I recently received a cold dm on LinkedIn from Peter.
Peter’s dm broke so many cold messaging rules, I had to write about it. There’s no sense in putting in the effort to cold message someone, if you are going to be lazy with the outreach.
Here is the message, with some intedifiying details taken out
“Hi Ash,
I’m Peter and I am part of [REDACTED] . As the [REDACTED], we work with captains of industry and your profile piqued my interest.
The market outlook across Asia Pacific for formalised advisory boards has never been more positive and our signature [REDACTED] Executive Program is designed to empower you to chair best practice advisory boards.
If you would like to join fellow board professionals striving for excellence in 2024, I would love to schedule a 1:1 discovery call with you to share more about advisory board certification.
I look forward to talking with you, Ash.
Kind regards,
Peter”
You might read that and think, ok, its not horrible, why are you complaining? In the world of cold dms “ok” is not good enough, “ok” doesn’t open doors. But if you take the time to master the art of the cold message you will find it is akin to discovering a secret handshake. It’s the key that can unlock doors to invaluable connections and opportunities. Let’s unravel this message piece by piece to uncover where it stumbled and how you can sidestep these common blunders.
The Art of Personalisation: While Peter’s message initially appeared tailored, addressing me by name, it soon lapsed into a one-size-fits-all approach. True personalisation digs deeper, showcasing an understanding of the recipient’s experiences and passions. Peter’s oversight? He didn’t illustrate why I, in particular, was his chosen contact, leaving the message feeling somewhat hollow and impersonal.
Assumptions Can Lead Astray: Presuming interest without any groundwork is a misstep in the realm of cold messaging. Peter hinted that my profile caught his eye, yet offered no specifics to support this claim. This lack of substantiation rendered the message insincere, resembling more of a mass-produced script than a genuine outreach.
Relevance is Key: The golden rule of cold messaging is alignment with the recipient’s interests and aspirations. Peter’s message lacked any sign of how the Certified Chair™ Executive Program aligned with my professional journey or ambitions. The absence of this critical connection meant the message failed to strike a chord with me, forfeiting a chance to showcase its potential value.
Beware the Generic Pitch: Peter’s approach was a broad-stroke pitch for the [REDACTED] Executive Program, missing the mark on addressing my unique needs and objectives. A standout cold message should be a tailored solution, resonating with the recipient’s individual scenario. Peter’s oversight was a missed opportunity for a meaningful engagement.
Timing the Call to Action: Peter wrapped up with an immediate plea for a discovery call. While a call to action is crucial, it should be built on a foundation of a well-articulated value proposition. In this instance, the premature call to action felt out of place and overly assertive, detracting from the message’s overall impact.
In essence, crafting a compelling cold message is a delicate blend of personalisation, relevance, and a clear demonstration of value. By steering clear of these common pitfalls and investing time to understand the recipient’s background and aspirations, you stand a much better chance of your message resonating and fostering a fruitful connection.
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