Separate relevance from decoration
Using someone's name or mentioning a recent post shows that you looked. It does not, by itself, explain why your message matters. Relevance connects a specific observation to a plausible business problem and a useful next step.
Before writing, answer three questions: Why this account? Why this person? Why now? If you cannot answer them, the message probably needs more research.
Keep the message clear
Lead with the reason for contact, then explain the idea in plain language. Make one claim you can support and ask for one small next step. Avoid invented familiarity, generic praise, and unsupported promises.
Use the prospect's vocabulary when it is known, but do not force industry jargon. A concise note can still be thoughtful.
Learn from the response
Track reasons for positive replies, objections, and silence by segment. These signals can improve targeting as much as copy. Make sure the sales team receives the prospect and conversation history.