How to make your LinkedIn profile stand out for cold outreach

June 18, 2024

We’re thinking about relevancy vs personalization completely wrong.

How we actually think of relevancy vs personalization:

Relevancy ←—---------|||-----------------------------------> Personalization
                                                                   ^^ Message

How we should think of relevancy vs personalization:

======================
\                                                                              /
   \                Personalization                /
       \                                                                /
           ================
             \             Relevancy           /
                =============

Why?

Personalization is the top of the funnel (yes those slashes and equal signs are supposed to make a funnel). We need to know SOMETHING about who the person we’re reaching out to to be able to determine if what we’re going to say next has any relevance to them.

It’s not a spectrum and it’s not either or. If you don’t have personalization, you don’t have relevancy! 💣


Here’s an example:

🍔 Personalization-led outreach --> "I noticed you were hungry, do you want to try my burger?"

🍔 Relevancy-led outreach --> "Burgers are great for hungry people. Do you want to try a burger?"

Notice how much better personalization-led outreach is?