Want to see me break-down a Facebook ad that smashed the industry average and achieved a 1,000% return on investment for the client?
Before I get started let me give you some context…
The average Return On Ad Spend on Facebook is around 400% (or 4 x ROAS in Facebook-speak). In other words, for every $1 you spend on ads, you can expect to earn around $4 dollars in revenue.
The ad I’m about to show you achieved 10.27 x ROAS.
Now, in the grand scheme of things a 10 X return on investment is nothing to shout about. In fact some of my clients achieve consistent 20…30…or even 40 x ROAS.
But there’s a reason I’m showing you this ad in particular.
Firstly, it’s for an infoproduct. And infoproducts typically generate returns of less than 2 x ROAS – because they’re hard for prospects to visualise.
That’s in contrast to physical products – like a cute pair of shoes, or an uber niche beauty product – which can sell easily with little more than a photograph.
The other reason I’m showing you this ad is because it has a really crappy landing page. It tells you almost nothing about the product. (We’re talking 5 lines of vague product copy).
But despite the landing page sucking BIG TIME – we achieved a 92% conversion rate from click-through to purchase. This tells us that the Facebook ad did a stellar job of “pre-framing” the sale. So almost anyone who clicked the link on Facebook was primed and ready to buy.
So, if you’re ready to find out how I did it, buckle up because I’m about to show you!
Step 1 - How to sky-rocket the impact of your first 3 lines of ad copy
Your first 3 lines of copy are crucial. That’s because they’re the only words your prospect sees when your ad hits their newsfeed.
These 3 lines of copy must succeed at a couple of crucial tasks if you want cold prospects to pay attention to the rest of your ad.
1. Make it clear who your ad is for. Notice how I specifically mention my target audience in line two. You can instantly see this ad is meant for “Lash Artists”. If you’re not a lash artist you can scroll on by.
But if you are a lash artist, it’s clear I’m speaking to you.
2. Immediately address the No.1 pain point, desire or objection in your market. On Facebook there’s no time for skirting around the issue. You must hit your prospects with their biggest fears, desires or objections right away so they don’t scroll away from your ad.
My first 3 lines of copy talk about lash artists sky-rocketing their success. That’s because I know that’s what they ultimately want to achieve.
I also made it sound almost effortless for my prospect to achieve their desire, using the words: “One small change” and “almost immediately.”
What’s also worth noting is the word “almost” in the first sentence. I intentionally dialled DOWN the hype a notch to help shut down my prospects’ BS alarm and make my claim more believable.
3. Create curiosity. The only objective of your first 3 lines of copy is to get your reader to click the “see more” link. It’s why you mustn’t give away your whole sales pitch before you’ve drawn prospects into the main body of your ad.
Words like ‘this’ help make your copy sound like you’re sharing specific information – but you’re actually saying very little and creating an open loop. The loop can only be closed by reading the rest of your ad.
Step 2 - What it takes to write awesome body copy that pre-frames the sale and makes your product irresistible
If you’ve done a great job with your first 3 lines of copy, you’ve already overcome a HUGE hurdle. But your work is far from over!
That’s because your prospect still needs to be persuaded to buy your product.
One of the reasons this ad works is because it’s like a mini sales letter. It contains many of the elements you’d expect to see in a sales page. This is essential because the landing page copy is ridiculously limited.
So let’s dive into the body copy:
1. Know that the infoproduct market is super over-saturated – especially in the entrepreneurial niche. There are thousands of ads selling vast quantities of E-books, mini courses and video masterclasses. This creates a big problem for infoproduct sellers. How do you get people to keep reading when they know you’re trying to sell them stuff?
Sometimes it’s helpful to make your ad copy sound like a piece of value-driven organic content…kinda like a tiny advertorial.
It’s why I give my prospects 3 steps they can implement to help them solve their problem. The final step in the process is when I begin my sales pitch. If my prospect is still reading, they’re in the right mindset to agree that my product is the logical next step.
2. Do your damn research! – Let’s face it, research is kinda boring. But the only way to write an ad that converts is to do your damn research. You might notice that the pain point I address is super specific.
It isn’t that my prospects are finding it difficult to master their new skill. It’s that they’re struggling to learn at the same time as hand-writing notes.
How did I know this? It wasn’t a lucky guess.
It’s based on reading hundreds of testimonials, social media posts and product reviews – so I had a high degree of certainty that my message would resonate with my audience.
When you pay attention to your market, they’ll tell you what to say.
3. Prove your claims – in any sales letter you need proof elements to back up your claims. It’s the same in your ads.
If you make unsubstantiated claims, your prospect will simply roll their eyes and walk away. You need to back them up with scientific studies, expert quotes or testimonials.
I chose every testimonial in this ad with a specific goal in mind.
- Meghan’s testimonial addresses the pain point.
- Julia’s testimonial explains one of the benefits of the product.
- Elizabeth’s testimonial highlights a popular feature of the product – which was that it’s hand-bag sized so you can carry it around wherever you go.
4. Tell people what to do next – Some businesses like to dump a load of information on their prospects without telling them what to do next.
Although the next step might seem obvious to you – don’t assume everyone knows what they’re doing. They might not know. Or they might be too busy to think, so they need you to guide them.
As you can see, there’s little difference between a Facebook ad, a mini sales letter and a sales email. The only difference is that people get tied up in knots about their audience being on social media.
The truth is, there is no magic formula to writing a great ad. The main things you need to do are:
- Know your market better than they know themselves
- Address them directly and specifically
- Tackle their objections
- Back up your claims
- Tell ‘em what to do to buy your product
It’s the same as any other form of copy! So go off and write yourself some killer Facebook ads.
Want the secret to cranking out profitable Facebook Ad Copy in minutes
…even if you’ve never written a Facebook ad before?