Believe it or not a surprising amount of thought goes into Facebook ad copy. Yes, your ads might disappear into obscurity in a matter of weeks. And yes, they might contain just a few hundred words. But there’s actually a lot going on in Facebook ad copy. You just might not be aware of it (yet).
Often, Facebook advertisers make this one crucial mistake. They spend too little time understanding their audience before writing their ad copy. And no, I’m not just talking about buyer demographics. (We’ll leave that to the media buyers and button pushers). I’m talking about deep market insights that can make or break your ad copy.
As you’re probably aware, writing Facebook ad copy can feel painful at times. How do you grab attention? How much information should you include? What kind of language should you use? How long should your copy be? These are all great questions. They’re questions that leave many advertisers spending hours staring at a blank screen.
I want to share a secret with you. Writing Facebook ads doesn’t have to be difficult. At least, not when you understand what I’m about to show you. Understand this, and you’ll have the ability to short-cut the thinking process and crank out high-converting Facebook ad copy without breaking a sweat.
Before we go deep, there’s one vital point you need to understand. To write a successful Facebook ad, there are a number of key pieces of information you need to gather about your product and market. Without them, your ad copy will be based on assumptions and guesswork. And what happens when you rely on assumptions and guesswork? You write spaghetti ads which will probably NOT resonate with your audience.
By now, you’re probably wondering what those magical pieces of information are…so let me show you exactly what you need to know (and why each insight matters).
1) Customer awareness
First off, you need to understand how well your audience knows your product, knows other solutions to their problem OR even knows their problem at all. This has a huge impact on the type of ad copy you’re going to write.
An audience of people who don’t even realise they have a problem needs to hear a very different message from an audience who’s bought the same product from you already.
One audience is “Most Aware”. The other audience is “Unaware”. (For more on this, search for Eugene Schwartz Five Stages of Awareness).
Let me give you an example – an unexplained rash has appeared on my face. It’s gross. I’m unaware of what’s causing my problem. I need a lot of education to understand why I have my rash. I’ll also need a lot of information about how your product can help me.
On the other hand, my sister regularly gets rashes on her cheeks. She has a favourite brand of face cream that clears it right up.
If you want to advertise to my sister, all you need is a reminder to re-stock before she runs out (and maybe a discount code to entice her to buy now). That’s the first part of the Facebook ad copy equation.
2) Market Sophistication
Ready for another game-changing concept from Eugene Schwartz? Market sophistication is super important to understand. Why? It affects a number of elements that may or may not need to go into your ad copy.
Let me explain. When a market is brand new, there is no competition. It means your advertising presence alone should be enough to convert buyers. IF your product meets an actual need in the market.
Your ad copy needn’t say much more than what your product does and how to buy. Sadly, most offers don’t have the luxury of being 100% unique. Most advertisers need to dig way deeper to write an ad that persuades prospects to buy vs similar products in the market.
So, what can you include in your ad copy if you’re selling in a highly competitive market?
- Amplification – does your offer achieve the desired result quicker, better or more cheaply?
- Mechanism – how does a unique feature of your offer help achieve the desired result?
- Proof – what evidence do you have to back-up your claims? These could be case studies, testimonials, scientific studies, credible endorsements etc.
- Identification – connect your ad copy to your audience’s sense of self. Call out to distinct sub-groups
Let’s move onto the next consideration…
3) Audience skepticism
In truth, audience skepticism is actually a facet of market sophistication. But I want to address it separately for one very good reason. Within a highly competitive market, there could still be people who are not yet skeptical.
How could that be? Surely they’ve seen and heard it all from your competitors? Let me explain. Our attention is limited. Particularly when it comes to advertising. Think about it – every day we’re bombarded with thousands of marketing messages. It’s impossible to pay attention to them all.
In my experience, we view advertising through blinkers. We only pay attention when a message speaks to a problem we’re experiencing right now. That means people are blind and deaf to 99% of ads. Even in a saturated niche which bombards prospects with ads.
So, what does that mean for you?
Well, if your prospects have only recently begun to experience their problem, you need to say much less to blow their mind. Your copy could simply expose the problem, and offer your solution without needing to deal with any pesky objections.
On the flip side, your prospects may have tried every solution in the market. They may have failed 1,000 times before coming across your ad. This presents a huge barrier. You must use your ad copy to help them get past their bad experiences, objections and any beliefs that are holding them back.
Here are some ways to do it:
- Testimonials and client success stories – show evidence of people like them who’ve achieved great results
- Social Proof – share the number of people you’ve helped already
- Credibility – this could be credible endorsements, empirical evidence to back-up your claims
Sadly, skeptical audiences create another major headache for Facebook advertisers. That’s because their BS radar is on high alert for anything that looks like an ad. If they spot an ad that looks like an ad, they’ll instantly ignore you.
The solution? To disguise your ad in a couple of ways:
- Teaser copy – use your copy to make hints about how your solution can help them. This is especially important if your offer is for a “me too” product with similar features to others in the market.
As soon as your audience smells a pitch for a product with features they’ve already seen, they’ll run a mile.
- Story – conceal your ad inside a story. People love stories. And here’s the best thing…story ads fit the most naturally in the Newsfeed. They’re the easiest ads to hide amongst other organic content. It means you can draw in your prospect without them realising a pitch is coming.
4) Landing page conversion
Bad landing pages can be tricky, especially if you’re dealing with a landing page you can’t edit. But it’s an important consideration when you’re writing ad copy.
Here’s why…your Facebook ad is ultimately designed to increase traffic to a landing page. However, most advertisers aren’t really interested in how many visitors you send to their page. That’s because a visitor is irrelevant if it doesn’t lead to the ultimate goal i.e. to generate a lead or a sale.
It’s why most ad performance is measured against Cost Per Acquisition (CPA) or Return on Ad Spend (ROAS). NOT cost per click. But it’s not just your ad copy that affects your CPA or ROAS. The landing page also plays a huge role. So the question is this…how solid is the landing page? In other words, how well does it convert visitors into leads or sales?
There’s a good reason why you need to know this. The quality of the landing page impacts how much copy you need to write in your ad. Let me explain my thinking. As a business owner, you don’t have the time or energy to waste on activities that have no impact on your bottom line.
There’s no point sweating for hours over a long-form ad if you have an epic landing page that could sell hair loss supplements to a woolly mammoth. You want to write just enough to achieve a click-through and let the landing page work it’s magic.
However…most landing pages are pretty bad. It means no amount of traffic will make your ads profitable. The solution? Your ad copy has to do the selling so your landing page is off the hook.
In essence, your Facebook ad copy will act like a mini sales letter. It should persuade, qualify and sell just like a landing page using as many persuasion tools as you can fit into the newsfeed.
The bottom line is this. Every market, avatar and offer is different. The information I’ve shared is designed to give you a process to work through to figure out what type of ad to write and how much information to include. It’s a way to shortcut your thinking.
It’s not a guarantee your ads will convert. Of course, the only way to truly know if an ad will convert is to write the copy and put it out into the newsfeed. So test test test and you’ll soon find the perfect message for your perfect prospects.
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