10 rules for LinkedIn direct message copywriting

Here are ten golden rules for effective LinkedIn copywriting to turn new connections into valuable conversations, appointments, and demos:

1. Be Conversational, Not Salesy

Rule: Approach with a friendly tone that invites engagement, rather than sounding like a salesperson.

• Example: “Hi [Name], I came across your profile and thought I’d reach out. I love connecting with fellow [industry professionals] and exchanging ideas on [specific topic]. Let’s connect!”

2. Focus on Building Trust First

Rule: Offer value without asking for anything in return to build rapport and trust.

• Example: “Hi [Name], I recently created a guide on [topic relevant to them]. Happy to send it over if you think it would be helpful. Either way, looking forward to connecting!”

3. Personalize Your Approach

Rule: Show you’ve done your homework by referencing something unique to their work experience, industry news, shared mutual interests and/or mutual connections.

• Example: “Hi [Name], I saw your recent post on [topic] and couldn’t agree more. It’s rare to see such an insightful take on [industry issue]. I’d love to connect and hear more about your perspective!”

4. Start with a Value-Driven Opener

Rule: Lead with a value statement that shows you understand their needs and are there to help.

• Example: “Hi [Name], I help professionals in [their industry] streamline [specific problem area]. If you’re interested, I’d love to share a few strategies that have worked well for others in your space.”

5. Use Open-Ended Questions

Rule: Ask thoughtful, open-ended questions that invite discussion.

• Example: “Hi [Name], what exciting projects are you working on right now and who’s a good connection for you? I’d love to be a valuable connection in your network!”

6. Keep It Short and Concise

Rule: Use clear, punchy language and keep your message brief to respect their time.

• Example: “Hi [Name], I noticed you’re involved in [specific industry]. I’m helping professionals ike you [achieve a specific result]. Open to learning more?”

7. Highlight Social Proof or Credibility

Rule: Subtly mention a relevant success story, accomplishment, or shared connection to build credibility.

• Example: “Hi [Name], I help [type of clients] achieve [specific result]. Recently, we worked with [notable client] and helped them [achieve specific outcome]. I thought we might have some common goals!”

8. Provide a Clear Next Step

Rule: Guide them toward the next step with a simple, low-commitment call to action.

• Example: “Hi [Name], if you’re open to it, I’d love to set up a quick 10-minute chat to share some insights on [relevant topic]. Would next week work?”

9. Follow Up Thoughtfully

Rule: Send a gentle, value-adding follow-up if they don’t respond initially.

• Example: “Hi [Name], just wanted to follow up. I recently read an article on [relevant topic] that reminded me of our potential conversation. Happy to send it over if you’d like!”

10. Optimize Your Profile for Credibility

Rule: Ensure your profile supports your messaging, with a strong headline, professional photo, and a summary that shows your value.

• Example: Update your headline to: “Helping [specific industry] professionals achieve [specific benefit] through [your expertise area].” This makes it clear what you offer to new connections at a glance.