Hey {{first_name | There}},
Ever wonder why your LinkedIn messages get ignored faster than a Monday morning alarm?
Mohan Muthoo dropped a truth bomb about messaging. I believe this explains exactly why most LinkedIn outreach campaigns fail miserably.
Here's the thing: AI can't fix bad messaging strategy.
Mohan broke down a 4-layer hierarchy that separates winning campaigns from digital spam. Let me show you how this applies to your LinkedIn outreach:
Layer 1: Offer Clarity (Make It Impossible to Ignore)
Your LinkedIn value proposition needs four things:
Crystal clear what you're offering
Distinctly different from every other message in their inbox
Believable that you can actually deliver it
Low commitment for initial engagement (no one wants a 45-minute demo from a cold message)
LinkedIn Reality Check: Instead of "We help companies grow revenue," try "Would you like me to send across the exact playbook that helped our last SaaS founder add £50K ARR in 90 days without hiring more salespeople?"
Layer 2: Context Relevance (Timing Is Everything)
This is where Mohan's insight gets interesting. It's not enough to know they're a Head of Marketing. You need to understand why your message matters to them right now.
This is where tools like Clay and Trigify.io become game-changers. They help you spot:
Recent company announcements
Team changes and hiring sprees
Funding rounds or expansion news
Industry challenges hitting their sector
The key? Your message should feel like perfect timing, not random spam.
Layer 3: Intelligence-Based Personalisation (The Secret Sauce)
Here's where Mohan absolutely nails it: "Nobody cares about relevant, they care about interesting."
The old way (boring): "I saw you're the Head of Product...we also help marketing agencies..."
The intelligent way: "I noticed your team just doubled in size after the Series B – we've helped three other fintech scale-ups navigate the chaos of rapid product expansion without breaking their development velocity."
See the difference? You're not just acknowledging what they do – you're demonstrating you understand their specific situation and challenges.
Layer 4: Copy Execution (The Icing on the Cake)
Mohan's final point is crucial: amazing copy can't save a confused offer or irrelevant context. But once you've nailed layers 1-3, this is where you polish the delivery.
For LinkedIn, this means:
Hook them in the first line
Keep it conversational, not corporate
End with a soft ask, not a hard sell
Make it mobile-friendly (a lot of LinkedIn users are on mobile)
Your Action Plan for This Week
Audit your current offer – Can someone understand your value in 10 seconds?
Research trigger events – What changes at target companies signal they need your help?
Upgrade your personalisation – Move from "I saw your LinkedIn profile" to "I noticed your recent challenge with X"
Test your copy – Send 10 messages using this framework and measure response rates
The Bottom Line
As Mohan brilliantly puts it: "AI is incredible for scaling execution once you know what you're executing." But it will also scale your mistakes at lightning speed.
Get your messaging strategy right first. Then let the tools do the heavy lifting.
What messaging mistakes have you been making? Hit reply and let me know – I read every response.
Want to get better at LinkedIn Outreach?
Office Hours: LinkedIn Best Practices | Let's Talk Tactics
When: Thursday 4th August / 4:00 PM London Time, 11:00 PM New York Time
Where: Online
Cheers,
Max Mitcham,
Founder, CEO @ Trigify
