Examples and methods for writing impactful Facebook ads

To convert and be profitable when investing in Facebook advertising, you need a well-crafted offer and an optimal ad. I’ve decided to give you my best strategies today to make sure your ad content is compelling and makes your prospects want to take action.

The basics of a good Facebook ad

Before you start writing your ad, ask yourself these few questions:

What is my audience’s need?
What problems are they trying to solve?
How can I get their attention?
What arguments could convince them to take action right away?
These answers will allow you to first think about the product you will promote.

Also, think about emotions, and remember that they are what will make your prospect click (or not!) on your ad.

Before starting the creative phase, take the time to list the benefits of the product you want to promote.

These few elements are essential to building an effective ad. It’s like choosing good-quality ingredients before following a specific recipe.

Now let’s look at the basic structure of a Facebook ad:

This is how Facebook users see your ad.

Before they click on it, here’s what they see: the image, the tagline, the title, and the description.

All with a call-to-action button, of course.

Today, our goal is to see how to make the text, title, and description as catchy as possible.

Indeed, you have, on average, 3 to 5 seconds (only!) to capture your prospect’s attention! So it’s all about being practical, right from the first glance.

How to make your ads irresistible?

To stand out and captivate your audience, you must necessarily seek to create a “wow” effect.

The easiest way to do this is to show you in pictures what it means, with these very effective techniques!

1/ Give a feeling of exclusivity

“Wow, I have to hurry before the offer expires.” You create a sense of urgency here, as your offer is limited in time.

This ad is not necessarily suitable for advertising because Facebook does not appreciate it when the text is more than 20% of the image.

2/ Play on the rarity of your product

“Wow, I have to click before it runs out.” Here, it’s more the notion of scarcity. If there are only XXX copies left, the prospect must accelerate his decision to buy if he wants this product.

3/ Offer something free to attract and reassure your target

“If it’s free, your prospect loses nothing by trying or testing your product. You, therefore, remove all the obstacles linked to the purchase price.

4/ Counter any objections your prospect might have

“Wow, I don’t risk anything.” The idea here is to raise any objections your candidate might have. By offering a guarantee, for example, he feels secure and will more easily make the purchase.

Of course, you can replace the “wow” with any other phrase, as long as it expresses the sensational side of the thing!

Write a text that will hook your audience from the very first lines.

Let’s move on to the actual content of your Facebook ad. Start with a short sentence, also known as a tagline, that will grab your prospect’s attention. See, for example, this ad:

If you are an entrepreneur, how is your curiosity suddenly titillated?

In one sentence, you say to yourself, “Will I be part of this majority if I don’t attend this webinar?” or “I hope what I’m doing won’t lead me to failure.”

This tagline is also preceded by a red emoticon, which catches the eye.

The wording of the sentence uses a common copywriting technique, which consists of pressing “where it hurts.”

We’ll talk more about this below.

For the construction of your text (the one that will follow your hook), you can use the methods I will describe to you right away.

1/ The AIDA method

This acronym stands for Attention, Interest, Desire, and Action.

It would help if you first captured attention, aroused interest, created desire, and moved to action.

Let’s analyze this ad to understand the AIDA method in detail:

🔶 The advertiser grabs your attention with this simple phrase “How do you find MORE Customers by Prospecting LESS?”

Notice carefully where the capital letters are placed… Hop, your attention is well and truly captured!

🔶 It piques your interest, talking about what you’d like to do more than anything else “Take back control of your business.”

🔶 He leads you to desire his product by giving you the content of his webinar in a straightforward way and, most importantly, oriented to your issues. He even ends with, “I’m reserving a special gift for everyone who comes to the live conference.” How can you resist?

🔶 Finally, he pushes you to action with this simple “Sign up NOW” (again, the use of capital letters to support his point.”

This method works; it’s up to you to adapt it to your target and your products!

2/ The GROWTH method

This is also an acronym, but this time it is “Give value, Resolve pain, One CTA, Why, Transformation, Humanize.” This could be translated as :

Give value
Resolve a problem
A call to action (at the end)
Explain why the product is beneficial
How it will transform your customer’s life
Humanize the relationship

Again, let’s analyze the structure of this ad:

I give VALUE by informing the reader that their customers are also on social media.

Then I explain how I can help them solve their problem. Indeed, my expertise can benefit them because they can delegate this aspect of their communication.

I humanized the relationship by explaining that it took me a long to learn all these techniques. Finally, my call to action is to invite the reader to book their free diagnostic session 🙂

Nathalia Copeland’s GROWTH method is more elaborate than the AIDA method, but it is also much more comprehensive and will convert all the better. Now let’s go over some writing techniques which will help you make your offer irresistible.

3/ Induced positive response

The person who sees this ad (if it is targeted correctly) necessarily answers “yes” to the question asked.

This acceptance process leads your brain to want to read the rest.

4/ Visualize the main benefit of your product

In this example, the author appeals to your imagination to make you visualize your ideal.

Know that the brain makes no difference between an actual image and a dreamed image. When you imagine your ideal, you put yourself in a good position to read the rest of the text because you feel understood on the one hand and, on the other hand, in a positive state of mind thanks to your imagination.

5/ Take a stand and challenge

Here, instead of starting the text with banalities, the advertisement’s creator decides to state a statistic that challenges, followed by another one, a bit provocative. The bet is winning: your attention is captured!

6/ Compassion

Like his audience, the author started with very few subscribers. The reader then feels understood, which encourages him to be more attentive to what will be proposed next.

7/ Storytelling

Storytelling consists of a narrative approach, where you or your product are the heroes.

This process starts with a distress phase (here, the author was refused five loans).

Then by a search for a solution (appointments with specialized lawyers) to finally find THE thing that will make the difference (the content of the free guide).

This approach may contain several twists and turns, the general idea being to start from a relatively low point A to go to a much higher point B.

8/ Accentuating the pain

In this advertisement, the author uses all the phrases that a person searching for a solution to losing weight hears and has not worked for him.

The fact of insisting on your prospect’s problem will motivate him all the more to look for a solution that, of course, you bring with your product.

9/ Provide a quick and efficient solution:

Following a seemingly innocuous question whose answer is supposed to be yes, (as in the induced positive response), you bring a “ready to use” solution.

10/ Have a punchline that makes a lasting impression:

“No inheritance. No inheritance.” The framework is set right away and immediately destroys any preconceived notions about investing for young adults.
11/ Simple short, and effective:
Sometimes the most straightforward ads are the best!

I bet that with all this information, your head is swarming with ideas for your next ads? Great! But… Isn’t there an essential element missing? Like the title and description of your ad, for example? Don’t worry, and I haven’t forgotten you! This will be the subject of my next article. In the meantime, work hard on the text of your ads.

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