Message examples, by industry

Two messages for each: the first one when they accept, and the second one written from something new on their profile. Same formula everywhere. Only the buyer changes.

Private equity & search funds

Who we reach in private equity & search funds

Example · Owner, family-owned HVAC distributor, Charlotte

Message 1 · when they accept

thanks for connecting. you took over the business from your father in 2015 and have opened two new branches since, which is not easy to do with a family company. i invest in family-owned distribution businesses here in the southeast. have you thought much about what the next ten years look like for the business?

Message 2 · a few days later, no reply yet

saw your post about bringing on your first operations manager. that's usually the moment an owner starts working on the business instead of in it. open to a 15 minute call sometime? no agenda, i just like comparing notes with owners in the industry.

Real estate

Who we reach in real estate

Example · Loan officer, regional bank, Tampa

Message 1 · when they accept

thanks for connecting. you spent five years in underwriting before moving into originations at the same bank, so you see every file from both sides. i'm an investor and agent here in tampa, mostly small multifamily. do you work with many investors, or mostly owner-occupied buyers?

Message 2 · a few days later, no reply yet

noticed you just hit ten years at the bank, congrats. i send a lot of investor clients to lenders who actually understand rental loans. worth grabbing a coffee to see if we can send each other business?

Capital raising

Who we reach in capital raising

Example · Wealth advisor, independent RIA, Dallas

Message 1 · when they accept

thanks for connecting. you started at a big wirehouse and went independent four years ago with most of your book, which says a lot about your clients. i run a multifamily investment firm here in dallas. do your clients ask you about real estate, or is it mostly stocks and bonds?

Message 2 · a few days later, no reply yet

saw you spoke on the estate planning panel last month. the advisors i know get the most questions about real assets right around estate planning. open to a short call to compare notes on what your clients are asking for?

Commercial insurance & benefits

Who we reach in commercial insurance & benefits

Example · CFO, 200-person manufacturer, Milwaukee

Message 1 · when they accept

thanks for connecting. you spent six years in public accounting before moving in house at the company your grandfather started, so you've seen both sides of an audit. i run a commercial insurance agency here in milwaukee. when your policies renew, do you shop them every year or stay with the same broker?

Message 2 · a few days later, no reply yet

noticed the company just opened a second plant in waukesha. that's usually when coverage gets more complicated than anyone expects. worth a 15 minute call before your next renewal to make sure nothing got missed?

Accounting & bookkeeping

Who we reach in accounting & bookkeeping

Example · Owner, commercial landscaping company, Nashville

Message 1 · when they accept

thanks for connecting. you started with one truck in 2012 and now run four crews across the city, which is a lot of payroll to keep straight. i run a bookkeeping firm here in nashville that works mostly with the trades. are you still doing the books yourself, or do you have someone in house?

Message 2 · a few days later, no reply yet

saw your post about the new contract with the city, congrats. jobs that size usually make job costing a lot more complicated, fast. would a quick call to look at how you're tracking it be useful?

Digital marketing agencies

Who we reach in digital marketing agencies

Example · Marketing director, 12-office dental group, Phoenix

Message 1 · when they accept

thanks for connecting. you came from the agency side before moving in house, and now run marketing for twelve offices, so you know both sides of the table. i run a digital marketing agency here in phoenix. is most of your new patient growth coming from search right now, or from referrals?

Message 2 · a few days later, no reply yet

saw the group just opened a new office in gilbert. new offices usually need patients before the reviews catch up. open to a 15 minute call on how other multi-location groups fill a new office?

Commercial cleaning

Who we reach in commercial cleaning

Example · Facility manager, regional credit union, Columbus

Message 1 · when they accept

thanks for connecting. you spent eight years in maintenance before taking over facilities for all twelve branches, so you know every one of them inside out. i run a commercial cleaning company here in columbus. is cleaning for the branches one outside company, or split by location?

Message 2 · a few days later, no reply yet

noticed you're also opening two new branches this year. that's a lot of contractors to line up at once. would a quick 15 minute call make sense before they open?

Home care & home health

Who we reach in home care & home health

Example · Discharge planner, community hospital, Raleigh

Message 1 · when they accept

thanks for connecting. you were a med surg nurse for years before moving into discharge planning at the same hospital, so you've seen both ends of a patient going home. i run a home care agency here in raleigh. when a patient needs help with bathing and meals at home, who do you usually call?

Message 2 · a few days later, no reply yet

saw you joined the hospital's transitions of care committee. a lot of planners tell us weekend discharges are the hardest to staff. would it help to know an agency that can start care on a saturday? happy to do a quick call.

Commercial trades

Who we reach in commercial trades

Example · Chief engineer, 30-story office tower, Chicago

Message 1 · when they accept

thanks for connecting. you spent twelve years as an HVAC tech before moving into building engineering at the same tower, so you know those rooftop units better than anyone. i run a commercial mechanical company here in chicago. when something goes down in a heat wave, is service one outside company or whoever can get there first?

Message 2 · a few days later, no reply yet

saw the building just finished its lobby renovation. projects like that usually turn up a few surprises in the mechanical room. would a quick 15 minute call make sense before next summer?

IT services & MSPs

Who we reach in it services & msps

Example · Office manager, 40-person engineering firm, Denver

Message 1 · when they accept

thanks for connecting. you went from project coordinator to running the whole office, and it looks like you just opened a second location, which is a lot to keep running at once. i run a managed IT company here in denver. when something breaks at the new office, who does your team call?

Message 2 · a few days later, no reply yet

noticed you posted about everyone moving to new laptops. that's usually when the old setup's gaps show up. open to a short call on how other firms your size handle two offices?

Staffing & recruiting

Who we reach in staffing & recruiting

Example · Director of operations, distribution center, Memphis

Message 1 · when they accept

thanks for connecting. you started on the dock and now run operations for a building that ships around the clock, so you've seen every shift from the inside. i run a staffing agency here in memphis. when peak season hits, do you staff up through an agency or hire direct?

Message 2 · a few days later, no reply yet

saw you're hiring a second shift supervisor. a new shift usually means a lot of open spots at once. worth a 15 minute call before peak to see if we could help fill it?

Any business that sells to businesses

Who we reach in any business that sells to businesses

Example · Owner, regional food distributor, Atlanta

Message 1 · when they accept

thanks for connecting. you took the company from two trucks to a fleet of forty in under ten years, which is serious growth. i run a fleet safety consulting firm here in atlanta. as the fleet grew, did safety stay with you, or does someone own it now?

Message 2 · a few days later, no reply yet

saw your post about the new warehouse in macon. a second site is usually when the safety paperwork doubles overnight. open to a quick call to compare notes on how other fleets handle it?

Fictional examples of the format. Real messages use each person's own profile and follow versions you approve.

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