5 Crucial Questions You Must Ask – If You Want to Write Winning Facebook Ad Copy

ideal client questions

If you’re struggling with high CPMs, soaring ad costs and flat-lining click-throughs – there’s a common oversight that could be to blame for ALL of your Facebook ad woes! 

But the good news is once you fix this problem, everything else will fall into place like,

  • Creating power-packed copy – that hits your perfect prospects like a heat-seeking missile…
  • Crafting scroll-stopping images and videos – to grab attention and compel stone cold leads to read your ad copy…
  • Setting up laser-sharp audience targeting – to spread your message to precisely the right people (while lowering your ad costs)…

So what is this crucial element?

It’s your ideal client avatar. 

Now when I speak to most business owners, they tell me they already know their ideal client avatar. They often say things like this:

“They’re 50+ women – with issues sleeping” or…

“They’re 30-40 year old men who want to start a business”

And while these statements might be true – they’re also the reason why most Facebook Ad campaigns don’t convert like we want them to (especially in the post-iOS14.5 landscape).

That’s because most business owners don’t go deep enough into their ideal prospects’ problems, aspirations or day to day life. The result?

    • Surface-level messaging which doesn’t speak to the audience’s fears and desires – or compel them to take action 
    • Generic imagery that might look pretty in the newsfeed but lacks emotional pull 
    • Broad audience targeting which costs a fortune and makes it far harder to scale your campaigns 

Which is why you need to search deeper, to understand who your ideal client really is…what their life looks like…and what they want to achieve. If all this sounds like hard work, you’re not wrong! Understanding your ideal client avatar does take time and effort. But if there’s one thing I can guarantee…

…you WILL NOT regret the time you spend REALLY figuring out your ideal client avatar. And here’s the best part. Most business owners will not invest anywhere near enough energy to figure out their ideal client avatar. It means you’ll have a massive advantage over 99% of your competitors – if you’re willing to roll up your sleeves and get intimate with your avatar. 

The 5 key questions you must

answer to nail your ideal client avatar

  1. Is your business PRODUCT or MARKET-centric? Let’s start with market-centric businesses. A market-centric business sells products specifically developed to serve a defined group of people. Many niche infoproducts are market-centric like knitting courses or Ebooks for web designers – as they tend to serve one core market. 

(But, as you’ll see in a minute – this market can still be divided into different groups of sub-avatars depending on their awareness level or the specific nature of their problem)

There are also plenty of market-centric physical products too, like cycling helmets – which are only really designed for cyclists. Or yoga pants, which are usually designed for yoga enthusiasts.

That’s not to say other groups of people wouldn’t want to buy that product too. But the core avatar tends to make up the largest portion of the market – because the product was made with that avatar in mind. 

Then we have product-centric businesses. Product-centric businesses sell products which could benefit many different groups of people. Take a water bottle, for example. Many types of people could use a water bottle. Like athletes, school children, office workers etc. 

This is also true for some broader infoproducts, which could also be considered as product-centric. Like a language school I work with. They sell online Spanish conversation classes. And when I really dived into their business I found dozens of different avatars who were benefiting from their offers. These included…

  • Pensioners looking to retire to Spain
  • Students moving to Spain to study
  • Employees, relocating with work
  • Newly-weds who married into a Spanish family 

Even some more specialised info-businesses could be considered product-centric. For example, I recently spoke to a copywriter struggling to write ad copy for a leadership coaching program. 

And although this is a specialist subject area, there were several groups of people who could benefit from leadership training such as…

  • CEOs of large corporations
  • CEOs of SMEs
  • Entrepreneurs 
  • Managers in large corporations
  • Managers in SMEs

As you can imagine, the lives…problems…and aspirations of each of these avatars will likely be VERY different. And so, your ad copy needs to be tailored to each individual avatar – even if the product you’re selling is exactly the same. 

Sadly, most Facebook Ads I see fall at this first hurdle (particularly for product-centric businesses). That’s because businesses often write ad copy with a broad message, designed to appeal to everyone at once.

Instead of taking the time to understand the sub-sections of their market. And writing separate copy for each one of their avatars. Let me show you some ads I wrote for Prodigies music – an online pre-school music programme.

Avatar 1 – Parents of non-verbal children  

ideal client questions
ideal client questions

Avatar 2 – Frustrated School Teachers

Avatar 3 – Proud Parents 

As you can see, it’s the same product (in a product-centric business). Only it’s being sold in three different ways – to three different avatars.

Can you see why it’s super important to understand if you have a product-centric or market-centric business? 


2)What is your avatar’s No.1 pain point? It might seem obvious that you need to uncover your ideal client avatar’s No.1 pain point. BUT it never ceases to amaze me how few businesses address their prospects’ nitty gritty problems in their ad copy.

That’s because most Facebook Advertisers express the pain point at its most basic level – without thinking about the impact it has on their prospects’ day-to-day life. 

For example, I’ve been working with a client who sells a CBD sleep supplement. The pain point is obvious, right? Surely it’s that their ideal client is struggling to fall asleep or stay asleep for the whole night.

You’re not wrong for thinking that. In fact 99% of Facebook Advertisers would think the same. And so, they’d go ahead and write some ad copy that looks like this:

“If you’re struggling to fall asleep at night, and wake up feeling exhausted each morning – you’re not alone. In fact, 17 million American adults report struggling with chronic sleep issues. Etc. etc…”  

Here’s the problem…

This ad copy is way too vague and generic. It’s why it lacks the emotional pull you need to compel prospects to buy. Sure, this copy might be kind of relevant to A LOT of people – but there’s nothing within it that makes prospects scream…

“WOW! This brand really gets me! I want to know more”

Which is why you need to dig deeper into your avatar’s life – so you understand how their problem shows up for them in the real world. This is particularly important if you run a product-centric business, with a wide range of avatars across different age bands, genders, interests etc.

Let me show you how it can look when you really nail the pain point (even in a market-centric business like this online coach):

Avatar 1 – A coach who is struggling to generate consistent revenue from failed launches

ideal client questions

Avatar 2 – A coach who is generating solid income from launches but feels burned-out

ideal client questions

You can see from these two ad copy variations that the difference between avatar 1’s problem and avatar 2’s problem is pretty subtle. But there IS a difference.

Expressing that difference clearly, is how you resonate deeply with your prospects and generate the kind of returns you want from your Facebook Ad campaigns.  

3) What is your ideal client avatar’s desired outcome? Similar to question No.2 – you need to get ultra-specific about what your prospect wants to achieve when they buy your products or services.

Going back to our CBD sleep aid example – most Facebook advertisers would write ad copy which speaks to the desire to “Get more sleep” or “Wake up feeling rested.” 

Now those desires are OK. But if you stop at that level of understanding, your ad copy is unlikely to hit your prospects in their gut – and it’s likely to achieve so-so conversions.

But if you want to take your Facebook ads to the next level, you need to think deeply about how your prospect’s life will look after the positive transformation. 

For example, a mum who buys the CBD sleep aid is likely to:

  • Have more energy to run around after her kids 
  • Be less irritable and short-tempered when her children are fighting or pushing her buttons
  • Be less forgetful and keep on top of her kids’ homework…birthday parties…and parents meetings – so she doesn’t feel like a failure who loses track of everything 
  • Be the mum everyone admires at the school gates because she always looks put together and in control 

Now let’s compare this to a 30-40 year old male entrepreneur. Their transformation probably looks more like this:

  • Stay focused on complex tasks for longer stretches of time 
  • Avoid making costly, poor decisions because you’re able to think more clearly
  • Crave less caffeine and sugar – and avoid the mid-afternoon energy slump when you can’t get any work done 
  • Show up at meetings feeling energised and confident  

Can you see how much more powerful these benefits are versus most advertisers’ default of, “Get a better night’s sleep?” 

4) What is your Ideal Client Avatar’s awareness level? You’ll hear me talk a lot about Customer Awareness Level. That’s because it’s an essential consideration when you’re writing ad copy.

(If you don’t know about Awareness Levels click >>HERE to find about this game-changing concept by Eugene Schwartz)

Sadly, it’s a consideration most Facebook Advertisers don’t take into account. Even though, knowing your customer’s awareness level is the key to zoning in on precisely the right message for your audience. 

Why is that? Well, if your prospect is already aware of the different ways to solve their problem, you don’t want to waste their time explaining what their problem is (AGAIN!). If you do, you’ll very quickly lose their attention. 

On the flipside, there’s no point writing copy that centres around why your product is superior to the competition – IF your prospects are still trying to understand the cause of their problem.

It really comes down to understanding how much experience your ideal client avatar already has – when it comes to solving their problem.

Let me show you an example for some ads I wrote for a piece of Credit Repair software:

Avatar 1 – Wants to start a Credit Repair Business but doesn’t realise there’s a piece of software that makes it ridiculously simple 

ideal client questions
ideal client questions

Avatar 2 – Already knows how they need a special piece of software to build a successful Credit Repair business. They just need a final nudge to sign up with this service provider.

ideal client questions
ideal client questions

When you read these two pieces of copy, you should see that the message is slightly different – based on how much educating we need to do in order to make the sale. 

If you educate too much, you’ll bore your prospect. But if you pitch an unaware prospect too soon, they’ll be confused about your offer.

It’s a fine balance, but it’s essential to know your prospects’ awareness level if you want to maximise your ad conversions. 


5) What is your avatar interested in? – As I mentioned at the start of this blog, most business owners think their avatar is a 50+ woman…or a 30+ man etc. But this barely tickles the surface of what you need to know about your ideal client avatar. 

There’s a very good reason why it’s important to know what REALLY interests your ideal client avatar. And it has to do with your CPM (or the price you pay to show your ads 1,000 times in the newsfeed).

Without going too deep into CPM – it’s a macro measure which shows you how much demand there is to reach your target audience. If demand for your chosen audience’s attention is high – your CPM goes up. And if demand for your chosen audience is low – your CPM goes down – which has a major knock-on effect on your Cost Per Lead or Cost Per Acquistion.   

So why does it matter what your ideal client is interested in? Well, most Facebook Advertisers choose obvious target audiences split by age, gender, occupation or marital status.

Or they choose interests directly tied to their product or service. For example, if I’m a business coach – an obvious interest to target would be “Entrepreneurship.” You wouldn’t be wrong for targeting that interest but you’ll also be competing against every other business-related product or service out there. And so the CPM for that audience would be through the roof. 

Which is why it’s so important to understand WHO your ideal client avatars really are. When you dig deep into the mind and life of your ideal clients you’ll start to uncover a whole universe of less obvious…less competitive (and hence less expensive) target audiences.

Thinking back to our Business Coach for a second. Their ideal client avatar might be a new business owner who is just starting to get to grips with online entrepreneurship. And so, we can start to think of all things that might interest this avatar. Like,

  • Different niche blogs…podcasts…and influencers they follow  
  • Software they use 
  • Books they read 
  • Thought-leaders they interact with 
  • Etc etc.

When you get down to this level of detail about your ideal client avatar, you’ll find your ad costs plummet because you’re not competing with everyone else in the newsfeed! 

So that’s all for today. We’ve covered a lot of vital information is this week’s blog! So here’s a quick recap of the 5 essential questions your must ask about your ideal client avatar – to lower your ad costs and increase your conversion rates:

  1. Is your business Product or Market-centric?
  2. What’s your ideal client avatar’s No.1 pain point?
  3. What’s their No.1 aspiration?
  4. What is your ideal client’s awareness level?
  5. What are they really interested in? 

When you know the answers to these 5 questions – and apply them to your ad copy and targeting…your Facebook ad conversions will start to soar!

Want the secret to cranking out profitable Facebook Ad Copy in minutes

…even if you’ve never written a Facebook ad before?

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