Recently on my blog, I have been answering several questions regarding my Customers On Demand Workshop and also explaining why certain things work on Facebook and why others don’t. Check them out here.
But the #1 question I have received regarding Facebook Ads, which I cover as part of my L.O.C.K formula, is AD COPY.
Copy refers to the message that you deliver to your audience regarding your product or company. Specific to Facebook, copy just refers to the text written as part of your ad.
(And if you’re already learning something new, I highly recommend you to continue reading this blog post. For your benefit.)
The reasons why copy is important are:
It grabs the attention of your desired target audience.
(Facebook is noisy! Cluttered with Candy Crush scores, pictures of cats, and your primary school best friend’s new baby. You need to pull them out and suck them into your ad for any chance of success)
Provides your audience with an idea of how your product can solve a problem they are currently facing. (Focus on benefits and not features. I’ll cover this later as part of the 10 Tips)
Copy makes your ad persuasive. (You don’t want your potential customers to just view your ad and go “Wow nice ad!”. You want them to take the extra action to click on it and copy helps push them to make that action)
If you’re reading this, I am quite sure that you have issues with getting clicks onto your ad and you are experiencing low ROI on your Facebook Ads.
And I don’t know about you, but it seems like your Facebook Ad copy might be the reason for this bad performance.
So here are 10 effective copywriting angles that you can use in your next ad that will definitely improve your ad click-through rates:
Angle #1: Include Your Audience In The Message
This simple angle even though it may seem “DUH…” is quite overlooked by a majority of advertisers. (Even the “experts”)
By including words like “You” or “Your”, a potential customer would feel like your ad is specifically directed at them and they would respond better to it.
To illustrate…
If you saw a friend walking down the street, how would you try and grab his attention?
The best way would be to just call out his name.
“Hey Tom!”
Perfect. Job done.
Sadly, you’re not able to literally do that on Facebook.
But “You” does a good enough job.
Here’s a direct contrast to how effective “You” is in an ad copy:
VS 
Which Ad would you most likely click on? The left or the right ad?
Most definitely the left!
This is because a person reading this ad would feel more connected to the message of the Ad and would feel that their problem can be solved with Fiverr’s solution.
The word “You” also makes the copy more conversational and not corporate or robotic.
Angle #2: Use Testimonials
The reason why this angle works extremely well is because we are so used to companies telling us what to think, do, act, and as many as 75% of people don’t believe that companies tell the truth. Honestly, advertising has built up quite a bad name over the years.
BUT
70% of online customers trust recommendations from user sources. This means we believe that something is the truth just because another normal user tells us instead of the same message coming from a company.
So don’t tell your potential customers about how good you are, get your old customers to do it for you!
Here’s a perfect example of how to use testimonials in your Ad Copy:
In this ad, the testimonial also explains what Spire would like their other customers to experience when consuming their product.
This is extremely beneficial for you because the potential customer not only would trust this message more because it sounds like someone is saying it but he’ll understand the benefit he’ll be receiving.
So call up your old customers right now and get them to give you some juicy testimonials you can use for your next ad!
Done? Read on.
Angle #3) Ask Questions
Questions work well because they stop a reader in their tracks and forces them to think about the answer for a second. In a nutshell, questions grab attention.
Questions also help you lead in your product as the “answer” to the question.
Here’s an example:
99.co hopes to be the company that helps you find that “better home”.
This is why questions work so well especially in conversion. (turning leads into customers)
Not only do you get people to start thinking, you immediately “solve” their problem or “answer” the question posed, with your product.
Angle #4) Explain The BIG Benefit Of Your Product
I have mentioned previously in my other articles regarding features vs benefits. But just to stress the importance and highlight the huge difference between them, I’ll be using the following ad as an example.
VS
The Ad on the left explains a benefit “Learn to protect yourself”. It explains what you’ll be getting out of the product.
The skill to protect yourself.
The Ad on the right simply mentions learning martial arts from experienced coaches.
SO WHAT?
No one cares if your coaches are experienced or have singlehandedly defeated the army of Troy.
They instead care that if they consume their product, they will receive the benefit of being able to protect themselves with the knowledge they acquired.
Do you see now that the Ad on the left explains the SO WHAT aspect of this product?
Simple, effective.
Angle #5) Give Them An Offer (FREE/$10 OFF)
This specific angle works very well when you are advertising a Lead Captivator and trying to gain leads.
Here’s an example of a Lead Captivator:
This ad is promoting a Free gymnastics class but when parents bring their children down to the class, the staff will try and up-sell them the full 12-week program.
The only point of the free class was to just get these parents to come down and visit the store.
However, I highly discourage advertising your main products with this angle as you may unintentionally educate your customers to not buy from you if the product is not discounted.
This just lowers the brand image of your product and your future margins will be affected.
Just like how fashion brands are hurting after shooting themselves in the foot with frequent and massive sales.
Just try and recall, when was the last time you paid full price for a shirt or dress? Most of the time we just wait for that big fat “20% off” sign outside the store.
Moving on…
Angle #6) Urgency
This age old tactic that marketers use is still extremely reliable till today. Urgency helps to motivate your customers to make their purchase either immediately or in the next few days.
However, this is not to be confused with the next point, Scarcity. There is a slight difference that will be explained in the following ad examples.
The urgency here is that the 20% off offered for the product ends at midnight! That means you must make a decision to buy by today or forgo the discount.
It is not necessary to always tie in urgency messages with discounts, but the discounts give the reason on why urgency is required.
However, if you’re able to give another reason why your customer has to be urgent in their purchase, you can prevent shrinking margins on your product. And that is always welcomed.
Angle #7) Scarcity
Similarly to urgency, scarcity also helps motivate your customers to make their purchase real soon. But the difference would be that there are only so few of your products left that if your customer does not decide to buy immediately, there might be none in the next few hours.
Here’s an example that highlights scarcity:
Only for the first 500 customers!
This pushes your customers to act right now to be part of the first 500.
Act too slow and you might not receive the offer.
Do you now see the slight difference between urgency and scarcity?
Here’s a tip…
USE BOTH!
Angle #8) Show Credibility
Similarly to Angle #2, showing credibility tries to gain the trust of your customer. The difference is that someone else that is well-known or is seen as an expert in your industry comments on how amazing your product is.
This also happens when you use a celebrity to endorse your product.
Their status gives your customers the belief that your product must be good because their favourite actress or athlete says so.
You also see this a lot on book covers.
Reviews from the New York Times or “#1 Bestseller” on Amazon gives the book credibility that it will be a good read.
You can use this method in your ad copy as well. Here’s how:
Potential customers of Fabletics most likely idolise Kate Hudson and will definitely be more willing to buy the product that she uses when she exercises.
If you already have a celebrity endorser, you can apply this immediately.
For those who don’t, try and find an expert in your industry that uses your products or believe that it is good.
Get a testimonial from him and just use his words in the Ad Copy. Trust me, it’ll work.
Angle #9) Introduce Your Product In A Casual Way
For those of you who have attended my workshop, I have covered this ad angle before and explained why it works. So bear with me.
This angle works well when you’re trying to introduce a new product or company to your audience. This angle also can be used to build credibility without looking boastful or that you’re just trying to show off.
Here’s the example I highlight during my workshop:
Here, Sant mentions that “most of you know me as” instead of “I am the one who”.
This makes it look like that he is not proclaiming that he is awesome but instead others say that he is.
This makes him come off more casual and not like an egomaniac.
This angle also works when introducing products too and not specifically people.
The point here is also seen in the past few angles. When you don’t try and come off as superior, your customers would have an easier time believing in you.
No one likes a show-off. Really.
Angle #10) Make It Emotional
Last but definitely not least, try to make your ad copy emotional.
This angle not only intensifies the pain or desire of the problem or solution that you’ll be highlighting, but it also gives your ad some personality.
We human beings are emotional creatures. It has also been said that purchasing decisions tend to be an emotionally driven and not logically driven.
Appeal to this human nature and make your audience feel a certain way.
Be it sad, disappointed, angry, or pure bliss.
Emotions will definitely drive up the click through rates of your ad.
Here’s an example:
Here, the emotion highlighted is being frustrated.
“I was so pissed off…”
This emotion speaks directly to their target consumers. People who have tried investing but have lost large sums of money from it.
Now…
Think about what problem does your product solve?
Extract the emotions tied to this problem and poke at it in your ad copy.
Your product again will be seen as the saviour to the problem, the end all solution to their waking nightmares.
And there you go, you have another great angle for your ad.
But wait…
I’m not done.
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“Why are you doing this?” You may ask.
Why would I risk my reputation as a Facebook Marketing Expert?
This is because I am extremely confident that with my expertise and experience with handling more than half a million dollars of advertising budgets and after helping more than 300+ small business owners like yourself, I will be able to get you red hot leads that are hungry for your products on a cold Thursday evening.
But don’t just trust what I say,
Come on down and see it for yourself.
And if you do get selected,
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And literally say “Hello!” to your new leads when you call them up the next day.
Sounds good?
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And I’ll see you Thursday.
Ciao.
The post 10 Copywriting Angles For Your Facebook Ads That Will Improve CTR Immediately appeared first on GrowthTribe.