82 episodes

Learn how to write stories that sell and become the written voice of a business you love.

The Story Selling Podcast Rob Drummond

    • Business

Learn how to write stories that sell and become the written voice of a business you love.

    The 2-Step Template

    The 2-Step Template

    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.

    • 19 min
    The Prediction or Warning Template

    The Prediction or Warning Template

    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.

    • 18 min
    The 'Confession' Template

    The 'Confession' Template

    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

    • 22 min
    The Results-Led Template

    The Results-Led Template

    In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you have several 'signature success stories', then the results-led template may be an effective way to capture the attention of your ideal client.

    The results-led approach is perhaps the most direct 'hook' you can use in your conversation ad. In effect you are saying, "for a client just like you, facing the same problem you face, we delivered X result. Here's how we did it..."

    There is some nuance to adopting a results-led approach. On this episode I discuss:

    Why specificity (and believability) matters Why you MUST have a mechanism in the middle paragraph of your ad How to evoke and maintain curiosity with your message

    • 20 min
    The Purpose-Led Template

    The Purpose-Led Template

    In this series we're exploring several templates from my LinkedIn Conversation Ad Template Pack. If you're work is mission-driven then you may want to test the purpose-led template...

    The 'purpose-led' template leads with your mission and purpose as the 'hook' of the message. In Simon Sinek's terminology, you're tapping into WHY you do what you do, rather than leading with the mechanics of the problem you solve. Your ideal client should resonate with this purpose at a deep emotional level. Listen now to learn:

    Where I've seen the 'purpose-led' approach work Why you need a deep level of clarity before using this template Why specificity matters - for both your targeting and your message How to sign off your message to maximise your number of leads (clue: offering a 'lead magnet' tends not to work)

    • 13 min
    The Problem-Led Template (LinkedIn Conversation Ads)

    The Problem-Led Template (LinkedIn Conversation Ads)

    Over the next few episodes I'll be exploring specific templates from my LinkedIn Ads Conversation Ad Template Pack. The first and most important template is the problem-led approach...
    When you're a true expert in your field, it's desperately easy to skip or skim over the problem and write about the solution. The trouble is, clients only want to hear about the solution when they've already acknowledged they have the problem to begin with!
    Additionally, we only want to hear about solutions from people we know and trust. So when you're messaging people who don't know you, leading with the problem is a much safer bet. Listen or read now to learn:

    Why the problem-led template is my 'workhorse' ad Why symptoms are sometimes better than problems - especially if you can name the symptom! How to avoid accidentally patronising the reader How to select problems that will get the attention of your ideal client

    • 14 min

Top Podcasts In Business

REAL AF with Andy Frisella
Andy Frisella #100to0
PBD Podcast
PBD Podcast
Money Rehab with Nicole Lapin
Money News Network
The Ramsey Show
Ramsey Network
Habits and Hustle
Jen Cohen and Habit Nest
People Magic: How to Build a $1M Community
Mighty Networks & Pod People