CEO @ Directive & Abe | Chairman @ More Good Capital | Agency Coach | Family Man & Angler
In the last 4 years, I've driven $10M+ in bookings for Directive with a single LinkedIn Conversation Ad. Here’s the exact ad copy (and a step-by-step breakdown of why it works): BACKGROUND: Yes, InMail Ads are dead. They never actually worked. But Conversation Ads are a different story… They are THE MOST efficient ad unit in B2B SaaS today. If you're a marketer and not seeing success, it's likely because of bad copy. Here’s the 4-step framework that inspired the copy of our best ad: 1. Shock Timing & Pricing We have all seen studies that show the impact of charging $2.99 instead of $3.00. What if we applied the same logic to timing? We tested it and it worked. We call this shock timing and try to use it in our copy to force our reader to consume the information. Thus... "29 mins and $105 gift card." 2. Emojis Guide You We use emojis in B2B copy. It works because humans are not B2B, they are human. We want to communicate with them in a way that builds trust. We don’t want our audience to feel sold, we want them to feel spoken to. The other use for emojis is directional and psychological. You can associate your words with an outcome: “wring every drop of ROI from the money they put into marketing 💰” Or, you can use to influence an action: “Interested? 👇” which points to a scheduling link. 3. No More Than 3 Lines Before a Paragraph Break Here's a quick (often painful) experiment. Pull up your latest marketing email or piece of content. Now, close your eyes, before you read it. Then, open your eyes, and pay attention to whether you ACTUALLY read the words. Almost everyone catches themselves SCANNING and scrolling through the blocks of text, you are thinking fast, not slow. Your mind perceives big blocks of text as WORK and opts out. That’s why you break up your text with a purpose. You want your audience to think slow when they read your copy. Paragraphs break force them to do this. 4. We use a Skip Action, not a Call to Action A Skip Action is a call to action that skips a step in the sales process. A Call to Action is a prompt that encourages a next step. For example, a traditional call to action in SaaS is “Schedule a Demo”. During this process, you submit your information and then a sales professional follows up with you to schedule. The Skip Action leverages scheduling technology to skip a step (scheduling with sales via email) and drastically improve your pipeline efficiency by increasing the % of people who fill out a form and attend a demo. TAKEAWAY: Copy matters. Treat it like art and be rewarded. You can copy me, but it won’t work as well. Remember, it’s art and YOU have a different audience. But principles live forever. Develop your own. Mine aren’t unique or special. I am trying to be creative and have fun. Just care about the copy. If you pay attention… All your marketing will improve.