Shauna Thoresen shows licensed professionals how to write lead-generation ads that work. Use AI to find what your target audience actually complains about on Reddit and forums, then build your message around their pain points, the benefit you offer, and where they are in their buying journey. This approach teaches the algorithm who to target and builds trust in a skeptical market.
Chapters
10 Ways Lead Generation Is Changing in 2026, Part 9. And this is the most important element that is going to dictate whether or not your ads convert or they don't. And I'm talking specifically if your goal is to generate leads, so not e-commerce, and even more specifically if you're a licensed professional, so you're an insurance agent, Medicare financial advisor, estate planning attorney, and so on. And that is Mastering your ads messaging. Now I'm going to tell you a little AI secret that you can utilize to kind of hack into mastering your messaging. But first, I want you to understand that getting your ads messaging is going to be the most important factor that is going to dictate how your ads perform for 2 very big reasons. Okay, one, we need to teach the algorithm who to serve our ads to. We live in a day and age where the content finds the user. The AI scans the ads, and if it's not specific, it's not going to know which specific individual it needs to get in front of. 2, for the user, we are in the middle of a trust recession, so you need to have messaging that hits on the PB&J, as I always say— the pain point that they're experiencing, the benefit that you're going to bring to them, and where they're at in the journey. Now for my little AI hack. One of the best things that you can do in your ads messaging is you can verbalize someone's pain point better than they can verbalize it themselves. This establishes trust. It lets them view you as an expert and also that you're going to be an advocate for them. One of the best ways that you can get what to say is not asking AI to write your ads. Don't do that. Okay? We, we, we can all see through that, right? But you can ask AI to go do deep research on your target demographic. You can say, I am a Medicare agent and I serve individuals that are turning 65. Can you please go do research and tell me what the top 50 complaints are that individuals are having whenever it comes to their Medicare plan. Crawl Reddit, crawl social media, crawl blogs, crawl forums, crawl everything that you can find, and then AI will come back to you and literally tell you in your target audience's words what is keeping them up at night. Then you can take that, utilize that to share the pain point, the benefit, and also hit them where they're at in the journey. Follow for more tips about how to generate your own leads and break free from lead vendors.
