7 Message Hooks That Turn Cold DMs into Investor Conversations
TL;DR — Copy/Paste First
The 7 Hooks (paste, then personalize one phrase)
- Portfolio Adjacency
“Hi [Name]—you backed [PortfolioCo]. We serve the same buyer with [Product]. Current proof: [metric/logo]. Worth a 15-min fit check this week?” - Traction Snapshot
“Quick hello—[user] use us to [outcome]. We’re at [metric] with [logo]. Looks close to your [thesis words]. Open to a 15-min fit check?” - Thesis Mirror
“Your bio says [thesis phrase]. We’re [sector/model] doing exactly that for [user]. Proof: [metric/logo]. 15-min to compare notes?” - Mutual Path
“[Mutual/Portfolio Founder] suggested I reach out. We help [user] do [outcome]. Recent proof: [metric/logo]. Can we do a 15-min fit check?” - Insight/Wedge
“We found [counter-intuitive insight] while building [product]. It drops [pain] by [simple measure]. At [metric/logo] now. 15-min to trade notes?” - Timely Trigger
“Because of [reg change/seasonality/platform shift], [user] now needs [outcome] fast. We’re shipping this with [product]. Proof: [metric/logo]. 15-min?” - Credibility Anchor
“Ex-[relevant background]. Now building [product] for [user] to get [outcome]. Tracking [metric/logo]. Seems aligned with [thesis words]—15-min?”
Send Plan (one week)
- Day 0: Send Hook to A-list (8–10 people).
- Day 2: Thank + short context if they accept.
- Day 4: Bump with new proof or angle.
- Day 7: Final polite close. Then move on.
Do-Not-Do
- Don’t paste a life story.
- Don’t ask for 30–45 minutes on first touch.
- Don’t pitch someone who can’t write your cheque.
- Don’t send without one personal phrase that matches their thesis.
Why hooks work
A hook is a tiny reason to care right now.
It gives context.
It shows credibility.
It ends with a small ask.
Short beats long.
Specific beats general.
Proof beats adjectives.
Hook #1 — Portfolio Adjacency
Idea: “You backed them. We sell to the same buyer. Here’s our proof.”
Template:
“Hi [Name]—you backed [PortfolioCo]. We serve the same buyer with [Product]. Current proof: [metric/logo]. Worth a 15-min fit check this week?”
Angel Variant:
“You angel-backed [PortfolioCo]. We’re solving [adjacent pain] for the same buyer. [metric/logo] today. Can we do 15-min?”
Family Office Variant:
“Your family office focuses on [theme]. We’re a [sector/model] tackling the same buyer with [product]. At [metric/logo]. 15-min to swap notes?”
Do: name a shared buyer or adjacent workflow.
Don’t: say “like Uber for X” unless it’s truly helpful.
Hook #2 — Traction Snapshot
Idea: Lead with proof. One stat. One logo. Then a micro-ask.
Template:
“Quick hello—[user] use us to [outcome]. We’re at [metric] with [logo]. Looks close to your [thesis words]. Open to a 15-min fit check?”
Operator Tip: If you lack MRR, use velocity (e.g., “3 pilots live, 2 paid POCs”), retention, or unit wins.
Hook #3 — Thesis Mirror
Idea: Repeat their own words back to them.
Template:
“Your bio says [thesis phrase]. We’re [sector/model] doing exactly that for [user]. Proof: [metric/logo]. 15-min to compare notes?”
Examples of thesis phrases: “India B2B SaaS”, “SMB fintech infra”, “climate + software”.
Hook #4 — Mutual Path
Idea: A warm thread opens doors.
Template:
“[Mutual/Portfolio Founder] suggested I reach out. We help [user] do [outcome]. Recent proof: [metric/logo]. Can we do a 15-min fit check?”
Pro move: Ask your mutual for a blunt forwardable line you can paste.
Hook #5 — Insight/Wedge
Idea: Share a sharp, founder-earned insight that makes them curious.
Template:
“We found [counter-intuitive insight] while building [product]. It drops [pain] by [simple measure]. At [metric/logo] now. 15-min to trade notes?”
Examples:
“Factories overspend 10–20% on weekend idle loads.”
“Collections rise when invoices carry a WhatsApp pay link.”
Hook #6 — Timely Trigger
Idea: Tie your value to a clock.
Template:
“Because of [reg change/seasonality/platform shift], [user] now needs [outcome] fast. We’re shipping this with [product]. Proof: [metric/logo]. 15-min?”
Examples:
“New ESG rules → energy reporting.”
“Festive season → logistics overflow.”
“Policy change → KYC automation spike.”
Hook #7 — Credibility Anchor
Idea: One line about why you, then proof.
Template:
“Ex-[relevant background]. Now building [product] for [user] to get [outcome]. Tracking [metric/logo]. Seems aligned with [thesis words]—15-min?”
Use: past roles that match your buyer or problem (not generic prestige).
Personalization at scale (15-minute workflow)
- 5 names × 3 facts each
Thesis phrase, portfolio adjacency, one recent post. - Copy your base hook
Swap one phrase per person (thesis words, portfolio co, or trigger). - Send in small batches
5–8 per day so replies don’t stack up. - Track 4 numbers
Sent, accepts, replies, calls. Adjust the hook, not just the list. - Rotate angles weekly
If portfolio adjacency stalls, try timely trigger next.
Follow-up lines (polite, short, finite)
Bump #1 (new proof):
“Quick update: [new metric/logo]. Still open to a 15-min fit check this week?”
Bump #2 (close or pass):
“Looping once and parking if not a fit. Happy to share a 5-slide teaser if useful. Cheering from the sidelines either way.”
Stop after two bumps. Silence is a useful answer.
Common mistakes (and fixes)
- Wall of text → Keep it to 2–4 short lines.
- Vague ask → Ask for 15 minutes to do a fit check.
- No proof → Add one metric, logo, or pilot.
- No fit → Re-score your list; fix targeting first.
- Spray-and-pray → Personalize one phrase per DM.
- Only one angle → Try a different hook next wave.
7-Day Send Plan
Day 1: Pick one hook. Draft 10 variants.
Day 2: Send to 8–10 A-list names.
Day 3: Log replies. Thank + context to accepts.
Day 4: Bump non-replies with new proof.
Day 5: Ship one founder update post (metric + learning).
Day 6: Add 5 new A-list names. Try a second hook.
Day 7: Review 4 numbers. Keep what worked. Drop what didn’t.
FAQ
How long should the first DM be?
Short. Two to four lines. One reason to care. One small ask.
Deck or teaser first?
Teaser first. The deck comes after interest.
Connection note or InMail?
Either is fine. If you have a crisp reason to connect, add a note. If not, connect first, then send context after accept.
What if I have no metrics yet?
Use logos, pilots, retention, speed, or a sharp wedge insight. Proof is not only revenue.
Final word
Hooks turn cold DMs into real conversations.
Be specific.
Be short.
Show proof.
Ask for 15 minutes.
Then repeat with a new angle next week.