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Facebook advertising has become a staple of digital advertising for most companies in the last few years.
This comes as no surprise as It’s evolved to be a very effective tool for generating significantly more leads than any other digital channel.
However, with Facebook limiting the reach of most publishers (aka. Businesses), more and more companies are now using Facebook Advertising to make up for that limitation, and at the same time generate highly targeted leads for their businesses.
That has created increased competition for the Facebook Ad space, with more and more companies competing for the same target audience.
The need for differentiating your message and connecting with your potential customers on emotional and logical levels has never become more important than it has been these days.
But worry not!
I have got you covered with the latest tactics and hacks for writing compelling copy for your Facebook ads that really hooks your audience and drive them to do the action you want them to do.
Before you get into the psyche of your customers, you need to understand that there are two general drivers of human behavior: the desire to get pleasure and the need to avoid pain. The more convincing driver for most people is the latter (but you already know that, right?)
Now that we are on the same page as to what causes people to take action, let’s get into these!
Identify problems your customers have
Before writing anything for your ads, you need to flesh out what problem your product/service solves.
- Ask yourself:
- Does your product save your customers time? If so, what would they rather do on that saved time? Speak to that in your ad!
- Does your product save them money? If so, what can they spend that money on? Again, try to play to that in your ad
- What other problems or pain points that your customers have right now that they won’t have after getting your product (or lead magnet/freebie offer)?
- Stress on the pain points rather than your solution. For instance, “lose 14 pounds in 1 month and fit into your favorite jeans” is better than “Eat healthily and exercise regularly using our breakthrough plan”
- You can use negative words like “struggling with” or “tired of” but use them sparingly and not too aggressively as Facebook disapprove your ads if your copy is too aggressively negative.
- Another way to phrase your problem without being too negative in your copy is through using “ready to”, “uncover”, “discover”, “secrets”, and “blueprint”. For instance, you can imply the problem that your customers have by saying “Ready to get the body you’ve always dreamed of in less time that you’ve thought possible”. Here, we are implying that your customers are struggling with weight problems. Note that all of the words mentioned above are either action words or just words that spark curiosity.
Understand the difference between features and benefits
After “uncovering” your customers’ problems (see what we did there?!), you need to show them how your solution is going to help them overcome those problems. So, instead of writing what your product is, tell them how it can help them achieve their desired results.
- Speaking of results, what results will your customers get when they sign up or join you. How are they going to feel? Try to hit both the emotional and logical sides of their brains. This is very important! If you think about it, most people don’t want to lose weight just to get those pounds off their body, they usually do it to feel more confident about their body image, or to feel more energy so they can be a good role model to their kids or many other things. It’s not really about losing weight, it’s about how they are going to feel when they lose the weight. Same with all the other problems too! To give another example other than weight loss, when you offer security cameras, you’re usually selling more than just the equipment. You’re essentially selling peace of mind to your customers and their families.
- Another tip you can use when writing copy for your ads is to clearly contrast your customers’ experience before using your product and after using your product. This essentially captures their attention and drives them more towards taking the action you desire.
Speak in your customers’ language
The last tip we have for you here is that you need to use your customers’ words not yours to sell your product or service. Remember that when you’re communicating with potential customers on Facebook (or anywhere really), it’s not about you. It’s about them and their needs. So, in order to be relevant to them, they need to feel that you really understand them and that happens through using the same words they would do to describe what they are struggling with or what they are trying to get. For example, we discovered that most of our target audience use the word “freebie” instead of “lead magnet” or any other term, and so our language when speaking to them will use the same word that they are using.
You might be thinking: “but, how can actually I do this?”
Well, don’t worry. I got you!
Here are the best 3 hacks you can use to discover what words are your customers using when they describe what they are struggling with or the benefits they are looking to get.
- The 3-star review: This is one of the most powerful windows that you can have what words your target audience are using to describe their problems. All you need to do is to find a book that is relevant to your niche on Amazon, and then look for 3-star reviews of that book or product. The best thing about a 3-star review is that the reviewer would be pointing out some of the things that he/she liked from the book (something you can include in your offerings or copy) and at the same time mention what she/he didn’t like (those are basically the problems with the book and how it didn’t help her with what she’s struggling with or looking for)
- Facebook groups and online communities: Another way to get into your customers’ minds is to go through Facebook and LinkedIn groups in your niche, and see how they are writing about what the challenges they are facing. You can use Quora as well for the same purpose.
- Asking your customers: Lastly, the most direct and efficient way to get what your customers are facing is to simply ask them. You can ask them about what they are currently struggling with in relation to your products or services, as well as, what goals they might have that can be attained by a potential product you could develop.
From the early years of his career, Omar has been working with entrepreneurs and SMEs to help them create marketing strategies that work in the digital age. He then went on to specialize in digital advertising, analytics, and content marketing. He’s currently one of the lead writers at IIB Council and manages its CDM Program as well.