Let’s start today’s post with a headline that’s super inspiring to the best copywriters out there.
Crafted by one of the world’s most iconic ad men – David Ogilvy.
The headline for the famous 1959 Rolls-Royce ad.
“At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the electric clock.”
You see when Ogilvy was approached to write this ad for the brand…
He wondered what he could say to persuade buyers to choose the Rolls-Royce over other luxury cars?
How different could two luxury cars possibly be?
While researching all the luxury automobile features, he looked for one remarkable trait/benefit that spoke to his audience.
That’s when he stumbled upon the upper elite class’ desire for peace and quiet – or an escape from the impoverished world while on the move.
And that’s precisely what the ad headline embodied.
It’s not surprising that the ad went on to become the longest-running and also the most successful one for Rolls Royce.
Touchdown to today.
Sure, you may not have access to Ogilvy’s creative expertise when crafting out your own ad copy.
But there are ways and techniques to make your Facebook ads shine from a distance ( in this case, made scroll-stopping).
That’s why I’ve peppered today’s post with unique and exciting ways the pros in the field use to write Facebook ads.
These are tips and techniques that will help hook your audience and win them over.
Ready to get started?
5…4…3…2…1 Let’s GO
# Align Copy with Your Funnel Focus
Write copy that is focused on giving your audience what they want, when they want it.
If your potential customer is unaware of your brand, don’t target them with an ad meant to elicit a sale.
Instead, focus on copy that helps boost the hype around your product and captures leads instead.
Real example: This happened to my sister not too long ago. She was targeted with a BOFU ad by a skincare brand that she had never even heard of.
It was a hit and miss, to put it plainly.
#Make it Irresistible; Make Them Want to Click.
Grab your audience’s attention by telling them ‘why’ they should invest in your product.
Address buyer pain and describe benefits.
Make it more about them, less about you.
Tell them how the product impacts and improves their life.
That’s how you’ll get them to care about what you’re saying and make them want to click through.
#A/B Split Test Your Copy & Creatives
Every target group can be further broken down into smaller sub-groups.
For instance, if you’re an apparel brand targeting women aged 18-35, you can be sure that not everyone in that audience group is going to respond to your ad in the same way.
The way to know that your ad copy is doing well across the group is to test different versions of it.
When you do that, you’ll know which copy + creative combo is resonating most and garnering the maximum number of clicks.
#Your Ad Copy Should Complement the Ad Image
When readers look at your ad copy, they’re also looking to see if it relates to the image.
Imagine reading an ad for lawn equipment with an image of a barbeque grill.
Sure, it’s something one uses in their backyard, but a grill isn’t the first thing that comes to mind when you think of lawn equipment.
If your audience can’t understand what you’re trying to tell them,
Chances are they’re going to move on to the next thing on their feed.
#Make the Offer Urgent
Showcase urgency and scarcity in your ads.
We all hate the feeling of being left out.
And you can leverage FOMO + scarcity by introducing time-bound offers and discounts.
For example, you could say: only for today, the first 150 customers save 40% on our new arrivals.
Readers who are curious about your offer will be sure to click through and make the purchase.
There you have it…5 wildly successful copywriting techniques that the pros use to drive higher click-throughs and conversions.
Your copy could either persuade and influence sales or leave you burning those ad dollars. If you want to save on cost per ad action and 3-4x your ROAS with scroll-stopping copy in your ads, let’s chat →