linkedin-messaging-by-route

LinkedIn messaging by route (generic)

Purpose: One set of message structures for all campaigns. Choose the route (mutual intro, 2nd degree, or 3rd degree), then layer on your campaign — each campaign brief has a Message layer section with the campaign-specific copy (hook, value prop, CTA) to paste into these templates.
Channel: LinkedIn (connection requests, DMs, InMail)
Last updated: 2026-02-12

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How to use

1. Pick the route from the prospect’s situation:

   • Mutual intro — You have a mutual connection; you’ll ask for an intro (or send a warm connection note).
   • 2nd degree — You’re already connected, or you’ll send a connection request and then a follow-up sequence. Campaign briefs assume this path when they define “connection → follow-up → qualification → demo.”
   • 3rd degree — No connection and no mutual path; you’re sending InMail (cold).

2. Get your campaign’s Message layer from the campaign brief (e.g. §4 “Message layer”). That section has the campaign-specific hook, value prop, pain, CTA, and (for 3rd degree) subject line.

3. Build the message by replacing the placeholders in the template with:

   • Contact/context: {{First Name}}, {{Company}}, {{Mutual First Name}}, etc. (you fill these per prospect).
   • Campaign: {{Campaign hook}}, {{Value prop}}, {{CTA}}, etc. (from the campaign brief’s Message layer).

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Route 1: Mutual intro

Use when: You have a mutual connection and will ask for an intro (with approval per your process). Human-sent; not automated.

Ask mutual for intro (default)

Hi {{Mutual First Name}}, I noticed you're connected to {{Prospect Full Name}}. {{Campaign context — e.g. "I've been following their work at [Company] and would love to pick their brain on [topic]."}} Would you be open to making an intro?

Ask mutual (former colleague)

I noticed you and {{Prospect Full Name}} worked together at {{Previous Company}}. I'd love to get their POV on {{Campaign topic}}. Would you be open to connecting us?

Mutual follow-up (no response after X biz days)

Hi {{Mutual First Name}}, just checking in to see if you had a chance to review my note. Any chance an intro to {{Prospect Full Name}} is feasible?

Mutual declines (close gracefully)

All good — totally understand. Appreciate the thought!

Founder email intro (after mutual agrees)

Founder sends.

Subject: {{Prospect Full Name}} intro — {{Campaign one-liner}}

Hi {{Mutual First Name}}, would you be open to introducing me to {{Prospect Full Name}}? {{Campaign context — 1–2 sentences on why the conversation is valuable.}} Totally understand if not — appreciate you either way.

Placeholders (you fill): {{Mutual First Name}}, {{Prospect Full Name}}, {{Prospect Company}}, {{Previous Company}}, {{Campaign context}}, {{Campaign topic}}, {{Campaign one-liner}}.

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Route 2: 2nd degree (connection → follow-up → qualification → demo → thank you)

Use when: You’re connected or will send a connection request and then a sequenced follow-up. This is the path campaign briefs describe (e.g. “connection → follow-up 5–7 days → qualification → demo”). Build the sequence in HeyReach using the campaign brief’s Message layer for the actual copy at each step.

Step I — Connection request

Option A — Mutual + industry (when you’re connected or have warm context)
{{Campaign connection — mutual/industry}}
Example shape: Hi {{First Name}}, [brief campaign context, e.g. growing my network in X / building Y and want to learn from experts]. Would love to connect!

Option B — Pain point
{{Campaign connection — pain point}}
Example shape: Hi {{First Name}}, noticed {{Company}} [sector/context]. We help [audience] [value prop in one line]. Would love to connect!

Option C — Growth / scaling
{{Campaign connection — growth}}
Example shape: Hi {{First Name}}, saw {{Company}} is growing. We help [audience] [outcome without adding headcount]. Mind if I connect?

Selection: Mutual + title → A. No mutual + pain → B. Growth signals → C. (Campaign brief can override.)

Step II — Follow-up (5–7 business days after connection)

Option A — Time / volume
{{Campaign follow-up — time/volume}}
Example shape: Thanks for connecting. Quick question: [pain question]. We help [outcome]. At [volume], that’s [X hours/month] saved. Worth a 15-min chat? Happy to share a demo.

Option B — Competitive / quality
{{Campaign follow-up — competitive}}
Example shape: Same challenge: [pain]. We help [outcome]. Result: [benefits]. Worth 15 min to see if this could help {{Company}}?

Option C — ROI
{{Campaign follow-up — ROI}}
Example shape: We help [audience] [outcome]. Here’s the math: [volume] × [hours per unit] = [hours/month]; at $[rate]/hrthat’s$[value]/month. Our service costs $[X]butsaves$[Y]. Worth a quick chat?

Selection: Standard → A. Competitive/quality → B. Larger, ROI-focused → C.

Step III — ROI & qualification (when they respond interested)

{{Campaign qualification questions + ROI}}
Example shape: Great to hear. A few quick questions: [volume], [current time], [biggest challenge]. Based on that I can show exact ROI. [Typical result]. Happy to walk through on a call.

Step IV — Case study & demo

Option A — Problem–solution
{{Campaign demo — problem/solution}}

Option B — ROI pitch
{{Campaign demo — ROI}} (use their numbers)

Option C — Pilot
{{Campaign demo — pilot}} (e.g. 5–10 leads, 2–3 weeks, then scale)

Step V — Thank you / next steps

Option A — Door open
No problem at all. If things change or you'd like to revisit [trigger], feel free to reach out. Best of luck with {{Company}}!

Option B — Resource
Offer one-pager or resource for future use.

Option C — Referral
Ask if they know others who might be a good fit.

Placeholders (you fill from campaign brief Message layer): All {{Campaign …}} blocks. Plus per prospect: {{First Name}}, {{Company}}, {{Estimated Volume}}, {{Hours Saved}}, etc.

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Route 3: 3rd degree (InMail — no connection)

Use when: No connection and no mutual intro path. You’re sending a single InMail (cold). Campaign brief’s Message layer must include: subject line, opening line, differentiators (bullets), closing/CTA, sign-off.

Subject line

{{Campaign InMail subject}}
Example: “Why most [industry] [topic] failed. Can I show you what works?”

InMail body (generic structure)

Hi {{First Name}},

{{Campaign InMail opening — 1–2 sentences on why you're reaching out and the problem they've likely seen.}}

{{Campaign InMail body — what we built / offer:}}

→ [Differentiator 1]
→ [Differentiator 2]
→ [Differentiator 3]
→ [Differentiator 4 if needed]

{{Campaign InMail closing — benefit to them + ask.}}

{{Campaign CTA — e.g. "Can I show you how it works?"}}

Best,
{{Your name}}

Placeholders (you fill): From campaign brief Message layer: {{Campaign InMail subject}}, {{Campaign InMail opening}}, the differentiators, {{Campaign InMail closing}}, {{Campaign CTA}}. Plus: {{First Name}}, {{Your name}}.

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Summary: where copy lives

What	Where
Structure, steps, selection logic	This file (generic templates).
Campaign-specific copy (hook, value prop, CTA, InMail subject/body)	Campaign brief — § Message layer (or §4 subsection).
Per-prospect data (First Name, Company, volume, etc.)	You fill when building the message in HeyReach or InMail.

Campaigns don’t get their own message template files. They get one brief; the brief’s Message layer is what you “layer on” this generic structure to get the targeted message.