A typical mistake beginners make is sending template "salesy" greetings. The recipient sees dozens of identical messages and skips them. In the first contact, the goal is different: to show that your message is relevant and addressed specifically to the person you are contacting. It is important to give a clear reason to reply and carefully transition the conversation to numbers, deadlines, and volumes.

Why Templates Don't Work

Phrases like "Hello, we are a strong team, let's collaborate" do not hold attention. They lack a link to the recipient, specific value, or a reason to continue. As a result, the conversation ends before it even begins.

Goal and Structure of the First Message

The first message must establish contact, confirm relevance, and propose one small next step.


[FRAMEWORK OF THE FIRST MESSAGE

01 WARM HOOK
Touchpoint: A reference to a channel, post, GEO, format, or inquiry.

02 VALUE
Value in 1–2 lines: Traffic quality, GEO/creative, rare sources, etc.

03 CONTEXT
One fact: Volumes/metrics/CR/funnel.

04 SOFT CTA
Soft call to action: One simple step without pressure.]

Clarity, respect for time, and a main idea that is readable from the first lines are essential. The key tasks of such a message are:

  • Establish contact and grab the recipient's attention.

  • Show relevance: Make it clear that the message is connected to their tasks, niche, or geography.

  • Give a reason to continue: Propose one simple step — a quick call, exchanging metrics, or reviewing materials.

If these conditions are met, you can then move on to discussing numbers, terms, and volumes without pressure.

Example

"Good afternoon. I saw your open request for LATAM. On our side, we have a stable flow from FB/Google, and the CR is holding at 7% on fresh campaigns. We have prepared pre-landers for your closing format. Would it be convenient if I send 2–3 examples with brief metrics, and we agree on a 5-minute call?"

What to Avoid

Long emails, general statements like "we are the best," multiple requests in one message, and pressure like "reply right now" lead to being ignored. Conditions, price lists, and presentations are appropriate after agreeing to a dialogue, not in the first message.

Pre-Send Checklist

Before sending, check your message text against the checklist below:

  • Is there a clear reason to write to this specific recipient?

  • Is the value readable in a single line?

  • Is there one fact that strengthens trust?

  • Is there only one Call to Action (CTA), and is it simple?

  • Can the message be read from a phone in ten seconds (3-5 short lines)?

[WHAT TO CHECK BEFORE SENDING?

01 Found 1–2 specific reasons to contact this exact person?

02 Is the value formulated in a single sentence?

03 Is there a fact/metric/case study (without risking NDA breaches)?

04 Is the call to action single, simple, and logical?

05 Is the message readable: 3–5 short lines, no "legalese"?]

If the answer to any point is "no," shorten the text and return to the structure: Hook — Value — Confirmation — Step.

Ready-made Micro-Scripts for Roles

Below are several templates for the first message. Replace the GEO and sources with your own.

Broker

"Greetings! I saw your request for RU-Europe affiliation. Since there is a truly confident offer for this direction right now, I’d like to try collaborating with you. After all, it's better to start working with a new partner using proven traffic to start off on the right foot :) I understand you’ve probably received 20 offers in your DM already; from my side, I can provide all necessary info, I reply fast, I'm always online, and I talk strictly business. We can hop on a 5-minute call — I think we’ll get to work quickly."

If the offer is no longer relevant, try to find another angle:

"Could you please tell me what desks you have in general and what would be appropriate to pitch?"

Media Buying

"Saw you are selling Poland. I actually have a request from a strong brand for this GEO right now; we’ve been working with them for 6 months, everything is stable and good :) The 'X' funnel converts best for them, but if you have another funnel performing well, we can discuss it. From my side, I can add that I understand the issue with duplicates in this GEO: I will split your traffic to increase the monetization percentage."

Network

"Hi! Let's get acquainted and kick off our work with a lucky deal :) I currently have strong and stable Turkey, and I am looking for similar RU-Europe traffic. If you have a brand for Turkey or good traffic for RU-Europe — half the battle is already won."

What Reduces Response Rates

Most often, the response rate drops due to three things:

  • Lack of preparation;

  • Messaging without considering the context;

  • Excessive pressure.

[TYPICAL MISTAKES AND CONSEQUENCES

Black Box 1: Haste
Banner blindness, being ignored.

Green Box 2: No Preparation
Pitching "out of context," irritating the recipient.

Purple Box 3: Pressure
Negative brand perception, risk of ending up on the blacklist.]

Before sending a message, look at recent posts, clarify current GEOs and formats, and check how the recipient formulates their goals.

Conclusion

The first ten seconds decide whether there will be a conversation. A short hook, tangible value, one proof point, and a simple next step — this is enough not to "burn" the dialogue and calmly move on to numbers, conditions, and the launch. Stand out, talk business, ask for a small next step, and move the communication to the second stage.