If you’re failing with Facebook ads here are the 3 things you need to address immediately!
You’re failing because you’re (1) offering an offer that just… well… needs tweaking, (2) targeting the wrong audience, or (3) don’t know how to use Facebook to your advantage.
Yes, Facebook can work for you! Why isn’t it?
You’ve heard the saying, “Put your money where your mouth is.” I’m telling you to put your money where your business is. So many people are just throwing money out there, expecting to get results and failing.
Not anymore! Stand up with me and be your own ad manager that can write copy that converts!
You can do it, and I’ll show you how!
What Makes a Great Ad?
There are three essential aspects to a great ad: Look, hook, and took.
I’ll explain. Just hold your horses, there, Silver.
First, you need something that will grab your future client’s attention. Yes, I said “future client.” This thing works for many, and it will work for you! That “something” is a creative image or video. I can’t tell you which image or video will work best for your ad. That’s up to your future clients and what their brains tend to be busy with at the time.
So how do you decide on which image or video to post? Which will capture your future clients’ attention? Easy! You don’t! You let them choose for you. You test, test, test.
Now, how many ads you can test at a time depends on how much you’re willing to invest and how quickly you want results. You want to test each image or video for 24 to 48 hours before moving on. Let me throw this out there, images usually outperform videos.
You can use literal images or metaphorical images. A literal image is one that shows your future client a picture of exactly what they’ll be getting for following your call to action. A metaphorical image is more imaginative. It stands out. It’s funny. It’s not actually literal.
Test your image by tweaking the contrast. Try making it black and white, making all of it black and white with just parts of it colored, or put it on a grayscale. Test out different sizes. A 1 X 1 works well since most of your future clients are going to be browsing with their cell phones. Even on a Facebook desktop site, a 1 X 1 stands out more, increasing that “Look.”
So what about those videos? Try using testimonials. If you can cover objections in the testimonials, all the better! “I had tried so many different programs that I was ‘programmed’ out… but when I chose to give Freedym a try, I saw how valuable it really was!!!”
“Value? That’s an understatement! I’ve learned so much… Really a must for any entrepreneur no matter what industry or level you are!”—Sharon Holand Gelfand
Your videos can be in longer form, covering case studies. These will be more market-related. A case study is a video with someone talking about their experiences with your product and showing social proof that it really works.
**Just a head’s up, if you’re selling a smaller item, you’re not going to want a 25-minute video.
You can do a “trailer style video.” We’ve all seen movie trailers. It hits the highlights of the movie in a short, concise manner. This is what your trailer video will do too. It can be on e-commerce or an event. It can cover all the things you have to offer. Just keep in mind the format and length.
The length of the videos really depends on what your future clients want and on what you’re trying to do with it. If you’re giving a tour, you don’t want it to be 20 minutes long, whereas a 20-minute testimonial video might be okay. It’s less about the timeframe and more about value.
It all comes down to testing, whether it be videos or images. In fact, I suggest that you always start out with a picture and move on from there. Images are always the go-to. Not everyone always has time for a video anyway. Sometimes, when I’m just scrolling through Facebook, I’ll scroll right past a video when a snazzy image would’ve grabbed my attention. But, honestly, just let your audience be your guide. Test, test, test!
Customizing Your Look
We’ll start with the video side since I only have one thing for you here. You don’t have to leave that goofy face or funny picture of your hand up there as your thumbnail for your video just because that’s what frame Facebook chose! You can change it.
“Oh! Thank Heavens! How?”
You’ll see “Change Video” and “Customize.” Choose “Customize.” You can either upload an image or scroll through the frames of your video until you find one you want to use as a thumbnail. Hwa-la!
When you’re ready to edit your images, it doesn’t have to be a long, hard, drawn-out process!
“NO!” I mean, yes, you could go through Canva or some other high-tech editing program, but for we non-tech-savvy folk, there are several simpler ways.
– You can edit your photo through Photoshop. I have this and don’t know how to use half of the tools, but I know enough to get by. If you don’t know how to use it well enough, YOUTUBE is a lifesaver! However, there are even simpler programs!
– Pixlr.com has a super easy editor. It has some of the things Canva does, but not all the extra distractions. You simply upload your photo. You can increase the contrast, cut your image and more. Super simple.
– You’ll pay $400 to $500 for unlimited Design Pickle, but it’s a good program too.
– Pexels.com is a free site for getting royalty-free images.
– Unsplash.com has free photos,
– You can pay for help through Fiver, but it’s hit or miss.
– 99designs is pay-per-project.
Your ad needs to contain compelling copy that builds a connection between you and your future client.
“But, I’m not a copywriter! Now, what do I do?!”
Writing Compelling Copy
As long as you understand your market and your future clients, edit it, and make it highly converting, you can write compelling copy.
It sounds difficult, but it’s really not. How I write my copy outperforms professional copywriters 99% of the time! Part of the reason for this is that they don’t realize Facebook copy is different from sales copy. It differs as far as what you can and cannot say. There’s almost a magic to it.
You start your ad with a question. This is very important. A question calls out your market and homes people in. It actually pulls people’s eyes right to your ad!
Getting Off to a Good Start
Your question must be geared toward the right people, attracting them, and push the wrong people away. For instance, you might ask, “Are you starting a membership site?” This will have an obvious answer: yes or no. If they answer yes, they’ll keep reading. Positive thinking, remember? If their answer is no, the ad will become uninteresting to them, and they’ll keep scrolling.
And just a few notes:
– Get creative with your questions.
– Make them compelling.
– Don’t use negative comments about people.
“Feel, Felt, Found”
Writing compelling copy isn’t about the copy, but about the heart. You must reach people where they are. You have to build emotion—reach them on an emotional level. You have to build a connection with your future clients. This is where “feel, felt, found” comes in. Use these words in your copy.
“Do you feel like an outcast? I felt like that too. I found a way to feel better.” In this way, you’ll show people you understand.
You see, people don’t know you. They don’t care about you. They care about what you can do for them. But, if you felt the way they feel, not only have you found what they need, but you’ve also connected with them on an emotional level. “He understands!” “She feels the way I do!” “I can get better! How did they do it? I’m going to try that too!”
Tips on the Process
I’m just going to give you my two cents here. This is what I do. It may or may not work for you.
– Get into the shoes of the people you’re offering your product to. Who are they? What do they want? Why do they want it? When do they want it? How do they want it? Understand their emotions. Then, you can write to them.
– Write your entire copy first. Edit it after you’re finished.
– “Dumb it down.” No, I’m not saying your future clients are dumb. What I am saying is that they’re busy. They don’t have the time or energy to sit there and muddle through $50 words. Don’t pull out your Oxford dictionary and try to impress your audience. Make it easy to read. Easy to digest. Easy to understand.
– Download the Hemingway app. They also have a desktop app. This will help you in your “dumbing down” efforts. You want your copy to be on a third or fourth-grade This is where the Hemmingway app will place you. It will look at your script and highlight anything out of that range.
If it’s yellow, it’s not super bad, but you should probably restructure the sentence to make it simpler. If it’s red, do a deep re-fix! I use this every single time I write ad copy. You’ll be amazed at the difference it makes in your lead generation!
Getting your copy to the right length may be difficult. I still have a hard time.
“I can write long script. No problem there!”
That’s the problem, Joe! …Long script. You want your copy to be as short as you can make it yet still say everything you would say in that long script. Yeah, I saw your jaw hit the floor. You can pick it up now. You want to get as much information in as you can before that little “see more” button pops up.
If you just can’t get it any shorter, and I can sympathize, try putting a shorter call to action at the top with a link attached, then have the rest of your information with another link at the bottom. It needs to be short enough to grab their attention, but long enough to keep them interested.
After you’ve written it, dumbed it down, shortened it, and ended up with something you’re happy with, shorten it by 20% more. I know what you’re thinking. “But it’s perfect! Exactly how I want it! And you want me to cut it up and throw pieces away?!” Yep. The idea is to keep it simple.
You want your future client to take your offer “hook, line, and sinker.” That’s the idea of the ad, right? How can he do that with just a Look and a Hook? We’ve got a pretty picture—Yay for us! We’ve got a wonderful copy—Yahoo! Now what? Now we reel them in.
The Call to Action
You must have your call to action at the end of your ad. It must be easy to follow, and it must be followed by a URL. “This is what you need to do to get what we’re offering you. Go here to do it.” What’s an ad without a lead? Useless. Make sure you have your call to action!
The very first thing that will “take” your future client, by the way—and I saved this for last for a reason—is the headline. You should wait until you’re done writing your copy before you settle on a headline. This way you’ll be sure it’s exactly what you want. The direction of the ad, the wording of the ad, and even its reason might change before you’re through. You must know precisely what you’re offering and why people would want it before you come up with a headline—easy, right? Yes, but, then, you also need to be creative.
Your future clients will look at your headline before they read your copy. It must be interesting and compelling. It must be attention-grabbing and alight and reaffirm the offer. It must make them want to stay and read on. If you fail at the headline, you may just fail altogether.
When you’re writing copy that converts, you must get your future clients’ attention and hold their attention. Don’t stop there—tell them where to go next.
To get their attention, you must have an image or video that really pops. The copy should be kept as short as possible, but long enough to pull emotional strings. Lastly, there should be two calls to action—one at the top, and one at the bottom of the ad.
**As a bonus, I’m going to add a little something here. I use Messenger chatbot for fun and giggles for my middle of the funnel leads. “Middle of the funnel leads” are those who have opted out before the actual purchase. It’s those future clients who’ve clicked and didn’t purchase.
Those whom I’ve given a limited time offer. They didn’t take the offer, and I’m retargeting them. Chatbot will not get you the conversion leads you want. Don’t use it for lead generation.
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