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:
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:
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:
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:
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:
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:
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:
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:
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:
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
Running ads to promote your own business can feel like a scary and exciting emotional rollercoaster. It's easy to get down when results don't go your way, when in fact you may be one variable away from success. (Most advertisers go big too fast, and then give up too soon).
On this episode, I explore how to nurture a detached 'Stoic' outlook to managing your ads in a persistent way. Listen now as I discuss:
Every business needs at least one source of consistent good quality leads. That source could be online or off, digital or analogue (i.e. in-person).
I've come to the assessment in recent years that EVERY business should have at least one paid advertising platform as part of your marketing approach. Even if it isn't your primary source of leads, running ads teaches you valuable lessons about your market, and incentivises you to develop robust marketing follow-up systems.
The "Big 3" players in the paid advertising space are Google, Meta and LinkedIn. On this episode, I explore how to identify the right platform for your business.
Discussion Points and Bullets:
1. Importance of a Consistent Source of Leads
- Necessity of at least one reliable lead generation method.
- Examples include digital marketing, SEO, referrals, and networking.
- Aim to generate one good lead per day.
2. Role of Paid Advertising in Marketing
- Paid ads provide an instant source of leads.
- Encourages attention to metrics and follow-up on leads.
- Helps in understanding market responses and refining other marketing strategies.
3. Primary Paid Advertising Platforms: The Big Three
- Introduction to choosing among Google, Facebook, and LinkedIn.
- Decision-making on focusing on one primary platform for simplicity and effectiveness.
4. Deep Dive into Each Platform
- **Google Ads:**
- Best for markets with active search behavior.
- Advantages of capturing leads with high purchase intent.
- **LinkedIn Ads:**
- Ideal for B2B service-based markets.
- Ability to target specific job roles and company details.
- Importance of nurturing leads over time.
- **Facebook Ads (Meta):**
- Recommended for B2C markets and interest-based targeting.
- Useful for reaching potential clients not currently in purchase mode.
5. Selecting the Right Primary Advertising Platform
- Criteria for choosing the best platform based on business type and target market.
- Discussion of when to focus on niche markets through specific keywords on Google.
- Exploration of social media for building potential client lists in non-active buying markets.
**6. Implementing and Managing Paid Advertising**
- Importance of focusing on one platform to manage complexity.
- Steps to set up and optimize campaigns on the chosen platform.
- Advice on setting a testing budget for advertising experiments.
**7. Long-term Strategic Planning for Lead Generation**
- Continuous need for lead generation and marketing effort.
- Using paid advertising to ensure a consistent influx of new leads.
- Planning and budget management for scaling successful advertising strategies.
James's website: https://wearesoundmedia.com/
James's LinkedIn
'Editing' is everything you do between the finished draft and a published piece of copy. Editing will expand to fill all available space, if you let it. (If you're editing an AI-generated draft, your editing problems become MUCH worse!) The longer the piece, the more editing is required.
Last time I updated my Simple Story Selling book, I employed the services of Patty French to help me. Over a book you become (very) blind to your own mistakes. And while I'm a good editor, I'm not a professional. Patty is.
So in this conversation we have an in-depth discussion about the editing process, including the application and limitations of AI tools. If you have a lead magnet or book in the works, you'll want to listen to this one! We discuss:
Links mentioned:
Grammarly
ChatGPT
Glasgow GPT
Castmagic
To get in touch with Patty please complete the contact form at https://storyselling.biz/contact/
I’ve been podcasting, on and off, for five years.
Podcasting is a weird form of self-therapy. If you’re an expert in your topic you want to talk about it, all the time.
But the more you podcast, the more you become conscious of audio quality. Yes, your listeners show up primarily for the content. But asking people to listen to rambling thoughts on a scratchy microphone will eventually drive people away.
On the latest episode of the Story Selling Podcast, I interview podcast editor Matt Bliss. I wanted to know:
If you run a podcast, webinars, or regular online events, this is a mandatory listen. Matt also edited this episode, so you may be interested in comparing the edited footage to the raw conversation (see the trailer below).
Links mentioned:
Processes are foundational to any successful system. If you find your marketing communications are sporadic or inconsistent, that in part can be a failure of process.
A good process not only frees up your own time, it also absolves your staff (or remote team) of responsibility when things go wrong. If they followed the process, then blame the process!
I created a prolific set of processes when I ran an AdWords agency, however I've never fully replicated this with copywriting. However today's guest, Konrad Sanders, very much has. Listen in as we discuss:
Links mentioned:
Marketing as a discipline straddles both the artistic and scientific paradigms. On the one hand you’re crafting your message into various media, which is art. On the other you’re measuring, tracking and optimising.
The Lead Incubator sequence – the ‘welcome’ sequence you send to onboard new subscribers - is no different. In fact, there’s no reason why you shouldn’t split test your onboarding sequence. Besides your time there’s no additional media cost!
Listen now to learn:
Links mentioned:
If you run an expertise-based service business, chances are you need to educate new potential clients when they enter your world. That 'education' could take various forms: social posts, webinar, book, email sequence, video.
Many of these things go hand in hand as part of a cohesive marketing strategy. But for me, email is still the best way to foster a relationship with new prospects based on know, like and trust.
In this episode I explain the latest iteration of my 'welcome email sequence' blueprint: The Lead Incubator. Read or listen now to learn:
Links mentioned:
Good storytelling communicates the core essence of who you are and what you can do for your clients. In short, we're showcasing and broadcasting your unique genius. But to broadcast your genius, you first have to be crystal clear on what that genius is.
Uncovering your genius by yourself is hard. We easily under-appreciate the value we really provide - a problem made worse by our education systems.
In this episode I explore ways to uncover your genius with repeat guest Aveline Clarke. Listen in as we discuss:
Links mentioned:
Aveline's LinkedIn | website | podcast. Her previous Story Selling Podcast episode on customer journey planning is here.
There is more scope for corporate expression than most people think; and this is especially true for brands! Your brand has a voice. It can tell a story. That story can be used to engage your ideal customer.
On this episode I interview brand storytelling expert Felice Ayling. Listen in as we discuss:
Links mentioned: