Template Writing


After targeting, the element of your campaigns that’s going to have the biggest outcome that’s going to affect its success or failure is the template. Keep in mind, proper targeting is far more important than a great template, but having them both be stellar is obviously the best way.

We will be dissecting both a good template to highlight the things done right, as well as a bad template to show you what mistakes you’ll want to avoid.

Before we point out the individual examples though, let’s get familiar with what makes a good and bad template.

Tone - The tone you take with prospects in your messaging is the first thing they’ll notice when you message them. The goal here is to be casual and friendly, and not boring and sales-y. Too many people start things off with a big pitch on their services and lose the prospect’s interest before they even had it.

Focus on them, not yourself - Most people when doing outreach are way too focused on themselves, instead of their prospects. Imagine someone is reaching out to you for the first time - do you care about them? NO. You care about yourself, and maybe what they can do to help you. As such, don’t go on and on about yourself, your company and how great you are. Focus on the prospect, their industry and the pain points they are known for having. This will create a much better connection between you and your prospect than just telling them more info about you.

Talk about outcomes, not services - When we send templates to our clients for approval before launching our campaigns, one of the most common responses is “but you didn’t even mention the service we are selling!”

That’s intentional. We prefer to frame our templates based around the end result you provide to your clients, such as more sales, more conversions or lower ad spend. The reason is your prospects aren’t out there necessarily looking for a certain service - but they know the end result of what they want. If you can get them interested in the outcome of what you do, you have a lot more directions in which you can take your sales calls. You just need to reverse engineer the process starting from where they want to be, then build out your service offering to them on the fly to show them how you’ll get them there.

Don’t over-personalize - LinkedIn doesn’t offer advanced Mail Merge options like within email campaigns, but you can still do simple ones like their first and last names. It can be tempting to want to include as many different types of personalizations as you can think of. In reality though, people often see right through these and they come off as awkward. If you’ve ever received an email from someone talking about the weather in your city when they’re halfway across the country, you know what i mean.

With those things in mind, let’s break down an example of a great template, as well as a bad one.