How to Create Emotional Ad Copy for Facebook Ads

Abdulmalik Ghandoora
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Why should you create emotional ad copy for your Facebook ads? The answer is deeper than “it improves your conversion rate”. It goes way back in history. You see, emotions drive people to go to war or march for peace. Emotions cause you to cry or laugh. Emotions attract people or drive them away. Emotions are the motivators to do all sorts of actions.

If you take any product and boil down the primary reason someone decided to buy the product, you’ll find out deep down it's because “it felt like the right decision”.

In sales, sooner or later you’ll come across this famous quote in the industry: “People buy on emotion and justify the purchase with logic."

It’s similar to what Dale Carnegie said in his book How to Win Friends and Influence People: “When dealing with people, remember you are not dealing with creatures of logic, but with creatures of emotion."

That’s why selling features is ineffective if you can't evoke your prospect’s emotions. However, if you can make an emotional connection between your prospects and whatever you're selling, you’ll improve your conversion rate.

According to Harvard professor Gerald Zaltman, 95% of purchasing decisions are subconscious. But how do you reach the subconscious mind? You evoke emotions.

Here’s the thing. Your prospects behave a certain way - including buying when their emotions are triggered - and writing emotional ad copy will do that job for you.

The Purpose of Emotional Ad Copy

Have you ever read something that made you curious? Happy? Sad? Angry? Or guilty? Or maybe it made you feel inspired and hopeful about something? Whatever the emotion was, you acted and behaved accordingly.

Don't worry. We won't try to get your prospects frustrated or angry. That will make them leave faster than a speeding bullet. Instead, we will show you how to create emotional ad copy for Facebook ads to inspire prospects to buy.

The sole purpose of emotional ad copy is to help prospects see the benefits they will gain from owning your product or service by utilizing the power of emotions. And that makes their purchase decision a no-brainer.

Anyway, before writing a single word for your emotional Facebook ad copy, you need to know one key component — and that brings us to the next point.

The Key for Creating Effective Emotional Ad Copy for Facebook Ads

Before you do any action for your Facebook marketing campaign’s initiatives, you need to know who you’re selling to first. Yes, I’m talking about researching your target audience. People buy based on different emotions and desires.

Your goals are:

  1. Find out what painful emotions they feel and how your product can help turn those emotions into positive ones.

  2. Find out what emotions would they feel if they solved the problem, and how your product fulfills those emotions.

Once you know the exact emotions behind their pain points and desires, you’ll be ready to write high-converting emotional ad copy for Facebook ads.

Let’s get down to it and show you how to create emotional Facebook ad copy that evokes your prospect’s emotions. As a result, you’ll be able to drive more sales. Next are 3 strategies to create emotional ad copy for Facebook ads:

Facts Tell, Stories Sell

Consumers don’t like to be sold. Picture this. You’re walking in the mall and suddenly a salesperson approaches you. They start raving about how good their product or service is. What will be your initial reaction? You say, “No thank you, I’m not interested.”

You see, human behavior is the same whether it's in person or on Facebook. We can’t just jump at them and sell features and facts. They need an emotional drive and rational reasons (logic) to back up their purchase.

So, what’s a better option to sell? Stories. And here’s why.

Stories make your prospects let their guard down. It sells on a subconscious level without the prospect noticing. Also, it makes your product or service memorable because they feel emotionally connected with it through the story.

According to marketing professor Jennifer Aaker at Stanford’s Graduate School of Business, stories are up to 22 times more memorable than facts alone.

Here’s the important part. Stories help you create an emotional connection between what you’re selling and your target audience. So, how do you create emotional ad copy for Facebook ads using a story? Good question, and that’s the next point.

How to create emotional Facebook ads by using stories:

  • Step #1: Tell a story that resonates with your prospect’s pain points and desires.

  • Step #2: Relate it to what you’re selling.

  • Step #3: Introduce your product or service.

  • Step #4: Write a clear call-to-action (CTA)

Finally, by leveraging stories in your Facebook ads, you’ll add emotions to a commodity. You will also improve your conversion rate.

Stressing Pain Over Pleasure

People tend to do things for 2 reasons, either to gain pleasure or avoid pain. And it’s ingrained in humans to avoid pain more than to gain pleasure. Think about it: people work to put food on the table and avoid hunger. Furthermore, people work to pay the bills to have a roof over their heads and avoid living on the streets. Only after those basic needs are satisfied will people think about going on that vacation or buying that new car.

So, how does that apply to creating emotional ad copy for Facebook ads?

You see, you research about their pain points for a reason. You want to lay them out in the ad copy to grab their attention and make the ad resonate emotionally. And when you describe their problems, they will feel understood and assume you have a solution.

Entrepreneur Dean Graziosi said, “People will buy into you when they feel understood, not when they understand you.”

So, how do you create emotional ad copy for Facebook ads that leverage the pain points strategy? We've got you covered, and here’s how.

How to create emotional Facebook ads by leveraging the pain points strategy:

  • Step #1: Write down the problem they’re experiencing and present it upfront.

  • Step #2: Dramatize on the problem or agitate it, to make them feel they need a solution now.

  • Step #3: Present your product or service as a possible solution for the problem.

  • Step #4: Write a clear call-to-action (CTA).

When done right, you will create emotional Facebook ad copy that pushes the right emotional triggers. And that will inspire and influence your target audience to take action, including buying, thus increasing your sales.

Empathize and Show You’re One of Them

People might forget the features or benefits, but they will not forget how you made them feel. You see, when you show empathy for their problems, they will feel understood and appreciated. As a result, they will see you as one of them instead of an outsider. That makes you stand out as a business, and more likely to earn their trust.

Let me ask you this: Would you rather do business with people that hard-sell you with their features and benefits, or people who have similar values and empathy for your needs?

According to the president and chief selling officer Colleen Stanley at SalesLeadership Inc., “Empathy creates an emotional connection, which elevates the sales conversation."

Moving on, empathy is about viewing the world through your prospect’s eyes and putting yourself in their shoes. And when you show that through your Facebook ad copy, you’ll develop loyalty and increase your conversion rates.

So, how do you create emotional ad copy for Facebook ads utilizing the empathy strategy? Great question, and here’s how.

How to create emotional Facebook ads by utilizing the empathy strategy:

  • Step #1: Write an empathy statement for their problem they’re experiencing (i.e. empathize).

  • Step #2: Confirm they’re not the cause of the problem.

  • Step #3: Tell them you have similar values to show you’re one of them.

  • Step #4: Introduce your product or service as a possible solution to put an end to the problem.

  • Step #5: Write a clear call-to-action (CTA)

When done correctly, you will spark your prospect’s emotions, and that will make them resonate emotionally with your Facebook ad. As a result, you will improve your conversion rate.


Marketing is an intellectual game. In order to do well, you need to tap into psychology and spark your prospect's emotions to inspire and influence them to buy. When you evoke your prospect’s emotions, selling will be easier. You see, emotional ad copy is the bridge that will fill the gap between your prospect's needs and what you’re selling.

By utilizing the power of emotions - when done right - you’ll help your prospects come to the conclusion that your product or service is the right solution for their problems. Remember, people might forget your features and benefits, and they might forget who you are, but people will never forget how you made them feel. And that’s how you stand out from the crowd. It's how you will increase your conversion rate and boost your sales. provides professional copywriters who understand today’s Facebook's ad policies, rules, and regulations. Inquire today about our Facebook ad copy packages. We’ll be happy to hear from you.

Abdulmalik Ghandoora

Abdulmalik Ghandoora is a pioneer experienced copywriter through Dan Lok™ Education Inc. He will live and breathe your brand, his role is to help you get consistent ROI-focused copy. He has the skill to influence, and inspire people to take action through well-put-together written words. Abdulmalik is also an SEO content writer. A certified inbound marketer.

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