One of the biggest challenges when it comes to writing Facebook ads, is knowing what to say in the first few lines of copy. And to make matters worse, your opening lines of ad copy are – without a doubt – the most critical element of your ad. Why?
Because if you fail to hook your prospects in from the very beginning, they’re not going to stick around to hear what else you have to say.
Now, when it comes to Facebook ad hooks, there are around 20 different ad styles you can leverage. These are:
- Recent news/timely event
- Surprising statistic
- Uncommon secret
- Big benefit
- Surprising mechanism
- A new way
- Quite contrary
- Proof elements
- Better, cheaper, faster
- Direct offer
(If you want to see these hook types in action, I cover 5 of these ad styles in detail in this blog post >>HERE).
At this point you might be wondering which ad type will work best for your campaigns. And the reality is that no one ad style works better than any other. It’s simply a question of identifying the most appropriate way to appeal to your specific audience’s curiosity, fears and desires.
And that requires you to answer 5 crucial questions about your prospects…your products…and your ad campaigns.
1. How aware is your audience about your products or services?
Back in the 1960s the advertising master, Eugene Schwartz, published a book called Breakthrough Advertising. And in it he described the concept of audience awareness.
Without going too far down the Eugene Schwartz rabbithole, audience awareness is the extent to which your ideal prospect knows they have a problem…and knows how your products can solve that problem. Here’s why audience awareness is so important in advertising.
Every potential customer sits somewhere on the awareness spectrum. And depending on your prospects’ state of awareness, you need a different advertising message to grab their attention.
So when it comes to your Facebook Ads, you need to choose the right hook to appeal to your prospects at different states of awareness.
For example, an education hook works best with unaware and problem aware audiences.
Whereas a direct offer hook works best for most aware audiences.
And for audiences in between, you might choose a proof element or values hook.
2. How skeptical/sophisticated is your audience?
Market sophistication is another important concept developed by Eugene Schwartz. But rather than thinking about individual prospects, Market Sophistication takes into account your entire marketplace.
In brief, market sophistication describes the level of competition and skepticism in a particular market. It also dictates how you speak to your target audience.
Think about it this way, the first person to invent and sell the motor car would have needed a very different message than a car salesperson today. E.g:
“It travels faster than a horse, and won’t eat all your porridge oats”
“It does 120 miles to the gallon thanks to our unique fuel-efficiency technology”
(Or something…I really don’t know about cars! Can you tell?)
In any event, certain claims…positioning…and educational messaging will not work in more sophisticated markets. And that’s because prospects in saturated niches have likely heard it all before. So it’s up to you to say something unique, exciting and credible (which isn’t always easy!).
3. What Buyer Type Are You Speaking To?
At a simplistic level there are 4 main buyer types. These are:
- Emotional buyers
- Analytical buyers
- Impulse buyers
- Status-driven buyers
For most people, one of these types is the dominant driver of their buying behaviour. And in most markets, one or two buyer types will make up the majority of the customer-base.
However, our dominant buyer type isn’t always the trigger that makes us buy. Some days you might buy on emotion. And other days you might need more facts and data before you reach for your credit card.
Which is why you should aim to write hooks that appeal to as many of these different buyer types as possible – so you hit the maximum number of prospects with a message that resonates with them at that time.
4. Objectively, how unique is your product?
Most business owners I meet believe they have a special snowflake-like product. When the reality is, most people’s products and services are not that different from the competition.
As a facebook advertiser, it’s up to you to write ad copy that dials up the uniqueness of your offering. But the way you go about explaining that difference will depend on whether there really is anything special and unique about what you’re selling.
If your product is extremely unique, you can come right out and explain the unique benefit you offer.
However, if your product is one of many ‘me too’ offerings – you’ll have to work harder to hook prospects in with a unique mechanism or benefit that they’ve never heard about before.
5. What stage in the funnel is your campaign?
It’s likely that the majority of your ad-writing anguish is happening at the top of your funnel. And it makes sense – because converting a stone-cold audience is tough!
That said, the most successful Facebook Advertisers know that they can’t focus all their attention on top of funnel campaigns. Which is why they run retargeting ads to:
- Existing social followers
- Email subscribers
- Or cold prospects who have engaged with their ads and taken specific actions that move them further down the sales funnel
Now, when you think about it logically, somebody who has no idea who you are will respond to a very different message than somebody who recently added your product to cart.
Which is why you need to select your ad hook, based on where in the funnel you’re running your ad campaigns. Those lower down the funnel may convert easily with a short, direct ad hook. While those at the top of the funnel will respond best to more educational ads or story-driven ads.
As I mentioned at the start of this blog, there is no right or wrong style of Facebook ad. And no one ad style consistently converts better than any other.
But if you want to increase your engagement and sales in the newsfeed, you need to be aware of:
- Audience awareness
- Market sophistication
- Buyer type
- Product differentiation
- Stage in the funnel
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