Struggling with your Dux-Soup campaign messaging? Let our Head of Sales, Scott Wright, guide you.
Scott has years of hands-on experience using Dux-Soup, during which he’s booked hundreds of sales appointments and closed major deals for clients and employers.
Now, as Dux-Soup’s Head of Sales, Scott’s mission is simple: help you generate more business with Dux-Soup, starting with powerful, effective campaign messaging.
What’s Inside This Document
This guide provides three distinct examples for each key step in your campaign:
✅ Connection Invitations
✅ Follow-Up Messages
You'll also find our recommendations for the ideal timing between actions.
How It Works
The three examples are labeled as follows:
Example A -
Example B -
Example C -
Each set (A, B, or C) is designed to form a complete, cohesive campaign. Use all of Example A for a consistent approach, or mix and match to tailor the messages to your audience.
Ready to optimize your messaging? Let’s dive in. 🚀
Building your campaign
Connection Messages
Before we get started, let’s quickly review LinkedIn’s limits:
- Free LinkedIn Plan: You can send only 5 personalized connection notes per month.
- Premium Plans (like Sales Navigator): No such restriction, allowing for more flexibility.
If you’re using a free account, it’s usually best to leave your connection note blank.
But if you have access to personalized connection notes, here’s how to craft your ideal connection message:
Preferred Greeting + Purpose and Commonality + Close Out
1. Preferred Greeting
A. Hey _FN_
B. Hi _FN
C. Hello _FN_
(_FN_ is the Dux-Soup ‘First Name’ merge tag, so when you put this into Dux-Soup, it will automatically replace this with the target’s First Name.)
2. Purpose and commonality
A. Always looking to connect with more leaders in the space like yourself, and would love to add you to our community. Someone with your background would provide an insightful perspective.
B. I’ve recently started my own company. I'm looking for a few people with backgrounds similar to yours to take an early peek at what we are doing.
C. Congrats on the new role! I’ve also recently started at ABC company doing the same thing. How has it been going for you?
3. Close out the connection message
A. Looking forward to connecting!
B. Let’s connect and chat more.
C. Would love to chat more!
**REQUIREMENT**
The connection message cannot exceed 300 characters! So if you are planning on using personalization (_FN_,_LN_,_IN_,_CN_,_TI_, etc) tokens, then take this into consideration when writing.
TIP! - Keep your connection message light but engaging. Do not try to pitch or ask for meetings. Be genuine and not salesy.
TIP! - Build your list to match your “purpose” to make your connection message as personal as possible. For example, if you make a list of Directors of Information Security, then leverage any commonalities they would all share. For example, instead of “space,” say Security community. You can leverage things like industry news, environments, city locations, events, and more, depending on how you build your list.
Follow-up message #1
Suggested Delay 2-3 Hours.
Thank you + Purpose & Commonality Question or statement + Reason + Call to action
Thank you
A. Thanks for the connection _FN_!
B. Appreciate the connection!
C. Thank you for the addition to your network, and congrats on landing a new role!
Purpose & Commonality Question or statement
A. Curious, do you participate in any online communities or talks?
B. Out of curiosity, where do you see the future of ___ going in the next 5 years?
C. Out of curiosity, how do you get your team aligned and focused when starting a new role?
(Where we have a ___, you can enter your topic or subject of choice, for example, AI, technology, HR laws, recent news items.)
Reason
A. The reason I ask is that we have been putting together an invite-only community for people with similar experience and background as yourself.
B. I ask because we’ve spent the last few years developing a solution to help solve the issues of ___.
C. I ask because many team leaders I’ve worked with in the past have experienced struggles around motivation and aligning their teams to focus on their goals.
Call to action
A. The purpose is to drive conversations that lead to industry changes, which is all community-led, and I think you would be able to provide a unique insight & perspective. If you are open to it, I’d love to set up a few minutes with you next week to explain further.
B. We are only looking for feedback from leaders in the space like yourself. Your perspective would provide crucial feedback we need for our roadmap. Do you have a few minutes next week to take a look?
C. In fact, if you are open to it, I’d love to pick your brain on this and other strategies you promote to help get to revenue faster. Have a few minutes next week?
Example of what a complete message should look like with spacing:
Thanks for the connection _FN_!
Curious, do you participate in any online communities or talks?
The reason I ask is because we have been putting together an invite only community for people with similar experience and background as yourself.
The purpose is to drive conversations that lead to industry changes which is all community-led, and I think you would be able to provide a unique insight & perspective. If you are open to it, I’d love to set up a few minutes with you next week to explain further.
TIP! - Your follow-up #1 can get by with just the Thank you & Purpose & Commonality Question or statement AKA #1 and #2.
TIP! - Make the follow-up an extension of your connection message. Optional - Build Reason and your Call to Action into the Follow up to help minimize the back and forward needed to do in order to get your desired result.
Follow-up message #2
Suggested Delay 1-4 days
Short & Engaging open-ended question.
Engaging open-ended questions.
A. What are your thoughts on inviting member-only groups? Do you think they keep more people out or promote group focus?
B. Curious, do you do any side advising for startups or sit on any boards?
C. Do you think COVID has created challenges for sales leaders, considering most companies are remote or hybrid?
TIP! - Remember this will be your 3rd message to the prospect with no response. Be short and engaging. The goal here is to get them to respond in any way possible.
Follow-up message #3 (AKA Bow out)
Suggested Delay 4-10 days
Thankful + Be Human + Last Shot + Close Out
Thankful
A. Again, I greatly appreciate the connection and addition to your network _FN_
B. _FN_, thank you for the addition to your network.
C. Thanks for the connection _FN_
Be Human
A. I hope I am not coming off as SPAM here.
B. It’s difficult to network and interact with people professionally due to the pandemic.
C. I know many people are trying to work an angle or sell something here on LinkedIn, but that is not the case with why I wanted to connect.
Last Shot
A. My intentions are purely focused on finding people with unique and interesting backgrounds to invite to our community and participate. So if you are ever open to hearing a bit more and participating in an intimate community of like-minded folks, let me know.
B. That said, I’d still love to pick your brain over a call to introduce myself and get your thoughts on our solution. Not to mention if you’re interested in what we are doing here, we are always looking for advisors.
C. However, I truly am interested in understanding what makes a great sales leader and finding those who can implement their tactics early. If you ever have a free moment, I’d love to still connect and introduce myself.
Close Out
A. Cheers - Your name
B. Name
C. Let me know!
Other items to consider when writing a campaign
Predict the response
Predict what the outcome will be from your message. Good, bad or no response.
Think about what you will say in return from the predicted response to help close the conversation with a call to action
Analogy: Chess - In chess, you predict your opponent's moves and strategize from there
Flow
Write the campaign as if the person will not respond to any of the messages, but is still able to flow
Always re-read through the entire sequence to ensure it makes sense and flows
Analogy: Being left on “read” from a friend after sending them many messages
Personalizing comes from the list first, before the messaging
Let the list dictate your messaging
The more personalized your list is, the more targeted you can get
Example: List of CISOs that you know have all attended an Event, ask if they went to the event
The goal is to get a conversation, not just a response
Having just an open-ended question could entice a response, but understanding how much work you will need to do to pivot that response to talking about your call to action needs to be thought through.
Conclusion
Crafting your campaign messaging can be more challenging than mastering the technology itself—that’s why we’ve done the hard work for you.
This campaign messaging is a subsection of Scott Wright’s larger presentation called the Art Of The Approach. If you want to explore the art of writing effective campaign messaging, we highly recommend it.
You can also learn how to develop the conversation in Part Two: The Art of the Pivot, aka a conversation.
