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LinkedIn Cold Outreach Etiquette: How to Start Conversations Without Sounding Salesy on LinkedIn

Chabelli SouzaB2B Marketing, Lead Generation, Sales Prospecting

Most people on LinkedIn have gotten a message from a stranger that jumps right into a sales pitch. No intro. No context. Just a calendar link or a demo offer.

Most people ignore those messages.

But that doesn’t mean cold outreach doesn’t work. It’s a key part of any  LinkedIn messaging strategy as long as it feels like a real person is reaching out, not a sales robot.

Here’s how to send better cold messages on LinkedIn, what to avoid, and what to say instead.

1. Change How You Think About Cold DMs

People don’t go on LinkedIn to get sold to. They go there to learn, share ideas, and connect with others in their field.

So don’t treat a cold DM like a pitch. Treat it like the start of a conversation.

Your goal isn’t to book a meeting right away. It’s to start talking.

2. What to Avoid

Here are some common mistakes that turn people off right away:

  • Asking for a meeting in the first message
  • Dropping a link with no context
  • Sounding like a script or a template
  • Writing in a way that feels stiff or overly formal

If it feels like something you’d never say out loud, don’t type it.

3. How to Start a Natural Conversation

Think of it like meeting someone at a networking event. You wouldn’t walk up and ask them to hop on a sales call. You’d make a comment or ask a question.

Keep your message short, casual, and connected to something real.

Here are a few ideas to get you started:

  • Mention a post they shared and ask a follow-up question
  • Bring up something on their profile that caught your attention
  • Ask how they’re thinking about a trend in their industry

Example:

“Hi Sam, I saw your recent post about changes in your industry. Curious: how is your team approaching [insert relevant trend, like AI or shifting buyer behavior] lately?”

That’s it. One sentence. You’re not pitching. You’re just starting a conversation.

4. Give Before You Ask

If you want to follow up, don’t go straight into a meeting request.

Instead, share something they might find helpful. This could be:

  • An article, whitepaper or case study
  • A quick insight from someone in a similar role
  • A resource they might not have seen

Then ask a simple question or let the conversation keep going.

Let the relationship build before you ask for their time.

5. Cold DM Message Examples

Here’s a sample conversation: 

Message 1: Light touch + shared interest

“Hey Taylor, I see that you’re in biotech. There’s been so much shifting lately. Curious, how is your team adapting to all the changes in regulation and funding?”

Message 2: Follow-up with value

“Hey Taylor, just circling back in case my last note got buried.

I work with biotech teams on navigating change, especially around growth, retention, and new funding shifts. Here’s an article on recent funding laws: [insert link]. Thought it might be helpful given your work.”

Message 3: No ask, keep the pressure low

“No pressure to respond! Just wanted to share in case it was useful. Always open to connecting with others in the space, so feel free to reach out anytime. Wishing you a smooth rest of the quarter!”

Conclusion

Cold outreach doesn’t have to feel cold. It just needs to feel real.

You’re more likely to get a reply when your message sounds like something you’d actually say in person.

Keep it short. Be clear. Start a conversation, not a pitch.