Facebook Ad Series: How To Write Compelling Copy For Your Next Facebook Ad

Undoubtedly, you’ve probably fired up your Facebook Ads Manager once or twice intending to push out some successful copy.

You scratch your head, you tap your pen against your desk, and maybe you even pace the room.

It’s an ugly fact, but this situation happens to many people: they’re stuck.

That compelling copy you were hoping to find just doesn’t seem to be coming to you.

Perhaps you’re on an official deadline or maybe you’re eager to launch this new sales funnel to compliment your existing marketing efforts.

But in essence, the problem remains the same.

You need a faster route to writing copy for your Facebook Ads, no matter what industry you’re in.

Ultimately, every second that it takes to write our copy adds up.

Plus, you also need that copy to elevate you above all your competitors.

But probably its biggest purpose, the one that’s at the forefront of your mind, is that it must get your audience clicking.

After all, you want to plug your business right into those 1.71 billion monthly users and siphon off as many as possible to your product or service.

The better you’re able to craft your copy, the better you’ll be able to maximize this trend.

In this series on Facebook Ads, you’re going to learn everything from tricks for retargeting to best strategies for bidding.

In this installment, we’ll be taking apart the art of writing positively compelling copy.

In a way, it’s the very first building block on your journey to becoming a Facebook Ads expert.

As a result, with this article as your resource, you’ll cut down on time it takes you to write your copy, but you’ll also enjoy better conversion potential in the long run.

The Absolutely Basics to Writing Facebook Ad Copy

If you’re new to the world of ad copy, this section will be one of the most important for you today.

Although our other sections are indispensable, we should have a firm grasp of the fundamentals first.

Each of these tips will immediately change the direction of your ad writing for the better.

Do Not Skip Your Grammar Check

Make it as Easy to Understand as Possible

Even though there are a time and place for more witty or esoteric copy, Facebook tends not to be one of those places. Ensuring that your audience understands what you’re saying goes a long way to creating a jumping off the point for successful ad copy. Your content shouldn’t be clunky or confusing, but instead, focus on keeping it simple and straightforward. With our other tips here, you’ll be able to maximize that simplicity toward more engagement.

Keep it Concise

Aim to Make an Impact

You would think it would go without saying, but I’ve met marketers, even seasoned ones, that didn’t start with this basic premise. Creating compelling copy means considering, even deeply, how to evoke emotions and reactions from your audience.

Use Keywords Organically

Part of making your copy compelling is including keywords several times within the copy itself. We’ve seen that this helps increase conversion rates by connecting the content with the audience on a deeper level. Just be sure to add your keywords in naturally, so that they don’t feel odd or clunky.

The Importance of Your Headline

In the anatomy of a Facebook Ad, the headline is the heart of the copy.

It provides context to the reader, guiding them into the experience.

But at the same time, there’s ample research (check out here and here) showing many readers don’t bother to go past the headline.

And in my cases, this is due to a variety of complex factors.

However, when you focus in on these headline types, you’ll be strengthening how attractive your copy is to them.

This way, your copy will be properly introduced in a way that keeps them reading and acting.

Informative Headlines

Headlines that inform your audience take advantage of the fact that we naturally want to be up-to-date and informed. Furthermore, they broadcast how a brand is an authority in their industry, which strengthens the overall appeal of the copy. Here’re two examples.

  1. News focused –  This informative headline entices your customers to learn more about a recent development. A headline like this might look like: “Announcing a Solution to Your Long Commute” or “Business Trends Shift toward Micro-Moments.”
  2. How-to – headlines like “How to Boost Your Conversion Rates” or “How to Start a New Business” are solid choices for getting attention from an audience interested in sifting through information for more.
  • Curiosity-Inducing Headlines

You know the age old saying that “curiosity killed the cat?”

For headlines, curiosity is one of the very best ways to create compelling copy.

This type of headline relies on the fact that humans are particularly likely to act when they believe they’re missing out on something.

  1. Questions – What better way to draw a potential lead in than by asking a question? In fact, we just did it right here! In this one, your audience becomes curious about all the possible answers you might give them.
  2. Why and How – You can also use vagueness to appeal to their desire to satisfy their curiosity. For example, you might write something like “Learn How B2B Marketers Are Making the Switch” or “Here’s the Number 1 Reason Why Your Business Needs a Change.”

Direct Headlines

Finally, direct headlines are more straightforward, but there’s still a few tricks you can keep at the ready.

Instead of merely having a headline that says “We’re Here for You” or something else as basic, try one of these to create a more compelling headline.

Protip: Even though these are some of the main types of headlines, never hesitate to go outside of the box if you have something new in mind. There’s a risk associated with doing something new, but there can also be big rewards.

Crafting Your Main Facebook Ad Copy

After you’ve studied the fundamentals and written your headline, it’s time to attack the rest of the ad copy.

Now, it’s not that this copy is any less important than your headline.

However, now that your headline has them interested, we can hit them with the main ad copy to get them interacting even more.

In addition to those tips, these strategies will help you shape your content in an absolutely compelling way.

Best of all, they’ll take you beyond our fundamentals above.

Focus Your Content on… You

Well, not you as in your brand, you as in the customer. So often I see Facebook Ad content that’s fine in and of itself. But it’s all about the brand. By refocusing your sentences to include a more personal touch, you’ll find that your audience is much more engaged.

Approach Your Ad from a Larger Perspective

Another key to creating a compelling copy is considering where your ad falls in your funnel. Is it one of the first steps? Consider how that can impact your message. Is it meant to convert for big ticket items? That fact can also drastically change your tone, word choice, and more.

Make a Promise You Can Fulfill

When your main ad content promises something, you’re putting the full weight of your brand beyond the message. Yet, you don’t merely want to promise anything. Ensuring you can deliver on a big promise that will help your customer is a dependable way to compel them forward.

Give Your Audience a Surprise

Tell Your Ad’s Story

You’ve probably thought about your brand’s story, but have you thought about your ad’s story? If you haven’t yet, it can seem so obvious once you start. Every campaign and every ad should have a story to tell.

Finish it Off With A Call-to-Action

And of course, we need a call-to-action, no matter how subtle. In this case it’s “Download Brad’s 10 Sleep Hacks”. This step establishes our expectation for the customer so we can get those conversion rates soaring.

The Number 1 Shortcut For Facebook Ads

Funnel Scripts is the most easy to use tool on the market which allows marketers alike to build our their copy from their Facebook Ads to their landing pages in simple clicks of the button. Funnel Scripts is extremely easy and straightforward to use when trying to generate sales copy for your funnel. You’ll be asked a series of questions, then based on the answers it receives, you’ll be generated high converting sales copy which you can actually use to start launching your Facebook Ads.

Protip: With all the possibilities, it’s easy to forget about your ad length criteria. There’s plenty of tools out there, but as you write your copy, plug the content into a live word counter. The live feedback allows you to shift your wording around easier on-the-fly.

Be sure to check out the action step below!

ClickFunnels Action Steps

Writing ad copies like pros is now possible with the help of FunnelScripts! Here’s how to create an ad copy for your Facebook Ad using FunnelScripts:

Step 1: Log in to your FunnelScripts account

Step 2: Head to the dashboard and click on Facebook Newsfeed Ad Scripts under the Advertising section

Step 3: If you’re not sure, you can always watch the training video. If you have experience in this area, go ahead and skip this step.

Step 4: Fill in the information needed in the generator.

1. Enter the main keyword phrase or topic of your ad

2. Enter your target niche

3. Enter the name or title of your offer

4. Enter in one or two words, a noun that identifies your offer

5. Enter the adjective that best describes your offer

6. Enter information about what’s in it for them

7. Enter information about how soon they will receive the payoff/gains from your offer

8. Enter information about the timeframe of their payoff

9. Address the biggest problems/obstacles/barriers that they want to avoid.

Step 5: Click “Save” or “Submit”

After clicking “Save”, a text file will be downloaded immediately.

After Clicking “Submit”, you will be given several ad copy samples based on the information you entered. Check out some of the samples below!

Step 6: Select from the choices, then copy and paste to your Facebook Ad.

If you’re not currently a Funnel Scripts user, you can pick up a copy here.

Written by Stephen Esketzis

Stephen Esketzis is Head Of Content Marketing at Clickfunnels. He is known as the ‘Sales Funnel Architect’ and is a specialist at using paid traffic to generate highly profitable sales funnels. You can also listen to his podcast ‘Marketing on The Move’ and look him up on Facebook.

This content was originally published here.

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