With over 6 million businesses using Facebook ads to reach their target audiences, has the overwhelming competition tempted you to write clickbait Facebook ad copy? Adding to that, according to Sparkcentral, “26% of Facebook users who clicked on ads reported making purchases based on the advertisement.”
I can understand if you feel the pressure to leverage clickbait tactics in order to stand out. But what if this would actually hurt your business?
By writing copy solely to gain clicks, you are diluting your pool of qualified prospects. You may get more clicks, but fewer of them convert. And the ones that do are less likely to become repeat buyers or future promoters of your brand.
If you’re spending more money upfront while relying on upsells in the backend, this creates a major problem. All these extra clicks look great on your KPIs, but in reality, these inflated numbers will only serve to create future headaches. And burn your hard-earned dollars. So, is there a better solution? Yes.
Write your copy to appeal directly to your target audience. This way you pre-qualify your prospects so that every click returns customers and metrics you know you can trust. So let’s jump into the 10 best techniques to write Facebook ad copy that gets clicks from qualified prospects.
Before you write your first word of copy you need to understand your market. Why? If you don’t understand your market, you’ll be writing based on your perspective.
Why is this bad? You are not your customer. Your prospects have different wants, needs, and desires than you do. If you fail to provide your prospects with what they desire, they will skim over your ad without a second glance.
“40.5% of people say they prefer ads that are directly related to their interests.” —Zogby Analytics
Demographics such as age, gender, race, occupation, and education level will give you a rough idea of whom you are talking to. It enables you to visualize this person in your mind. But doesn’t the person still feel like a stranger? If you want to produce the best Facebook ad copy, then you’ll need to do more research.
Knowing the psychographics (consumer psychological attributes) will give you a deeper understanding of whom you are talking to. This can include your prospect’s interests, hobbies, and lifestyle. Now you can visualize your prospect’s daily lives and activities. This provides you with a mental shift, converting the stranger into a friend. One you’ve known for a long time.
With thorough market research, you discover your prospects’ fears, suffering, daily painful experiences, desires and much more. This allows you to understand how they feel, what they need, and what they want. As a result, you’re able to provide the best solution to their problems. When you supply the relief to their pain, they recognize you as a valuable addition to their life.
Once you’ve done your market research, use Facebook to target a specific and relevant niche. This enables you to place your ad in front of the right person, who is more likely to turn into a qualified prospect.
Writing your Facebook ad copy without a defined purpose will only lead to wasted time, frustration and failure. It is best to set a goal first and be crystal clear on which part of the buyer’s journey you’re marketing to.
Is it the top of the funnel, looking to increase brand awareness and reach more people? Is it the middle of the funnel to get engagement, get more leads, or gain more video views? Or is it the bottom of the funnel, looking to turn prospects into paying or returning customers?
Marketing to different parts of the buyer’s journey changes the content of your copy. At the top of the funnel, you need to build trust. But at the bottom, prospects know who you are and don’t need as much convincing. They may just be waiting for a sale before they buy.
Without a clearly defined goal, your Facebook ad copy pulls the prospect in different directions. For example, your caption may be about increasing brand awareness while your body copy may say “shop now”.
Instead of taking the right action they may take the wrong one—or no action at all. Instead, be clear on your goal, then chose your ad’s objective and stick to it. After that, you’re ready to determine your call-to-action and think about how to entice them to take it.
Bonus Tip: HubSpot recommends defining “SMART” goals. This acronym stands for Specific, Measurable, Attainable, Relevant, and Time-bound. SMART goals help you focus on achieving the results you’ve set throughout your Facebook marketing campaign. And it allows you to track your progress and make changes to ensure you’re on pace to meet your deadline.
If you want to attract qualified prospects, don’t just sell your products. Make irresistible offers. How does that work?
You create an offer by adding value to your product. Value is anything that makes the purchase or justification of the purchase easier. You can do this by adding bonuses, using cheaper prices, or providing guarantees.
To make it irresistible, add value that is highly focused on the goal your prospects want to achieve. The more valuable and risk-free the offer seems to the reader, the more likely they will take action. So aim to create an offer that is the solution to your prospect's problems or the fulfillment of their desires.
Make the offer compelling enough to almost sell itself. But your prospect won’t see your offer unless you can first spark their interest, which means you need to write an amazing headline.
Your headline will make or break your Facebook ad copy. It needs to grab your prospect’s attention and keep it. If your prospect does not resonate with your headline, do you think they will bother to read the rest of the copy? Probably not.
“The purpose of a headline is not to make the sale, but to simply get people to read the first paragraph.” —Dan Lok, business influencer
Use your headline to create curiosity while implying a personal benefit. Call out their hardest problems, deepest fears, and biggest desires to give them a reason to read right now.
One way to do this is by identifying a problem and then implying a solution. It gives your prospects a reason to read your Facebook ad copy right now. And by not saying what the solution is, your prospect must keep reading to find out.
You can also use scarcity and urgency to get more clicks, but be careful when leading with it. Would you rather have customers that understand how you solve their problems? Or customers that take action simply because there is a sale? By including scarcity and urgency at the end of your body copy, you can use it to gain clicks from more qualified prospects.
Remember, the headline is one of the most crucial elements of your Facebook ad. Brainstorm as many headlines as you can, review and narrow them down, then choose your best one. But before you start your body copy, there’s an important tip you shouldn’t forget.
When writing your Facebook ad copy, focus on one specific thought. If you don’t, you run the risk of confusing your prospect on what he or she should do. Remember to stay aligned with your goal, writing to direct your prospect to the call-to-action.
Concentrate on a single problem or desire and explain how you provide the solution. It’s best to drill into a single pain than to scratch the surface of many. Once you grab your prospect's attention, try your best to cultivate more of it. People these days have limited attention span due to endless, competing offers.
Also make sure you reiterate your solution in different ways throughout the copy. Different prospects understand things in different ways. This gives you a higher chance of getting your message across to find more qualified prospects.
When writing your body copy it may be fun to get creative, but the extra time spent may just go to waste. Your prospects only read your Facebook ad to see what’s in it for them. So, instead of coming up with a new idea every time, use a structure that works.
Here are 3 proven structures for Facebook ad copy that are easy to use and get results:
PAS Ad (Simple and effective)
State the Problem: What painful experience does your prospect have right now?
Agitate it: Explain why their situation is bad.
Provide the Solution: Explain how your solution is the answer to their problems.
Viral Ad (Shareable content)
State the problem: What painful experience does your prospect have right now?
Give valuable content: Help your prospects better understand their problems by giving information, identifying mistakes and answering questions. (usually 1, 3, or 5 points)
Provide the solution: Explain how your solution is the answer to their problems.
Story Ad (Most difficult but very powerful)
Tell a story: Start with a time and place, set up a goal and conflict, end with the resolution and moral of the story.
Link it to your offer: Explain how this story relates to your offer.
Call-to-action: Tell your prospect what to do next.
These proven structures provide a logical framework for Facebook ad copy, which makes it easy for your prospects to follow. It enables them to identify his or her problem and discover the solution. When your prospect feels understood, it provides you with more qualified clicks.
By now you’ve done a lot of work, but there’s another important point you must not forget.
Make sure you stay focused on your customers. Do you think prospects care to read monologues about how great a company is? The truth is, according to Theodore Roosevelt, “Nobody cares how much you know until they know how much you care.”
Show them how much you care by focusing on specific pain points and providing them with personal benefits. Use your research to show them that you understand their situation and how they feel. This builds trust and convinces them that you have the solution to their problems.
Bonus Tip: Anticipate objections and handle them accordingly. Using your market research, preempt objections to reassure your prospects that there is nothing to worry about. If you don’t, even small objections could be enough to turn them away.
More often than not, your prospects view your ads in less than ideal conditions. They could be completely bored and mindlessly stalking their friends. Or they could be scrolling through their feed after a long, tiring day’s work. No matter the scenario, the odds are your prospect’s brain will not be fully engaged.
If you use complicated language in your Facebook ad copy, you’re writing to exclude people based on their reading level. But don’t you want to reach everyone that finds value from using your products and services?
So, it’s better to write using simple, conversational language that everyone can understand. Make your Facebook ad copy sound like you are talking to your prospect one to one. This will grab their attention and keep them engaged.
Use shorter sentences with short paragraphs to make the copy look inviting. If you don’t, your copy looks like a big wall of text. And this discourages prospects from even attempting to read it.
Bonus Tip: Read your copy out loud. Wherever you stumble over words, refine that section until it flows smoothly like warm butter. The easier your copy is to read, the deeper the engagement of your prospects. Create a slippery slope that effortlessly directs them to your call-to-action.
It may be tempting to use striking visuals that get clicks. But if they don’t turn into qualified prospects, what’s the point? You may feel great at first looking at your metrics but later realize it’s wasting money.
Make sure you align your image with your Facebook ad copy. Otherwise, your prospect may view it as clickbait and have a negative reaction. When this happens, you lose trust and credibility. And you may lose this prospect forever.
It’s better to have the visual and copy to work together, or play off each other, to give the reader a better experience. This allows your ad to stand out, by providing real value that your prospect appreciates. This helps to influence your prospects' buying decisions over time, building trust and converting them into more qualified customers.
As field marshal Helmuth von Moltke once said, "No plan survives contact with the enemy.”
After spending a tremendous amount of time, effort, and research into coming up with your ad, it’s easy to get attached. But in the end, it doesn’t matter how good you feel about your ad—the prospect is always the marketing genius. So once you’ve written your ad copy the last tip is to test it.
But what do you do if your ad doesn’t bring the results you expect?
Don’t worry, strategically change it until it does. The most effective way is to A/B test your ads by changing one element at a time. Use your highest performing ad as a control, and test your changes against it to see how it impacts the performance.
“On the average, five times as many people read the headline as read the body copy. When you have written your headline, you have spent eighty cents out of your dollar.” —David Ogilvy, the "Father of Advertising"
Consider changing Facebook ad copy elements in the order of most importance. This means you should change your headline and call-to-action before you consider changing your body copy. You may even need to reevaluate your offer to make it more compelling.
The more you integrate these 10 best techniques, the more qualified prospects you’ll attract. Remember to start with market research and a clearly defined goal. Create your irresistible offer and write a headline that's just as enticing.
Make sure your Facebook ad copy stays focused on the customer with a single, simple thought. Use one of the proven structures, and keep it engaging with a conversational tone.
Always align your copy with your visuals to create a better experience for your prospects. And continuously run A/B testing to receive feedback from the marketplace to improve your Facebook ad copy.
Does that sound like a lot of work to learn and implement? Writing the best copy does not happen overnight. It’s an iterative process that requires a solid understanding of your customers and the patience to test and improve it by analyzing feedback from the marketplace.
If you want to jumpstart your Facebook ads, you may want to consider hiring one of our copywriters. Each one has gone through a rigorous 7-week training and understands the fundamentals of writing good Facebook ad copy. So feel free to fill out a form and see how we can help increase your number of qualified prospects today.
Xavier Chang is a certified copywriter. He has a background in engineering and a passion for health and wellness.Hire Xavier