The Story Selling Podcast

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. The '2-Step Template' uses the 'conversation' aspect to create a chat bot type interaction with a new potential client. This ad format uses multiple messages to attract the attention of your ideal client, then funnel them down the most relevant path.

This ad format leans on Robert Cialdini's idea of consistency, where once a prospect has said 'yes' once, they're more likely to say 'yes' again. Listen in now as I discuss:

• Why the short first message needs to scratch at the problem you solve - at a deep emotional level
• What to put in your second message
• The 'dilemma' variation: a way of letting people self-select which problem they want to solve

The 2-Step format isn't my go-to conversation ad format, but it's a useful tool to have in your LinkedIn Ads toolbelt.

Note: the Robert Cialdini book mentioned in the podcast is called Influence: The Psychology of Persuasion.

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If things can go terribly wrong for your clients, especially if they make poor choices, then the prediction or warning is a good template to start with.

The prediction or warning is essentially a story of change. You open your message by making a prediction that taps into a conversation already happening in your ideal client's head. On this episode I discuss:

• How to shine the 'laser pen' of insight onto a specific thing they may have missed
• Why to make your prediction or warning quantifiable
• How including caveats can increase the relevance of your warning

This episode references the Tragedy plot, which you may also want to revisit.

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you work in an industry not generally considered 'marketing savvy', then the Confession Template may be a good starting point.

The confession is a specific structural template designed to evoke curiosity and encourage ideal clients to subscribe to your list. On this episode I discuss:

• Why relevance matters, both in terms of your targeting and the confession you are making
• Why your confession must be based on little-known insider knowledge
• How to boost your results by including social proof in your ad

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you have several 'signature success stories', then the results-led template may be an effective way to capture the attention of your ideal client.

The results-led approach is perhaps the most direct 'hook' you can use in your conversation ad. In effect you are saying, "for a client just like you, facing the same problem you face, we delivered X result. Here's how we did it..."

There is some nuance to adopting a results-led approach. On this episode I discuss:

• Why specificity (and believability) matters
• Why you MUST have a mechanism in the middle paragraph of your ad
• How to evoke and maintain curiosity with your message

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you're work is mission-driven then you may want to test the purpose-led template...

The 'purpose-led' template leads with your mission and purpose as the 'hook' of the message. In Simon Sinek's terminology, you're tapping into WHY you do what you do, rather than leading with the mechanics of the problem you solve. Your ideal client should resonate with this purpose at a deep emotional level. Listen now to learn:

• Where I've seen the 'purpose-led' approach work
• Why you need a deep level of clarity before using this template
• Why specificity matters - for both your targeting and your message
• How to sign off your message to maximise your number of leads (clue: offering a 'lead magnet' tends not to work)

Over the next few episodes I'll be exploring specific templates from my LinkedIn Ads Conversation Ad Template Pack. The first and most important template is the problem-led approach...

When you're a true expert in your field, it's desperately easy to skip or skim over the problem and write about the solution. The trouble is, clients only want to hear about the solution when they've already acknowledged they have the problem to begin with!

Additionally, we only want to hear about solutions from people we know and trust. So when you're messaging people who don't know you, leading with the problem is a much safer bet. Listen or read now to learn:

• Why the problem-led template is my 'workhorse' ad
• Why symptoms are sometimes better than problems - especially if you can name the symptom!
• How to avoid accidentally patronising the reader
• How to select problems that will get the attention of your ideal client

If you know your ideal clients are active on LinkedIn, then it makes sense to allocate an advertising budget to reach them.

At the same time, you're worried about wasting a metric ton of cash. You've heard that LinkedIn Ads can be expensive. You only want to invest a little in your ads to begin with while you prove the use case.

In this scenario, 'conversation ads' are usually my recommended ad format to begin with. Conversation ads are LinkedIn's 'sponsored message' ad format. I've seen great results this year for both myself and for clients. 

This episode provides an introduction to conversation ads, including:

• What they are and why they work
• Why a 'good' conversation ad shares similar characteristics to a cold email
• How to capture the attention of your reader
• How long your ad copy should be

Some of your marketing efforts will deliver high-value, rewarding, profitable clients; and some will not. The trouble is, you usually can’t tell upfront which segments of your marketing are delivering the right leads.

If you can find out which slice of your marketing pie is delivering the right people, you can cut out the rest and focus all your resources on that segment. The right segment may have a high cost per click and a high cost per conversion, but if you’re sure they’re the right people, that doesn’t matter. Cost per click and cost per conversion are interim measures.

All that really matters is cost per qualified lead.

On this episode of the Story Selling Podcast, I provide an introduction to the sometimes complicated topic of lead tracking. Lead tracking is about knowing where every contact in your database originally came from, in order to identify your best campaigns, keywords and audiences.

Listen now as I discuss:

• What lead tracking is, and why it matters
• Why lead tracking is a matter of CRM (and not something you'll find in your ad account)
• How a cookie-based solution typically works
• How often to review for lead quality
• Why to JUST start with paid traffic sources
• The virtues of keeping it simple!

Part 2 of this mini-series on bidding and budgets examines how much to spend in the 'testing phase' of a new account, and key things to measure after you have generated a lead.

Listen now as I discuss:

• Guidance in initial testing budgets
• How quickly to scale
• Why 'Time to Money' is one of your key campaign metrics - and one you won't find in your ad account

The most frequent question I’m asked about LinkedIn ads, Google Ads, or any kind of paid ads, is “does it work?”

The answer to which, is yes. The ad network will take your money and show your ad, 100% of the time. So yes, it works.

The question behind the question is will it work for you? The answer to which depends on any number of factors: the problem you solve, the volume of people searching, the questions people ask themselves about your topic, and your ability to tap into those questions.

Over the coming weeks, we’ll explore these questions on the Story Selling Podcast. Today’s episode begins with bidding and budgets, and asks: should you let the ad network manage your bids? Because guess what – that’s the default setting!

Listen now as I discuss

• The relationship between budgets and account structure
• When to leverage automatic bidding - and when to stick to manual bids
• Why an increase in budget and conversions may not lead to more clients