5 Copywriting Tips to Better Help You Master Messaging On LinkedIn


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More than one in four adults in the U.S. use LinkedIn regularly, and millions of messages are sent between users every day. From these conversations, everything is planned, from business collaborations to technology demonstrations. There are many possibilities on the platform, it’s just a matter of who you know and what you have to say.

Growing a solid base of LinkedIn connections is a valuable tool in itself, but once you have them, you need to take more action to really reap the benefits of the platform. You need to get in touch effectively and there is more to it than just a standard social media greeting.

Early stumbling blocks on LinkedIn posts can lead to a lukewarm or no response. It’s worth taking the time to fine-tune your writing style so that you can make an impression that not only lasts, but leads to meaningful action with your connections.

1. Set your time hook

Whether it’s a sales pitch or a simple disclosure, any message should contain some sort of hook to get attention. Doing it right outside the door is a must. If you fail to capture and maintain the attention of a contact early, what you plan to do is irrelevant.

Like the trailer for a must-see movie, you need to arouse a little curiosity in your audience. Open-ended questions that speak to a specific need, or insightful commentary on a recent trend or equally good statistical work.

These are proven methods of setting a hook, pick one, and play with the form until you feel ready for action. Once you have some hook strategies in mind, you can move forward safely and justify the conversation.

2. Introduce yourself (and add real value)

Once you’ve got someone’s attention on LinkedIn, it’s time to maximize the potential of the moment. Introduce yourself briefly and share relevant credentials that enhance your professional skills. Ask about your background and goals, and then it’s safe to move on to the tone section of the conversation.

Be sure to highlight how both parties benefit from this and be careful not to seem overly needy or insistent. Treat the exchange of messages as a conversation about an opportunity, not just the momentum of a product or service.

First of all, it’s a business platform, so people are open to that kind of conversation, but you can stand out from the group just by being realistic about your goals.

Related: 4 Ways for Entrepreneurs to Cultivate Their Writing

3. Adapt to your target audience

Templates are a great tool for reducing downtime, but they can look like spam if you rely on them too much without any customization. Adding some custom items to your posts shows that it took you a while to create them for your audience.

Take the time to review your connection profile and see if you have matching interests or backgrounds. These are opportunities to personalize your editorial message to your audience, which will increase your overall chances of success. One or two comments referring to this works wonders to give dimension to the messages and removes the junk tone that we all want to avoid.

4. Use urgency to your advantage

While you don’t want to sound aggressive, setting some time or urgency settings works wonders when converting meaningful actions from messages. Only 22% of LinkedIn users consult the platform on a daily basis, so when you get their attention, you need to make the most of it.

The fear of losing is a powerful motivator of people, especially business-minded people who are always trying to stay one step ahead of their competitors.

If you can show that you provide solutions to your common problems, then there are all the right parts for a mutual fit. However, the sense of urgency can motivate the action like nothing else, as it forces you to make a decision. This is good for both parties to decide if they want to continue or broadcast a project instead of going back and forth.

Related: 5 ways to use “Urgency” when you want to inspire conversions

5. Cut the fluff

LinkedIn is by definition a social network, but users are not usually there to read irrelevant messages or just for entertainment purposes. Carrying a long message right after you make a connection can overwhelm the recipient. Answering each section requires time and attention, and if you are not yet well acquainted, this could be seen as a risky investment.

Make your posts short and impactful to begin with. If things go well, you can move on to longer, more detailed messages, but it’s important to understand the pace in terms of message writing.

Even when you have passed the introductory phase, try to limit your language to the essentials. Remove all weak modifiers such as “much” or “really”. If an article needs a description, you can add something with more nuance and meaning.

Mastering your message-writing skills will not be done overnight, but through constant practice and application over time. However, once you have strong control over it, it is a skill that will add value to yourself and your career like nothing else.



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