Want better Facebook ad conversions? Wondering how to write compelling Facebook ad copy? In this article, you’ll learn how to write a Facebook ad copy that improves your conversions.
#1: Use the “So That” StatementThe most common Facebook ad copy mistake I see is writing about the features of a product or service, rather than the benefits. The product features might be something like:
- Members-only Facebook group
- Weekly printable PDFs
- 100 hours of video training
- Yellow shoelaces
- 1:1 instruction
- Members-only Facebook group –> Communicate and seek support from business owners going through the same problems as you.
- Weekly printable PDFs –> Track your progress, which is vital if you’re someone with shiny object syndrome.
- 100 hours of video training –> Get instant access to the step-by-step system we use to generate 37% more profit.
- Yellow shoelaces –> Never get lost in the dark again.
- 1:1 instruction –> Never get stuck again. I’ll hold your hand as you work through the lessons.
#2: Ask “Yes” QuestionsOne of the most powerful Facebook ad copy techniques is to polarize people. You want your ideal customers to see your ad content and be drawn in. You want people who aren’t your ideal customers to be sent away. Polarizing people doesn’t mean you have to be obnoxiously controversial. It just means you should create an ad for your customer and nobody else. It doesn’t matter what you want to share; it only matters what your ideal customer wants to see. One of the easiest ways to polarize people is by asking “yes” questions. These are questions that only your target customer will say yes to. Putting yes questions at the top of your ad will help hook your perfect customer. If you grab them with that first line, they’ll read the rest. To illustrate, one of my best-performing ads starts with the line, “Ever find Facebook ads a little overwhelming?” This ad is targeting people who have tried Facebook ads but are unhappy with their results. A lot of business owners find Facebook ads overwhelming so I hook them by asking this question, which in turn allows me to lead them toward a solution (downloading my free guide). If someone I’m not targeting (such as a Facebook ads expert) sees this ad, they won’t click on it because the first question doesn’t resonate with them. Mission accomplished: the ad has polarized my audience. Perhaps you’re selling a course to people interested in becoming better at playing bass guitar. You could ask questions like “Feel like you’ve hit a plateau with your bass playing?” or “Looking to get better at the bass?” If someone who doesn’t play the bass sees this, they’ll ignore it. But you’ll grab the attention of those looking to become better bass players; thus, you’ll only get attention from the audience that’s important to you.
#3: Establish Mutual InterestsRelevancy is hugely important on Facebook. Whenever you post something or run an ad, you’re competing against thousands of other advertisers and users on the platform. And if someone doesn’t know you, you have to work hard to get their attention. Generally speaking, people don’t like ads. They don’t like it when strangers turn up in their feeds trying to sell them something… unless the ad is relevant to them in some way. If you’re targeting an audience of people who don’t know who you are, take every opportunity you can to make your ads relevant to them. You can do that by speaking about things of mutual interest. For instance, you can talk about location. If you’re a local business targeting people in your area, simply mentioning your location in the ad copy can make you immediately relevant. If you’re a bar/restaurant in Edinburgh, you could write: “Live in Edinburgh? Come down to X bar tonight and have a drink on us!” That copy is immediately relevant to people in Edinburgh. You’ll grab their attention (even if they don’t know you) because you’ve spoken about a mutual interest. You can take this even further by targeting Edinburgh University students with the same ad. This time, call them out based on location and university: “Edinburgh University students, come down to X bar tonight and have a drink on us!” What university student is going to say no to a free drink? Think about the mutual interests that you share with your audience and try speaking about those things. They’ll start to like you and trust you much faster.
#4: Use Numbers in the CopyUsing numbers in your Facebook ad copy is a great way to grab attention. When someone reads your ad, chances are they’ll just skim it, so anything you can do to give a quick win/shortcut will work in your favor. If you’re talking about the results you’ve helped clients get, saying, “We helped generate 27% more profit,” stands out more than, “We helped generate twenty-seven percent more profit.” The more specific the number, the better. If you’re a business that helps people save money on their weekly grocery shopping, writing “Save $19 on your next grocery bill” is much more appealing than something generic like “Save some money on your next grocery bill.” Numbers are also a great way to show social proof and boost credibility. If you’re trying to get people to sign up for your online course or membership, share how many members you already have. In almost every ad they run, ScottsBassLessons.com mentions they have 25,000 paying members, which immediately builds trust and credibility. If there are 25,000 members, it must be good, right? If you don’t have numbers like these, simply share how many people you’ve helped, such as “723 other entrepreneurs have downloaded this guide.” While this stat might not provide the same level of authority, it certainly has some value.
#5: Have a Clear, Singular Call to ActionArguably the most important part of your Facebook ads is your call to action (CTA). This is the action you’re trying to get people to take. If you’re trying to drive conversions, your CTA may be something like:
- Sign up for our free webinar.
- Join our Facebook group.
- Get your 50% offer here.