Discovering how to write a Facebook ad can be one of the most profitable activities for your company. There are currently over 2.45 billion active monthly users on Facebook. Almost 3 out of every 4 users log in every day.
The fact that Facebook has such an active user base is great news for your company. You can use Facebook ads to expand your reach and introduce more customers to your world.
Unfortunately, not every company knows how to write a Facebook ad or is successful in its advertising.
Let me introduce you to Ted and Ned.
Three years ago, on a hot summer day, Ted and Ned met at a social media marketing event for digital marketing agency owners. They hit it off immediately and found out they started their SEO marketing agencies around the same time. They were there because they wanted to add social media to their list of services.
A few years later, they met up at another marketing event. Ted was hiring a larger team to manage all the new social media accounts he was handling. Ned was still mainly doing SEO work, unable to get real results for his clients in social media.
So, what happened to Ned?
It wasn't a lack of knowledge. They both went to the same conference and learned the latest social media tactics and strategies:
Keep your fonts and brand colors consistent
Add captivating and beautiful images
Ask questions to increase engagement
The difference lies in the foundation upon which these tactics and strategies are applied.
You see, underneath all these tactics and strategies lie psychological principles. These psychological principles show you how to write a Facebook ad that gets clicks and sales in any industry.
So today, I'll share 3 psychological principles that will help you create killer Facebook ads that convert.
"How do you know what I'm thinking?"
That's what you want your customers to say when they come across your Facebook ads. When you learn how to write a Facebook ad with proven principles, you will know your customers so well that you can tap into their minds and tap into their desires.
By entering the conversation that's already going on inside their minds, you will capture their attention.
The inverse is true as well. If you don't enter the conversation in their mind properly, you'll never capture their attention.
Let me give you a personal example. I'll never buy peanut butter no matter how good an ad campaign is. It's not that I don't like the smell or taste. In fact, many baked goods made with peanut butter look delicious. The reason is I'm allergic to peanuts.
That's why it's critical to understand your customers. When you know your customers on a deep level, you can speak directly to them in your Facebook ads to capture their attention.
Capturing their attention is more important than ever. In a study by Raymond Hackney, Ashok Ranchhod, and Marilyn Hackney entitled "Marketing Strategies through Customer Attention: beyond technology-enabled customer relationship management", they show that customer attention is now a critical part of marketing in this era.
So how do you speak directly to your customers?
Here are a few questions you can ask yourself to get into their minds:
What problems do they have?
What questions are they thinking about?
What roadblocks are they facing?
What results are they looking for?
Once you have your answers to these questions, they become the foundation for how to write a Facebook ad and its copy. You will enter your customers' minds, capture their attention, and increase your conversion rates.
How do you like food samples? Some people love them (like me) and others dislike them (they're missing out).
Nonetheless, it's an effective way for companies to get shoppers to buy their products. Companies set up a display to attract shoppers, give them a sample, and up to 30% of the shoppers will end up buying it.
While I'm not advocating giving out food to your customers (unless that's what you do), we can learn something here.
All of your customers are on an individual journey to encountering your company's products or services.
Knowing this journey is essential in how to write a Facebook ad that will get you clicks. If your Facebook ad copy doesn’t match the phase your customer is currently in, you won't get optimal clicks or sales.
You might be thinking, what are these supposed phases?
The first phase of that journey is awareness. Just like the food sample display, your company needs to make customers aware that you exist. Then you can work on attracting them over to look.
The second phase is consideration. Whether it's a tiny slice of pizza or showcasing your products or services, this is where the customer becomes more familiar with your offers. It's their first taste of your company and where they figure out if they like what they see.
The third phase is decision. This is where your customers decide if you have the solution to their problems. Whether or not you have the answers to their questions. And if you can offer the outcome that they desire.
Once they move through these three phrases, they will be more likely at that point to purchase your products or services.
Have you ever encountered a situation when you decided on something, then later questioned why you made that decision?
Carl Jung, who founded analytical psychology, said in his book Memories, Dreams, Reflections, "Until you make the unconscious conscious, it will direct your life and you will call it fate."
Our conscious and unconscious minds are always trying to battle it out and make the final decision.
While it might be frustrating for you to deal with this circumstance yourself, it can be a good thing for your advertising. If you understand how this phenomenon works, you can use it to your advantage in your Facebook ads.
How does this relate to how to write a Facebook ad?
You now know that emotions drive people's purchasing decisions, as does their unconscious mind.
That becomes the focus of your Facebook ads - to capture their feelings or evoke an emotion. You need to display the emotions that they feel when they think about their problems, questions, roadblocks, and results.
Once you accurately paint the picture of their emotions and hit their pain points, your customers will feel understood. When they feel understood, they're going to click on your ads and buy your products or services. This is because they've already committed to buying in their unconscious mind.
All that's left is having their conscious mind come up with the logical reasons to justify the purchase.
These are 3 psychological principles people like Ted followed on how to write a Facebook ad that converts in any industry:
Know exactly who you're speaking to, what they're already thinking of, and enter the conversation in their mind.
Know where your customer is at in their buyer's journey and meet them there.
Know the emotions your customers are feeling and make them feel understood. Then they will unconsciously commit to making the purchase.
The reason these principles work in any industry is that humans are on the other side of every Facebook ad. Though we all have our differences, at the core, we're wired in much the same way.
Do you want help creating Facebook ads that convert into clicks and sales? Click here to hire a professional social media copywriter who cares about your results, and is trained to generate those results for you.
Arthur Kam is a revenue-generating marketer and direct-response copywriter. He's a former engineer, who bootstrapped and exited two eCommerce brands that each made multiple 7-figures in sales. Nowadays, when he's not focused on helping clients scale their companies through copy, marketing, and funnels, he loves to travel and experience the world with his wife and business partner, Dr. Grace Lee.Hire Arthur