Writing High-Converting LinkedIn Prospecting Messages

If you’re in B2B sales, you already know this: LinkedIn isn’t just a platform for job hunting. It’s one of the most powerful tools for prospecting, networking and closing deals. But here’s the catch: not all LinkedIn messages are created equal.

We’ve seen too many sales reps treat LinkedIn like email. They copy-paste cold email templates into DMs and then wonder why responses never come. 

Spoiler: prospects can smell a “mass send” from a mile away.

At Scalemill, we’ve spent years helping companies generate quality leads and book sales calls through LinkedIn. Here’s what we’ve learned works (and what doesn’t) when writing outreach messages that actually get replies.

1. Start With a Hook That Matters

The first line of your message is your chance to make or break. If you don’t spark curiosity in the first few seconds, the prospect is gone.

The goal? Be relevant and human. Mention something about their work, company or industry. Show you’ve done your homework.

Tip: Personalization isn’t just about using someone’s first name. It’s about showing genuine interest.

Example:

“Hi {{Name}}, been following {{Companyname]}’s recent work in {{industry}}. Love how you’re approaching {{specific project}}. Would love to connect and exchange insights.”

This doesn’t feel like a pitch. It feels like the start of a conversation.

2. Keep It Short (Less Is More)

Long, pitch-heavy messages don’t work. Prospects are busy. If your message looks like a wall of text, chances are it will be left unread.

Think of your first message as a handshake, not a sales deck. Focus on sparking interest, not closing a deal on the spot.

Example:

“Hi {{Name}}, came across your post in {{mutual group}} and really liked your perspective on {{topic}}. Thought it’d be great to connect and share ideas.”

Simple. Clear. Easy to reply to.

3. Don’t Skip the Follow-Up

This is where most reps slip up. They send one message, don’t hear back and move on.

Follow-ups are where deals happen. A friendly nudge without being pushy keeps the conversation alive.

• Appreciate their time

• Reference your last interaction

• Add a bit of value (share an insight, resource or thought)

Example:

“Hi {{Name}}, following up on my last message to hear your thoughts. In the meantime, here’s a resource we’ve been sharing with teams in your space that might be useful.”

Remember, people are busy. A polite follow-up shows you care enough to stay on their radar.

Final Thoughts

LinkedIn isn’t about blasting generic pitches. It’s about building trust and relationships. When you keep your outreach short, relevant and human, you’re not just prospecting, you’re starting meaningful conversations that can actually lead to revenue.

At Scalemill, we’ve seen these small tweaks in messaging double response rates for our clients. The takeaway? Your message doesn’t need to be perfect, it just needs to feel real.