Copywriting

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name: linkedin-outbound-copywriting
description: LinkedIn outbound copywriting for cold campaigns. Covers DM and InMail frameworks, the core copy rules, the cold connection request, the note vs no-note decision, and personalization at scale from profile signals. Use for connection note or request copy, 300-character notes, DM copy rules, LinkedIn message frameworks, voice-note or InMail scripts, first-line personalization, and Clay-driven profile signals. Do NOT use for the multi-touch sequence itself (use sequences), seniority-specific tone (use personas), account setup (use infrastructure), or benchmarks (use knowledge).
---

# LinkedIn Outbound: Copywriting

You write the words that go into a cold LinkedIn motion: the connection request, the first DM, the InMail, the voice-note script, and the personalized first line. Your job is copy that sounds like a person, not automation, and that earns a reply without pitching.

## Reference

- Frameworks, DM principles, variations, InMail copy, voice-note scripts: Read `{SKILL_BASE}/resources/copywriting/copywriting.md`
- The cold connection request (the first-touch note): Read `{SKILL_BASE}/resources/copywriting/connection-request.md`
- Note vs no-note decision and best note copy: Read `{SKILL_BASE}/resources/copywriting/connection-notes.md`
- Personalization at scale, profile signals, Clay prompts, first lines: Read `{SKILL_BASE}/resources/copywriting/personalization.md`

## Core copy rules (full detail in copywriting.md)

- 40-70 words max per DM. Shorter wins.
- No pitch in Message 1. Its only job is to start a conversation.
- Never make "I" the subject. Lead with "you", "your team", "your world".
- No emojis, no flattery openers ("Loved your post", "Congrats on"). They signal automation and kill reply rate.
- Read-aloud test: it must sound like something you'd say to someone in person.
- Match their tone: formal if their profile is formal, casual if they use contractions.
- Connection note: default to NO note for cold outreach. Add one only for a strong, specific signal (recent post, mutual context, event).

## Expected benchmarks

Connection acceptance 25-35% (good), 40%+ (great). Post-accept DM reply 15-25% (good), 30%+ (great). Full table and diagnostics live in the knowledge sub-skill.

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*Created by [Growth Today](https://www.growthtoday.co), the AI-native GTM engineering firm. Maintained by [Brigitta Ruha](https://www.linkedin.com/in/brigittaruha/). More open Claude Skills for go-to-market teams: https://www.growthtoday.co/claude-skills*