The 7 fatal mistakes people make with their LinkedIn outreach messages (and what to do instead)

This article was first shared on https://millennialminds.sg

Have you procrastinated at the one thing that you know you must do? Despite knowing how important it is, sometimes we stumble when it comes to doing certain activities because there is an inherent fear around it. For me, that activity has been the act of DM’ing people. To me, it’s as scary as door knocking one by one in person. Messaging others, however, doesn’t have to be so scary. I learnt this the hard way, after avoiding it for many years.

If you’re an entrepreneur, solopreneur, salesperson, or in business development, learning how to reach out to people through digital platforms is a skill that will bring multiple returns. When it comes to outreach, many professionals fall into the same traps, unknowingly sabotaging their efforts. In this article, we’ll explore the seven most common mistakes made in LinkedIn outreach and, more importantly, what to do instead to ensure your messages hit the mark.

How do you know you’re missing the mark? Well for one, people ignore your messages even though they have read them. That’s when you know that your message failed to elicit a response from your prospect. Let’s look at what mistakes you have to avoid in order for your target audience to respond positively.

1. Being Too Generic

Mistake:

Many professionals make the error of sending out mass messages that lack any real personalisation. These generic messages feel more like spam than genuine attempts to connect. When a recipient senses that your message could have been sent to hundreds of others, they’re far less likely to engage with you. It’s lazy to simply copy-paste and change just the name.

Why This Hurts:

A generic message does nothing to differentiate you from the countless others vying for the same person’s attention. It’s easy to ignore because it doesn’t speak to the individual’s specific interests or needs.

What to Do Instead:

Take the time to personalise your messages. Start by reviewing the recipient’s profile. Mention something specific about their work, recent posts, or shared connections. For example, if they recently posted about a conference they attended, reference that. This small touch shows that you’re genuinely interested in them as a person, not just a potential lead.

Example:

Hi [Name],

I saw your post about the [Conference Name] last week and was really impressed by your insights on [specific topic]. I’d love to connect and discuss how we might collaborate in the future.

2. Leading with a Sales Pitch

Mistake:

Another common mistake is jumping straight into a sales pitch. Nobody likes being sold to, especially by someone they’ve never met before. When you lead with a pitch, you immediately put the recipient on the defensive.

Why This Hurts:

Approaching someone with a sales pitch right off the bat can feel intrusive and off-putting. It doesn’t build trust or rapport; it makes the conversation transactional, which is not the goal of LinkedIn networking. Just look at your own inbox. How many individuals have you ignored when they straight up sent you a sales pitch upon connecting? Remember, if the offer isn’t relevant to the individual, they’re not going to respond to you.

What to Do Instead:

People always remember how you make them feel, and making them feel “put off” is the last thing you want for your business. Focus on building a relationship first. Start with a compliment, a question, or an offer of help. Show that you’re interested in adding value rather than just closing a deal. Engage in a genuine conversation before ever mentioning your services or products.

Example:

Hi [Name],

*I’ve been following your work in [industry] for a while, and I really appreciate your approach to [specific aspect].

I’d love to hear more about what you’re working on currently and see if there’s any way I could support your efforts.*

3. Writing a Wall of Text

Mistake:

We’ve all received those LinkedIn messages that are as long as a novel. While it might feel like you’re covering all your bases, these long messages can overwhelm the recipient and reduce the likelihood of getting a response. It also shows you didn’t bother to consider their experience when you failed to format your message.

Why This Hurts:

In today’s fast-paced world, people have limited time and attention. A long message can feel like a burden to read, leading to it being ignored altogether. With lowered attention spans, it is important for you to say the most important things in the least number of words possible. Be concise.

What to Do Instead:

Keep your messages short and to the point. Aim for a few sentences that clearly communicate who you are, why you’re reaching out, and what you’re hoping to achieve. Make it easy for the recipient to understand your message at a glance. The key points should be “skimmable”.

Example:

Hi [Name],

I noticed your expertise in [industry/field] and would love to connect. I believe we might have some common interests that could lead to valuable discussions. Are you open to a quick chat sometime next week?

4. Focusing on Yourself

Mistake:

Some people make the mistake of talking only about themselves in their outreach messages. While it’s important to introduce yourself, focusing solely on your own achievements and offerings can come across as self-centered and tone-deaf. I used to do this initially, thinking that I should showcase my credibility before I talked about my offer, but I didn’t know any better then.

Why This Hurts:

Networking is a two-way street. When you focus entirely on yourself, you miss the opportunity to engage the other person and show that you’re interested in their needs and challenges. While credibility is important, the first thing to do to get the attention of the individual is to talk about the very things that interest them. They are only interested in your credibility AFTER they are interested in what you have to offer. The credibility check comes second.

What to Do Instead:

Shift the focus to the recipient. Consider how you can provide value to them and tailor your message accordingly. Ask questions about their line of work and express interest in their expertise. This approach not only makes your message more engaging but also opens the door to a meaningful conversation.

Example:

*Hi [Name],

Your recent work on [specific project or topic] really caught my eye. I’m particularly interested in how you’ve tackled [challenge they faced]. Would you be open to sharing your insights?I’d love to learn more and see if there’s any way I can support your efforts.*

5. Not Following Up

Mistake:

One of the most common mistakes is sending a single message and then giving up if you don’t get a response. Many professionals assume that a lack of response means a lack of interest, but that’s not always the case. Some people are busy. Some don’t check LinkedIn that often. Sometimes, they see your message when they’re in the middle of something and forget to respond. So it always helps to follow up. The fortune is in the follow up.

Why This Hurts:

People are busy, and it’s easy for messages to get lost in the shuffle. By not following up, you might be missing out on valuable opportunities to connect with someone who simply didn’t see your first message.

What to Do Instead:

If you don’t receive a response, don’t be afraid to follow up. Wait a week or two and then send a polite, brief reminder. This demonstrates persistence and interest without coming across as pushy. However, it’s important to strike a balance—too many follow-ups can be off-putting. You should know the difference between sincere follow up and blatant hounding the person for a response.

Example:

*Hi [Name],

I wanted to check in on my previous message. I know things can get busy, but I’m still interested in connecting when you have a moment. Would love to hear your thoughts on [topic of interest].*

6. Your LinkedIn Profile sucks

Mistake:

If your LinkedIn profile isn’t up to par, it doesn’t matter how great your outreach message is—it won’t resonate. A poorly crafted profile can include anything from a lack of a professional photo to an incomplete summary, missing skills, or irrelevant experiences.

Why This Hurts:

Your LinkedIn profile is essentially your online business card. If it doesn’t present you in the best light, people will question your credibility and professionalism. They may even choose not to respond to your outreach simply because your profile doesn’t inspire confidence. Simple setting issues that prevent 2nd connections to see your profile picture can lead them to think you’re a scammer.

What to Do Instead:

Before you start sending out messages, make sure your profile is polished. Use a professional photo, write a compelling summary that highlights your unique value, and ensure your experience and skills are up-to-date. A strong profile will make your outreach more effective because it reinforces the value you’re offering. Most importantly, make sure your settings are set up in a way they work for you and not against you. Update your Linkedin profile by reading this article

Example:

Ensure your LinkedIn headline and summary are clear and compelling. For example, “Helping SaaS companies scale their sales teams” is much more effective than “Sales Professional at XYZ Company.”

7. You're Too Timid or Apologetic

Mistake:

Some professionals approach LinkedIn outreach with a timid or apologetic tone. They downplay their own value or apologise for the interruption, which can undermine their credibility and make them appear unsure of themselves.

Why This Hurts:

When you come across as timid or apologetic, it can signal a lack of confidence in your own value. People are less likely to engage with someone who seems unsure of their own worth. You have to believe in your product or service as the best thing that’s out there for the client. Otherwise, your insecurity will seep through your messaging.

What to Do Instead:

Be confident in your outreach. You have something valuable to offer, and your message should reflect that. Instead of apologising, focus on the potential mutual benefits of the connection. Assertive, positive language will help you come across as a professional worth engaging with.

Example:

Instead of saying, "I’m sorry to bother you, but I thought I’d reach out," say, "I noticed your work in [specific area], and I believe we could create something valuable together. I’d love to discuss how we can collaborate."

LinkedIn is a professional platform. It’s the place that’s meant for businesses to interact and get deals done. So one of the important activities you need to master as a business owner is the art and science of messaging people without coming off like a creep (that’s for another article). It also means if your offer isn’t right for someone today, you have to be able to stomach the rejections that come along with the outreach. The rejection isn’t is a rejection of you, but rather, the offer you have shared with others.

Creating effective LinkedIn outreach messages doesn’t have to be complicated, but it does require thoughtfulness and a genuine interest in the person you’re contacting. By avoiding these common mistakes and focusing on building real connections, you can dramatically increase your chances of forming valuable professional relationships. If you would like someone to manage this for you, feel free to drop me a DM and my team will get in touch.