Why direct messages don't have to be salesy

Have you ever been pitch slapped on LinkedIn?

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."

It's irritating when you open LinkedIn only to find a salesy, generic message from a complete stranger. It feels like more people than ever are sending these impersonal messages, and it's hard to believe they actually work.

When you receive these messages day in and day out, it's easy to forget what a good message looks like. I can assure you that there is a better way, and you can get good results without being salesy.

In this blog post, I'm going to cover:

• What makes a direct message "bad" vs. what makes it "good"

• How my client Avital used direct messages to book 5 sales calls

• What becomes possible when you learn to use direct messages

• Three steps to create a DM system that gets you results

• The next steps to take if you want to put this system to play

Most LinkedIn messages that are sent leave much to be desired.

I want to break down why the message I shared in the introduction to this blog post (directly above) doesn't get received well.

1. There's no customization. It could have been copied and pasted a thousand times, or generated by ChatGPT.

2. It's not clear why this service is relevant to the reader.

3. The service provider's expertise is general and forgettable. 

4. The call to action is uninspiring and not results-oriented. 

When you are 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!

My client Avital booked 5 discovery calls by sending direct messages.

My client Avital Black owns a Virtual Assistant agency. She used my direct messaging strategies to book 5 discovery calls.

Before working together, her direct messages weren't getting responses. She was ready to give up. 

Here's what she said: 

"I came 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, 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 experienced, direct messaging conversations: 

• Result in discovery calls and clients

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

• 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

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

Best of all, they are fun to send because you know 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!

When you learn to use direct messages, the possibilities are endless.

Writing content on LinkedIn can occasionally attract inbound leads, but it's not a reliable or scalable path to filling your client roster. Direct messages, on the other hand, are a reliable and scalable way to bring in the right type of clients.

When you do DM outreach, you get to pick your clients! And once you master them, 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 simple 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. In my coaching program Leads on LinkedIn, I provide on-demand feedback for my clients' direct messages so they can always feel confident and improve their direct messaging skills and results.

When you know how to direct message the right way, you can generate demand any time you open your phone or computer. Direct messaging is also 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 sending direct messages on LinkedIn but not getting replies, read this article where I explain exactly how to get more replies to the messages you send.)

Are you ready to learn how to use direct messaging to generate demand for your services? 

You can send direct messages that get replies and lead to signed clients. Here's how I can help you with that:

Step 1: When I start working with a small business owner, we always start with a Profile Optimization so that you clearly explain your credibility, who you serve, how you serve them, and what action the profile viewer should take.

This process takes about three weeks from start to finish, and provides you a profile that captures the attention of your ideal clients and gets them to take action.

Step 2: Once your profile is optimized, we then create your LinkedIn strategy so you can get visible to the right audience and attract more interest in your offerings through my coaching program Leads on LinkedIn.

This program takes two months. We focus on two main skills - LinkedIn posting and direct messaging. These skills bring the right clients into your orbit so you can consistently grow your business without relying on time-consuming strategies like video and expensive strategies like ads. 

Within just a month, you'll have identified and contacted 30 prospects for your business. You'll have the skills and systems to do it again whenever you want an influx of leads. And, this rinse-and-repeat process gets more effective every time you do it!

Step 3: After, we create a habit of LinkedIn marketing through my coaching program so that you can count on ongoing leads for your business. We integrate LinkedIn with your other marketing strategies (e.g. email and in-person networking) to prevent duplicate work and create a marketing ecosystem that gets you leads and clients.

Learn more and get started here.