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 –>
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/
From the headaches of not knowing where to source your products – all the way to – attracting people to your online store … it can be a LONGASS journey to find success when running an eCommerce store.
Today though, I want to talk to you about how to write relevant ads for cold audiences.
A lot of facebook marketers shy away or fail to see the opportunity when it comes to targeting cold prospects. If you’re scratching your head – cold audiences are folks that are not yet YOUR customers (haven’t heard about your eCom brand) but form the LARGEST segment of your market and are a BIG potential to tap into for PROFITS.
So how do you engage with cold folks and be relevant to them simultaneously? How do you make sure they like, comment/tag their friends or share your ads? How do you make sure these folks don’t end up scrolling down through your ads without ever noticing YOUR brand?
I know, I know that word gets thrown around a lot these days.
But storytelling doesn’t have to be complicated, long-form or have multiple story arcs. And you don’t need to have the writing skills of a GOT screenwriter.
From a high-level perspective, a story consists of a problem (market pain point), a protagonist (your customer) and a journey to the solution(your product)
While long-form stories are often used by successful eCommerce brands – A story could be as small as five sentences when it comes to writing your Facebook Ad.
Here are 2 common characteristics of a good story.
It points to a very recognisable problem your market/customer is facing. And attempts to resolve it.
Although not the best of all stories… I’ve shared a quick and crude example of storytelling in the screenshot below and how you could use it for your eCommerce brand to engage with and convert cold audiences.
Check it out and let me know if you have any questions about storytelling and how to use it in your Ads.