Last week I talked about how your ad copy articulates the hook and the importance of focusing on your WHY.
Connecting with your audience is critical if you don’t want the equivalent of banner blindness with your ads.
So what are some exciting hooks to get your audience to stop the scroll?
Connect with a pain point that a customer avatar is currently dealing with.
Describe their current situation, agitate the pain, then speak to a benefit.
Describe the ‘after’ state and how the pain will be resolved with your product.
I recently came across an ad by DogTrainingSecret.com (offering a dog training video course)
Their ad started out like this:
“Does your dog get wayyyyy too excited & out of control around other dogs, animals or new people who come over?” -> current situation
Register now for a free masterclass.
Train your dog to be as Calm as a Service Dog. <- after state
Notice how the ad starts out with a significant pain point.
Audience members who resonate with the pain are bound to stop the scroll to read through to find a solution.
Another interesting technique to hook your audience is to write copy that speaks to their feelings.
A reminder, though: Don’t use feelings against your audience.
Facebook will not approve ads that target emotions of low self-esteem or negative self-perception.
Let’s say your product is life-changing for your target audience, play to those associated feelings.
Tell them how the change/after-state will make them feel.
Survey your customer base – ask your existing clientele ‘what life was like before your product & how it felt’ and ‘how all that changed after using the product.’
Use those insights to craft winning copy.
Another interesting hook is using fact-based statements that prove your point.
For example, “There are 5.25 trillion pieces of plastic debris in the ocean” according to National Geographic.
This is a staggering statistic + it is backed up by compelling social proof.
It arrests your attention.
The idea is to present data that is relatively undisputed and factual in nature.
That’s how you get your audience to sit up and pay attention.
Test out each of these hooks with your ad copy.
Craft winning hooks to reach as many people in your target based on their emotional states and their current experience.
Write winning copy that gets your audience excited and buying from you. Let’s talk → https://www.arnabthecopywriter.com/book-a-call-with-me/
Why Your Facebook Ads Aren’t Converting Despite Scroll-Stopping Visuals
As a dropshipper or eCom entrepreneur running Facebook ads, it can be tempting to focus on the visual creative – the video ad or the image.
And relegate the ad copy to the backburner.
The only problem with that is…
Even with really strong visuals, if your copy isn’t persuasive,
You’re alienating a huge chunk of your market that is highly likely to read and respond to your ad.
This is because the ad copy articulates the hook.
It prompts user action and makes them want to click through.
Once the viewer has stopped scrolling, the ad copy is what serves to join the conversation that is already going on in the customer’s mind.
By describing how your product helps relieve a very specific pain for a specific audience group, you provide an incentive for the potential customer to click through and buy.
Many Facebook marketers believe, though, that they can simply launch ads that describe their offer or talk about how great their product is.
This does not work anymore.
And this is because no one on Facebook is actually looking to be sold to.
They’re there to chat, check pictures of friends and family,
Watch videos of food, cute puppies and whatnot.
What they’re NOT looking for is your solution.
So, when you interrupt them with your ad,
You have to do more than just throw your offer in their face.
You have to create a genuine connection.
Find out what they are struggling with.
What is their emotional state?
What happens when they invest in your product?
How does it transform their life?
When you have all this laid out in front of you, writing ad copy is incredibly easy.
This is what a lot of eCommerce Facebook ads are missing – the why.
And this is precisely why copy is so valuable to your ad.
In my next post, I’ll explore the different hooks that you can use to write persuasive copy in your Facebook Ads.
Create a genuine connection with your audience using scroll-stopping copy. Get help. Jumpeth on a call with your’s truly and let’s chat –>
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 →
Short answer: Make Your Copy Work Harder For You
eCommerce and Facebook ads go hand in hand.
And chances are you’re already making the most of this paid opportunity to generate fresh new sales for your biz every day.
Now, it’s normal that as the business owner, you’re passionate and excited about the product you’re putting out there.
You’re keen to talk about its speciality at length and why it’s better.
In the bargain, though, your ad ends up sounding like a long list of product specifications/features, that has little to no value for your audience.
Here’s an interesting line that goes hand-in-hand with what I’m about to share.
“No one cares about what you do. They do, however, care about what you can do for them.”
In this instance, if your ad is constantly talking about the product and its features…
Chances are you’re alienating a massive chunk of buyers, who are likely to turn away because they see no real benefit of using your product.
A benefit that is simply about telling your audience, what is in it for them?
So the next time you want to talk about 1200 thread count for an Egyptian cotton bedspread, remember to tie it back to the benefit of a luxurious bedroom experience and the gift of restful sleep.
The benefit will tell a potential buyer about how the product is a source of pleasure or the best way to get rid of a specific type of pain.
Another example is of the ubiquitous oven, an indispensable part of so many kitchens around the world.
While the oven may have a fast preheat system (a feature)
The benefit will be to describe how effortlessly easy it is to get dinner ready on time, ensuring the kids stay happy or how it makes cooking a much more pleasurable experience.
A teeny modification like this is likely to make the difference between breaking even and 3-4 xing your ROAS or upping it.
Small changes, big impact.. Get the drift?
So here’s a little exercise I want to leave you with.
When you start working on your ads (you can do this even with your product pages),
Take time to chalk out a comprehensive list of features and benefits side by side.
First, write down the product feature.
Then using the ‘so that..’ technique makes notes of the associated benefits (of that feature) that help eliminate a specific pain or problem for the customer.
Also, think of benefits in terms of those that help increase pleasure, comfort, sense of security, etc.
Plan this in advance, and you’ll find yourself putting your ad together a whole lot faster.
If you’re looking to scale and get wayyy past breakeven ROAS, Book a call and let’s chat →
Today I digress from the topic of copywriting for Facebook ads.
If you’ve been reading my posts regularly…
You know that I always emphasise on writing ad copy that is relevant, engaging, timely while also solving a potential problem for the customer.
But what happens after you’ve persuaded this customer to click through?
What’s the first thing he/she looks for once they’ve landed on your product page?
You see…while your ad’s goal is to draw people to your website and nudge them towards a purchase…
Once there, your website has to work equally hard to bolster purchase intent and guide the customer towards checkout.
One crucial step along the way is crafting persuasive product descriptions.
According to Salsify’s Cracking the Customer Code Report of 2017, almost 87% of consumers rated product content as crucial when making a purchase decision.
What’s even more impressive is that almost 50% returned an item they bought online, only because it didn’t match the product description on the website.
As an eCommerce marketer, optimising your product descriptions is one of the highest-return, lowest investment strategy you could be using.
Think of your product descriptions (PD) as the equivalent of a 24/7 in-store salesperson.
The way you make that sales presentation in your PDs will determine whether customers are drawn in or pushed away.
Yes…they’re that important.
Write descriptions that are both informative and persuasive,
Because bland and insipid writing will ensure your sales are lacklustre at best.
If you’re guilty of the latter, read on…
Today I’m sharing my top tips to writing compelling product descriptions that make buyers go crazy about what you’re selling.
1. Speak only to your customers. Everyone is not your audience.
Remember this: If you’re going to try and sell to everyone, chances are you’ll appeal to no one in particular.
That’s primarily because your product/s solves a particular problem for a specific audience group.
Which means that your first step to writing persuasive PDs is really knowing the following:
Who will benefit from the product?
What are the problems the product solves?
What is the perceived benefit/ how does the product transform the user’s life?
What are the common objections prospects are likely to have?
Why choose your brand over a competitor’s?
What words or phrases would they most relate with in respect to this product?
This will help you develop key buyer personas, which you can then use when writing the copy for your PDs.
2. Speak to tangible customer benefits
While features and specifications make for valuable supporting information, describing benefits is what gets your customer over the line.
Here are some suggestions to help you write benefit-driven copy
Help customers visualise the end result of investing in your product.
Use sensory words to elicit an emotional response from your prospect.
Use their language to agitate the problem before you can present the solution.
Speak to their dreams and aspirations.
If you’re struggling to come up with benefits, here’s a cool tip to keep in mind:
Say the feature out loud and then say so that….
A quick example: Join the academy and gain access to 50 hours worth of training videos so that….you never have to worry about your ads not generating revenue.
The, so that…encompasses the benefit.
Get the drift?
3. Structure for effectiveness and efficiency
Make your offer compelling. Structure your PD so that prospects can enjoy a seamless reading experience; make it persuasive and energetic.
Remember to use short paragraphs, bullet points (if necessary) and a relevant headline.
Use high-quality images, even a short 10-second product video that creates more visual appeal.
Your aim is to sell a lifestyle that will keep your prospects coming back for more.
Here’s a quick checklist to run through before you can finalise your copy…
Have you made the product ridiculously desirable to your audience?
Have you started your sentences with action words (verbs)?
Are you using social proof that can help bolster credibility?
Are you helping your audience visualise or imagine this newly reformed version of themselves?
Have you addressed objections around shipping and delivery timelines?
Explained to your audience how this product is game-changing?
Made the offer time-specific or exclusive?
That’s it… now go forth and make your audience fall in love with your brand.
Tweaking the copy in your ad and product descriptions is the easiest way to bring about a sea of change in your sales numbers. Interested? Let’s chat →