Writing Content That Supports Lead Generation

I see a lot of bad B2B ad copy in Google Ads. In fact, I think it's probably one of the biggest problems I see in B2B accounts. The most common ad copy issues I see are ads using common/generic headlines and a focus on product or service features. Here are a few of my best tips for writing effective B2B ad copy. Focus on problems/solutions. - Your potential clients have a problem and your product or service solves it. Speaking to solving their problems is more effective than listing features. Speak like your client, but don't overuse jargon. - Using the right terminology helps speak to your expertise, but over using jargon can just be confusing and out of place in ad copy. Qualify your audience before they click. - No one likes spending money on clicks that will never convert. Unfortunately, B2B ad copy frequently overlaps with similar services for individuals. Avoiding generic ad copy using headlines that qualify your audience before they click will save you unnecessary waste. Localize your ad copy. - If your services are local, using that in your ad copy will help you stand out from national competitors. Focus on what makes you different. - All of your competitors are also the best and fastest or whatever other adjective you use. Instead, focus on true differentiators such as guarantees, certifications, unique offers or services and years in service. Look for items your competitors don't offer. Generic B2B ad copy will just leave your ads lost in a sea of competitors. Writing good B2B ad copy will not only make your ads standout, but will help you find your ideal and more qualified leads.

Digital Leads Aren’t the Problem — Our Message Is We’re told to “generate more leads.” We’re given budgets, platforms, and campaigns. We chase clicks. But clicks don’t move in. Connections do. You will never generate enough “volume” to fill a community if your digital strategy is only designed to catch the curious instead of engaging the committed. The fix? Stop optimizing for impressions. Start creating impact. Here’s what connection-first ad copy looks like: ❌ Old Way (click bait): “Schedule Your Tour Today – Luxury Senior Living at an Affordable Price!” ✅ Connection-First: “Your mom has spent her life taking care of everyone else. It’s her turn to live in a place where neighbors become friends and life feels full again. Let’s talk about how we can make that happen.” ⸻ ❌ Old Way (feature list): “Spacious apartments, chef-prepared meals, and 24-hour care.” ✅ Connection-First: “Imagine Dad waking up to the smell of fresh coffee, joining his friends for breakfast, and knowing you’ll get to hear about his day instead of worrying about it.” ⸻ ❌ Old Way (discount focus): “Sign now and save $1,000 off your first month!” ✅ Connection-First: “You’ve seen what loneliness does. You’ve felt the weight of ‘just getting by.’ Here, life starts over. We can show you how.” The bottom line? Lead generation isn’t about baiting someone into your funnel. It’s about inspiring them to want to take the next step. Marketing brings the spark. Sales turns that spark into trust. Question for you: If your current ad copy can’t make someone feel something, why would you expect them to act on it? #SeniorLiving #SalesLeadership #LeadGeneration #TrustBuilding #MarketingStrategy #EmotionalConnection

If you want your LinkedIn content to generate leads, you need 3 things: Without these, your content may be interesting, but it won't: - Generate qualified leads - Build a profitable business - Bring you consistent income 1. Know your ICP What makes someone a dream fit for you and your work? Be specific. 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗶𝗽: Make them think "Woah, how does this person know me so well?" 2. Understand their problem The problem AND its symptoms. Again, get as specific as possible. - Why can't they do this on their own? - How does increase their stress? - What have they already tried? - How does its affects ripple? - Why does it matter? 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗶𝗽: Describe their problem so well they learn something about themselves. 3. Find the friction Why haven't they found someone to solve their problem already? What makes them doubt that you can help? 𝗖𝗼𝗻𝘁𝗲𝗻𝘁 𝗧𝗶𝗽: Address their objections before they even realize them If you address these 3 things over and over and over again, your content WILL generate leads. If you want help writing lead-generating content, DM me 'GROW' and let's talk. ♻️ Repost if this helped or inspired 🔔 Follow me, Kasey Jones 🏔 for more 👇 Become your industry's go-to expert

Last week, a client got 3 qualified leads from one post. But here's the thing: The post got very little engagement. Why? Not because the post wasn't good, but because we wrote it for a hyper niche audience. Only his MOST qualified prospects would find the topic interesting. In this case - that meant 3 highly qualified leads who expressed interest in his service (6-figure LTV service btw). So what's the takeaway? Telling your story is great. Talking to your broader audience is awesome. But when you want to generate leads from your content, get hyper specific about the problems you help ideal prospects solve and how you solve them. Examples (I love examples because they make abstract concepts feel real): 1. For Tribe Digital: a post on the content strategy I'd use for a bookkeeping firm doing $5m+ per year who wants to generate a ton of leads from social media. 2. For a FB ad buyer: a post breaking down a successful campaign of a $20m/yr CPG ecom company. 3. For a recruiting company: talk about the intricacies of hiring dozens of people for one big company that someone who hasn't done it wouldn't understand. -- Hope that's helpful! Are you curious what an example of this kind of post could be for your business? Let me know in the comments and I'll give you my opinion!