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 spicy 🌶) storytelling in your LinkedIn ads.

Step #1: Note down your product’s main capability.

↳ E.g. Cognism’s main capability = reliable cold calling data for sales reps.

Sounds kinda boring, right?
Here’s how they spice it up.

Step #2: Use these 4 types of ad creative to show off your capability.

✦ Question

↳ Helps you qualify leads
↳ One great question to ask: “Would you rather {pain-point} or {capability}?

E.g. Cognism’s LinkedIn ad does a direct comparison (between manually searching for contact info vs. using Cognism):

✦ Testimonials

↳ Builds credibility, of course
↳ You can screenshot social posts where customers rave about your capability. This looks hella authentic compared to a professionally designed testimonial.

E.g. Cognism’s LinkedIn ad is a screenshot/mock-up of a quote on Twitter:

✦ Competitive differentiation

↳ Show off your unique advantage
↳ You can use dialogue, where the punchline = your capability being so much better than other big competitors.

E.g. Cognism’s LinkedIn ad playfully shows a conversation between 2 workers who are comparing vendors. It’s set up like a joke but the punchline is an actual product feature:

✦ Pop culture references

↳ Gives your prospects a dose of nostalgia.
↳ You can name a popular catchphrase or song title and combine it with your capability.

E.g. Cognism’s LinkedIn ad plays on a popular ’80s dance song – Last Night a DJ Saved My Life:

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Key takeaways:

It doesn’t matter how “boring” your SaaS product is. You can still make your capability the star of the show.

Fun storytelling lures your prospects into reading about ya! ✊✨