After writing hundreds of Facebook Ad campaigns for multi-million dollar clients across a huge range of markets – I’ve come to realise that the traditional way of advertising does not work on Facebook.
You see, the standard way to advertise is with a single hook or message. And this hook usually digs into a single, common pain point or desired transformation. In other words, typical ads try to attract everyone (but often attract no-one. You’ll see why in a few minutes).
And it makes sense when you think about it. Because, for decades, advertisers had no choice but to promote their products via mass media like…TV, radio or printed press. So they needed to resonate with as many buyers as possible to make their campaigns profitable. No wonder most advertisers took a one-size-fits-all approach to their promos!
Here’s the thing though…
This kind of mass-market thinking does not work well on Facebook. Or at the very least it doesn’t allow you to tap into all that Facebook has to offer, to help you maximise your conversions.
Think about it this way. For many years, Facebook’s superpower has been its ability to optimize your campaigns based on a vast treasure trove of consumer data. And that’s still true today…even if iOS14.5 has somewhat neutered Facebook’s Spidey Power.
It means you have a choice. You can either get on the right side of Facebook, so its algorithm starts working for you. Or you can let the ads machine gobble up your advertising budget, while you complain that the robots have eaten all your cash for breakfast.
So how do you keep Facebook on your
side when you launch your ad campaigns?
The secret lies in the Micro-Niche Method. I developed the Micro-Niche Method after working at a major ad agency. At the agency I was responsible for creating dozens of Facebook Ads every week – for accounts spending tens of thousands of dollars per day.
And it was during my time at the agency, that I noticed something interesting about the campaigns that worked and the campaigns that bombed.
Turns out that the unsuccessful Facebook Ads all had one thing in common. It was that the messaging, visual creative and targeting all followed the same principles as traditional, mass market advertising.
In short, the media buyers and creative team were targeting a broad market…with a single broad message…and one catch-all theme for images and video.
But what about the successful
Facebook Ad Campaigns?
For successful ad campaigns, the media buyers and creative team did something completely different. They split the overall market into smaller sub-sections – which allowed us to:
- Target cheaper, more effective interest-based audiences
- Craft ad copy that spoke SPECIFICALLY to the pains and desires of a small group of people
- Create images and videos that resonated deeply with the target audience
- Build highly-targeted landing pages and funnels – to maximise conversions
- Lower CPMs and CPAs
- Elevated click-through rates
- Higher lead and sales conversions
So, seeing what was working across these profitable ad accounts, I developed The Micro-Niche Method. It’s a system I now consistently use to create Facebook ad campaigns and cold traffic funnels for all my clients.
And I’m going to share my process with you, so you can start Micro-Niching your cold traffic campaigns and increasing your profits.
How to Implement The
Step 1 – Know Your Product
Step 1 of the Micro-Niche Method is to list all the features of your product or service. If you’re selling infoproducts, you should think about how your teaching method is unique – and why that matters to your audience.
If you sell physical products, you should brainstorm all of your product specs. Then you should uncover which of these specs is unique to your product – and how that makes your product better, cheaper, or faster than anything else on the market.
Step 2 – Know Your Audience
Often when I quote on a job to write Facebook Ad copy for clients, I hear a sharp intake of breath. Why? Because I’m pretty expensive when you compare my prices to the rates other ad writers charge for their work.
“Surely it only takes a few minutes to write Facebook Ad copy. How can it cost so much?”
But there’s a very good reason why my prices look expensive.
It’s not because I want to rip off my clients and line my pockets with ill-gotten gains. It’s because I do A LOT of market, product and competitor research because I write a single line of ad copy. In most cases, this research takes at least 20 hours of my time (if not more). And that’s before you factor in the time it takes to write the ads!
The sad reality is that most Facebook Advertisers don’t do anywhere near enough research before they launch their ads. And this common oversight is at the root of almost every failed advertising campaign.
It’s not just your ad copy that suffers if you don’t do enough research. It’s also your audience targeting, your visual creative and your post-click funnel. Everything you do comes back to your research – which is why I dedicate the majority of my time to step 2 of the Micro-Niche Method.
The Key to Successful Avatar Research
For your avatar research to be successful, you need to understand exactly what you’re trying to discover about your market. Here are the insights you must look for if you want to Micro-Niche your ad campaigns:
- What are the most common sub-sections of your market? Try to find at least 3 sub-sections – if not more…to give yourself room when it comes to scaling your ad spend
- Who is your ideal client avatar within each sub-section of your market? Again, you should aim to identify at least 3 (if not more) avatars.
- What is your ideal client avatar interested in? What books do they read? What tools do they use day-to-day that only they would use? What podcasts, blogs, social media content do they consume? Remember to list interests that apply SPECIFICALLY to your avatar.
- What is your avatar’s No.1 pain point?
- What is their desired outcome?
- What product features appeal most to your avatar?
- What other solutions have they tried in the past?
- What objections do they have?
As I just mentioned, this stage in the Micro-Niche Method is the one where you should spend the most time – so you have a detailed and accurate picture of a group of different avatars that you can advertise to on Facebook.
Step 3 – Find Your Sales Argument
Now that you understand what makes your core avatars tick, and what makes your products or services the best on the market – it’s time to marry the two together to form your sales argument or hook.
Your hook is essentially the reason why your ideal prospects should care about your product and feel compelled to buy.
You can find find multiple reasons why prospects should care, by thinking about:
- Why your product is uniquely positioned to solve a specific problem.
- Why your product is uniquely positioned to provide a specific and measurable outcome.
- The unique mechanism your product uses to solve a specific problem or provide a desired transformation
- A timely event that makes your product particularly relevant and helpful to your ideal client
In truth there are countless ways you can hook a buyer in – but the above list is a good starting point. But the most important thing to remember is that different hooks will resonate with different avatars.
You should aim to come up with several different hooks for each of your avatars, which connect your product to their unique problems and desires. Avoid hooks that appeal to your entire market. These will be too weak to pull in your ideal client on Facebook.
Step 4 – Write Your Micro-Niche Ad Copy
Armed with a range of hooks, you can finally start to write your ad copy! I typically try to write 2-3 different ad variations per avatar – although it can sometimes be more if I come up with a lot of ideas and ways to position the product.
Here’s the secret to Micro-Niche ad copy…
It’s calling out your ideal client, using messaging that would appeal ONLY to them and no one else. So when you’ve finished writing your copy, ask yourself this –
“Would this message make sense to anyone other than my Micro-Niche Avatar?”
If the answer is yes, it’s likely that your messaging is too surface-level – and you need to dig deeper into your avatar’s specific pain points to really pull them in.
If, after learning all you need to know about the Micro-Niche Method, you now feel like your brain’s melting – then why not get me to write your copy for you?
Simply fill in an application >>HERE and I’ll take the copy hassle well-and-truly off your plate – while delivering a delicious dollop of conversion goodness before you can say ‘Where’s the dough?’
Want a Foolproof Method for Writing High-Converting Facebook Ad Copy?
Download the FREE Micro-Niche Method EBook Now!