Fb is a powerhouse buyer acquisition platform for firms of all sizes. However with the intention to get nice outcomes, you have to have nice advert copy. And in my expertise, that is the place numerous manufacturers wrestle.
I have been writing social pay-per-click (PPC) copy for Fb adverts and different platforms for 5 years. Whereas your advert technique must be tailor-made to your viewers and your strongest promoting factors, there are 9 strong copywriting methods that I take advantage of time and time once more to assist my shoppers get outcomes. Let’s check out every.
9 Fb advert methods to check for your online business
1. State an issue and supply an answer
This technique is all about displaying the client that you just perceive their drawback—and have solved it. They will relate to the advert, and so they’re instantly drawn in to see the answer. This is an instance:
On this advert, the issue is posed as a query (“What number of nursing covers are you able to put on whenever you’re not even nursing?”), and it attracts nursing moms who have not been capable of finding a modern nursing cowl. Then they introduce their product (“Meet the Cocoon”) earlier than explaining extra about what it’s.
It is an efficient advert as a result of it appeals strongly and shortly to a particular ache level.
2. Get artistic
There is a wonderful line between artistic and gimmicky. However for those who can stroll the suitable facet of that line, you will seize your viewers’s consideration.
One instance is “going unfavourable.” You do that by presenting the model’s optimistic strengths as a unfavourable in a joking approach to drive that distinctive promoting level dwelling. Assume: “Warning: Our garments final so lengthy, you will by no means have to buy once more.” Summersalt does this properly, beginning with a jolting “Warning:” and continuing to speak about how the “buttery-soft pajamas are so luxurious” that they make you need to by no means depart your mattress. Humorous and efficient, with out being excessive.
3. Use social proof
Social proof goes a great distance, and you should use popularity-focused phrases like “fastest-selling,” “highest-rated,” or “award-winning” to imitate that vibe in a Fb advert. Convey up the 1000’s of 5-star buyer critiques you may have. Share textual content pulled straight from a well-written buyer evaluate or a user-generated picture. Showcase a evaluate of your model in an esteemed supply or publication. You are utilizing social proof to construct belief and leverage a little bit little bit of FOMO.
This is an incredible instance from System. They point out their joyful prospects and incorporate UGC into the video with textual content overlay.
4. Attempt feature-benefit promoting
Function-benefit promoting is likely one of the oldest methods within the gross sales e-book. I realized it once I was a salesman at a jewellery retailer, and I heard it simply final week once I purchased a brand new automotive.
This is the way it works. You state a function (“the automotive has lane help know-how that retains your automotive within the traces”), after which instantly clarify how that function advantages the client (“you will by no means danger drifting out of the lane and into one other automotive”).
This technique might be best when the advantages are tailor-made to particular person buyer segments and their wants, motivations, and ache factors. For instance, for those who had been speaking to folks, you may say, “You will not drift out of the lane when you must flip round to verify on the children.” However since I’ve three canines, the salesperson mentioned, “when your canine crawls into your lap.”
This is an instance of how this may work on Fb, embedded right into a UGC publish.
The evaluate mentions “panels sewn within the pants” because the function; the profit is the “wonderful form… it is like sporting shapewear with out the additional steps.”
That is simpler than simply stating options, which might fall flat, and it is simpler than simply stating advantages as a result of it explains how you may obtain these advantages, which builds belief.
5. Go seasonal
Operating well timed, season-specific Fb adverts ensures your content material is related to customers proper now.
Bear in mind: you may place your services or products as seasonal even when it is also evergreen. A easy instance could be an eCommerce firm promoting natural knits and throws. Come Mom’s Day, they promote the knits as being a necessary a part of a “care equipment” for mothers to take pleasure in their day in consolation. In the course of the winter holidays, the throws might be marketed as the proper present to maintain you heat across the hearth. And so forth.
Seasonality may assist you attain high-intent audiences with present ideas. Should you do that, use the timeliness to advertise urgency, since of us solely have a sure period of time earlier than the vacation passes. This is an instance.
Grass Roots Farmers’ Cooperative talks about how there may be a turkey scarcity (well timed, as a result of pandemic) and the way you need to order now (urgency) to just remember to have a turkey for your loved ones’s Thanksgiving (seasonal). It hits all the suitable notes—on the proper time.
6. Leverage urgency
Holidays aren’t the one time to leverage urgency. You possibly can point out that you just’re solely providing a sale or coupon code for a restricted time. Or perhaps you are solely releasing a sure variety of bundles that comprise high-value merchandise. And if it is true, you may point out that your gadgets promote out quick. Urgency hits an impulse button that makes of us extra more likely to buy shortly, so they do not hold scrolling, overlook about you, after which by no means come again.
This is an incredible instance. Caraway’s advert focuses totally on urgency, saying that as quickly as a product line is dropped, it sells out immediately. “Get your bakeware whereas provides final” with the eyes emoji is a strong CTA.
7. Go for long-form storytelling
Most adverts give attention to brevity. That is the suitable approach to go more often than not, nevertheless it’s completely price testing long-form storytelling with the next:
- Your model’s story
- Your private story as a enterprise proprietor
- An in-depth buyer story
- Detailed details about the client expertise
- Tales resonate with prospects and follow folks on an emotional stage. This could make them highly effective model consciousness instruments—and equally as highly effective promoting instruments. Ensure to start out off with a robust hook to get folks to click on Learn extra, and select an incredible picture to pair with it.
The advert tells the story of how Cooper’s Treats created high-quality merchandise with a single query in thoughts: what would you need your canines to say to you after they eat the treats you give them? That hooks the reader, and the advert then talks extra concerning the firm’s backstory and what’s within the treats themselves.
8. Preserve it easy
In case your product is closely visible and the picture speaks for itself, hold the accompanying textual content so simple as attainable. However bear in mind, easy doesn’t suggest phoning it in. It means selecting your phrases correctly to maintain it concise whereas nonetheless chatting with your viewers.
Within the instance under, Thursday Boot Firm has an image-heavy advert displaying a number of merchandise. They use the textual content “Comfy, Versatile, & Sturdy” with two emoji on the finish. With simply three phrases, they handle a number of the largest issues folks have when buying, except for the look of trainers (which the picture takes care of).
9. Provide a deal
Offers and gives are a copywriter’s dream, and adverts are an incredible place to shout them out. When the client seems like now’s the time to buy and that their danger is low, they’re extra more likely to comply with by way of.
Italic does this properly: they use feature-benefit promoting and then go in with the coupon code. As a result of a deal in itself is not sufficient—you have to get folks to need your product too.
Whichever technique you utilize, bear in mind to take a look at the numbers. Even as soon as you discover an advert that drives outcomes, you may proceed to check totally different variations of the copy, perhaps adjusting the formatting, the phrase selection, or the accompanying picture. Over time, you’ll see clear patterns and develop a custom-for-your-brand copywriting technique that works for you.