Why direct messages don't have to be salesy

There's a common feeling on LinkedIn that all direct messages are salesy. I get it. 

I've received pitch slaps many times and find them irritating. 

I'm talking about messages that look like this: 

"Hi there, are you looking for a graphic designer? Whether you need a flyer, website or business card, I'm here to help. Check out my website today: [insert website]. Keep me in mind."

Let's break down why this message sucks: 

1. There's no customization and it could be copied and pasted a thousand times. 

2. It's not clear why this service is relevant for me. 

3. The service provider's expertise is general and therefore not memorable. 

4. The call to action is dull and uninspiring. 

It's frustrating to receive this message, and leaves you as a business owner feeling irritated and completely uninterested in working with the person who is pitching.

When we're surrounded by messages like this, it's easy to understand why so many business owners think of direct messages as being salesy. 

It's because so many direct messages are salesy!

I can assure you. There is a better way. 

In fact, my client Avital Black, a small business owner, used my direct messaging strategies to book 5 discovery calls just a few weeks ago. 

Her direct messages weren't previously getting responses, and she was ready to give up. 

Here's what she said: 

"I came up to Sara... to learn how to DM (direct message) right. I didn't want to come off as spammy or pushy, but for people who might enjoy my service, to know I'm here. Sara taught me how to approach new leads, interact with existing connections, approach interested potential connections, and start a conversation with each one. It's only been two weeks but I have already heard back from 10 interested people, booked 5 meetings, and am about to start working with three!"

As Avital exemplified, when done the right way, direct messaging conversations: 

• Get you discovery calls and clients

• Reach people who are already dealing with the problem you solve

• Lead with the intent to form relationships, not to sell (and even so, they STILL sell!) 

• Build long-lasting relationships, even if the potential client isn't ready to buy yet

• Get the potential client excited about your solution so they want more information

Best of all, they feel fun to do, because you have a reliable tool to generate demand for your services (and get money in your pocket). 

Some, like my client Jeremy Stern, even say this approach is life-changing!

Writing content on LinkedIn can bring occasional inbound messages, but it's not a reliable and scalable path to filling your client roster alone. 

Direct messages, on the other hand, are a reliable and scalable way to bring in the right type of clients. In fact, when you do DM outreach, you get to pick your clients! And once you figure them out, they're a tool you'll have in your back pocket for life. 

I teach small business owners how to use direct messages to find potential clients. We follow my three-step process: 

1. Identify your ideal client and referral partners and how to find them on LinkedIn 

2. Figure out how to read and create signals that tell you who's a good candidate for direct outreach 

3. Write compelling direct outreach messages that build relationships and result in sales

We don't rely on cold pitches. Instead, we build a relationship with your prospect over time. Only when the relationship is established do we make a pitch. And the pitch doesn't have to be for a call or to directly buy a service. In my program Leads on LinkedIn, I share 5 strategies for providing value through a pitch.

When you know how to direct message the right way, you can generate demand any time you open your phone or computer. Direct messaging also is the perfect complement to your existing posting cadence, as posting content generates signals (see step 2 above) that help us indicate who's interested in your work. 

(If you're already using direct messages but not getting replies, read this article where I explain exactly how to get more replies to the messages you send.)

Ready to learn how to use direct messaging to generate demand for your services? 

Getting leads on LinkedIn always starts with an optimized LinkedIn profile. In my service LinkedIn Profile Refresh, I review more than 30 sections of your profile to make sure it clearly communicates your expertise, showcases real results you’ve achieved, and guides potential clients toward the next step in working with you.

You'll fill out a questionnaire, which I'll then take to provide word-for-word copy changes. Then, you'll watch my short tutorial videos (1-3 minutes each) and implement the changes to your profile. No more staring at your profile wondering what’s missing—I’ll take care of it so you can start seeing real results from the work you're already putting into posting and messaging LinkedIn.

After we optimize your profile, you'll then join my monthly coaching program Leads on LinkedIn. You'll learn and implement strategies to generate leads for your business.

The program includes the following:

• Actionable curriculum: learn step by step how to identify leads, craft effective posts, and manage your direct message conversations

• Time-saving templates: instead of staring at a blank screen, start with inspiration for every direct message and post you write.

• Direct message feedback: get feedback leads on the messages you are sending on LinkedIn to improve your response rates and book calls

• Post critiques: get critiques on the posts you write to ensure your messaging is clear so you build trust with your ideal clients and referral partners .

• Ongoing email access: get personalized guidance any time a question arises so you keep making progress.

Instead of the uncomfortable, salesy outreach and posts you might be picturing, this program teaches you how to connect with potential clients and build genuine relationships.

I know that you don’t have hours to spend on LinkedIn. I’ll never suggest you post five times a week or spend your entire day online. Instead, you’ll focus on high-ROI activities that get results without overwhelming your schedule. You’ll learn specific, actionable strategies that streamline your lead generation process, so you can take control of your pipeline without cold messaging strangers.

Learn more and get started here.