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.

I can assure you that there is a better way to send direct messages, and you can get good results without sending tasteless messages like this one.

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 direct messaging system that gets you results

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

Most LinkedIn messages leave much to be desired.

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

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 generic and forgettable. 

4. The call to action is uninspiring.

5. There is no understanding of what results the reader could get through this service.

When you are surrounded by messages like this, it's easy to see why so many business owners think direct messages are 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 five 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 direct message right. I didn't want to come off as spammy or pushy. 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 in just two weeks of implementing my strategies, 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, you can generate demand anytime you choose.

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 direct outreach on LinkedIn, 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 consultants 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. 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 effectively, you can generate demand whenever you open your phone or computer. One of my favorite places to generate demand for my own business is when I'm in the waiting room for an appointment. Since I have a clear follow-up list, I just pull out my phone and know exactly who to message.

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 use direct messaging to generate demand for your services? 

The last thing I want to leave you with is an invitation to join my program, and the steps needed to develop a practical, repeatable LinkedIn system that gets you results, just like Avital did.

Step 1: When I start working with a consultant, we always start with a done-for-you LinkedIn 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 under a month 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, which I've described in detail in this blog post.

This coaching 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. 

In the first 30 days of the program, 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!

Learn more and start getting leads on LinkedIn here.