Should your LinkedIn ads focus on features or benefits? This framework will help you quickly find your 3 best messages for your ad creative.

Creating LinkedIn ads often gives me analysis paralysis. Should the ad focus on this feature… or that benefit… or that one customer testimonial… or…? 🫠

I faced that struggle this week.

Here’s how I solved my overwhelm and felt waaay more confident.

How to find the 3 best messages to use in LinkedIn ad creative.

So I’m planning ads for a cold audience.

The pressure’s on, not gonna lie. I want to impress my client with the results – these ads need to be killer.

Problem is – it’s super hard to get an unfamiliar customer’s attention. How can I create ads that will get clicks?

Here’s what I did.

I found the product’s 3 most compelling value props… by using maths. 🤓 

I used FletchPMM‘s epic framework on “How to find your most compelling features”. Essentially, you rate your ICP’s biggest pain-points and your product’s most impressive capabilities out of 10.

Let’s break it down.

Step 1) List out the target customers’ current workflow.

For each of these activities, rate how painful they are for your ICP from 1 to 5 (5 being the severest pain).

E.g. for an ICP trying to create a product roadmap manually – the most painful activities could be:

• Manually collecting research from different sources. (5/5)
• Aligning product strategy with stakeholders. (5/5)

Step 2) List out your capabilities (features) for each of these workflow activities.

For each of your capabilities, rate how compelling they are in your ICP’s eyes – from 1 to 5 (5 being the most impressive).

E.g. for an ICP trying to create a product roadmap manually – Productboard’s most compelling capabilities could be:

• Visually prioritize features based on user demand and business impact. (5/5)
• Visually layout your roadmap with milestones. (5/5)

Step 3) Add up the scores for the pain-point and the capabilities – to get a final score out of 10.

Ta-da! The top 3 highest scorers get turned into ads.

E.g. in Productboard’s case, one of those 3 best messages could be:

Manually collecting research from different sources is too time-consuming. (5/5)
→ Instead, automatically collect user feedback with our dashboard. (4/5)
Final score = 9/10.

They can hook ICPs with that pain-point in their ads.

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So that’s how you can feel more confident and strategic with your LinkedIn ad copywriting decisions. By focusing on what your ICP does currently and rating your capabilities.

Not just guessing your way through. ✊💫

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Want to use FletchPMM‘s framework in the image above? You can access the Figma file by clicking here.