Sending a LinkedIn message to start a conversation should feel easy, but it often doesn’t go to plan. You hit send and wait, only to hear nothing. No reply. No response. Not even a quick like. It might feel personal, but it usually isn’t. It’s more likely that the message didn’t make someone stop scrolling. And that comes down to how the message is written and what it’s focused on.

When outreach messages don’t land, it's usually for reasons that can be fixed. There are patterns to what gets ignored and what gets answered. The bits that don’t work are often things like using the same script for everyone, sounding too robotic or too vague, or trying to sell something right away. If people don’t feel like you’re speaking to them directly, they’ll move on quickly. Knowing what to avoid is just as useful as knowing what to include.

Why Personalisation Matters

If your message feels like it could’ve been sent to anyone, then it probably won’t connect with anyone. Personalisation is the foundation of good LinkedIn outreach. You’re not just aiming to get eyes on your message. Ideally, you want the person to stop, read it, feel like it’s worth their time, and want to respond. That won’t happen if it looks like a copy-paste job.

Before writing anything, take a minute to look at the recipient's profile. Look at where they work, what kind of posts they share, and how they talk. Are they casual or to the point? Do they run a business or are they leading a team? Is there a shared connection, interest, or recent project? Those small details can shape a message that actually feels like it was written for them.

Try to include something specific you noticed. It could be:

- A recent post they shared that’s related to your work

- A mutual group you're both in

- Their bio line or a shared connection that aligns well with your goal

- A clear reason why you’re reaching out now instead of any other time

Let’s say you're reaching out to someone who just posted about launching a new service. Instead of opening with a cold greeting, you might say, “I saw you just launched X. I liked your take on how you're helping smaller firms—been seeing a similar trend myself.” That short mention shifts the tone instantly. It says, “I paid attention,” which is something too many people skip.

On the flip side, when messages start with, “Hi, I hope you’re well. I’ve got something that could really help your business grow,” it doesn’t feel personal. That kind of approach goes straight into the pile of messages that get ignored. People receive those every day. They blend into the noise.

Taking the time to personalise doesn’t guarantee a reply, but it makes someone far more likely to stop and consider what you have to say. And even if they don’t reply now, they’ll remember how you approached it.

Crafting a Clear and Compelling Subject Line

If your message doesn't grab attention with the first line, it probably won’t get read at all. On LinkedIn, the subject line is really just the first sentence that shows up in the message preview. That means you've got one shot to pull someone in before they’ve even opened your message.

It’s a bit like an email subject or an article headline. The difference is, LinkedIn messages show just enough of your opening line to make people decide if it’s worth clicking into or skipping. So that first sentence needs to be both relevant and clear. No riddles. No fluff. Just a reason to care.

Let’s break it down into three simple tips for creating a subject line that works:

1. Be specific, not vague

2. Mention something they’ll recognise (a mutual connection, company name, or recent topic)

3. Avoid phrases that sound like they’ve come from a sales script

Some examples of solid opening lines are:

- Enjoyed your post on B2B pricing—wanted to connect

- Saw you’re hiring for your agency—quick idea for you

- We’ve crossed paths in the [group name] and thought I’d reach out

Now compare those to weaker ones:

- Hope you’re well!

- Let’s connect and grow together

- I help businesses scale—interested?

The first group shows the person actually thought about who they’re talking to. The second group sounds like a bulk message. That difference is small but makes all the difference.

If you're reaching out cold, you’ve got to lead with value or relevance. Why are you reaching out? Why are you doing it now? Why should it matter to them? Your subject line should begin giving hints to those answers right away. Saving that answer until three paragraphs in just doesn’t work anymore. Lead with it or lose your chance.

This is where testing comes in handy too. If you’re sending multiple messages, try two or three different openers and track what gets better results. You’ll quickly spot patterns in what gets attention and what doesn’t.

Striking the Right Tone

Most people ignore messages that feel stiff or scripted. On the flip side, overly casual messages from strangers can also be off-putting. The challenge is finding the right tone—friendly enough to encourage a response, but clear enough that your reason for getting in touch makes sense straight away.

Aim to write how you’d naturally speak if you were introduced to someone by a mutual contact at a networking event. You’d probably lead with something relevant, keep it short, and not push too hard. The same approach works well in messages. You want to sound confident, but not over-familiar. And you definitely don’t want to sound like you're reading from a teleprompter.

A good tone should:

- Sound human, not robotic

- Be warm without using buzzwords or filler

- Focus on them and their context

- Avoid humour unless it feels natural and safe

Choosing your words with care makes a big difference. Phrases like “wanted to get your expert take on something,” or “this made me think of your recent post,” feel like the start of a real conversation. Contrast that with old-school lines like “let’s explore synergies” or “thought this could be a good fit.” Those often get skipped.

Concise messages help too. If you find yourself writing more than a few lines, trim it down. The longer the message, the more likely it is to be skipped or half-read. Clarity beats clever any day. Say what you mean, ask what you need to ask, and give them space to respond or not.

Avoiding Common Pitfalls in LinkedIn Outreach

Some mistakes pop up again and again in LinkedIn outreach. The good news is, they're easy to spot once you know what to look for. Tightening up your message and being more thoughtful about when and how you reach out can make a big difference.

Here are five common errors and how to steer clear of them:

1. Leading with a pitch

Jumping straight into what you offer without any context is a fast way to get ignored. People don’t want to be sold to by strangers. Give them a reason to care first.

2. Long-winded messages

If your message takes more than a few seconds to read, it’s probably too long. Get to the point without waffling. Respect the reader’s time.

3. Template overload

Using the same message for everyone rarely works. It shows. People can tell when a message isn’t written for them.

4. Missing a clear point

Vague messages that hint at a reason for connecting, but never get there, leave people confused. Make it clear why you’re reaching out.

5. Skipping the follow-up

One message might get missed or buried. Waiting a few days and sending a short, polite nudge can open up the chat again. Just avoid sounding impatient or pushy.

Fixing these doesn’t require a full script rewrite. Often it’s about small shifts, simplifying the message, being more direct, or simply putting the focus back on the recipient. You wouldn’t walk up to someone at an event and launch into a product pitch without saying hello or asking a question. The same common sense applies online.

Make Every Outreach Count

If you’ve taken the time to send a message, make sure it’s worth reading. That means ticking a few important boxes before you hit send. Have you addressed the right person? Is the message tailored? Is the tone relaxed but respectful? Is the reason for the message obvious?

It may take a bit longer to write each message, but the returns are bigger. Outreach isn’t about big numbers, it’s about quality responses. A short, thoughtful message is far more likely to spark conversation than sending out dozens of generic notes. And when someone does reply, they’re doing so because what you said actually mattered to them.

Finally, stick with it. Even strong messages won’t get replies every time. That’s part of the process. Use each interaction as a way to learn what connects. What works with one person might not work with another, but you’ll only get better by staying consistent and curious.

Strong LinkedIn outreach comes from slowing down just enough to be smart about it. The best messages are simple, honest, and human. That’s something people notice and respond to.

Elevate your LinkedIn outreach by focusing on quality and personal connection. If you're looking to make every message count and drive better engagement, consider working with a linkedin outreach agency. Media Engine is ready to support your efforts with expert strategies and proven results.