When it comes to buying, people buy emotions, rarely ever, things.
Which means that the perceived emotional value of the product will influence their logic.
In a study of 1,400 successful ad campaign case studies, it was noted that campaigns that focused on emotional content outperformed (by twice as much) those with rational content.
What that means is…
An eCommerce marketer can and should leverage the power of emotion to make an attractive offer that your audience can fall in love with.
In the auction called Facebook advertising… there are bound to be some winners and losers.
But if you want to be on the winning side, why not consider adding a dash of thrill, hope, humour, excitement in your ad messaging?
Tease out emotional marketing angles to get your audience excited and hooked to your offer.
How do you do that? Let’s dive in.
# Bring FOMO into the picture
Human psychology explains that people like you and me, dislike the idea of being left out of amazing experiences.
So imagine when your prospect reads an ad that says, “50,000 women from all around the world no longer worry about having to shave or wax constantly. They are using our IPL machines and loving the hair-free experience. Get yours at a 50% discount, only valid for the next 48 hours.
It almost makes the reader think that everyone except them is already using it.
So how do you incorporate the idea of FOMO in your ads…
Mention the number of people already loving your product.
Tell your prospects that they’re missing out because they’re not part of this fantastic community…yet!
Make your offer time-sensitive, so there is an extra incentive for the shopper to hurry up and make a purchase.
True Story: It was a case of pure FOMO that finally got my sister buying her first IPL machine online. She had this sense that she was perhaps the only one to not have got her hands on this fantastic product – a product that women over the world were raving about. Plus she noticed that stock was low — giving her no reason to procrastinate.
Every one of us has this innate desire to be smarter, prettier, thinner, funnier….in short a better version of our current selves!
It is perhaps the #1 reason many of us buy new things.
And believe me, your customers are no different.
Which is why, when you use the emotion of hope in your ad messaging,
You help them get emotionally invested in the benefits of your offer, raising purchase intent significantly.
I recently came across an ad by Shopify that employed some brilliant copywriting, primarily playing on the emotion of hope.
The headline read: ‘Start your journey, free’– Sell online, in-store or on Facebook with Shopify. Build your brand….
The body copy – ‘Get more out of life’ was complemented by an evocative picture of a dense forest with sunlight creeping in from this open space in the middle, illuminating the entire forest.
A soft CTA to end – asking the reader to sign up.
The ad visual and copy together evokes the feeling of ‘the hope of a bright future,’ and that is perhaps one of the biggest wins for the ad.
Plus, the ad copy sounds aspirational, tuning into the desires and sentiments of their target audience – ECommerce entrepreneurs.
# Surprise your audience
Every once in a while, take the opportunity to surprise and amaze your customers.
The surprise and delight approach is, in fact, a great way to make your prospects feel unique and valued.
You could offer a fun freebie, a discount code, a free coupon to win their attention.
Even a gift card in exchange for them filling out a survey for you is a great way to grow brand familiarity and trust.
So there you have it… Three exciting and fun, emotional marketing angles to use in your ad creative to elicit a better response to your Facebook ads. There are loads more you can do with emotional marketing, but these three are my absolute favourites.
Want more hands-on support creating marketing angles and winning ads? Jumpeth on a call with yours truly here – https://www.arnabthecopywriter.com/book-a-call-with-me/
“A good offer is rarely only about price.” – said some wise person on the internet
An attractive offer is one that aligns with the problems of your audience and is presented at the right time in the customers’ journey.
Lemme unpack that with my mums’ example.
My Mama makes a trip to the neighbourhood salon once every couple of weeks for facial hair removal.
It’s not only expensive but also a painful process for someone like her (an introvert) who loves staying-in. Plus, it’s inconvenient, because she’s busy and it’s hard finding time even over the weekends.
Still, she’s got to keep going… managing… because well, what choice does she have?
Then one day, while browsing through her Facebook feed, she notices an ad for an IPL laser hair removal machine.
The ad mentions that the machine is a one-time, low-cost investment and can be safely used at home. It also stipulates that the hair removal process is practically painless.
Which means – no more pain and no more expensive visits to the salon.
She then checks out reviews and finds hundreds of women vouching for its efficacy and safety.
This product solves a very critical problem for her; plus it’s timely and urgent.
She dives in and makes a purchase.
Here’s the thing.
No matter what product you choose, position it to solve a specific problem for your prospective buyer.
In fact, the more urgent or severe the problem, the higher the likelihood of your sales offer blowing up.
But, if your offer can’t do this, then it doesn’t matter if your product is better than gold.
This is what 7-figure drop shipper Jeffrey Ho perhaps means when he says, “The biggest mistake I made was selling products I loved, over products that people actually needed/wanted.”
What this really comes down to then is understanding how painful and urgent the problems your product solves for your target market and packaging that into a compelling offer.
That’s one of the starting points of eliciting a favourable and quick response from your audience.
It’s what makes your offer a winner… the kind that’ll get those conversions rocking!
Is your offer solving a problem that’s urgent and painful for your customers?
Craft winning offers for your customers, every single time.
Create ads that boost your sales, make you go way beyond breakeven ROAS and help your scale quickly without experimenting, losing money and time.
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Here’s a jaw-dropping stat from famous marketing publication – Copyblogger
“80% of readers don’t make it past the headline.”
Which means – 8 out of 10 people will read your headline copy, but only two out of 10 will read the rest.
Truth be told –
Facebook’s granular targeting options make it easier for you to get in front of the RIGHT audience. But it’s still up to you to do the convincing.
With 2.45 billion daily active users engaging on Facebook, the benefits of targeted ad creation are many.
But, you need to set yourself apart and fast when you’re competing with other eCommerce brands like yours.
One of the important ways to achieve this is through crafting irresistible Ad Headlines.
So how do you write Ad headlines that lift your CTRs and STOP the scroll?
Tip #1: Use numbers in your Ad headlines
A ton of copywriting research points to this fact: Headlines with numbers tend to be winners. ( See what I did with the headline for this article?)
When you start your headline with a number, your audience is more likely to click through on your ad.
Here’s an example tying numbers and social proof together:
‘Over 2500 women use ( enter product name) for youthful and naturally glowing skin.’
Or ‘5 Dresses to go from Winter to Spring.’
Tip #2: Ask a question
Asking a question in your headline grabs your viewer’s attention and draws them into your offer to get the answer.
Here are a couple of examples: Dreaming of the perfect engagement ring?
Do Keywords Still Matter?
Pro tip: If you’re using a question headline – make sure to answer that in your Ad Text or Ad Video
Tips #3: Use urgency
If you think about it, sometimes all your viewer needs is a little urgency to nudge them into taking action.
Example: You could be running a 4-hour flash sale for your fashion store and mention the time when the deal ends. Your headline could read something like this:
Use promo code: FLASHFRIDAY
When the viewer reads the headline, there is no room for procrastinating or even second-guessing.
With the offer expiring soon, the shopper is compelled to click-through.
Tip #4: Go for concise and clear
A lot of eCommerce brands, in their bid to sound sophisticated and fun, make the cardinal mistake of writing vague headlines.
Write a headline that clearly states how your offer benefits its audience and keep it short (25-50 characters).
For instance, if you’re a furniture retailer running a summer clearance sale, your headline could read:
Save 50% on selected items
Here’s another example:
30% OFF on car repair today
Remember: Your offer could be AMAZING.
You could even have a super generous guarantee… to back up your offer
But, to know that, your prospect needs to read/see/watch the rest of your ad.
Which is why it’s so critical that you create a headline that works to hook your prospect to your ad.
Those are my top tips for writing scroll-stopping, high-converting Facebook ad headlines.
If you’d like to create Ads that –
Boost your sales
Make you go way beyond Breakeven ROAS
Live the lifestyle you want
Help you scale quickly without testing, experimenting, losing money and time
… and much, MUCH more:
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Industry-known digital marketer, Neil Patel says – 96% of your website visitors are not ready to buy today!
This means most prospects that come to your website wander around for a while, browse through your products and leave without taking any action.
Never to interact with your brand… ever, ever again.
Not exactly a happy ending, if you think about it.
But thankfully, that’s not where the story ends either.
So here’s what you might be wondering now –
“How do I retain that top-of-mind status and stay in touch with prospects who abandon me?”
Facebook retargeting ads all the way!
If you think about it, these ads are a win-win for everyone involved.
The marketer gets to actively advertise to hot leads, while the consumer finds an ad for products they actually like, and may even be reminded to buy.
In fact, popular statistics suggest prospects retargeted with ads on Facebook are 70% more likely to convert on the website.
But how do you create ads that stimulate action and make those conversion rates go through the roof?
Here’s a thought-starter – Make your ads creatively impactful by combating your audience’s top sales objection.
This could potentially be something you could draw attention to in the first few seconds of your video ad or in the first couple of lines in your Ad text.
Addressing objections fosters trust and puts your buyers at ease to make a purchase decision.
Instead of them having to reach out to your customer support to ask the question…
You’ve pre-emptively answered it for them.
Another simple and effective method for getting better conversions on retargeting ads – is introducing an element of urgency.
Often, cart abandons are the result of a customer either changing his/her mind or because they found a better deal elsewhere.
Let’s say someone was browsing watches on your website, decided to add one to their cart, and then abandoned your site altogether.
You could be retargeting this prospect with a dynamic product ad that says: 15% Off, offer expires in 48 hours.
When you say this, your prospect can’t procrastinate any longer.
He/she now feels this sense of urgency, potentially even FOMO, should they miss out on the amazing offer.
The principle of scarcity is also a very effective persuasion tool.
You could say something to the effect of, ‘Our IPL machines are flying off the shelves. Limited stock. Get yours before they’re all gone.”
That coupled with a few fantastic customer reviews, and the prospect is now grabbing their credit card and making way to checkout.
If after a week of retargeting, your prospects aren’t converting, it could mean that they’re interested, just not ready to dive in yet.
In these instances, focus on building long-term relationships with them with Facebook lead ads.
For instance, if you’re selling luxury products, your audience may prefer subscribing to your email newsletter over making a purchase right then.
Alternatively, for your price-sensitive audience, you could be sending a retargeting ad that promises special discounts through your email newsletters.
If you are retargeting past shoppers, your ads could work to remind them of why they love your brand so much. Was it free shipping worldwide? Amazing customer service? Loyalty programs? The best discounts?
Make it a point to push your customers’ emotions out into the spotlight in your ad.
Be clear and concise with your messaging. Your prospect’s time is valuable, and all you want your ad to do is nudge them back to your website to help them make a purchase.
Lastly and perhaps the most crucial part of every marketing/advertising experiment, A/B test your ad creative. (But more on this in a different post)
Take the guesswork out of writing high-converting Facebook ads for your eCommerce store. Let’s get you the support you need so you can be a CEO and focus on growing and scaling your business!
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Writing Facebook ads is kinda hard.
Especially those headlines and newsfeed descriptions.
How do you convey your selling proposition in such few words?
I browse through a ton of Facebook ads every day. And there’s a common mistake I keep seeing over and over.
Poor ad copy inevitably includes words like:
etc. etc. in the ads and videos.
And to be honest – those words mean nothing to your buyers.
The only thing you gain by using those words are…
So what do you do?
How do you eradicate words like “Perfect” from your dictionary – words that add ZERO TO NO value to buyers?
Firstly, for the ads you run, ENSURE your copy is hitting some of the market’s pain points.
Say for example – you’re selling to busy mums.
Don’t say stuff like…
We offer the best product/product name for busy mums.
Instead, what you can say is
Here’s a way for busy mums to save time, planning meals
Whenever y’all are tempted to use any of these catch-all phrases, just ask yourself –
How/why is this product the best?
What makes it high quality?
What does “perfect” mean for my audience?
The answer to those questions should ideally be – benefit statements, positioning statements, unique selling points, stories or proof statements.
It’s a missed opportunity in terms of your messaging when you fail to apply this.
It’s also lazy copywriting if your copywriter tends to lean towards using jargon and catch-phrases like a crutch.
I’m not saying… these words don’t have a place in your ads.
But make sure to use them wisely.
By being specific – you get to drive and attract qualified traffic to your store.
Apply this to your ad copy and watch your sales go KA-BOOOM!
If you’re looking to save on cost per ad action and 3-4xing your ROAS with scroll-stopping copy in your ads,
Let’s chat ––> https://www.arnabthecopywriter.com/book-a-call-with-me/