If you’ll grant me 5 minutes of your time, I’m about to let you in on a secret that will transform your stone cold Facebook Ad leads, into frenzied buyers.
Here’s what it’s all about: during my time at the agency, I’ve discovered even the best Facebook Ads can only nudge cold leads a small fraction of the way towards the checkout. There’s a lot more that has to happen to persuade cold leads that…
- They need your product in their life
- They want your product right now
- You’re a credible seller, with a solid product that will deliver on your promise
- Your product is legit and you’re not going to take their credit card details, and steal all their money
- Your product is the best solution available to them
- Your product represents great value for money
Truth is, most Facebook Advertisers struggle to do enough persuading in their ad copy to make a sale directly from the newsfeed. That’s because Facebook is noisy and full of distractions. In most cases, your ad only has a few seconds to convince your prospect to take the next step.
Why Most Facebook Ads Can’t
Close a Sale in the Newsfeed
It’s why most Facebook Ads don’t strive to trigger an immediate sale. In most cases, the objective of a Facebook Ad is simply to sell cold prospects on the benefits of clicking the “Learn More” button.
Your Facebook Ad is there to whet your prospect’s appetite, making them curious about what’s on offer. What comes after the click is where you make or break your sales conversion.
It makes sense, therefore, to focus A LOT of time, energy and attention on what comes after prospects click the Learn More button. It’s on the landing page that your copy needs to do most of the heavy lifting to generate a sale.
Blow up your post-click landing page, and you’ve just handed a stack of cash to Mark Zuckerberg with zero ROI.
What amazes me, is how many bad landing pages I discover when I click through from a Facebook Ad. It makes me wonder if most entrepreneurs actually enjoy throwing their money down the toilet. There has to be a good explanation.
Then it hit me.
No Wonder Most Facebook Advertisers Can’t
Fix their Landing Page!
When it comes to direct response advertising, writing a 200 word Facebook Ad and setting up the right targeting is the easy part. What’s not easy is, creating a 5,000 word sales presentation that grabs a prospect’s attention, gets them excited enough to keep reading, and interests them until they’ve been thoroughly convinced by your sales argument.
Sheesh! With a list of criteria like that, no wonder most advertisers can’t be bothered to fix their landing pages.
Lucky for you, I have a little-known secret that lets you write high-converting landing page copy…without that moment of panic when you realise you have no idea what you’re doing. Never again will you stare at a blank Google Doc wondering how the hell you’ll write an entire sales page before you die of frustration.
Here’s the secret…
Sales pages are not written….
Let me first explain how most people write a sales page (and why they’re wrong).
Step 1 – Write a headline
Step 2 – Write a subheading
Step 3 – Write an intro to agitate the prospect’s pain point
Step 4 – Offer a solution
Step 5 – Tell people how to buy
That, in a nutshell, is how most people write a sales page. And why not? It’s how we’re taught to write them. Problem is – writing a sales page like this is the reason why it’s such a struggle to get started in the first place.
When you write a sales page like this, your sole focus is on getting words onto the page. Instead of investing your energy on THINKING about what goes on the page, before piecing it together like a bricklayer building a house.
So, what does my sales page writing process look like, if I don’t just start writing in chronological order?
1.Research your avatar – Every word I use on my landing pages, and the order my ideas appear on the page are determined by my understanding of the most profitable avatar for that product. If I don’t know my avatar, I have no idea what to say, or how to persuade them to buy.
It’s why I spend an enormous amount of time understanding my avatar’s desires, pains, frustrations and objections before writing a single word.
Can’t be bothered to do any research? Good luck to you! Research is the foundation of every great landing page. Avoid it at your peril.
2.Identify your product’s USP – A USP or “Unique Selling Proposition” is essential for your landing page. Without a USP your only hope is to erode your profit margins by competing on price.
No one wants that, right?!
So, you must position your product as the best option to solve a problem like nobody else can. For infoproduct sellers, this could be your coaching methodology. It’s why so many coaches create names for their teaching method.
For physical products, you must uncover a unique feature that appeals most strongly to your audience.
That is your USP. And it’s around this that you should arrange your sales argument.
3.Position your product as the ONLY logical solution to the problem – Eugene Schwartz used to say that every ad can only contain one idea or argument. The key to a winning ad is NOT hitting your prospect with all the reasons why your product is superior. The key to a winning ad is knowing what information to leave out.
Often, business owners want to tell their prospects EVERYTHING their product or service can do. Truth is, when you bombard your prospects with too much information, their brain struggles to process it. So what’s the answer?
Think of your landing page like a well-crafted novel. It should have one central theme around which everything orbits. Within that theme can be sub-plots and mini stories that enhance the overall narrative.
What can’t be on your landing page is a scattering of random ideas with no coherent argument. Your goal is to make your argument so persuasive and so easy for your prospect to remember that they can share your sales story with others.
Let me give you an example – One of the most famous ads ever written was David Ogilvy’s Rolls Royce promotion.
It centred on a single idea that Rolls Royce is the quietest car in its class. Sure, a Rolls can do 1,000 things better than other cars. But this one idea was enough to make this one of the bestselling car ads ever made.
Based on the USP you identified in step number 2, what single argument can you present to your buyers to make your offer the only solution to their problem?
4.Smash Objections – Think about the last time a friend or family member tried to persuade you to do something you weren’t 100% sure about. Chances are, your brain started immediately firing out reasons why you shouldn’t do as they ask.
It’s the same with your landing page. For every argument you present to your prospect about why they should buy, your prospect’s brain will probably trigger an objection.
It’s up to you to pre-empt those objections, based on knowledge of your avatar that you picked up in Step 1.
The minute an objection creeps into your prospect’s mind, you need to crush it with a counter-argument that shifts their beliefs.
5.Find proof elements for every benefit, claim or assertion you make – As I just mentioned in step 3, your sales page can contain sub-plots and stories within the overall theme of your sales argument.
The reason you should include these sub-plots is that short client success stories, news stories or scientific investigation stories make great proof to back up your claims.
Why do you need proof? Well, whenever you present your buyer with a reason to buy, their BS alarm will start ringing. After all, it’s easy to make a claim about your product or service. It doesn’t necessarily mean it’s true. It’s why proof is critical to increase your conversions.
In short, whenever you make an assertion or claim about your product, you must back it up with cold, hard evidence.
6.Craft a no-brainer, high-value offer – When you run any kind of promotion – whether your campaign is evergreen or launch-based – you need to make a compelling offer to your new prospect.
Your offer should make it clear that your prospect will receive a greater amount of value from your product or service than the cash price you’re asking them to pay.
You can do this in a number of ways:
- A time-limited discount
- Bundling products together at a discount versus buying items separately
- High-value bonuses or free gifts
- Buy one get one free type deals
Here’s the thing, most businesses don’t think through their offer enough when they write their landing page. They believe their product is good enough as it is.
Trouble is, buyers have a lot of choice and a lot of reasons not to buy. A compelling offer could be the difference between buyers taking action immediately, or waiting til later (and never coming back).
7.Rock-Solid Risk Reversal – I often see infoproduct businesses telling buyers that “All Sales are Final.” This is the dumbest thing I have ever heard.
Think about it this way…you’re asking your prospects to hand over a chunk of cash to an almost complete stranger without any way of getting it back if the product is a dud.
Would you give your money to an unfamiliar brand if you had no idea whether they were the real deal? Probably not, right? Your buyers are no different.
Sure, you know you’re legit. But your prospects don’t. It’s why you must put the risk squarely on your own shoulders if you want to maximise conversions. You do this with a strong guarantee.
Ideally, you should offer a full refund (or something better). Anything else is weak and will probably hurt your conversion rate.
8.Piece all these elements together into the shape of a sales page – Now that you have all the elements of your landing page, it’s time to look at your structure.
The way you structure your landing page will entirely depend on your ideal client avatar. Some avatars will respond well to knowing the price and the guarantee right up front. Other avatars might need a bit of mystery to get sucked into your copy.
The key is to take each element you’ve created and piece them together in an order that will most appeal to your prospect.
As much as we might like, there is no cookie cutter landing page framework that guarantees sales conversions. Anyone who tells you that is lying. Here’s a quick recap of what to do instead to increase your chances of converting cold Facebook Ad leads into frenzied buyers:
- Do not spend all your time tinkering with your ads – your landing page must pull its weight too, even if it feels like a lot of work!
- The best way to write a landing page is NOT to start at the beginning. Instead, you should piece together all your essential persuasion elements, before your landing page takes shape
- Know your avatar better than they know themselves
- Follow steps 1-8 before constructing your landing page like a lego project!
Want the secret to cranking out profitable Facebook Ad Copy in minutes
…even if you’ve never written a Facebook ad before?