SHOW RESOURCES

Here were the resources we covered in the episode:

Market Research Episode

Benchmarks

GA4

Product Market Fit

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Summary

In this episode, AJ Wilcox breaks down the AMO Framework—Audience, Message, and Offer—as a practical, diagnostic tool to evaluate and optimize LinkedIn Ads strategy. He explains how each component must align for campaigns to succeed: Audience is who you’re targeting, Message is the creative (copy, visuals, and format), and Offer is the action you’re asking your audience to take. AJ redefines “offer” beyond traditional lead magnets—it includes anything you’re promoting (content, webinars, demos, etc.) plus the associated CTA. The AMO framework helps pinpoint where an ad is underperforming and guides which element to test or fix first.

He also shares how to use metrics to troubleshoot performance: CTR indicates message effectiveness, conversion rate shows how well the offer lands, and demographics or lead quality feedback can reveal audience mismatch. If multiple messages and offers fail with the same audience, it may signal a product-market fit issue. AJ recommends a structured order of operations: start by assuming your audience is right, then test multiple messages per offer before switching the offer, and only revisit audience targeting if nothing converts. The AMO framework helps marketers systematically test and improve their campaigns, while reducing wasted spend and guesswork.