If you have a business around a sensitive topic, translating your product, service, or result in a Facebook ad runs the risk of getting flagged by the Facebook bot behind the curtain. I’ve had clients in some of these industries, and I’ve learned how to write Facebook ad copy for these sensitive topics that I want to share with you.
One of my clients was a doctor teaching women how to use the power of food to feel more energy while experiencing less inches. Facebook is very clear about protecting its users from feeling ‘any type of way’ when seeing ads in their timeline. If they see an ad that makes them feel overweight based on the images or wording used, the ad may not pass the review process.
This goes for any attribute. When we use words in ad copy like ‘you’ followed by attribute words like ‘struggling’ ‘tired of’ ‘busy’ ‘frustrated,’ etc. Facebook may put a red flag on your ad and may disapprove your ad.
Here’s what we did at the beginning of my client’s ad copy to eliminate the potential for ad disapproval:
““Pinching an inch? I’m pinching a lot more than that!” 😢
What if I told you it’s not about the diet and scale, but about the inches? And what if I told you there was a way to create MORE ENERGY to do what you love, while creating LESS INCHES around those stubborn areas?”
The first line in the ad copy is a statement that’s designed to stop people from scrolling and read more. Note that the statement doesn’t say, ‘ Are you pinching an inch?’ It’s making a statement by ‘a someone out there’ that the potential reader can relate to.
In the first paragraph, we are crafting an ‘idea’ around losing inches and having more energy. It’s the result my client gives her clients. But it’s done in a way that doesn’t point the finger directly at the reader. We’re merely explaining an idea or introducing a concept they may not have thought about before. If they do relate, they’ll continue to read, and possibly opt-in to a lead magnet.
RELATIONSHIP EXPERT/SEX THERAPY
I have to admit I was a little concerned about how I was going to get this client’s ads out the door without any problems! But got them out we did, and generated amazing leads at a great price for her. Here’s what we wrote at the beginning of the ad:
““We just don’t connect the way we used to.”
Relationships don’t always feel like “sweaty palms” “racing heartbeat💓” and “weak in the knees” experiences. Especially when the kids have baseball games, the dog gets sick, work is overwhelming...and (there’s no time left over for you) on and on.”
You can start to see my pattern in writing ad copy here. I like to start with a statement or a question, followed by further evidence that the reader should click to read more because they relate, or scroll on past if they don’t.
We’re never directly pointing to our reader and saying that they have this problem and need our help. We’re getting them to relate to the idea, feeling, or story that we’re sharing with them.
AESTHETIC PRACTICE - BOTOX, BBL, LIPOSUCTION
This is a wildly popular industry in our country, but advertising on Facebook for these services has to be handled with care! For most of your businesses, I would advise you to share the process of your work, take people behind the scenes, etc. But here, we have to be careful or your ads will get disapproved. Facebook doesn’t want to see nudity, needles, or the like.
For ad copy, follow my lead above and write something that gets them to relate and entertain the idea you are laying out for them. Ad copy for botox could say:
Plump, ripe lips. They’re all the rage!
Our clients love our approach to lip rejuvenation: Quick procedure, smoothed-out lines, and a youthful firmness. $50 off. Click below to get coupon code.
Nowhere does it say, ‘hey, you. Your lips are wrinkled and old looking. Why not come in and we’ll fix you right up!” We’re giving them a visual of what their lips could look like, along with why they should get it done, and offering a discount. All within a few lines of copy. As for images, tasteful is the way to go. There are plenty of free images to find that can help the reader ‘relate’ to the result you’re going to give them.
So what do you think? Do you have more confidence in writing ad copy for your next Facebook Ad campaign? Learn this skill, and your ads won’t get flagged! Good luck!
*If you're ready for one-on-one help with your ads before they go LIVE, schedule a free 15-minute phone call. I'll help you get on track!
Have you been dabbling in Facebook ads for yourself or friends? Do you want to know how to do it professionally?
You're in luck! I've been managing social media and running Facebook ads for years (even before business pages were a thing, gasp!). It has been the most rewarding career, and I've been able to meet and work with people from all over the world.
If you're serious about running Facebook ads for other businesses, you're gonna want to download my free Facebook Ads Agency Starter Kit. It is packed with templates for my contract, campaign documents, targeting documents, ad copy examples from real campaigns, ad images from real campaigns and so much more.
Why did I create this? First, many of my clients came from bad experiences from previous 'Facebook Ads Experts' who didn't really know what they were doing. They spent more than they should have. They didn't let the client see what ads were going out. They honestly gave us professionals a bad name.
Second, I have learned from some of the best names in the business and have developed a system that works seamlessly for both myself and my clients. We know what works and what doesn't work on Facebook. We know what to do when and if ads get rejected. And we run ads each and every day, which makes us nimble when Facebook decides to make a change to Ads Manager.
So before running your next campaign for yourself or a friend or a business, learn how to do it professionally by downloading my Facebook Ads Agency Starter Kit here.
You'll be so happy you did, and will have the confidence to go out and get your first paying client!
Instagram Stories have quickly become the marketer’s tool when it comes to showing behind-the-scenes, quirky, raw + real, in-the-moment, footage to followers. Add to that the ability to ‘Highlight’ a story and you’ve got a marketing/product/brochure/catalogue of sorts. But how can we use them in a way that is ‘on-brand’ while still being all the things mentioned above.
I have a few Instagram accounts that I use to test and try different things, and I love diving in and seeing what new thing I can learn and teach to you. Recently, I began adding stories to my main account in a haphazard kind of way, and will be using the strategies in this blog to figure out how to brand them more in line with my business.
In this post, you’re going to learn how to create a branded stories highlight, and how to add it to a highlight on your profile.
NAVIGATING TO STORIES
A little background on Stories. Instagram Stories are found by navigating to the Feed tab (house icon, bottom left). Then tap the camera icon on the top left as shown in the following photo.
From there, you can upload photos from your camera, take a video or photo, add stickers and all the fun things Stories provides. However, if you’re making content specific for Stories outside of the native app, you have to follow a few restrictions. For instance, Stories have their own size at 1020 pixels by 1920 pixels for an aspect ratio of 9:16. Since this post is about ‘branding’ our Stories Highlights, we will be creating these elements outside the app.
CREATING A BRANDED STORIES HIGHLIGHT
I’m using Photoshop to create a branded highlight for my Emma Fox brand @emmafoxco on Instagram. You can use any photo editing software you choose. Canva.com is a great alternative. Make sure you make your new document the right size at 1020px by 1920px, and start making your creation. Here is an example of how I’m branding my highlighted stories.
Here is another example.
A few tips to keep in mind. You can see from my examples that my logo is in the center of the image. When we save this image as the brand for our highlights, whatever is in the center will show up inside the circle. Here’s what they look like on my profile for Emma Fox.
ADDING YOUR BRANDED IMAGE TO A HIGHLIGHT
Ok! Now that you are settled on what your brand will look like, it’s time to actually add it to your Highlights. Remember, you’ll first create a Story and then your Highlight. For this post, I’m going to create a BTS Highlight, which stands for Behind-the-Scenes.
From here, it’s time to tap on your profile picture which will show all the stories you’ve posted. Now it’s time to finally brand our highlights! Are you ready?!
You’ve done it! Now repeat the process for all the Highlights you want your followers to see. Remember, Highlights stay on your profile indefinitely until you delete them so you have a greater chance of getting more traffic to your website, more eyes on your promotion, etc. Regular Stories only stay on your profile for 24 hours, so this is a great opportunity for you to have some fun and be strategic.
View my new BTS Stories Highlight in action with this video.
Rick Mulready is THE go-to guy when it comes to Facebook Ads and keeping up on all the trends. I was fortunate enough to chat with Rick on his podcast about one specific campaign I ran that generated a 60% landing page conversion rate at a very low cost!
Click Here to Here the Entire Episode
You'll learn a lot in this episode that will make you think about Facebook Ads in 'big picture' format. Because Facebook Ads can be so powerful for your business, it's important to dive in to them strategically, and have an end goal in mind. You'll learn things like:
✔️Why I rename my images to match the topic of my campaign
✔️The 5 steps to creating a high-converting landing page
✔️How you can profit from a low 'test' ad spend
✔️The importance of having a closed-loop campaign
I've also got you covered with a checklist at cannononlinemarketing.com/rick that you can use to create your next high-converting landing page, create a closed-loop ad system, and design business strategy on a low budget. Listen below!
Let me know what you think of this episode! I had a lot of fun with Rick and can't wait to bring you more case studies as I test more things out (*hint - Messenger bots are my current test!).
If you'd like to chat about Facebook Ads, I have FREE 15-minute calls and I'd love to dive into your specific issues!!! Pick a time to chat on my calendar here.
If you’re trying to grow your following, create a community, and sell products and services organically, you’ve probably hit a wall. Apps like Instagram have gotten so big, it’s easy for your posts to get lost in the feed. 😭
I’m in the same boat as you, and love teaching you what I’ve learned to help you navigate the social media waters. The truth... if you want to grow faster, influencer marketing may be for you. I’m currently right in the middle of making some deals with influencers for my brand, Emma Fox. Here’s what I’m doing...
I somehow stumbled upon an app called Collabor8. Expecting a somewhat clunky experience, I soon fell in love with the app and have told several people about it. At the time of this post, it’s only available on iPhone.
Once inside the app, you can sign up as a brand or influencer. I signed up as a brand looking for influencers and quickly found some influencers that would be a good fit for my gold foil champagne prints.
I reached out to a few of them, and we quickly settled on terms, and I’m paying $20 to one influencer and $75 to another. I’m anxious to see how this experiment is going to turn out.
If you’re looking to give influencer marketing a try, here are a few things to note.
An Instagram post with a hi-res image of my product that she will take, my Instagram Account mentioned, an Instagram story unboxing the item, and she’ll email the photo so I can use it too!
How about you? Are you going to use influencer marketing to grow your business faster? I’d love to hear about your experience.
Plus, here is a quick video tour inside Collabor8 for to see it for yourself
I’ll be creating a lot of marketing videos on my Youtube channel here. Be sure to subscribe so you get all the tools you need to market your creative business!
You may have Google Analytics installed on the backend of your Etsy shop, but have you customized your dashboard to analyze traffic specific to your shop? Didn’t even know you could do such a thing? 💃 Well, you can my friend, and if you want to learn more about this, then you need to go straight to Artisan Analytics website here.
I heard Lesley of Artisan Analytics on a podcast episode and was blown away by her amazing content. I reached out to her and asked if she would share her expertise with my audience. You can watch the interview here.
GOOGLE ANALYTICS AND ETSY
First things first. Do you have your Google Analytics code installed on the backend of your Etsy shop? If not, go do that now. Here are a few quick steps to set that up:
I confess, after my interview with Lesley, I went in to make sure I had installed the code in my new shop, and it wasn’t there! Months of data missing. It’s now installed, and I’ve enrolled in Lesley’s free program to make sure I configure things properly.
Armed with this data, you’ll be able to see what day and time is the most popular for your shop and other cool things like who’s looking in real time and which listings are more popular. It’s time to dive in and start analyzing your Etsy data to help you create new products, improve listings, and get more traffic.
You make amazing things! Let’s get them found.
Did you know that you can easily and affordably find your highest converting Etsy listing image?💃 I confess, that in the past I didn’t give much thought to my listing images. But all of that has changed, my friends! Your listing images are a BIG deal and in this article, you’re going to learn how to test them to find the highest converting one. But before we dive in, let’s make sure you’re taking good photos to begin with.
I used to be so excited about my product listings that I just rushed through the entire process so they could go LIVE right away. That was a big mistake! I now use keyword strategies and photo techniques that give my listings the best possible chance of getting found. So, let’s dive into a few key techniques.
It seems that Snapchat and Instagram are competing for popularity as of late. Early in 2017, it was Snapchat everything, but things seemed to have calmed with a refocus on Instagram for small business. In fact, I actually deleted the Snapchat app on my phone months ago, but this interview with Miri, head of marketing for Fanbytes, has changed my mind.
Influencer Marketing is already on the rise and is going to continue to grow and I'm excited to really dive in and explore all the avenues. With apps like Collabor8 for iPhone, I'm finding new reasons to really brand one's message.