Every once in a while I have a major “duh” moment. Duh moments happen when I discover a strategy so beautifully obvious, I’m not sure how I could have missed it.
I had one of these duh moments not too long ago, when I discovered a strategy that transformed the way I look at Facebook ad copy. You might think I’m exaggerating when I say this – this killer strategy is the basis for every Facebook ad campaign we run at the agency.
If you saw it mapped out, you’d be amazed that such a simple method could be so universally over-looked…and yet generate such explosive results for clients. So much so, that the agency considers itself NEGLIGENT if it fails to implement it in every client ad campaign.
Here’s what’s weird…
It’s the exact same strategy email marketers have been using FOR YEARS. Just one glance at your inbox and you’ll see it everywhere.
Why do email marketers love it so much? Because IT WORKS and not doing it is like leaving money screaming at you from the table while you walk away, oblivious.
The good news is, you can map out and write this entire campaign in less than ONE HOUR. The majority of the copy grunt work comes at the beginning. The final two thirds of your campaign are just formulaic Facebook Easy Street.
And here’s the best part of this strategy! The easy-to-write templated copy is where you’ll generate almost all your sales. It’s literally money for old rope. Implement this in your Facebook ads, and your only regret will be not implementing it sooner.
Before we get started, I want you to think about something really important (but often ignored) – consider your average customer’s buying journey. What does it look like when prospects first meet you in their Facebook Newsfeed to the moment they become a lifelong mega-fan?
Now, you might be wondering what this has to do with running ads to cold traffic.
Perhaps you’re only interested in using Facebook ads to generate cold “front-end” sales. Perhaps you think the rest of the customer journey is irrelevant to Facebook ads. Well, prepare to shift your mindset because I’m about to explain why your front-end strategy is losing you money, and what you should be doing instead.
But first, let’s circle back to your customer’s buying journey for a second. How does it play out?
Stage 1 – Stone cold prospect – In stage 1, prospects have no idea who you are or why you’re bothering them while they scroll cat videos and baby photos.
Stage 2 – Warming up prospect – In stage 2, a prospect has a small level of knowledge about who you are but they’re not sure they like you (yet). Maybe they’ve watched a portion of your video ad, or they clicked “Learn More” but immediately bounced off your landing page.
Stage 3 – Likin’ what they see prospect – In stage 3, prospects are seriously tempted by your product or service. You’ve almost convinced them they want what you offer but there’s something holding them back. Maybe they’ve spent longer reading your landing page copy. Maybe they’ve gone off to do more research to confirm their desire.
Stage 4 – Getting hotter prospect – In stage 4, your prospect is teetering over the edge of a cliff. One small nudge and they’re yours! Perhaps they’ve added your product to cart and begun entering their credit card details, but something stopped them before completing their order.
Stage 5 – Repeat customer potential – There are several studies (which I’m too lazy to hunt down for reference…but they’re real, I promise) which show existing customers are 9 TIMES more likely to buy than a new one. They already know you, so they’ll probably buy again. These customers have the potential to become lifelong fans if you treat them right.
Notice anything about these stages in the customer journey?
First of all, customers in the later stages are much easier to convert into paying customers. They’re your low-hanging fruit.
Second, it’s rare to see Facebook ads specifically designed to target these easy-to-convert customers.
Third, email marketers are AMAZING at targeting these customers and make a truckload of cash in the process. They figured out years ago they were missing sales by only focusing on colder prospects.
It’s why they love creating automated sequences which get triggered at different stages in the customer journey. Recognise these?
Browse abandonment sequence – “Hey, we noticed you checked out our product. Is there anything we can help you with?” (Stage 3)
Cart abandonment sequence – “Hey, did you forget to complete your order? Come back now before it disappears” (Stage 4)
Winback sequence – “We’ve not seen you in a while. We miss you. Please come back and buy more of our products” (Stage 5)
These are just a couple of commonly-used email sequences that generate sales with low-effort, high-return templated sales copy.
Which begs the question…
Why do most Facebook advertisers do NOTHING to stay in touch with warm, hot and smouldering leads? With the help of audience retargeting it’s simple to reconnect with prospects in exactly the same way you would over email.
What makes this even better? These multi-level ad campaigns don’t have to cost a fortune. You’ll still allocate almost all your ad spend to reaching brand new customers. When you use customer journey segmentation to split your Facebook ad audiences (much like your email list) you filter out bad leads.
It means you only target a small number of highly-qualified leads with a small amount of ad spend at stages 2, 3, 4 and 5. This small investment will have the BIGGEST ROI of any of your ads. They’re almost as good as earning money for doing nothing. Awesome, right?!
There IS a catch.
It’s not enough to duplicate your existing cold traffic ads to audiences at different stages in the customer journey. (I’ll explain why in a second). This does add a little extra upfront effort when drafting your ad copy. But, you’ll soon see why it’s worth it.
So, here’s the final step in this no-brainer ad strategy.
Now that you understand your customers’ journey from cold to committed, it’s time to write some ad copy. As I mentioned, you cannot simply duplicate your existing cold traffic ad copy and serve it to warm or hot audiences.
Why is that?
Well, at each stage in the journey, your prospect has become more advanced in their awareness of you and your products. At stage 1, they know very little about your products (if anything at all). Most Facebook ad copy is written for this kind of audience.
A stage 1 Facebook ad typically needs a compelling hook, features, benefits and proof-elements to be effective. Ad copy for stage 1 prospects is the hardest to write and will take up the majority of your time. That’s because it has to do the most work to win over audiences that would rather ignore you.
Here’s a great example to the right of what stage 1 ad copy looks like:
At stage 2, prospects have some knowledge of you and your product. It might only be a small amount but it’s NOT NOTHING.
If your ad failed to convert, it’s often down to this: your prospect has some objections. Stage 2 ads must help overcome those objections to move prospects closer to making a purchase. Therefore, your ad copy should directly address the objection, and seek to obliterate it or turn it into a benefit.
This ad copy is an example of shifting an objection that tiredness is caused by stress NOT a health problem.
Moving on to stage 3. By now, your ad has helped overcome your prospects’ major objections. It’s likely your prospect has viewed your product landing page and they’re THIS close to adding to cart. But something has stopped them from taking the next step. At this stage, you can run another objection-crusher ad. Or you can try writing reminder ad copy, prompting prospects to check out the product again.
Stage 4 prospects are hotter than hell! They’re so hot, they added to cart. At this stage, all your prospect needs is a little reminder of what they’re about to miss out on…and perhaps an added incentive to push them over the line.
This could be a special offer like discount code, free gift, free shipping, a high-value bundle.
Here’s some really simple stage 4 ad copy that works like a charm:
Aaaannd finally! At Stage 5 your goal is to win a repeat purchase from an easy-to-convert buyer. We want to make buying from you a part of their routine, and increase the lifetime value of that customer.
Stage 5 ads can be short and to the point. You can use stage 5 ads to upsell, cross-sell or win back a customer you’ve not seen for a while. You can also use stage 5 ads to remind customers to re-stock consumables like foods, supplements, cosmetics etc.
As you can see, most of the ads designed for later stages in the customer journey are super short and simple. They’re direct and to the point, which means they require almost no time to put together.
BUT they’ll scoop up missed leads and help you generate more money with little extra effort or ad spend.
Here’s a quick re-cap of what I just showed you:
- Every prospect you reach with your Facebook ads is on a journey.
- At each stage of the journey, prospects need to hear a different message to generate a sales conversion.
- When you tailor your Facebook ad copy to your prospects at every stage in the journey, you’ll instantly boost your revenue with very little effort.
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