[Story-Driven Marketing of the Week #4] Kevin Rogers’ Facebook Ad


Does Story-Driven copy only work for email marketing? 

When I first started out online, I ran a family-friendly blog for local mums.  It’s where I got my first taste of online business and I first discovered the power of story-driven marketing.

Now, in the early days I didn’t have an email list.  I ran a Facebook page and an Instagram account, and it was there that I began testing out the ideas I implement each day when I work my clients.

It’s a method that works across channels. Whether it’s email, organic social media, Paid ads, landing pages, sales pages.  Stories are universal.


Which is why I want to show you an awesome story-driven ad from Kevin Rogers.

In it, he takes the counter-intuitive idea that being lazy can make you write copy faster and better, through a story about a mechanic’s workshop.

Wondering how the two could possibly be connected and made to work in a Facebook ad?

Check out the ad break-down below to see how he’s making it work.

Key Story Objective – To sell a $7.95 product to a cold audience on Facebook

Main Pain Point – Frustration at the length of time it takes to write good copy

Main Aspiration – To save time, and increase confidence that the copy you produce will generate results

Story Method – Analogy (uses an unrelated story to connect to the sales message)

1) Attention-Grabbing, Counter-Intuitive Headline

The headline Kevin’s used for this ad asks a questions that’s immediately going to raise a question in the mind of the reader that this can’t possibly be true.  The very fact that it’s so counter intuitive is the thing that makes it so appealing.

2) Answers the First Objection Straight Away

Kevin knows that the headline is going to raise an immediate objection:

“How the hell is that EVEN possible?”  So he recognises it right away, and tackles it using the amusing visual of a Squirrel Turd.

The great thing about using humour is that laughter releases pleasure hormones and increases our attention, making it a great way to start an ad.  You’ve given your reader a hit of Dopamine and Cortisol, so they’ll be more receptive to your message as they move through the copy.

3) Uses the text layout and ellipses to emphasis the pain point

The key pain point behind this ad, is the frustration you feel when you’re struggling to write a piece of long-form copy.  The story in this ad speaks to that pain.  What’s happening in this section is that the layout of the words on the page are also being used to create a visual representation of the idea of painful slowness.

4) Dialogue

The copy includes a mixture of storytelling methods, to keep it interesting.  The use of dialogue helps mix things up and also enhances the visual and allows the reader to place themselves in the room at the moment that the drama is playing out.

5) The Segue

At this point the reader might be wondering what the chuff this story has got to do with writing copy.  The ad switches focus and explains that the same frustration happening to copywriters, and explicitly defines what happens when they’re suffering from their pain point.

6) Raises the stakes and creates Comparisonitis

A great story raises the stake for the reader.  It generates maximum tension in order to trigger a visceral emotional response in the reader. 

In this ad we’re taking to the moment of an impending deadline. You can visualise the writer, frantically sitting at this desk, scratching out any old rubbish just to get it done before time runs out. The ad has created a “life or death” situation that every copywriter can relate to.

It then contrasts this tension with “Other Copywriters”…those bastards who’ve got this shit all figured out! 

7) The solution has a name

Buyers are always interested in newness, and solutions they’ve never seen before.  By giving the method a name, it immediately makes the solution he’s selling unique.

8) Summarises the main benefits

Before making the offer and stating the price, the ad lays out the ultimate benefits of the 4×6 Copywriting Method – Saving time and feeling confident that your copy will convert.

9) Bullets the features

Now that the reader is emotionally bought in to the solution, the ad bullets out the key features and benefits of the 4×6 Copywriting System.  (tip – try to be as specific as possible when listing features and benefits. User specific numbers and timeframes wherever possible)

10) Call to Action and Social Proof

The final part of the ad is a clear call to action so the reader knows exactly what they need to do next.  And a testimonial from a happy customer, giving the 4×6 Method some all-important social proof.

One of the reasons why long-form story-driven ads work so well, is that they pre-qualify leads before they hit your opt-in or sales page.  Although cost per click rates can be higher, there’s much less risk of cheap, unqualified leads bouncing off your page and failing to convert.

Many ad strategists will focus on bringing in the lowest cost per click, at the expense of drilling further into whether the whole funnel converts.  So why not try running a story-based ad and see if it helps ramp up your Facebook conversions?

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