If you’re running ads and trying to grow your business with advertising, the biggest lever you have on the ad platform is just that…your ads.
Better ads mean better results.
Just think about it…
If you went to any algorithmic ad platform these days and launched an incredibly well done ad without any targeting or fancy things, you could for sure get leads and sales coming into your business.
But that doesn’t work the other way around.
You can’t go in and have only the perfect targeting with the perfect bid strategy, launch a crappy ad and get results.
Now when it comes to creating great ads, copywriting has a HUGE part in that.
So today I’m going to share some tips to write better copy for your Facebook ad campaigns.
Table of Contents
11 Tips To Write Better Ad Copy
If you’re an expert, coach, consultant or service provider your ad strategy is going to be different than someone doing ecommerce for example.
Selling products like online courses and high ticket programs is a different beast and you’re going to have to create campaigns differently as well.
It really comes down to how you come up with new hooks, new angles, and how you’re going to go out there and get somebody’s attention to bring them into your funnel.
That’s where we spend the vast majority of our time with our clients, and where you should be spending the majority of your time as well.
Developing Your Hooks And Angles
When you’re starting new ad campaigns one of the biggest things to look at is your hooks and angles.
Sit down and just brainstorm what the hooks and angles could be before even starting taking pen to paper writing ads.
Things to think about: who are the different people you want to talk to, what are the stages of the journey they’re at and how can you get their attention with some kind of big idea that will stop them from scrolling and pay attention to what you’re running.
What’s the concept or hook that’s going to stop this person from looking through the chaos of their Facebook home feed and pay attention to you for the next five seconds?
That’s really what you’ve got to think about and spend time brainstorming.
Address Pain Points
We’re human. And emotions are powerful.
Oftentimes good advertising addresses some of the particular pain points someone is having so there’s an emotional tie bringing your customer in.
Whether that emotion be moving someone in the positive direction or negative direction.
The emotion should speak to the benefits of moving towards the next step and has a clear call to action so people can move forward and find a solution to their problem by clicking your ad.
Understanding Your Avatar
Who is your customer avatar?
Where are they at right now in their life?
There’s a famous saying by a great copywriter, Robert Collier, which says,
“You want to enter the conversation that your customer is already having in their mind.”
You’re not trying to inject them with new ideas, you’re trying to jump into where they’re already at.
Avoid generalized stuff. Get super clear on who you’re speaking to and avoid casting out a large net.
For example, say you are a coach or a consultant selling to people who want to learn how to use Instagram to grow their business.
There’s a lot of ways to approach this.
… are they already sold that Instagram is the right thing?
… are you trying to convince them that it’s the right thing?
… have they been doing a lot of Instagram and they’re not seeing results?
… are they seeing some results but the results are really inconsistent?
… are they crushing it?
… trying to create more resources, teams, automation?
As you can see there’s a lot of different stages of this.
And you don’t want to try to speak to all those people at the same time.
The way you would write all of these ads would be completely different.
The lesson here is the more that you can figure out about your avatar, the better your ads are going to convert.
It’s not the most exciting stuff, but it will be the difference between hitting the mark or not.
Understanding Where Your Avatar Is At In Their Journey
Understanding where your avatar is in your sales cycle is super important as well.
Especially if you’re selling something high ticket (more than a thousand bucks) you don’t want to pitch them your product in the first ad.
Or basically, don’t ask the girl to marry you on the first date.
You’ve got to start slow with pitching them on the first step.
And then bring them through the next however many steps they need to take before they even get introduced to your program.
Sell What’s Interesting And Ignore What’s Boring
I think you could agree with me that nobody really cares about another PDF or free video.
Most people have a bajillion of these things just laying around and don’t really need any more of them.
Instead focus on what’s inside of that thing.
What framework, what strategy, what methodology, what tool is really going to help people get from where they’re at now to where they want to be.
If you’re a thought leader with a unique solution to accomplish something, you have a framework, a methodology, a system, a strategy, a tool, a software, whatever it is that’s going to help people get their desired outcome.
That’s what you want to focus on.
Take your messaging from “If you download my free PDF, “ or “My free PDF will show you how to get this,” etc.
TO
“If you download my free FRAMEWORK, we’ll show you how to do X, Y, Z, and when you use our framework you’ll achieve X, Y results. The way you get that is by clicking here.”
You go from selling them the medium something is being delivered on (boring) to the value of what they can get out of what you uniquely offer (interesting).
Focus on what’s inside whatever you’re giving them.
Whether that’s a pdf, course video, or series, is really just a vehicle to help them get what they want.
It’s about offering them something MORE.
Treat The First Three Sentences As A Headline
It’s important to know that especially on a social platform, there’s only three lines of text that show up before someone has to click and take action or click the see more button to actually read the whole ad.
So you gotta nail those first three sentences.
They’re comparable in value like the headline on your landing page.
So where we spend the most time on our ads is really dialing in the imagery and these 3 sentences.
Take these photos for example:
You’ll notice if you just look at an ad without clicking on it, the image or video takes up the most space.
And then on Facebook the thing that someone sees first is those first three lines of text.
Those have to get someone and get them to want to hit the “See More” button.
On Instagram there is even less space before someone has to click the “See More” button.
So really focus on those first couple of lines in the body copy to hook someone in and get them interested in what you have to say.
Embrace The White Space & Punchy Sentences
You’ll see in this photo above that the ad on the left is way easier to read than the ad on the right.
The one on the right looks like they put everything together into one giant sentence.
Think about it from an end user standpoint: the user sitting on their phone.
Most people consume content online by skimming quickly to see if it’s valuable for them.
So you want your copy to reflect that with short punchy sentences and white space in between.
This makes it really easy for people to scan through and will give you better results.
Have A Super Clear Call To Action
Always tell people exactly what to do next.
Click the sign up button below, click the learn more button below… you get the point.
Unless you’re in a really sophisticated techie market, a lot of people still don’t totally understand how all this stuff works, where to click, etc.
Don’t assume that anyone understands anything. Spell it out.
Congruency Is Key
It’s critical that your ads are congruent to the landing page or the sales page that you’re driving traffic to.
What you don’t want to do is bait and switch people.
You’ll have a high click through rate but a really low conversion rate.
Have on the next page what you said you would have on the first page.
Try to make sure with the graphics and creatives, that the visuals line up, the colors lineup, and the messaging all line up so that you have one congruent flow when getting someone from the ad platform to the next step.
Oftentimes when we’re running ads, especially for clients, we go to the landing page and find all the best stuff that we can find there and then move that up into the ad.
Add in some curiosity and a really good hook and we’ve got a good congruent ad that’s going to help move people off the ad platform and into our funnel.
Write Like You Talk
Write exactly how you talk, even if that includes bad grammar, cursing, or (ha ha ha’s).
Especially if you’re selling online courses or high ticket programs, longer form copy that tells a story, gets people interested, pre-frames them into the right mindset and makes sure you’re qualifying people before they click to the next step works best.
Try recording yourself with an idea that comes to your head or shoot a quick video of yourself talking through the idea.
Then you’ve captured it in very casual language which is super helpful.
Tell Your Story With Long Form Copy
In the image above we often find the ad copy on the left outperforms the short ad copy on the right.
The short copy might actually get more clicks but your cost per click might be lower and we often find that then the conversion rate is significantly lower.
If we go for something like on the left we find we get way more qualified leads into our funnel which ends up converting better for us in the long run and making more money.
Oftentimes we find 200-300 words is a good baseline starting point but you can always go longer as long as you can keep somebody’s attention.
Another method is writing one really long form copy and then cutting that in half. Then test the long form and the short form together to see what performs better.
Wrapping It Up
Copy and good creative is the only thing that moves the needle 50% on the ad platform.
The best way to do it is come up with a bunch of stuff and test it out.
Definitely try implementing these ideas in your next ad campaign.
See if you can write some better ad copy that’s going to beat what you’re running now.
Most of all, have fun with it!
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