportunity in Crisis

When the COVID-19 pandemic hit and the world went into lockdown, I – like so many others – found myself asking, “Well crap, what do I do now for lead gen? Cold calling and cold emailing feels insensitive.”

But I also couldn’t just pause everything. I had to find a way to keep the leads flowing. That’s when I turned to my existing LinkedIn network – the people who had already engaged with me in some way.

You see, I’ve experimented with pretty much every LinkedIn outreach tactic under the sun. I’ve done the automated messaging thing, the “connect and pitch” approach, the personalized video onslaught. Heck, I’ve even tried just sitting back and focusing solely on posting content.

I’ve had some success with these methods, but I’ve also had plenty of failures. And as the world was turned upside down, I knew I needed to rethink my approach.

The Lightbulb Moment

That’s when one of my advisors said something that really clicked: “Why don’t you focus on your existing connections?”

My initial reaction was, “Well if they were interested, they would have responded to my original outreach, right?” But then he said, “Not necessarily. Maybe the timing was off. And a lot has changed. Why don’t you try a nurture campaign?”

It made sense. I was already talking to people who had shown some level of interest in what I had to offer. And with the world in the grips of a global pandemic, their priorities and pain points had likely shifted.

So on March 18th, 2020 – just 10 days after the NBA suspended its season and 9 days after the WHO declared COVID-19 a pandemic – I launched a simple one-message nurture campaign to about 80 of my first-degree LinkedIn connections per day.

The Message That Got a 4% Response Rate

Here’s what the message said:

Hey [First Name], checking in – crazy times for us all. My existing customers have asked for my help augmenting their messaging to avoid a sales freeze. Working with them on that now. Thought it might be something you’re trying to figure out as well. Worth your time to discuss?

That’s it. No fancy bells and whistles, no aggressive sales pitches. Just a simple, straightforward message acknowledging the situation and offering to help.

And the response was incredible. I got 70 responses – a 4% reply rate! Now, not all of those were “yes” responses, but people weren’t getting pissed off either. In fact, many of them were grateful for the outreach.

Deconstructing the Winning Formula

So why did this message work so well? A few key reasons:

  1. Empathy: The opening line acknowledges the crazy circumstances we were all facing. This showed that I understood what they were going through.

  2. Relevance: By mentioning that my existing customers were asking for help with their messaging, I demonstrated that I understood their current pain point.

  3. Helpful Offer: I made it clear that I was willing to jump on a call to discuss how I could help them with this challenge. This provided value without being pushy.

  4. Clear CTA: I asked a direct question about whether they’d be interested in discussing it further, giving them a clear next step.

It was simple, relevant, and empathetic – not just another generic sales pitch. And that made all the difference.

The Bigger Lesson

The beauty of this strategy is that it’s not just applicable during a global pandemic. At any given time, your company’s existing customers are grappling with something that your team can help them with. And you likely have a pool of existing leads and connections that you could be nurturing.

You don’t even need fancy LinkedIn automation software to execute this. Just create a list of potential prospects in Sales Navigator, lower the volume of outreach, and copy-paste the same message to each person. Easy peasy.

The key is being attuned to your customers’ current pain points and providing genuine value, rather than just trying to make a sale. Do that, and you’ll be well on your way to creating link outreach pitches that actually convert.

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Source: LinkedIn Pulse article

Source: The Freelance Writer’s Guide

Source: Semrush Blog

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