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ONLINE MARKETING, & CONTENT CREATION
ONLINE MARKETING, & CONTENT CREATION
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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!