Why writing good messages isn’t enough to book meetings

In today’s issue, I’ll tell you why writing perfectly good prospecting emails and LinkedIn messages is far from enough in 2025 and beyond. We’ve all been in that situation. You found the perfect prospect, they’ve been posting regularly, and you worked extra-hard to write that perfect email.

You hit send, expecting to get an answer, but you get nothing. You follow-up regularly, you add new personalization elements, but nothing seems to work.

Well, you’re not alone. Millions of salespeople are facing the same struggle.

Let’s me show you how you can fix that, step-by-step:

Good copy has become commoditized

I remember when I started outbound prospecting in 2015. I was writing mediocre emails, sent with minimal personalization, to prospects that weren’t always a fit. I was able to book 12 to 17 meetings, with less than 2 hours of daily prospecting. In 2025, this tactic would generate nothing. Not even a reply.

The main reason is that good copy has been commoditized. Open your LinkedIn feed and you’ll see prospecting tips and tactics all over your feed. Every sales rep is using AI to find and duplicate the best-performing copy. As a result, prospects are inundated with tons of outbound messages, most of them being pretty good.

So, what can you do about it?

Step 1: Contact the right people

The best thing you can do to get more replies and book meetings is to contact the right people. Sure, you need to make sure you’re contacting people in your ICP. But you need to contact people who won’t ignore you.

And people who won’t ignore you are people who have already heard about you. For example, I like to contact prospects who have replied to my previous messages, old opportunities that didn’t close, or active customers so I can ask for referrals. If you contact prospects who have already hear about you, you’ll get more replies, and your messages won’t have to be that good.

Obviously, this is more challenging if you’re just getting started in a new job, but it’s a tactic you should not ignore if you’ve been working for a few months in your current company.

Step 2: Use more than one channel

Now that you’re contacting the right people, you need to do it on more than one channel. I see too many salespeople focus on email only, and get no replies. When you use one channel, you reduce your chances of getting replies.

For example, I’m really active on LinkedIn. Most of the conversations people start with me are on LinkedIn. If you contact me by email only, you’ll most likely end up in my spam folder. You won’t even get to me by phone because I have a French phone number that is only active when I’m in Europe (2 months a year max).

Always use at least 2 channels in your prospecting sequences. I’m personally a fan of using LinkedIn, WhatsApp, and email.

Step 3: Stay consistent

Finally, consistency will make or break your whole prospecting strategy. You can write the best messages, contact the right people, and use 4 channels, but you won’t get any results if you don’t stay consistent.

And that’s the hardest part in sales (and life in general).

Consistency (or the lack of it) is the reason most people are not as healthy as they’d like to be, not as successful as they’d like to be, or why they can’t seem to finish what they start.

That’s why you need to build a prospecting routine. This routine will help you focus on your inputs, without worrying too much about your result.

And these are 3 steps you can follow today to start seeing results when prospecting. Contact the right people, use more than one channel, and stick to a consistent prospecting routine. Prospecting isn’t rocket science, it’s all about repeating simple, seemingly unimportant tasks in a systematic way.

Hope this helps.

Cheers,

Thibaut Souyris