Whether it was writing an article, a script for an upcoming podcast episode, or content for your website, chances are you’ve hit writer’s block at some point in your career.
There are mountains of advice out there about what to do if you can’t think of what to write.
But where messaging is such an integral part of LinkedIn Ads success, we thought we’d share our own tips about what we do to get out of the funk and whip up better, more high-performing ad copy.
3 Tips for Overcoming Writer’s Block When Crafting LinkedIn Ad Copy
Tip #1: Focus on Benefits
This is a point we’ve harped on before and is, in general, pretty fundamental to marketing and advertising.
However, it’s so easy to fall into the habit of promoting the features of our business, rather than communicating the benefits our business provides our audience.
Let’s quickly define the difference.
Product and service features answer the question of “what does this business do?”
Product and service benefits answer the question of “why should I care?”
A simple example of both might be:
“Check out these tips to crafting better email sequences!” (Features)
“Close more deals and increase sales pipeline with these email sequence tips.” (Benefits)
Consumers are motivated by benefits. They often couldn’t care less about features.
If you ever get stuck when writing ad copy, try tying it back to the benefit you want to communicate.
One easy way to do this is first identifying the three main pain points your audience has. Then, write ad copy that highlights how your business or offer solves those pain points.
This is also great for, not only overcoming writer’s block, but also writing multiple variations of copy to later A/B test.
Starting out by first identifying the consumer benefit can help the rest of the ad copy writing process move smoothly.
Tip #2: Repurpose Content
Content offers, like blogs, podcasts, eBooks, webinars, YouTube series, etc. can be great for adding value to your target audience and building trust between you and them.
However, because free, valuable content is in such high demand, B2B companies feel the pressure of pumping out more and more at an increasing pace.
The good news? You don’t have to come up with brand new content all the time.
The idea of repurposing content is that you can share the same message or topic multiple times in different ways.
Take an episode from your podcast and turn it into a short-form LinkedIn post, highlighting one or two main takeaways.
Take one of your popular blog posts and expand on the topic in an online video series.
And if you’re facing writer’s block while coming up with copy for your LinkedIn Ads, repurpose some of the benefits mentioned in that eBook you’re promoting to write something compelling.
When you repurpose content, it’s a win-win because (1) it reduces the amount of pressure you feel to always come up with something original and (2) not everyone in your target audience is going to see it or consume it the first time it shows up in their feed.
Presenting the same message to them in different ways gives your audience a greater chance to hear it and consume it in a way that’s comfortable for them.
Tip #3: Generate Headlines
Headlines can be much easier to write because they’re short and they force you to state the main point concisely.
Headlines are also a great way to spark ideas for longer-form content.
If you have writer’s block while writing LinkedIn Ad copy, come up with a few headlines first. The ideas for the rest of your ad will come a lot easier with headlines as a base.
That said, if you have writer’s block, writing out headlines is easier said than done.
One of the tools we like to use when we get stuck writing ad copy is Jasper.
It uses AI to write all different forms of copy. It’s great for sparking ideas, if you’re stuck.
When pressured to come up with ad copy that’s compelling and valuable, the wasted time from struggling with writer’s block can be frustrating.
We hope you find these tips helpful the next time you’re faced with this task!
And better yet, let’s add to this list. Are there any tips or tricks that have helped you write LinkedIn Ad copy when stuck? Comment below!
For more tips on improving your LinkedIn Ad copy, check out this post.
And if you want to generate more sales conversations with your ideal prospects, apply to work with our team at B2Linked. We’ll help you craft and execute a custom-tailored LinkedIn Ads strategy that’s fit to meeting your unique goals for the platform.
Written by Eric Jones