10 Tips For Writing High-Converting Facebook Ads That Convert
Besides your sales process, there are 3 main elements when it comes to creating successful advertising ad campaigns:
Your goal is simply to find the best combination of these 3 elements.
Now, a copy is arguably the most important element from these.
Yet, many people overlook it.
They create some simple, short copy within a few minutes...and wonder why their ads don't produce any results.
Well, today, I'm gonna share with you my top 10 tips I found after studying the best direct-response copywriters (Garry Halbert, David Ogilvy, Claude Hopkins, etc..) and how they have transformed the results I am getting for my clients.
🔴 TIP 1: Know Your Ideal Customer Better Than They Know Themselves
This is the foundation that cannot be skipped.
You need to know exactly:
WHO's that ideal customer you want to attract with your ad?
What are their problems?
What do they want?
The process of getting to know and understand your ideal client isn’t always an easy one.
But it's a necessary step in order to speak to them in a way that resonates.
So, do your research first, ask your market, and make sure that you are absolutely clear about your ideal customer.
🔴 TIP 2: Focus On The Hook
One of the most important objectives of your ad is to grab attention.
You will do that with your ad creative, but also with the headline and the first sentence in your ad copy.
But remember, you don't want the attention of everybody.
In fact, you want to repel and polarize unqualified people and attract only your IDEAL customers.
That's why HEADLINE and the first line in your ad copy are so important.
All the best direct-response marketers always preach that headline makes the biggest difference.
There is a space below your ad creative to use your headline...
And every headline should appeal to self-interest and offer something that your ideal customer wants.
Then you have the first line in your ad copy and you can either use the exact same headline you put below your ads creative...
Or you can create some "pattern interrupt".
Ask a very specific question that only your ideal clients will immediately answer with YES
It' s a great pattern interrupt and after saying YES to your question, they will be more likely to read the rest of your copy.
People who are NOT your ideal clients will answer NO to this question, which means they will lose their interest.
And that's OK.
You need to realize, that COPY is your TARGETING so you need to speak directly to your ideal clients.
You should know your ideal client's FRUSTRATIONS, FEARS, WANTS, and DREAMS.
And then create a question based on one of these emotions.
🔴 TIP 3: Use Long-Form Copy
"People don't read long copy anymore"...
Have you heard this? TBH I was skeptical about this myself...
...but I can tell you it's total BS.
People read and you should always complete the full story of your ad and never limit your wording.
If they don't read your ad, it's because it sucks.
Not because they don't read.
I did countless of split tests between long copy vs short copy.
And in almost every single test I’ve conducted, a long copy has beaten short copy.
Especially, when targeting cold traffic (complete strangers).
"The more you tell...the more you sell."
And if your copy is interesting enough, your ideal customers will read through that.
And once they start reading, they are more likely to read the rest of your copy...
And eventually, click on the ad and take action.
So NEVER limit yourself when writing a copy and use as many words as needed.
🔴 TIP 4: Always Be Specific Within Your Copy
What do you think is more believable?
👉 A. "This unique wedding venue is perfect for your wedding - any other place else is just ordinary."
👉 B. "Choose one of our 6 luxury yachts as a unique venue for your wedding - a wedding anywhere else is just ordinary."
It's obviously B.
Because I've used specific numbers which make the statement much more believable.
Example A is simply too vague and there is no specificity at all.
So always, always, always be specific within your copy.
🔴 TIP 5: Turn FEATURES Into BENEFITS
Many advertisers are so fascinated and passionate about what they sell and like to lead with product/service features in their copy.
They are explaining to prospects why their product or service is better than the competitions.
But the fact is that your prospects don’t give a damn how amazing your product or service is...
They only care about what your product or service will do for them.
So you need to focus on BENEFITS instead of FEATURES and explain how the benefit directly relates to the results your prospect wants to get.
The easiest way to do that is simple "so you can" approach.
Using this simple approach, you will be able to immediately turn any feature to benefit.
Here's an example:
Let's say you are selling bookings for a wedding venue...
A feature can be something like this:
"As a BONUS save 50% on Venue Fees for November - April Weddings. Our venues are situated just moments away from Lake Tahoe and accommodate intimate ceremonies to large celebrations"
Now I will use "so you can" approach to turn this FEATURE statement into a powerful benefit.
"As a BONUS you will get 50% OFF on Venue Fees For November - April confirmed bookings. Our venues are situated just moment away from Lake Tahoe - so that you can take dazzling photo shoots..."
Do you see the difference?
🔴 TIP 6: Make Them Feel Understood
It's important to build a rapport with your bride/couple prospects...
They need to feel UNDERSTOOD by you.
If you do that, you will be able to immediately build some trust in them and make them feel more connected to you.
So how can you do that?
Using a famous FEEL, FELT, FOUND Technique...
The Feel, Felt, Found technique is an age-tested, proven strategy for building a rapport with your audience and gently moving them to a new way of thinking.
It's a quick story where you will tell them...
“I understand how you feel...” - This part lets your bride prospect know that you heard her and can relate.
"I/He/She/They felt the same way..." - Here, you are letting your bride prospect know that this initial thought is common, meaning that the situation can change.
"Until I/He/She/They found (your offer)..." - In the final part, you will reveal the solution. It's whatever you are offering in your ad and you need to vividly picture the outcome you or they got after discovering this solution.
Creating a story like this is really powerful.
You can tell a story about yourself or someone else who experiences exactly the same problem that your bride prospect face right now...
...And describe how you or someone else discovered a solution to that problem.
But remember, don't make it up - it needs to be REAL!
🔴 TIP 7: Create Urgency
If you can create a TIME sensitive offer. you will definitely improve the results of your ad.
Because when you create urgency, your bride prospect feels like they need to act quickly.
They will feel that it´s really important to take action immediately.
But unfortunately, a lot of today's marketers turn this into disgusting lies.
You don't want to do that.
Be REAL and don't also be pushy.
There are plenty of ways to create an ethical urgency and make our bride prospects act now.
Of course, if you are running some limited offer, it's easy - you just communicate how much time they have left to take action on it.
If you are getting bride prospects on your calendar or show rounds, you can use your TIME as a scarcity, because you have just so many hours in a day to speak with them.
The simplest thing you can do is using words like
Here´s an example...
I am running a lead generation campaign and offering one of my frameworks as a lead magnet.
And in the ad, instead of writing just "Get 25% when you confirm your booking..."
I wrote, "This week We're are giving away 25% when you confirm your booking..."
There is no FAKE urgency or scarcity. I am not saying that this offer will expire or anything.
But just using these two words, it seems like the more time-sensitive offer.
🔴 TIP 8: Always Tell Them What To Do Next
Every ad you publish should have a clear GOAL...
...desired end result that benefits you and your prospect.
It could be to make a sale...
Get engagement on your ad (Likes and comments,..)
Whatever it is, you need to explicitly tell them to do it.
Many advertisers think that their prospects will automatically know what to do next...
I can't even tell you how many times we got comments on our ads from people asking how they can get whatever we were offering...
...even if we had a link in the ad copy.
So you need to make it stupidly SIMPLE for them, to take action.
Tell them exactly what they should do next, where they should click and what will happen after that.
🔴 TIP 9: Make Your Copy Scannable
Your copy needs to be easy to read.
Don’t be shy with white space.
Write a sentence, add a line break, write another sentence, add another line break, and so on.
Just check how I'm writing this post for you.
It's always 1-2 sentences and then line break.
Just imagine I would do that and this whole post would be just one long paragraph.
It would be horrible to read.
So keep it in mind and just model my structure here.
🔴 TIP 10: Test, Test, Test
These tips will definitely help you improve your ad copy.
But it's not enough.
You need to test.
Advertising needs to be done on a scientific basis.
You can make a decision only based on the REAL numbers and data.
So create different angles/variations of your ad copy and test them.
You'll never know what's going to work until you TEST.
Now go and implement these tips into your own advertising campaigns.
Wedding Venue Digital Marketer
Hey thanks for being here! I am Caesar and my goal is to teach you how to grow a profitable wedding venue business by getting your venue fully booked and attracting bridal clients with proven advertising strategies that guarantees results. Want to work with me? Apply here.