How would you had to sell a pair of shoes to wealthy construction workers on Facebook, using just a photograph? Would you add a “Buy Now” to the photograph, or would you do a little bit more?
Being able to successfully sell products using words (or copy) is one superpower that has made many people millions. Why? Because copy makes businesses money – and businesses will pay for more of what brings them money.
When it comes to Facebook advertising, ad copy is the second most important element (after graphics) of your campaign. I’ve been studying ad copy for a while now from a cross-section of Masters in the game: Eugene Schwartz – the godfather – who made his living by capturing attention through direct mail campaigns (not e-mail… actual letters), Jim Edwards – the Clickfunnels copywriting guy and my e-com mentors. Because I have learnt from a variety of sources, my aim for this article is to bring all the key knowledge together in one comprehensive article for my (and anyone else who may be interested) future references. This article should serve as a “magic bullet” for Facebook advertising copy.
To be able to write Facebook advertising copy like a professional, it is important to know what great ad copy looks like. What makes people read it and think “there’s no way I’m not clicking on this”, what does the headline say that is so appealing? what does the body of the copy say? Are there any “special” words or phrases that increase the appeal of the ad?
How to develop a mindset that consistently produces killer copy
A killer copywriter isn’t a magician who infuses some special magic into written text that creates a desire for a product where no such desire exists.
Rather, a killer copywriter is someone who is great at identifying the innate desires that people already have, and channeling these desires towards particular products. That’s it. There’s no grand, complicated mindset training outside being to identify people’s problems, and articulating these problems in a way that leads customers to recognise your product as a solution.
“The power, the force, the overwhelming urge to own that makes advertising work, comes from the market itself and not the copy”Eugene ‘Grandmaster’ Schwartz, Breakthrough Advertising.
That being said, let’s dive into what goes into making a killer Facebook ad copy.
1. Do your research.
The first task of the copywriter is research – your aim is to identify your customer’s problems, and more importantly, what language they use in describing these problems. Visit online groups, forums etc with a notebook, in hand and write down exactly what words people use to describe the problems your product solves.
For example, if you’re conducting some research on who might need your storage plastic boxes, this is the sort of post that should make you sit up and get your notebook out:
This simple post is rich with clues on:
- your target audience: parents of children who have lots of toys
- their pain: Have TONS of crafting supplies and toys, and are desperately trying to find clean ways to store when not using. (Yes, you probably need the whole sentence)
- their desire: a solution to keep toys contained and organised
2. Identify what sets your product apart from all the other solutions
If you have a product that solves a problem, chances are that you also have some competition trying to sell their product as well. Your mission is to figure out how your product addresses your customer’s needs uniquely from your competition. Your Facebook ad copy must include a uniquely differentiating line, as this will help you create fresh appeal and build stronger believability .
3. Create a powerful introductory line.
If an ad has ever caught your eye while scrolling along your Facebook feed, you might have noticed that the picture/video probably caught your eye first – then the first two lines of text.
So your image/video is “hands down” is probably the most important aspect of your advert, your copy is the next most important thing. Facebook only gives you 2 lines to pitch your product on your target scrollers timeline, so you need to use this opportunity wisely.
To use this space wisely, go back to your research and choose the most powerful, most urgent desire that applies to your product. Aim to get the most urgent, most intense problem that has the highest demand in the market.
In this ad for example, the biggest problem the target audience experiences in this niche seems to be an inability to attract women. The desire to have “all the ladies turn after you” is placed in the first line to accompany the catchy image. This ad copy could have been improved by combining the desire with the means to satisfy it in one powerful statement. For example:
“This surprisingly easy diet works like MAGIC: go from unnoticed to getting head turns!“
The headline should connect to your target customer’s state of awareness about your product (unnoticed), to the product (surprisingly easy diet). If your target audience is clueless about who you are, your opening sentence should contain something they are familiar with – their pain or strongest desire.
4. Briefly list how your product eases your customer’s pain.
Remembering to keep things punchy, list 3 – 4 lines that tell your target customer how your product helps to ease their pain. You don’t need to go into great detail here (you can do that on the landing page), just create short, powerful sentences that list how your product eases your customer’s pain.
Not sure how your product helps your customer?
If you have a physical product and are used to dealing with physical characteristics, it might be a bit tricky for you to think in terms of product benefits. As a general guide, you need to remember that your product is made up of 2 parts
- a physical part which (the steel/wood/plastic etc which your product is encased in). These do not constitute benefits and should *never* be included in your Facebook ad copy, because all you will have done is describe what you’re selling. You may soon spend a lot of money to find out that nobody cares. These physical characteristics – size, weight, material etc are only good for proving to your customer that the products are durable or superior in some way. For example, makeup made of a natural, waterproof ingredient is safer for your skin.
- a functional part: this is the part that connects with your customers needs and addresses them. This is where the selling power of your ad copy lies because these are the characteristics that you can easily match to the benefits to the customer needs.
If you’re still struggling with coming up with benefits, try this simple exercise:
While carrying out research on your target audience, create a table listing your specific audience, their pain points/desires and the features of your product which match these pain points/desire. This will help you identify the single feature of the product that will harness the greatest sales power onto your product. Give this feature it’s own line.
I’ve found that these are the main building blocks of writing professional Facebook ad copy. You now have the same tools that the professionals use create killer Facebook ad copy. Put these tips into action and start turning your Facebook copy skills into money in the bank.