Now that you have your audience interested, you have to seduce them with your words.
How important is copy, really?
Like if it sucks, then no one will want to like it, share it, click on it, marry it, or anything. It will fall into the graveyard of ads that people simply pass by on.
Great Facebook ad copy is what separates 10 people clicking on your ad to 1,000 people clicking on it. The great thing about Facebook is that you can test out different variants of copy, to see which one resonates best with your audience.
Let's go on it. When it comes to writing copy for Facebook ads:
1. Keep it Short.
Why are people on Facebook? To stalk their ex. But also because they have short attention spans and need variety and a barrage of cool things to quench their boredom.
But since their attention spans are so low, it also means that you have to make your ad stand out even more.
That's why I've found that it's best to keep your copy short and punchy.
Ain't nobody got time for huge paragraphs.
2. Lead with Value.
Don't just be another internet marketer. There's hundreds of them begging for people to buy their stuff.
The only way you can stand out, is by providing them what they want to hear.
You need to be able to identify your audience's deepest desires, and their pain points, and speak out to them. An important distinction to make is give them what they want, not what they need.
For example, don't try to sell a workout plan by saying "you'll get better in 3 months if you go 3x a week!". Think about what marketers do right now -- they promise washboard abs in 30 days.
A scam? Maybe. But it taps into the desires of the customer.
3. Have a Call-to-Action.
These are really hard to start writing when you're new to copywriting.
But trust me, they make a difference.
So a Call-to-Action (CTA) is when you literally tell the user what you want them to do. ("Click on this link below to get 50% off!") It sounds ridiculous, but it helps the user understand what the next step is to get what they want.
I don't know the science behind this, but I believe it's because consumers don't want to think too hard to get their solutions. They just want them. So the less you make them have to think, the easier it becomes to cooperate.
Just a theory.
4. Write for your Audience.
In part 4, we'll discuss how to use Facebook's Ad Targeting to put your ad in front of exactly the type of person you want.
If you wanted to sell diapers to single moms in Boston who play tennis and have incomes above $75,000, you literally could do that on Facebook Ads. It's amazing.
So that also allows you to speak directly to your audience.
You have to think: what would a single mom in Boston want to hear?
Once you can figure that question out, you're off to the races.
Bonus: Test, Test Test.
There's no reason you shouldn't be testing different variants of copy.
You never know what words will resonate with people at any level of the game.
I'll talk to you guys next time when we talk about the coolest part about Facebook Ads Marketing: audience targeting.