The LinkedIn Edge

11Crafting Prospecting Messages That Break Through the Noise

It is challenging to get attention when prospecting these days because buyers are overwhelmed by the incessant barrage of similar‐sounding AI‐generated email messages filling their inbox.

As a survival mechanism, buyers instinctively tune out and ignore salespeople. This presents a profound challenge: how to capture attention in a world that is learning to ignore you.

Persistence has always been a powerful ally to help top sales performers break through. But in this environment, persistence without differentiation just adds to the noise.

There are two primary prospecting message types that will help you differentiate and rise above the noise:

• Targeted
• Personalized

Targeted Messages

When you have a large prospect base combined with high activity expectations, taking time to research each prospect and craft a unique prospecting message before every prospecting touch makes no sense. It will completely bog you down.

To be efficient, you need prospecting messages that can be used for multiple prospects—one to many rather than one to one. The key is crafting messages that will resonate with most of the people and personas on your targeted ICP list.

Targeted messages work best with large groups of similar prospects, decision‐maker roles, industry verticals, or product or service applications.¹ They are most appropriate when you have little information and the cost/benefit of doing reams of research isn't worth it.