How to Write LinkedIn Messages That Actually Start Business Conversations

If you run a manufacturing company, distribution business, or another B2B operation, LinkedIn probably sits in the category of “We should be doing more with this.” The problem? There are only so many hours in the day.

You’re managing production schedules, supply chain issues, customer demands, and more. Sitting down to write messages to people you don’t know rarely feels urgent. But here’s the reality: businesses have to continually fill their sales funnel, no matter how well things are going at the moment, because the worst time to look for new business is when you desperately need it.

LinkedIn is one of the few platforms where you can reach decision-makers directly. It can accelerate the sales cycle and increase your likelihood of connecting with buyers and influencers—without paying for ads or interrupting someone with a cold call.

The catch? Most LinkedIn outreach messages don’t work. They’re too long. Too sales-focused. Too automated. Or clearly copied and pasted.

The good news is that effective LinkedIn outreach is simple when you keep a few principles in mind, and it could be a cornerstone to your new business development initiative. 

First, Adjust Your Expectations

A LinkedIn message is not:

• A sales pitch
• A proposal
• A bulk marketing blast
• A capabilities presentation

Its only job is to start a conversation.

When you treat it like a closing conversation, it fails. People guard their inboxes carefully. A short, relevant message written in plain language will outperform a polished sales pitch almost every time.

Make Sure You’re Contacting the Right Person

Before you write anything, confirm you’re reaching out to someone who makes sense. LinkedIn—especially Sales Navigator (available for a monthly fee)—provides filters to help you identify the right prospects.
When selecting targeted prospects, ask yourself:

• Does this person have the authority to make or influence a purchase?
• Does their company resemble the type of customer you work best with (industry, size, geography, etc.)?
• Is there a logical reason they might care about the products or services you provide (based on a press release, article, company update, or something in their LinkedIn profile)?

You don’t need hours of research, but you do need enough insight to justify the outreach. Review their profile, recent posts, and company page. If you can’t explain in one sentence why contacting them makes sense, don’t send the message.  Relevance matters more than volume.

Keep the Connection Request Simple

The connection request is not the place to sell. It’s simply an introduction.

For example:

Hi Sarah — I work with operations leaders in distribution and manufacturing. I came across your profile and thought it made sense to connect.

Why this works:

• It’s short.
• It’s neutral.
• It doesn’t ask for anything.

You’re not booking a meeting. You’re opening a door.

Thank Them for Connecting

When someone accepts your invitation, send a brief thank-you message.

Hi Sarah — thank you for accepting my invitation. I appreciate the connection.

Responding within the day demonstrates professionalism and responsiveness. This small touchpoint helps ease the conversation forward.

Send a Thoughtful Follow-Up

Once someone accepts your request, you have a small window of attention. Use it wisely.

A strong first message after connecting should:

• Thank them again
• Reference something relevant
• Ask a simple, low-pressure question

For example:

Thanks again for connecting, Sarah. We work with small distribution companies that are trying to improve processes without increasing headcount. Is that something your team is focused on this year?

Notice what this does not do:

• It doesn’t pitch services.
• It doesn’t request a meeting.
• It doesn’t assume they’re interested.

It invites a response. Even a “not right now” reply is useful—you know you’ve reached a real person.

Keep It Short

Most LinkedIn messages are read on a phone. Long paragraphs get skipped.

Stick to:

• Three to five short lines
• One clear point
• Plain language

If your message takes more than half a minute to read, it’s probably too long. Clear beats clever every time.

Start with Their Situation, Not Your Company

One of the biggest outreach mistakes is leading with:

“We provide…”
“Our company specializes in…”
“We offer comprehensive solutions…”

Prospects are thinking about their own pressures:

• Labor shortages
• Margin pressure
• Efficiency
• Growth targets
• Operational bottlenecks

Instead of describing what you sell, acknowledge what they may be experiencing.

For example:

A lot of operations teams we speak with are being asked to increase output without adding resources…

That demonstrates understanding. When someone feels understood, they’re more open to a conversation.

Don’t Rush the Meeting Request

Asking for a call in your first message can feel abrupt. Look for engagement first. If they respond thoughtfully or ask a follow-up question, you can say:

If it would be helpful, I can share how a few similar companies approached this. Would a brief call make sense?

This approach feels collaborative rather than pushy.

Follow Up (Politely)

People are busy. Messages get buried. If you don’t hear back, a simple follow-up five to seven business days later is reasonable.

For example:

Hi Sarah — just circling back in case this got buried. No pressure either way.

One or two polite follow-ups are fine. More than that begins to feel aggressive. Professional persistence works. Pressure does not.

Common Mistakes to Avoid

• Copying and pasting the same message to everyone
• Using overly enthusiastic or hype-driven language
• Including long descriptions of your company
• Making assumptions about their problems
• Treating LinkedIn like an email marketing campaign

People can tell when a message was written specifically for them.

Treat LinkedIn contacts the way you would treat someone in a face-to-face meeting. Be prepared before you “shake hands.” Be courteous and respectful. Don’t overwhelm them with too many questions or a flood of information about your company. Simply treat others the way you would like to be treated.

LinkedIn outreach doesn’t require marketing expertise or complicated software. It requires relevance, clarity, consistency, and time.

If you’re running a small B2B company, thoughtful, personalized, well-targeted messages each day can gradually build meaningful conversations. That said, consistency is the challenge. Outreach takes time. Messages require small adjustments based on feedback. You need to course-correct and continually improve. Results don’t happen overnight.

The goal is simple: start conversations. Done consistently, those conversations turn into opportunities.

When operations demand your attention, prospecting is often the first task to fall off the list. If you know outreach is important but don’t have the time—or simply don’t enjoy the process—it may make sense to outsource it to professionals who do it every day. Feel free to contact us to discuss your situation, and we’ll share how we can help.