LinkedIn ad copywriting: The SaaS playbook for punchy differentiation

If your SaaS LinkedIn ads don’t have clear competitor differentiation – customers won’t know what makes you better. 🥶

Here are 2 different playbooks to use, depending on what your real competitor is – a manual process or another vendor.

How to show-off your superiority in SaaS LinkedIn ads

Here’s how to differentiate:

Step 1) Identify your real competitor.
Step 2) Use punchy hooks in your ads.

Lemme break this down real quick…

Step 1) Identify your real competitor.

Are most of your ICPs currently solving their pain-point with:

1. A manual process, or…
2. Other software tools?
   
   ^ The answer changes your ad strategy.
   
   Here are 2 different playbooks to use, depending on what your competitive alternative is.

✦ If your competitive alternative = Manual process (or outdated legacy systems)

• Your target market is unfamiliar with your product.
• So your ICP doesn’t understand your product capabilities.
• They need to be educated into doing things a new way – before they’d even consider your product.

Use this ad copywriting hook to differentiate against manual processes:

“Still experiencing {pain-points} of your manual process?”

Let’s look at examples – here are real LinkedIn ads that differentiate against manual processes:

^ Using questions in your ad headline – that hit on manual pain-points – can be a great way to grab attention.

✦ If your competitive alternative = other software tools

• This market is more familiar with your type of product, whoop whoop!
• …but your ICP doesn’t know why they should switch from their current SaaS tool to your product.

Use this ad copywriting hook to differentiate against other software vendors:

 “Is {competitor tool} letting you down for {specific capability}? We’re better because…”

Let’s look at examples – here are real LinkedIn ads that differentiate against software tools:

__________
So the key to differentiation is a breakdown of:

1. Your ICP’s current solution: manual or SaaS tool.
2. Biggest pain-points of this solution.
3. Your capabilities.

Pack that into a punchy hook… and your ad is more likely to resonate.
🙂 👊