This blog post is part 9 of a 13-part series on '13 Steps to Becoming a Killer Facebook Ads Strategist.' This series is running weekly from June 9 - September 1. Read Step 8 Here.
Last week, we talked about creating an ideal client persona or ideal client avatar. I hope you downloaded the cheat sheet and did your homework because this week, we are putting our ideal client's words right inside of our Facebook ads. This is where we will connect with our clients and promise to solve their very real problems.
Copywriting is a skill that, when done smoothly, can attract loads of attention which lead to clicks, which leads to interest, which leads to trust, which leads to revenue for your business. We'll look at some simple steps and some Facebook Ad examples to help you write amazing ad copy. Are you ready?
In this article in Forbes, we are given seven strategies to keep in mind when writing copy. Hint, it's more about them and less about our products and services. Here, briefly are the steps recommended:
Step 1 - Utilize Buyer Personas - Hey, that sounds familiar!
Step 2 - Focus on Value-added Content
Step 3 - Be Relatable
Step 4 - Prioritize the 'why' over the 'what.'
Step 5 - Bring out Some Emotion
Step 6 - Create a Compelling Story
Step 7 - Create Value over your Brand
It can be a challenge to do, but we need to shift our thought process from, "Hey, I have this product that you just have to have," to "Hey friend, I understand you're feeling ______, and I can relate. This product/service will eliminate every ounce of stress due to ______." By doing this we can start to create a relationship with lasting value.
Remember that first-time buyers are great for testing your market. But it's the repeat buyer that is most important to your business. Your copywriting skills from your ads, to the landing page, to the product page, to the email follow-up, will create those repeat buyers. If you do it right and focus on THEM.
Let's take a look at a few ads right from my own timeline. You can do this on your own timeline and start taking notes to help you with your future Facebook ads.
Let's use the seven step checklist above and see if this ad by Digital Marketer targeted me as they're ideal client correctly.
Step 1 - They nailed it! I am going to be refining some of the products I already have. So they used buyer personas accurately. Yay, Digital Marketer.
Step 2 - They also focused on value-added content. I love a little teaser class, which they are offering AND a launch checklist. I'm in!
Step 3 - Relatable? Yes, indeed. They said they made the mini class for me and they tell me my brand 'deserves to win in the marketplace.' I think so too!
Step 4 - Right away I can see the 'why' of this product. They don't want me to fail in my attempts to launch my new product. They're even going to hold my hand and give me a free 3-part class and the checklist.
Step 5 - Emotion? With this ad, I feel like if I don't take the class, I might fail at my next launch. This isn't a good feeling (I've experienced it before) and so I want to soak up all the knowledge I can to make sure I'm successful.
Step 6 - Storytelling? Well, not so much in this quick ad. But if I were to click on the ad, it might give me stories and testimonials.
Step 7 - Value over Brand? Definitely. When I read this ad, I don't feel sold to. I just feel like this is something I need to check out. I feel like I can trust these people!
Let's take a look at a few more just for kicks and giggles.
Well, isn't this interesting. In doing research for this post, I searched up 'copywriting' and look what Facebook delivers right to me. An ad on copywriting with a promise to do it all under 10 minutes!
Last week, I did an intensive training on digital marketing for delegates in downtown Seattle. Part of the workshop was an in-depth chat on Google Adwords. Look what is being offered up to me. Facebook Ads work and are relevant.
You can see how powerful Facebook Ads are and you are on your way to becoming a killer strategist so you can grow your business. Doing research like this will really put you ahead of your competition. You are just about ready to create your ads.
Before I let you go, here is a great post by Scott Adams of Dilbert fame. The Day You Became a Better Writer.
I'm so proud of you. Look at you go!
P.S. This series is now in ebook form, yay! If you want all these steps in one place download the '10 Steps You Need to Take Before Running Facebook Ads' here for free as my gift to you.