Why DMs don't have to be salesy

There's a common feeling on LinkedIn that all direct messages (DMs) are salesy. I get it. 

I've received pitch slaps many times and find them irritating. 

I'm talking about messages that look like this: 

"Hi there, are you looking for a graphic designer? Whether you need a flyer, website or business card, I'm here to help. Check out my website today: [insert website]. Keep me in mind."

Let's break down why this message sucks: 

1. There's no customization and it could be copied and pasted a thousand times. 

2. It's not clear why this service is relevant for me. 

3. The service provider's expertise is general and therefore not memorable. 

4. The call to action is dull and uninspiring. 

It's frustrating to receive this message, and leaves you as a business owner feeling irritated and completely uninterested in working with the person who is pitching.

When we're surrounded by messages like this, it's easy to understand why so many business owners think of DMs as being salesy. 

It's because so many DMs are salesy!

However, I can assure you that there is a better way. 

In fact, my client Avital Black, a small business owner, used my DM strategies to book 5 discovery calls just a few weeks ago. 

Her DMs weren't previously getting responses, and she was ready to give up. 

Here's what she said: 

"I came up to Sara... to learn how to DM right. I didn't want to come off as spammy or pushy, but for people who might enjoy my service, to know I'm here. Sara taught me how to approach new leads, interact with existing connections, approach interested potential connections, and start a conversation with each one. It's only been two weeks but I have already heard back from 10 interested people, booked 5 meetings, and am about to start working with three!"

As Avital exemplified, when done the right way, DM conversations: 

• Get you discovery calls and clients

• Reach people who are already dealing with the problem you solve

• Lead with the intent to form relationships, not to sell (and even so, they STILL sell!) 

• Build long-lasting relationships, even if the potential client isn't ready to buy yet

• Get the potential client excited about your solution so they want more information

Best of all, they feel fun to do, because you have a reliable tool to generate demand for your services (and get money in your pocket). 

Some, like my client Jeremy Stern, even say this approach is life-changing!

Writing content on LinkedIn can bring occasional inbound messages, but it's not a reliable and scalable path to filling your client roster alone. 

DMs, on the other hand, are a reliable and scalable way to bring in the right type of clients. In fact, when you do DM outreach, you get to pick your clients! And once you figure them out, they're a tool you'll have in your back pocket for life. 

I teach small business owners how to use DMs to find potential clients. We follow my three-step process: 

1. Identify your ideal client and referral partners and how to find them on LinkedIn 

2. Figure out how to read and create signals that tell you who's a good candidate for direct outreach 

3. Write compelling direct outreach messages that build relationships and result in sales

We don't rely on cold pitches. Instead, we build a relationship with your prospect over time. Only when the relationship is established do we make a pitch. And the pitch doesn't have to be for a call or to directly buy a service. In my program Leads on LinkedIn, I share 5 strategies for providing value through a pitch.

When you know how to DM the right way, you can generate demand any time you open your phone or computer. DM'ing also is the perfect complement to your existing posting cadence, as posting content generates signals (see step 2 above) that help us indicate who's interested in your work. 

(If you're already using direct messages but not getting replies, read this article where I explain exactly how to get more replies to the messages you send.)

Ready to learn how to use DM outreach to generate demand for your services? 

Step 1: When I start working with a small business owner, we always start with a Profile Optimization so that you clearly explain your credibility, who you serve, how you serve them, and what action the profile viewer should take.

This process takes about 3 weeks from start to finish, and provides you a profile that captures the attention of your ideal clients and gets them to take action.

Step 2: Once your profile is optimized, we then create your LinkedIn strategy. Through my program Leads on LinkedIn, you will become comfortable navigating LinkedIn to find right-fit clients for your business.

Inside Leads on LinkedIn, we focus on two main skills - LinkedIn posting and direct messaging. These skills bring the right clients into your orbit so you can consistently grow your business without relying on time-consuming strategies like video and expensive strategies like ads.

Within just a month, you'll have identified and contacted 30 prospects for your business. You'll have the skills and systems to do it again any time you want an influx of leads. And, this rinse and repeat process gets more effective every time you do it!

The Leads on LinkedIn program includes 2 months of support, during which you will have access to actionable video trainings, 1:1 calls, daily email support, critiques of your posts and DMs, and weekly accountability check-ins from me.

Learn more and get started here.