My cringey 2013 LinkedIn DM strategy

Before Facebook direct messaging (“DM’ing”) was a thing, there was LinkedIn DM’ing.

And, it was one of the many useless strategies The Aussie Hermit implemented to try and get clients back in the day when I was struggling.

At least, the way I was taught was completely useless.

Here’s how it “worked”:

Step 1) “Connect” with a prospect on LinkedIn…

Step 2) Send a message to introduce myself.

Step 3) Pitch a call to see if there’s a potential JV relationship

Step 4) Don’t talk about potential JV relationship on the phone, instead pitch your services.

That’s right.

The old “bait and switch” strategy.

And yes, it’s one that I was one of the many terrible strategies I was taught by my first business coach.

And, unfortunately, it’s one that I implemented for many months without so much as a nibble of a client.

Funny things is, as I was writing this email I went onto LinkedIn to see if I could find one of these old messages I sent.

Good news for you - I did!

Bad news for me - it’s super cringey.

So let’s all laugh now at a script The Aussie Hermit used to try and get clients with LinkedIn DM’ing:

====

Dec 12, 2013 - Initial Reach Out

“My name is Luke and I wanted to reach out to you personally. Your profile caught my eye when I was doing research on LinkedIn for my companies Certification Division because of the fact you're located in Manchester.

Ian, I'm looking to expand my company into new markets and would really love your opinion on the coaching/consulting market in your region. Especially around your area of expertise as a Marketing Coach.

How do you find the market there? Challenges/frustrations getting clients?

I'm doing all this because when I launch my Elite Entrepreneur Certification Program into new regions I'd like to know that there is a market there for it haha.

Also, because just like me I know your time is incredibly tight, and the fact that I appreciate your valuable advice on these two quick questions I'd love to be a resource for you. So if you tell me a bit more about what you do and your ideal referral, I'll be able to recommend them straight to you.

My private email is [EMAIL].

Please feel free to send to that directly.

I look forward to hearing from you Ian, and I hope you have a great day.

Cheers,

-Luke”

====

Yes, I really wrote that.

Also, not even a “Hey Ian” at the beginning.

What was I thinking?

Embarrassing.

But wait, there’s more…

====

Dec 24, 2013 - Follow Up Script

“Just following up from last week to make sure you received my message and to see if you'd like to get in contact and support each other in business.

My private email is [EMAIL].

Regards,

-Luke

p.s. have a merry xmas 🙂

p.p.s. here's a cool article I just came across I thought you might like - [LINK TO ARTICLE]”

====

Talk about cringe.

Also, do you notice the follow up email is on the 24th of December?

Talk about desperate.

What’s sadder, though, is that I actually thought this “bait and switch” strategy would work.

Man, I really was clueless back then.

And that’s the first reason I share this story.

Because if I can make it as a Coach with no idea, then you can, too.

The second reason I share this story is because you shouldn’t bait and switch.

That’s dumb and dishonest.

Also, it will never get you any clients.

People will think they’re talking to you for one reason, then all of a sudden they’re in the middle of your pitch and realise your ulterior motive.

It’s super sleazy.

Don’t do it.

Learn from 2013 Aussie Hermit.

Finally, the third reason I share this story is because whether it’s LinkedIn DM’ing, Facebook DM’ing, Insta DM’ing or some other form of DM’ing…

It’s typically a huge waste of time.

I speak with Coaches every week who try to attract clients by going into Facebook/LinkedIn groups (or some other type of forum), and then private message those prospects to try and get them on the phone.

Almost always this leads to hours - and hours - of wasted time…

—> Commenting/posting in groups for not much response…

—> Having lots of private convos that lead to nowhere, and if they do manage to book an appointment…

—> Lots of sales calls that don’t convert.

Again, it’s a lot of work for little gain.

The other terrible part about DM’ing is that it doesn’t position you as an expert

Sure, the prospect may have seen a couple of posts or comments where you added value in a group, but does that mean they see you as an expert they’re willing to invest $3k+ in?

Doubtful.

And the (lack of) results I’m seeing from Coaches backs this up.

Forget about DM’s.

There are better ways you can spend your time.

An obvious example is sending more emails.

I wish I could go back in time and meet myself back in December of 2013 so I could give that advice.

The first thing I’d do is walk right up to myself and slap me right in the face.

Then I’d slap me again and say, “Stop it! Stop bait and switching you loser!”

After that, I’d grab me by the shoulders (probably crying by this stage), shake violently back and forth and yell…

“All you have to do is build and email your list you idiot!”

And then I’d slap me again for good measure.

Point is…

I wish I had just focused on building my list and emailing my list.

And the reason why is, with this simple strategy you:

—> Attract prospects to you (no chasing them down in groups)…

—> Position yourself as an expert (because each new email demonstrates your knowledge and expertise)…

—> Filter out the dud prospects before you chat (as email allows you to send everyone to an “application” form before your call)…

And for all these reasons (and more) building your list and emailing your list saves you a ton of time.

So much so, I can literally build my whole coaching business off one email per day.

And I do.

But had I just done this back in 2013, I’d be years ahead of where I am now.

And most importantly - I wouldn’t have struggled so much.

(The embarrassing stories do make for good emails, though)

With that being said…

If you’re currently doing DM (or even “organic”) style strategies to get clients - and you’re tired of putting in so much time for so little return - then maybe The Aussie Hermit can help.

I have a program called The 15 Minute Client.

And it shows you how to…

A) Build your list on autopilot with quality leads, and…

B) Email that list each day with value, and an offer to work with you.

Along with that, I help you get clear on your market in the first module. That way, when you write your message (whether for your ad, lead magnet, emails and more) your campaigns actually convert.  

To know when spots open next, put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra