How to write Facebook ad copy that converts (Top 5 tips)
I’d like to preface this post by saying that ethics should always be considered when writing copy. Never mislead your audience or sell them products/services that don’t do what they claim. I talk about speaking to your audience’s emotions in this post, this doesn’t mean play with their insecurities for your own benefit and leave them the same or worse than they were before. Emotions are very important when it comes to copywriting but they must be handled with care and respect. Always lead with your audience’s problem (We call this problem-focused copy). I often see advertisers lead with copy describing why the audience should buy the product, this should never come first. You must first convince the audience that they have a problem, or at least, remind them of it. Don’t start with “Our cream rids acne within days”, but rather, “It’s hard to be confident when struggling with acne, we get it”. This is a lackluster example but you get the point! 2. Position your product/service as the solution. Following on from the previous point, once you have identified your audience’s problem and evoked an emotional state, position your product/service as a solution. Now you can talk about why your product is the greatest and why your audience should buy it. However, don’t bore your audience with specifications. Who cares what ingredients are in your muscle growth supplements, the audience wants to know what your product can do for them and how well. If you have written your copy well enough, your audience will be in an emotional state. Keep them there. By the way guys, I’m an experienced WordPress developer who has been working with people from various industries. I’m looking for 5 more volunteers who are willing to let me design a free website for them. The website would be completely free; the only requirement is that you have a real, running business and cover the basic costs like domain and hosting which is inexpensive. Please PM me if you’re interested. 3. Delve below the surface and talk to your audience’s core problems/desires. Back to my example in point 1, we have established that your audience has acne. Ok, why is this a problem? Because it makes them less attractive? Ok, why do they want to look attractive? So they can feel more confident? Maybe. Maybe they want more attention from the opposite sex. Why do they want more attention from the opposite sex? You get the point. Keep digging and get the core of your audience’s problem. By doing this, you can position your product better. Claiming that your product removes acne isn’t enough, because this isn’t talking to the core issue. Instead, focus on the benefits of not having acne. E.g, more female/male attention, greater confidence, overall improvement in wellbeing. 4. Be concise and economical with your wording. I know this sounds obvious and something that everyone talks about. Read your copy and ask yourself what words can be removed, then read it again and ask the same question. Attention spans are deteriorating and a single word can lose your audience’s attention, especially on social media. This is something I still struggle with. I love writing and can often get carried away. Although big words and lovely expression sounds great, it’s not going to impress your audience and they probably won’t read it. This doesn’t mean write copy that’s one or two sentences, super short copy doesn’t tend to work besides for a couple of industries. It means make sure all your sentences are as short as they can possibly be without losing impact. 5. Adapt your copy for each stage of the funnel. Facebook allows for retargeting and we structure most of our campaigns like this: Top of Funnel (TOF): Prospecting and scaling cold audiences Middle of Funnel (MOF): Reengaging users that have interacted with our brand. Bottom of funnel (BOF): Retargeting users that have shown heavy interest/purchase intent. Copy for each of the stage of the funnel looks a little different. TOF copy is all about problem/solution, sell your product to your audience and convince them of its value. MOF is all about building trust. Remember, these users have already engaged with your brand and understand your product but for whatever reason, haven’t bought. We like to use reviews in our MOF copy to build trust with our audience. BOF copy is very direct and we usually include a strong CTA. They know your product, they likely trust the brand, now throw them an incentive to get them across the line. If you found this piece let me know and I will post more. If you need a free website built for your business let me know and I’d be happy to share more details. submitted by /u/Neu2k [link] [comments]