Pitching anyone on LinkedIn with a connection or meeting request is a risky proposition, but more so with some professionals than others.

For example, not to diminish their importance, but an insurance agent pitching group health insurance to a small business owner on LinkedIn can afford to mess up a pitch more than an author attempting to connect with an editor from one of the three major publishing houses in New York.

Likewise, an entrepreneur who wants to land a round of funding from a venture capitalist (VC) has a limited market to approach and may not get a second chance if their first pitch goes poorly.

How Not to Pitch a VC on LinkedIn

There are some “cardinal sins” that you must not commit when pitching VCs.

DO NOT:

• Send a connection request without a brief, cordial message.
• Use a shotgun approach and do a “Connect with me” blast.
• Send a connection request to a VC without doing your homework and learning their requirements. Don’t waste their time and yours if you don’t meet their criteria.
• Send a long, drawn-out cut and pasted message that makes you look lazy and your request to be random.
• Beg them to meet with you or flatter them with, “I know how valuable your time is.” Your time is valuable, too.
• Embark on an endless “drip campaign” if a particular VC ignores you.
• Send this tired message if your connection request is accepted: “Do you have 15 minutes for a quick call? Here is my calendar link…”
• Try to close a deal over LinkedIn.

Instead, Do This…

Increase your chances of success by:

• Sending a short, tailored message to the VC after reviewing their LinkedIn profile and website.
• Getting introduced to the VC on LinkedIn or by email from someone in their orbit, like a mutual connection or a company they invested in.
• Selling them on why they should take the time to have an introductory meeting with you.
• Targeting VCs that you strongly believe meet your criteria and you meet theirs.
• Waiting a week or two for a second message and following up 30-60 days later with a final message.

Successful Connection Messages

Here are several messages that have proven to be concise, yet successful.

Initial Connection Message:

Hello Sally,

I’ve spent time reviewing your profile and Rock Star Venture’s website. Since you invest in FinTech, I think a connection will benefit us both. I’d love to be on your radar.

Best Regards,

Follow-up Message (a few weeks later):

Hello Sally,

I wanted to let you know we’re currently raising $2M to $6M in a seed round. We have $2M already committed, including $1M from Best Lead VC. Our company has already generated over $500k in revenues, and we expect to reach $1.5M this year (our pitch deck is attached). Please email or message me if you or a colleague would like to chat.

Best,

Final Message (a few weeks after follow-up message):

Sally,

I promise not to approach you again after this communication, but I wanted to let you know our round is 90% full. I’d still love to chat about our opportunity with you. If you prefer, I can put you on our investor update memos. You can email me at…..

Yours Truly,

If You Receive a “Thanks, But no Thanks” Response:

Sally,

Thank you for the courtesy of your response; I won’t initiate further contact. If you think of any VCs I should reach out to, please let me know. Thanks again for getting back to me.

Sincerely,

3 Final Pro Tips:

1. If the VC doesn’t respond after your initial request and the two follow-up messages, move on to someone else.
2. Include: traction (status of investor commitments and current/projected revenue), size of the round, and valuation.
3. Attach a pitch deck. Also, include any unique information you learned about the VC and their firm when you did your research.

And remember – – your goal is to get the conversation off LinkedIn, not close a deal.