Here’s a scenario many of you may have experienced before.
You’ve got an amazing product
You know the customer niche you want to target.
So, you get your Facebook ad publish-ready
Hit run and wait with bated breath.
A few days pass and you notice your ad is failing to drive any traffic to your website.
Your targeting is on point; you’re reaching the right audience.
You’ve overlooked the messaging completely,
And your copy is failing to create an emotional connection with the buyer.
Despite the eyeballs, it’s unable to persuade your audience into clicking.
And you are wringing your hands, watching those precious ad dollars burn.
There is however an effective way to create appeal with your offer.
And that is to simply write copy that speaks in the voice of your customer.
Using the terms and phrases they’re constantly using to describe their pain points.
When you do that, they’re going to read your ad and go…” hey, this looks like it was made for me.”
Which begs the question,
How do you enter the conversation that’s already happening in the mind of the customer?
How do you speak in their language and get that top-of-mind status?
Now, there is an amazing repository of writing that captures the voice of every imaginable type of customer.
No matter how niche or specific your audience is, there’s a massive pool of language for you to borrow or be inspired by.
And that my friend… is Amazon.
Renowned copywriter, Joanna Wiebe calls it – Amazon review mining,
So what you’re doing is simply discovering the language your customer is speaking in by researching reviews – of your products, products just like yours and even books.
Interestingly enough, there is a book in existence for practically every type of subject or industry, so make sure to tune in to see what readers are saying.
Now when you think of crafting your ad, ideally you’ll want to fit it into the problem + agitation + solution framework.
Reviews will provide you with an endless source of customer problems.
Agitation can be found in the specifics of the problem that a person has experienced.
So look for stories or examples of how people have experienced pain and what led them to seek a solution. What challenges specifically did they encounter?
When you incorporate these details, your ad becomes a mirror of your customer’s mind.
Making it so much easier to get them nodding and saying yes to your offer.
Finally, when you’re sharing a solution, describe the value or benefits that your audience stands to receive and how choosing your product makes their life better.
If not Amazon, your audience could be hanging out on Reddit, Quora, specific Facebook Groups, even competitor pages.
Make it a point to really go where your audience is and discover that customer-speak.
Let your ads communicate with them using language that they’re all too familiar with.
That’s another one of my secret sauces to writing eCommerce Facebook ads that convert like crazy.
Over to you now!