In short: a prospecting message sounds right when it rests on three precise things: what you sell, to whom, and why now. The Sales Farmer campaign profile brings them together in four tabs. The AI can prefill it from your website address, but it can be wrong, so read every field before the first send.
Why does this description matter so much?
Everything else depends on it. The messages in My campaign, the opening lines, the reply drafts and the sorting of people who react all read the same description. A vague description gives vague messages, and a description that is too broad makes you contact people who are not your target.
Take a deliberately plain example. "We help companies save time" says nothing. "We help recruitment firms with fewer than twenty people follow up with their candidates without spending their evenings on it" can be read, remembered and checked. The second sentence lets the machine pick a vocabulary, and lets the reader know right away whether it concerns them.
There is a limit: a precise description also narrows your audience. You will contact fewer people, but better targeted ones. That is the right trade for most businesses, yet you have to accept it before you ask for volume.
How does the setup work?
The setup takes three steps, then the installation of the Chrome extension.
- Your language. It is used for the app and for the messages sent to your prospects. Message templates do not exist in every language: the screen tells you when a language only has examples in English.
- Your website address. You paste the URL. Sales Farmer reads a few public pages to prefill your profile.
- Your campaign profile. Four tabs appear, already filled in if the reading worked.
If your website cannot be read, or if you do not have one, you fill in the profile by hand. The screen keeps that option visible. The reading does not handle LinkedIn profiles, and only a limited number of readings is possible per day.
What goes in the four tabs?
Identity. The name that signs your messages, your job, your company, your market. One name is enough: the name of a real person, not of a brand. A message signed by a person reads better than one signed by an entity.
Offer and target. Your product or service in one sentence, then the job titles to contact first and the type of company. Add the people to leave out, in groups separated by commas: students, competitors, consulting firms, depending on your case.
Voice. The tone you want: warm, direct, plain or relaxed. Each tone has a short description on the screen. Choose the one you would keep when talking to a customer. A forced tone shows by the second sentence.
Goal. The action you expect after the first message. A fifteen-minute meeting, an answer to a question, or a resource sent over. Pick a single goal, because two requests in one message split the replies.
How do you check what the AI filled in?
Read it the way a new colleague would read your website, looking for what sounds wrong. Four quick checks are enough.
- Is the offer accurate? The AI picks up the phrases on your website, including those that are no longer true. Fix a product you dropped or a price that is out of date.
- Is the target too broad? "Small business owners" covers a hundred different jobs. Name the job title and the company size.
- Is the tone yours? If the profile says "warm" while you write in a curt way, change it.
- Is the goal single? Remove the extra requests.
There is a limit here too: the AI only knows what your website says. A recent activity, a change of target or a nuance of your trade may not appear there. Add them by hand.
How does this description reach your messages?
It first feeds the messages in My campaign, which set up an invitation, a first message and two follow-ups. The follow-ups do not repeat the first message. Four angles exist: a new piece of information, a simpler question, a concrete example, and a polite way out. Our guide on LinkedIn follow-ups details these situations.
It is then used for the personalized opening line.
What is the personalized opening line?
It is the first sentence of a message, written for one person based on what they did: a post they liked, commented on or published. You insert it into your messages with the opening line variable, and you can edit it by hand.
It is written on demand, once per person, then kept. It is never generated at the moment of sending. And a message never goes out with a gap: if the opening line is missing, the signal sentence takes over.
Several safeguards frame the text produced: a single question, no flattery, no figures. A proposal that does not respect them is rejected, and you can ask for another one or write it yourself.
Quota: 30 opening lines per month on the Starter plan, 300 on the Growth plan. Past that threshold, the signal sentence stays in place until the next month.
The limit: the opening line is only as good as what Sales Farmer knows about the person's activity. For someone who comes from an imported file, with no known activity, there is nothing to quote. A simple message is better than an invented opening line.
A before and after example
Here is a fictional example, for its form and not for its figures. Before: "Offer: a management solution for companies. Target: decision makers. Goal: present our product." After: "Offer: scheduling software for physiotherapy practices. Target: managers of practices with three practitioners or more. Goal: a fifteen-minute talk about managing absences."
The second profile gives the message a subject, a reader and a request. The first one produces sentences that suit everyone, and therefore no one.
Which mistakes should you avoid?
Four mistakes come up often.
- Describing your company rather than your customer. The message is about them, not about you.
- Stacking targets. One campaign, one target. If you aim at three trades, create three descriptions.
- Promising a result. Do not put in a figure you cannot prove: the opening line and the drafts follow what you write.
- Never coming back to it. Read the profile again after each change of offer, and look at the first replies to adjust it.
To build the list itself, read our article on defining your ICP.
Limits
Here is what to keep in mind.
- Website reading is limited per day, and it fails if the site cannot be read. You then fill in the profile by hand.
- The AI can be wrong. It rephrases your website, and it does not know your market.
- Message templates do not exist in every language. Some are in English only, so read them first.
- Opening lines are counted per month and depend on the known activity of the person.
- No description guarantees replies. It improves relevance, but it does not create the need.
FAQ
Do I have to give my website address?
No. You can fill in the profile by hand. Reading the website saves time, but nothing depends on it.
Can I change the profile after launch?
Yes. New messages follow the new description. What has already been sent does not change.
Does the opening line replace my first message?
No. It is the first sentence of it. The rest of the message comes from your sequence.
What happens if my opening line quota is reached?
The signal sentence is used instead, and the message goes out without a gap. The counter resets the next month.
Write once, and write it well
Spend twenty minutes reading your profile again before you launch, rather than hours fixing messages. Try Sales Farmer free for 14 days, no credit card needed.