There’s no magic to social selling through InMail. It’s not luck, either. Success on LinkedIn comes down to science, discipline, and hard work. But if you’re trying to prospect on LinkedIn without a plan, it’s going to feel like magic is the only thing that will get you a meeting.
You know your product is incredible. You know you can solve your prospect’s problems; you just can’t seem to get their attention. You’ve sent out the same message to countless leads and have an entire folder of ignored messages in your outbox. Your InMail campaign is flopping, but you can’t figure out why.
The answer is simple: You’re not a salesperson; you’re a spammer. You’re making the same mistakes as 99% of your competition, and your prospects are tired of being pitched.
Fortunately, there’s a better way. In my new book, The LinkedIn Edge, I show you how to earn attention, get meetings on the calendar, and fill your pipeline by playing the LinkedIn game the right way.
Four InMail Mistakes You’re Making Right Now
1. You’re Sending a Salesy, Vague Pitch
It’s tempting to treat an InMail like a quick, catch-all sales pitch.
The problem is, your prospect sees right through it. They know it’s a sales tactic, not a genuine attempt at connection.
They’re used to seeing hyped-up, jargon-filled messages that sound like they’ve been copied directly from a marketing brochure and sent to hundreds of other people. Your prospect is going to delete you because your InMail has no soul. It’s high-pressure, low value, and it’s vague.
Your prospect has no idea what’s in it for them. You’re speaking a foreign language they don’t have time to learn. If you don’t get straight to the point, you’re not going to get a response.
2. You’re Acting Like a Robot
The most baffling InMail mistake is the one that is easiest to fix: zero personalization.
LinkedIn is a treasure trove of information about your prospects, but most salespeople don’t bother to do even 30 seconds of research before firing off a message. You can’t claim you want a “real” connection when you spell a potential client’s name wrong, don’t mention a thing about their company, or fail to zero in on a life detail you could have easily verified on their profile.
With AI-generated content everywhere, the human touch is more valuable than ever. When you fail to show your prospect that you see them as a human being with unique problems and a unique story, you lose their trust and your credibility.
3. You’re Sending a Product Dump
No one cares about your product features.
They don’t care about your new software’s slick interface or your services team’s “unparalleled” expertise.
Your prospect is not thinking about your product. They are thinking about their problems. They are focused on their goals, their challenges, and the pain they are experiencing right now.
When you send a feature-focused InMail, you are showing your prospect that you’re only interested in your own agenda. You’re saying, “I don’t care about you or your struggles; I just want to sell you something.” This approach is a quick way to get your InMail deleted. You’ll be ignored, and your InMail credits will vanish.
4. Your Messages are Too Long
You are a salesperson, not a novelist. Your InMail messages should be short and sweet. The modern buyer is busy and has a short attention span. When your message is a long wall of text, your prospect’s eyes will glaze over. They won’t read it; they will delete it.
It’s a surefire way to have your InMail ignored and lose your prospect’s attention for good.
You have less than three seconds to grab your prospect’s attention. Make every word count.
How to Do It Right
If you’ve made these mistakes, the good news is that you can turn it around. As The LinkedIn Edge points out: Good behavior on LinkedIn is rewarded. In fact, if your InMail gets a response, LinkedIn will give you your credit back. That’s a strong incentive to prospect the right way.
Here are three ways to stop making mistakes and start winning with your InMail.
- Create a Compelling Subject Line & Hook: You only have a few seconds to get your prospect’s attention. Your subject line must compel them to open the message. Ask yourself: “If I were them, would I want to read more?” Then, your opening sentence must entice them to keep reading. Start with something that resonates with your prospect’s world—a recent company announcement, an industry trend, or even a shared connection.
- Demonstrate Empathy and Relate to Them: People make decisions based on emotions. Your InMail will stand out from the other generic spam if you connect with your prospect emotionally. Show that you get them—that you understand their struggles and issues. To do this, research your prospect’s recent activity on LinkedIn, find a recent post or article that resonates with their struggles, and open with a sentence that references their specific situation.
- Connect Their Problem to Your Solution: Your prospect will only give you their time if you answer their most pressing question: “What’s in it for me?” You must connect the dots between their unique challenges and the solution you offer. The best way to do this is by taking the time to do some basic research. “You’ve got to dig into LinkedIn, read their posts, scan their company page, and use this information—and the benefits of your product—as a foundation to build your message.”
The Bottom Line
LinkedIn InMail is far from obsolete. It’s a powerful tool for any salesperson willing to do the work. You can continue to fire off lazy, generic messages that get you deleted and ignored, or commit to a more professional, human-centered approach that actually fills your pipeline.
Your prospects are not numbers on a spreadsheet. They want to be understood, not sold. When you take the time to respect their inbox, you earn the right to their attention.
Stop hoping your InMails will get a response.
Make your messages impossible to ignore.
If you need more guidance on LinkedIn InMail mastery, get my brand-new book The LinkedIn Edge. It’s the definitive guide to combining LinkedIn, AI, and proven outbound strategies to sell more, win more, and earn more.
