By Myra Ahmed
You’ve got tons of customer testimonials and you want to use them in your LinkedIn ads. Great! But… what are the best testimonials to use?
Here’s how I go about it. I gather all my testimonials in one doc. Then I ask myself – which ones will help us resonate most with our ICP? 🤔
I generally avoid generic testimonials like:
“This company’s customer support is amazing!”
I also avoid exaggerated, unbelievable ones like:
“We achieved 500% RoI with this software!”
Instead, I opt for relatable testimonials. By that I mean…
Use ‘before and after’ storytelling testimonials.
Why? Because everyone loves reading an emotional story on LinkedIn.
Especially when it’s vulnerable and relatable. 👀
Real examples of storytelling testimonials in LinkedIn ads:
(I’ve added colors and emojis to emphasize the before and after.)
| LinkedIn ad: “We used to lose 50% of leads to slow follow-up. 😖 Now with Chili Piper we can route leads based on ownership and territory.” |
| LinkedIn ad: “Before lemlist, staying out of the spam folder during outreach was a real struggle. 😖” |
| LinkedIn ad: “I booked 3 meetings today. Apollo’s phone number data is subpar. 😒 I’m hearing that Cognism is best of the breed.” |
| LinkedIn ad: “Cyber insurance audits were a headache. 😖 Until we started using Phishing Tackle.” |
Don’t shy away from emotion. Make your customer’s pain-points come to life.
Next steps:
✦ Gather all your testimonials in one Notion or Google Doc.
✦ Look through them and find the best “before and after” situations – where your customers get really honest about their past struggles.
✦ Tell these stories in your LinkedIn ad creative and/or your intro text (AKA the top text in your ad).
→ What work task was your customer struggling to do?
→ How’d that make them feel – desperate, embarrassed, hopeless?
Even on the ever-so “professional” LinkedIn app… our eyes are still attracted to posts that contain drama, gossip and tension.
Bring that emotion to your ads. That’s how you can pack a punch with your cold audience. ✊
Myra Ahmed
Punchy copywriter for LinkedIn ads and landing pages.
Related Articles
How to write LinkedIn ad copy that resonates: nail both clarity *and* emotion.
Here's how to write LinkedIn ad copy that resonates... Hit both co-ordinates on the Clear-Emotional Matrix: make sure your messaging is both clear and emotional. How to write clear LinkedIn ad copy: Answer questions like: what does your product specifically do? Who is...
How to use spicy storytelling in your LinkedIn ad copywriting – 4 ad hooks to try
Writing ad creative is f*cking hard. Take it from me - I'm an ad copywriter for a living! 😅 Sometimes you don’t know whether to focus on pain-points or benefits or social proof... HELP. But it doesn’t have to be such a battle! Here’s how you can use engaging (AKA...
Before you write funny LinkedIn ads – make sure your storytelling is *clear* (not just clever).
A lot of SaaS teams get excited to write fun LinkedIn ads, thinking it'll grab attention. But if your ad is not clear on what your product does... your impact might be limited. I found a rarity! A funny B2B ad. 👀But… is it punchy? Does the ad actually sound relevant...