today i'm sharing my five-step framework
for writing facebook ads to get more
clicks
generate more leads and stop scrollers
dead in their tracks
keep watching
[Music]
if you want to generate more leads build
more brand awareness
and get more customers in your online
business what is the number one thing
you need most
if you guess traffic you are right and
how does one get said traffic you ask
well there are three general sources of
traffic the first is
organic traffic so this is the kind of
traffic you get through seo
word of mouth and content marketing
efforts like social media
the second is referral traffic now this
is when someone else promotes your
business through affiliate marketing or
endorsements and the third is paid
traffic
so this is when brands and businesses
spend money on advertising campaigns
like
say purchasing facebook ads or banner ad
placements on other high traffic sites
and that is the focus of today's video
writing ads that stand out
get more clicks and create long-term
leads and customers
but the thing is crafting a good ad is
easier said than done
did you know this is crazy that the
average person is bombarded with
1700 ads every single month 1700
and that is just on the internet so
unless you're using some sort of ad
blocking software
you are seeing ads constantly but think
about it for a second in the last month
how many ads do you actually remember
seeing
it definitely wasn't 1700 was it i don't
know was it
here's the thing you only actually
register a teeny tiny percentage of the
ads you see
the rest of them were immediately
rendered as
unimportant by your subconscious mind
and basically ignored
i mean how often do you see a pop-up ad
or a banner ad or a facebook ad and you
just scroll right on by it without
giving it a second thought
yeah your brain has essentially been
conditioned to filter out all this
excess noise and it is for good reason
could you imagine if we actually process
every single piece of information we saw
on the internet which begs the question
if ads are one of the most important
parts of a marketing funnel which they
definitely are
but only a tiny fraction of ads are
actually being seen read and engaged
with
how in the world is one supposed to run
a successful ad campaign
well let me tell you i have seen good
ads and i have seen
bad ads and knowing how to write a good
ad is of course incredibly important
says the copywriter so in this video i'm
gonna share the five step
framework that all good facebook ads
have in common and make sure to stick to
the end of this video to catch my next
video on the five
c's of great ad writing hey guys what's
up it's alex welcome to my channel if
you are new to the crew
hello welcome i am so glad you're here i
put out a new copywriting and marketing
tutorial every single week
so if you're a copywriter marketer
freelancer or business owner looking to
scale your business with words that
work you know what to do go ahead and
hit that subscribe button below and
don't forget to ring that bell to be
notified when my next video goes live
but now in today's video i'm going to
teach you my proven five-step
framework for writing ads that capture
attention stop
scrolls and generate clicks and i'll
even walk you through what these
components actually look like
using real life facebook ads that i have
found in my feed
because let's be honest most of us are
visual learners and learn better by
actually seeing the stuff in action
right
give me a thumbs up below if you love
those love examples and let's dive right
in
so we will start off with the most
important part of really
any copy you write and that is number
one
the hook so your ad is often the very
first touch point that a new lead has
with your brand
product or service so it really goes
without saying that you want your ad to
cut through that subconscious mind
filter that i talked about earlier
grab attention and make a lasting first
impression
and yes you do this with a powerful hook
so the hook or the big idea is the
single most important part of any copy
you write but
unlike most pieces of copy where your
hook is part of the headline
because it is the very first thing
people read when it comes to writing
facebook ads
the headline or what's often called the
ad title is actually way
down at the bottom of the ad below the
ad image
or video which means by the time your
prospect actually sees your ad title
they are already scrolling past it so
when writing facebook ads your hook
needs to be the first
sentence of your ad text which is what
your readers see first at the top of the
ad
and you have exactly 125 characters to
grab attention and peak curiosity
before your text will be cut off with
that read more link
so in facebook ad land these 125
characters are
everything and are the part of your ad
that you should dedicate the most amount
of your creative energy to remember the
goal here is to grab attention
generate curiosity and hook your
prospect into reading more
so let's take a look at this example
from mindvalley they
immediately grab your attention with the
very first line that says
where 90 of your distractions really
come from
hint it is not netflix or notifications
oh my gosh
what is it youtube maybe no this is
great because it opens a loop
and makes you want to keep reading to
find out what actually is causing all of
your distractions so in a sales page or
a landing page
this would make for a really great
headline so now let's move on to the
next very important part of your ad
number two the ad body copy so
this is essentially the rest of your ad
text or your ad
caption now the goal of your ad body
copy is to present a solution to a
problem
create empathy and connection and open
another loop to make your reader want to
click and learn
more now here is a very very important
pro tip
every single step of your ad and
subsequent marketing funnel
needs to open a loop to get your
prospect to then take another action
so think of those first 125 characters
of your ad
sort of like an email subject line
whereas your ad body copy
is like the email copy itself which
should then entice someone to click the
link or call to action inside
now in terms of the length the section
is going to vary a lot depending on the
level of your customer's awareness and
the type of ad that it is
now if you aren't already familiar with
eugene schwartz's five levels of
customer awareness
do yourself a favor and grab yourself a
copy of breakthrough advertising
but let me do a quick recap for you so
the first level is the totally unaware
audience and this audience
has no idea that they even have a
problem worth solving
the second level is a problem aware
audience and they are aware of the
problem but they don't know of a
solution that exists
and then you have a solution aware
audience which knows the problem they
have and the results they want but
they're out there actively seeking
solutions
and next you have the product aware
audience which is familiar with your
product and your brand and its features
but they just
aren't quite sure if it's right for them
and then lastly you have a very aware
audience and they know what they want
and they are ready to
buy so typically the more aware your
audience is the shorter your ad can be
because less education and
indoctrination is needed so
let's take a look at a few ad examples
one for each level of customer awareness
all right first up is your totally
unaware audience
so at this level of customer awareness
your copy must educate first and offer a
healthy amount of explanation
story and evidence so here is a great
example from numerologist.com
you can see in their ad here they've
included a story at the beginning of
their ad
to hook the reader in and generate crazy
interest and curiosity
they then move into a bit of education
around numerology which isn't as widely
known or understood as something like
astrology for example
so education and explanation really does
well here then they finish
off their story and end with another
open loop and an invitation to the
reader
all right next let's look at an ad
that's more directed towards a problem
aware audience so at this level
of customer awareness you want to
empathize with your prospects pain
introduce your solution and offer strong
benefits
so this ad from digital marketer is a
great example of a problem aware ad
starting at the top they empathize with
the pain point of how hard it is to
position yourself strongly in the
competitive
field of marketing they then introduce
their solution
the digital marketing mastery training
course and they finish off by offering
some really strong benefits
sharing that you'll be able to
profitably drive awareness leads
sales and referrals everything you need
to become a master of digital marketing
they then incentivize the audience
further at the very end with a limited
time offer that creates that feeling of
scarcity so
next up let's look at a more solution
aware ad so remember at this level of
customer awareness your prospects are
evaluating options and they aren't quite
sure yet if your
product can help them so here you want
to showcase social proof
build trust and communicate your unique
selling proposition or
usp so i love this ad from lark it is a
great example of a solution aware ad
they showcase social proof with over 2
000 5 star reviews
they build trust and authority by
playing up their shark tank features
even stating that they broke
shark tank records and they clearly
communicate their usp
the bottle that intelligently cleans
every two hours
non-toxic mercury free uvc led
technology
zaps away odor causing germs to keep
your bottle clean and odor free 24 7.
all right now here is a great example of
a more product aware ad from yoga
international
remember at this level your readers have
connected their pain with your solution
but they aren't quite sure if it's right
for them so here you want to highlight
scarcity and incentive in your copy
yoga international does a great job of
this by giving an incentive here which
is
30 days of free yoga and they highlight
some scarcity too
mentioning that the offer is ending soon
and our last ad example here is for a
very aware audience
now writing copy for this level of
customer awareness is pretty darn easy
because your product is already really
well known by your audience and so
you're marketing a product to an
audience of people who already want it
so all you really have to do is present
your product and ask them to buy
so this is a super simple ad from nike
and it is a great example of copy for a
very aware audience it has just one line
ready to one-up your workout with a cta
to shop
now super simple now speaking of cta the
next important part of your ad is your
cta
or what i call number three the stinger
so above and beyond the standard cta
button that appears in all facebook ads
right down in the corner
you also want to use the last couple
sentences of your ad body copy to open a
loop and entice the reader to click that
button and follow through
so here is an example from susie moore
she uses the last few sentences of her
ad to really drive home and recap on the
pain points of the audience
which is getting media attention for
your business she then introduces her
solution which is a free training that
teaches you how to do that
easily and of course she presents a
clear and concise cta for her audience
to take
which is to click here to register for
the free training all right number four
on my list is you knew it was coming the
ad
creative so obviously the ad image or
the video is a hugely important part of
any ad
but it's not necessarily something that
you as the copywriter have to worry
about your client will decide on the
imagery that they want to use to
accompany the ad copy
although as the writer if you have any
good ideas that come up while you're
writing the ad that would work really
well for an image or a video then of
course you can share that feedback with
your client now where you do come in as
the copywriter when it comes to the
imagery is if your client chooses to use
an ad
and they want text on it so the ad image
text is often the most
read part of any ad so the number one
rule here is to keep it short
and use a powerful hook of course so in
this example beauty counter keeps their
ad text really short but then on the
image they really powerfully communicate
the benefits that a user can expect from
this hand cream meets hand sanitizer duo
hydrate boost brightness kill 99.99
of bacteria and it's the perfect size to
travel with all right and lastly
number five is the ad title and
description
all right now like i said earlier down
at the very bottom of your ad
is where your ad headline or your ad
title along with the description will go
now what's really important here and i
see this mistake being made far
too often is to make sure that your ad
title and your ad description are
actually saying different things
otherwise you're wasting precious ad
real estate i surprisingly see this done
all of the time
ads that say the exact same thing in
their ad title as in their ad
description or even worse i see ads that
are only utilizing one of these options
like just the ad
title and here's an example of that from
mind body green now i am a big
fan of mind body green i reference their
headlines and titles all the time
they're master copywriters but they
don't have an ad description here at
all so they are assuming here that their
audience will watch the video and that
they'll watch to the end of the video to
get the full message so they could have
made this ad way more powerful by adding
in a description here that says
something like
enroll today and save 300 which is the
incentive that they show at the very end
of the video
so always make sure that you're taking
full advantage of that ad real estate
and never make assumptions about your
viewers
so when it comes to the ad title and
description i showed you what you
shouldn't do but what
should you do alright so you want your
ad title and description to be clear
and concise and you have a few options
here you can communicate the offer or
what the prospect is getting
you can share a strong benefit or two or
give a powerful incentive for people to
click and act
now and remember you only have a very
limited amount of space to do this so
don't try to cram it all in there just
pick one thing to focus on for the ad
headline and then a different thing to
focus on for the ad
description so here's a really great
example from aloe moves
the headline is 10 minute stackable
workouts which is really great
because it clearly states what you're
getting and the description shares who
the trainer is which is great but in my
opinion this could actually be a little
bit stronger by eliminating the words
on aloe moves which feels a little bit
redundant and they could have put like a
strong benefit in there instead
so something like train with harley
pasternack and get
sculpted but overall this is a really
good example of what you want your
headline and description to look like
and also here is a quick
tip for you keep your headline to 25
characters and your description to 30
characters to avoid having your text cut
off by facebook
all right now as promised you can watch
my video on the five components of
writing a good ad you'll see that pop up
here in just a few seconds
thank you so much for watching until
next time i'm alex ciao for now
all right guys if you enjoyed that video
make sure to check out the next one from
me right here
and you can click right here to get a
free gift
great ads will make your prospects go
wait what
do your ads pass the scroll test here
are my five secrets on how to write
scroll stopping ad copy