In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. The '2-Step Template' uses the 'conversation' aspect to create a chat bot type interaction with a new potential client. This ad format uses multiple messages to attract the attention of your ideal client, then funnel them down the most relevant path.

This ad format leans on Robert Cialdini's idea of consistency, where once a prospect has said 'yes' once, they're more likely to say 'yes' again. Listen in now as I discuss:

• Why the short first message needs to scratch at the problem you solve - at a deep emotional level
• What to put in your second message
• The 'dilemma' variation: a way of letting people self-select which problem they want to solve

The 2-Step format isn't my go-to conversation ad format, but it's a useful tool to have in your LinkedIn Ads toolbelt.

Note: the Robert Cialdini book mentioned in the podcast is called Influence: The Psychology of Persuasion.

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If things can go terribly wrong for your clients, especially if they make poor choices, then the prediction or warning is a good template to start with.

The prediction or warning is essentially a story of change. You open your message by making a prediction that taps into a conversation already happening in your ideal client's head. On this episode I discuss:

• How to shine the 'laser pen' of insight onto a specific thing they may have missed
• Why to make your prediction or warning quantifiable
• How including caveats can increase the relevance of your warning

This episode references the Tragedy plot, which you may also want to revisit.

In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you work in an industry not generally considered 'marketing savvy', then the Confession Template may be a good starting point.

The confession is a specific structural template designed to evoke curiosity and encourage ideal clients to subscribe to your list. On this episode I discuss:

• Why relevance matters, both in terms of your targeting and the confession you are making
• Why your confession must be based on little-known insider knowledge
• How to boost your results by including social proof in your ad