The Death of Cold DMs
Picture this: You open LinkedIn to find three new connection requests. Each one has a message attached. You already know what they're going to say before you click.
"Hi {{FirstName}}, I noticed we're both in [industry]. I help [generic value prop]. Let's schedule a quick call?"
Delete. Delete. Delete.
Cold outreach isn't just ineffective anymore—it's actively damaging. Every generic DM you send trains your prospects to ignore you. Every sales-y message erodes trust before it's even built. The inbox has become a graveyard for relationships that never had a chance to start.
But here's what most people miss: the problem isn't that you're reaching out. It's where you're doing it.
Cold DMs go straight to a private, skeptical space where defenses are high and attention is scarce. But comments? Comments happen in public, in context, and in the flow of someone's content—where they're already engaged, receptive, and looking for meaningful interaction.
Strategic commenting isn't just "engagement." It's the most effective cold outreach method available today. It builds visibility, establishes trust, and opens doors to conversations—all without ever feeling pushy, desperate, or transactional.
What Makes Commenting So Powerful
Why does commenting work when cold DMs fail? It comes down to four core advantages:
- Public visibility. When you leave a thoughtful comment, you're not just engaging with the original poster—you're showing up for everyone else reading that post. Their audience becomes your audience. Your insight gets amplified to hundreds or thousands of people you'd never reach otherwise.
- Warm familiarity. Every comment you leave is a micro-touchpoint. Over time, your name becomes familiar. People start recognizing you before you ever send a DM. By the time you reach out privately, you're not a stranger—you're someone they've seen adding value repeatedly.
- Low resistance. Comments are opt-in. The person you're engaging with chose to post publicly, which means they're inviting responses. Unlike a cold DM (which feels intrusive), a comment feels natural—because it is.
- Algorithmic boost. LinkedIn's algorithm rewards engagement. When you comment on someone's post, you increase its reach—which makes the poster more likely to notice you, appreciate you, and engage back. You're not just building a relationship; you're helping them win on the platform.
Think of it this way: cold DMs are like walking up to someone at a networking event and immediately asking for a meeting. Commenting is like being the person who asks insightful questions during the panel discussion—so that by the time you approach someone afterward, they already know you're worth talking to.
The Comment-to-Conversation Funnel
Strategic commenting isn't random. It's a deliberate funnel that moves people from strangers to collaborators. Here's how it works:
Stage | Action | Goal |
---|---|---|
Awareness | First comment on their content | Get on their radar |
Familiarity | 2-3 more thoughtful comments over time | Become a recognized name |
Engagement | They start liking or replying to your comments | Mutual recognition established |
Direct Message | Send a warm, context-driven DM | Move conversation private |
Collaboration | Call, partnership, or client relationship | Real-world outcome |
The key insight: You're not trying to convert someone in one interaction. You're building cumulative familiarity—so that when you do reach out, it feels like the natural next step, not a cold interruption.
No spam. No scripts. Just context, consistency, and curiosity.
Want to know how to move from public threads to DMs naturally? That's the next step in this process.
How to Write Comments That Stand Out
Not all comments are created equal. "Great post!" and "Thanks for sharing!" are noise. If you want to stand out, your comments need to do three things: add specificity, show perspective, and invite dialogue.
1️⃣ Start with Specificity
Reference something specific from the post—a stat, a story, a phrase that resonated. This shows you actually read it (not just skimmed) and that you're engaging thoughtfully.
Example:
"The part about 'familiarity before outreach' really clicked for me—I've noticed the same pattern. The people who eventually became clients were the ones I'd engaged with publicly 4-5 times before ever sending a DM. It's like you're warming up the relationship without them even realizing it."
2️⃣ Add a Personal Observation
Share a related experience, insight, or counterpoint. This positions you as someone with valuable perspective—not just a cheerleader.
Example:
"I'd add one thing: the best comments don't just agree—they extend the conversation. I've had some of my best client leads come from comments where I respectfully challenged an assumption or offered a nuanced take. It shows you're thinking, not just consuming."
3️⃣ End with an Invitation
Ask a follow-up question or offer to continue the conversation. This turns a comment into the start of a dialogue.
Example:
"Curious—have you found a threshold for how many comments it takes before someone moves from 'vaguely familiar' to 'I recognize you'? I'd guess 3-5 over a few weeks, but would love your take."
Why this works: You're not just reacting—you're contributing. You're showing up as a peer, not a fan. And you're giving the original poster a reason to engage back.
The 3–3–3 Comment Strategy
Consistency beats volume. You don't need to comment on 50 posts a day. You need a repeatable system that compounds over time.
Here's a 15-minute daily routine that works:
- 3 new voices: Comment on posts from people you don't know yet but want to connect with—prospects, thought leaders, or collaborators in your industry.
- 3 warm connections: Engage with people you've already built familiarity with—past clients, colleagues, or connections who've engaged with you before. This keeps you top of mind.
- 3 champions: Show up for your biggest supporters—the people who consistently engage with your content. Reciprocity matters.
Why 3–3–3? It's manageable, measurable, and strategic. You're not randomly scrolling—you're building relationships with intention. Over time, this compounds into a network of people who recognize you, trust you, and want to work with you.
This daily system builds on the principle that consistent habits compound faster than sporadic bursts of activity.
The Psychology Behind It
Why does commenting create such strong relationship momentum? Two psychological principles are at play:
1. The reciprocity principle: When you add value publicly (by boosting someone's post with a thoughtful comment), they feel an unconscious pull to reciprocate. They're more likely to engage with your content, respond to your DM, or take your call—because you've already given first.
2. The familiarity principle: Humans trust what they recognize. In psychology, this is called the "mere exposure effect"—the more someone sees your name in a positive context, the more they like and trust you. Comments create repeated exposure without being intrusive.
Together, these principles turn commenting into the ultimate trust-building engine. You're not pitching. You're not asking. You're simply showing up, adding value, and becoming familiar. By the time you reach out, the hard work is already done.
How to Use Comments to Open Warm DMs
Once you've left 3-5 thoughtful comments on someone's posts over a few weeks, you've earned the right to reach out privately. But your DM needs to reference the public engagement—otherwise, it's still cold.
Example warm DM after commenting:
"Hey [Name], I've been following your posts on [topic] for a bit now—your take on [specific thing they mentioned] really resonated with me. I actually work with [industry/role] leaders on [related challenge], and I'd love to hear more about how you're thinking through [specific pain point]. Would you be open to a quick chat?"
Why this works:
- It references your prior engagement (not random)
- It's specific to their content (shows you're paying attention)
- It positions the ask as curiosity, not a pitch
- It makes the DM feel like the natural next step, not an intrusion
This is how to follow up with context and care—you're not starting from zero. You're continuing a conversation that's already begun.
When to Tag, When to DM
Not every comment needs a DM. Not every DM needs a tag. Here's when to use each:
Tag publicly when:
- You want to introduce two people who should know each other
- You're citing someone's work or giving credit
- You're inviting someone into a public conversation
DM privately when:
- You want to move from public engagement to a real conversation
- You're proposing something business-related (call, collaboration, project)
Rule of thumb: If it benefits the public conversation, tag. If it's about deepening the 1:1 relationship, DM.
Using Tools to Track Comment Engagement
Here's the problem: if you're commenting strategically, you need to track it. Who did you engage with? How many times? When should you reach out?
This is where tools like Pursue Networking (ANDI) become essential. They help you:
- Track which contacts you've commented on and how often
- Set reminders to engage with key people consistently
- Monitor who's engaging back—so you know when the relationship is warming up
Without tracking, commenting becomes random. With it, it becomes a system—one that compounds into real relationships and business outcomes over time.
Commenting Is the Ultimate Slow Burn
Commenting doesn't convert overnight. That's the point.
Cold DMs promise instant results—and deliver instant rejection. Commenting builds slowly—but the relationships it creates last. The clients you earn through consistent engagement stick around. The collaborators you meet through thoughtful comments become long-term partners. The trust you build compounds.
Here's what happens when you comment strategically for 90 days:
- Week 1-2: You feel like you're shouting into the void. Few likes. No replies. Keep going.
- Week 3-4: People start recognizing your name. A few reply. You get a DM or two.
- Week 6-8: Your comments get consistent engagement. People tag you in posts. Conversations move private.
- Week 10-12: You're getting inbound messages from people who've seen you in comment threads. Opportunities start appearing.
Cold outreach is a sprint that exhausts you. Commenting is a marathon that rewards you. The question is: are you willing to play the long game?
Frequently Asked Questions
Why is commenting better than cold outreach?
Commenting builds public visibility and familiarity before you ever reach out privately. Unlike cold DMs (which feel intrusive), comments happen in context where people are already engaged and receptive. You're adding value first, which creates reciprocity and trust—so when you do DM, it feels warm, not cold.
How often should I comment on LinkedIn?
Aim for 9 strategic comments daily using the 3–3–3 method: 3 on new prospects' posts, 3 on warm connections, and 3 on your champions. This takes about 15 minutes and compounds into strong relationship momentum. Consistency over weeks beats sporadic high-volume days.
Can commenting really lead to clients?
Yes. Strategic commenting builds the familiarity and trust needed for warm DMs and inbound opportunities. After 3-5 thoughtful comments over a few weeks, you've earned the right to reach out—and your DM lands in a context of recognition, not skepticism. Many professionals report their best clients came from consistent public engagement first.
How can I track my commenting and engagement?
Use a relationship management tool like Pursue Networking (ANDI) to track who you've commented on, how often, and when to reach out. Without tracking, commenting becomes random; with it, it becomes a repeatable system that drives real business outcomes.
Next step: Take control of your LinkedIn relationships — Try ANDI Free.