Let’s start today’s post with a headline that’s super inspiring to the best copywriters out there.
Crafted by one of the world’s most iconic ad men – David Ogilvy.
The headline for the famous 1959 Rolls-Royce ad.
“At 60 miles an hour, the loudest noise in the New Rolls-Royce comes from the electric clock.”
You see when Ogilvy was approached to write this ad for the brand…
He wondered what he could say to persuade buyers to choose the Rolls-Royce over other luxury cars?
How different could two luxury cars possibly be?
While researching all the luxury automobile features, he looked for one remarkable trait/benefit that spoke to his audience.
That’s when he stumbled upon the upper elite class’ desire for peace and quiet – or an escape from the impoverished world while on the move.
And that’s precisely what the ad headline embodied.
It’s not surprising that the ad went on to become the longest-running and also the most successful one for Rolls Royce.
Touchdown to today.
Sure, you may not have access to Ogilvy’s creative expertise when crafting out your own ad copy.
But there are ways and techniques to make your Facebook ads shine from a distance ( in this case, made scroll-stopping).
That’s why I’ve peppered today’s post with unique and exciting ways the pros in the field use to write Facebook ads.
These are tips and techniques that will help hook your audience and win them over.
Ready to get started?
5…4…3…2…1 Let’s GO
# Align Copy with Your Funnel Focus
Write copy that is focused on giving your audience what they want, when they want it.
If your potential customer is unaware of your brand, don’t target them with an ad meant to elicit a sale.
Instead, focus on copy that helps boost the hype around your product and captures leads instead.
Real example: This happened to my sister not too long ago. She was targeted with a BOFU ad by a skincare brand that she had never even heard of.
It was a hit and miss, to put it plainly.
#Make it Irresistible; Make Them Want to Click.
Grab your audience’s attention by telling them ‘why’ they should invest in your product.
Address buyer pain and describe benefits.
Make it more about them, less about you.
Tell them how the product impacts and improves their life.
That’s how you’ll get them to care about what you’re saying and make them want to click through.
#A/B Split Test Your Copy & Creatives
Every target group can be further broken down into smaller sub-groups.
For instance, if you’re an apparel brand targeting women aged 18-35, you can be sure that not everyone in that audience group is going to respond to your ad in the same way.
The way to know that your ad copy is doing well across the group is to test different versions of it.
When you do that, you’ll know which copy + creative combo is resonating most and garnering the maximum number of clicks.
#Your Ad Copy Should Complement the Ad Image
When readers look at your ad copy, they’re also looking to see if it relates to the image.
Imagine reading an ad for lawn equipment with an image of a barbeque grill.
Sure, it’s something one uses in their backyard, but a grill isn’t the first thing that comes to mind when you think of lawn equipment.
If your audience can’t understand what you’re trying to tell them,
Chances are they’re going to move on to the next thing on their feed.
#Make the Offer Urgent
Showcase urgency and scarcity in your ads.
We all hate the feeling of being left out.
And you can leverage FOMO + scarcity by introducing time-bound offers and discounts.
For example, you could say: only for today, the first 150 customers save 40% on our new arrivals.
Readers who are curious about your offer will be sure to click through and make the purchase.
There you have it…5 wildly successful copywriting techniques that the pros use to drive higher click-throughs and conversions.
Your copy could either persuade and influence sales or leave you burning those ad dollars. If you want to save on cost per ad action and 3-4x your ROAS with scroll-stopping copy in your ads, let’s chat →
Short answer: Make Your Copy Work Harder For You
eCommerce and Facebook ads go hand in hand.
And chances are you’re already making the most of this paid opportunity to generate fresh new sales for your biz every day.
Now, it’s normal that as the business owner, you’re passionate and excited about the product you’re putting out there.
You’re keen to talk about its speciality at length and why it’s better.
In the bargain, though, your ad ends up sounding like a long list of product specifications/features, that has little to no value for your audience.
Here’s an interesting line that goes hand-in-hand with what I’m about to share.
“No one cares about what you do. They do, however, care about what you can do for them.”
In this instance, if your ad is constantly talking about the product and its features…
Chances are you’re alienating a massive chunk of buyers, who are likely to turn away because they see no real benefit of using your product.
A benefit that is simply about telling your audience, what is in it for them?
So the next time you want to talk about 1200 thread count for an Egyptian cotton bedspread, remember to tie it back to the benefit of a luxurious bedroom experience and the gift of restful sleep.
The benefit will tell a potential buyer about how the product is a source of pleasure or the best way to get rid of a specific type of pain.
Another example is of the ubiquitous oven, an indispensable part of so many kitchens around the world.
While the oven may have a fast preheat system (a feature)
The benefit will be to describe how effortlessly easy it is to get dinner ready on time, ensuring the kids stay happy or how it makes cooking a much more pleasurable experience.
A teeny modification like this is likely to make the difference between breaking even and 3-4 xing your ROAS or upping it.
Small changes, big impact.. Get the drift?
So here’s a little exercise I want to leave you with.
When you start working on your ads (you can do this even with your product pages),
Take time to chalk out a comprehensive list of features and benefits side by side.
First, write down the product feature.
Then using the ‘so that..’ technique makes notes of the associated benefits (of that feature) that help eliminate a specific pain or problem for the customer.
Also, think of benefits in terms of those that help increase pleasure, comfort, sense of security, etc.
Plan this in advance, and you’ll find yourself putting your ad together a whole lot faster.
If you’re looking to scale and get wayyy past breakeven ROAS, Book a call and let’s chat →
Today I digress from the topic of copywriting for Facebook ads.
If you’ve been reading my posts regularly…
You know that I always emphasise on writing ad copy that is relevant, engaging, timely while also solving a potential problem for the customer.
But what happens after you’ve persuaded this customer to click through?
What’s the first thing he/she looks for once they’ve landed on your product page?
You see…while your ad’s goal is to draw people to your website and nudge them towards a purchase…
Once there, your website has to work equally hard to bolster purchase intent and guide the customer towards checkout.
One crucial step along the way is crafting persuasive product descriptions.
According to Salsify’s Cracking the Customer Code Report of 2017, almost 87% of consumers rated product content as crucial when making a purchase decision.
What’s even more impressive is that almost 50% returned an item they bought online, only because it didn’t match the product description on the website.
As an eCommerce marketer, optimising your product descriptions is one of the highest-return, lowest investment strategy you could be using.
Think of your product descriptions (PD) as the equivalent of a 24/7 in-store salesperson.
The way you make that sales presentation in your PDs will determine whether customers are drawn in or pushed away.
Yes…they’re that important.
Write descriptions that are both informative and persuasive,
Because bland and insipid writing will ensure your sales are lacklustre at best.
If you’re guilty of the latter, read on…
Today I’m sharing my top tips to writing compelling product descriptions that make buyers go crazy about what you’re selling.
1. Speak only to your customers. Everyone is not your audience.
Remember this: If you’re going to try and sell to everyone, chances are you’ll appeal to no one in particular.
That’s primarily because your product/s solves a particular problem for a specific audience group.
Which means that your first step to writing persuasive PDs is really knowing the following:
Who will benefit from the product?
What are the problems the product solves?
What is the perceived benefit/ how does the product transform the user’s life?
What are the common objections prospects are likely to have?
Why choose your brand over a competitor’s?
What words or phrases would they most relate with in respect to this product?
This will help you develop key buyer personas, which you can then use when writing the copy for your PDs.
2. Speak to tangible customer benefits
While features and specifications make for valuable supporting information, describing benefits is what gets your customer over the line.
Here are some suggestions to help you write benefit-driven copy
Help customers visualise the end result of investing in your product.
Use sensory words to elicit an emotional response from your prospect.
Use their language to agitate the problem before you can present the solution.
Speak to their dreams and aspirations.
If you’re struggling to come up with benefits, here’s a cool tip to keep in mind:
Say the feature out loud and then say so that….
A quick example: Join the academy and gain access to 50 hours worth of training videos so that….you never have to worry about your ads not generating revenue.
The, so that…encompasses the benefit.
Get the drift?
3. Structure for effectiveness and efficiency
Make your offer compelling. Structure your PD so that prospects can enjoy a seamless reading experience; make it persuasive and energetic.
Remember to use short paragraphs, bullet points (if necessary) and a relevant headline.
Use high-quality images, even a short 10-second product video that creates more visual appeal.
Your aim is to sell a lifestyle that will keep your prospects coming back for more.
Here’s a quick checklist to run through before you can finalise your copy…
Have you made the product ridiculously desirable to your audience?
Have you started your sentences with action words (verbs)?
Are you using social proof that can help bolster credibility?
Are you helping your audience visualise or imagine this newly reformed version of themselves?
Have you addressed objections around shipping and delivery timelines?
Explained to your audience how this product is game-changing?
Made the offer time-specific or exclusive?
That’s it… now go forth and make your audience fall in love with your brand.
Tweaking the copy in your ad and product descriptions is the easiest way to bring about a sea of change in your sales numbers. Interested? Let’s chat →
“A good offer is rarely only about price.” – said some wise person on the internet
An attractive offer is one that aligns with the problems of your audience and is presented at the right time in the customers’ journey.
Lemme unpack that with my mums’ example.
My Mama makes a trip to the neighbourhood salon once every couple of weeks for facial hair removal.
It’s not only expensive but also a painful process for someone like her (an introvert) who loves staying-in. Plus, it’s inconvenient, because she’s busy and it’s hard finding time even over the weekends.
Still, she’s got to keep going… managing… because well, what choice does she have?
Then one day, while browsing through her Facebook feed, she notices an ad for an IPL laser hair removal machine.
The ad mentions that the machine is a one-time, low-cost investment and can be safely used at home. It also stipulates that the hair removal process is practically painless.
Which means – no more pain and no more expensive visits to the salon.
She then checks out reviews and finds hundreds of women vouching for its efficacy and safety.
This product solves a very critical problem for her; plus it’s timely and urgent.
She dives in and makes a purchase.
Here’s the thing.
No matter what product you choose, position it to solve a specific problem for your prospective buyer.
In fact, the more urgent or severe the problem, the higher the likelihood of your sales offer blowing up.
But, if your offer can’t do this, then it doesn’t matter if your product is better than gold.
This is what 7-figure drop shipper Jeffrey Ho perhaps means when he says, “The biggest mistake I made was selling products I loved, over products that people actually needed/wanted.”
What this really comes down to then is understanding how painful and urgent the problems your product solves for your target market and packaging that into a compelling offer.
That’s one of the starting points of eliciting a favourable and quick response from your audience.
It’s what makes your offer a winner… the kind that’ll get those conversions rocking!
Is your offer solving a problem that’s urgent and painful for your customers?
Craft winning offers for your customers, every single time.
Create ads that boost your sales, make you go way beyond breakeven ROAS and help your scale quickly without experimenting, losing money and time.
Let’s chat -> Book a call here
Here’s a jaw-dropping stat from famous marketing publication – Copyblogger
“80% of readers don’t make it past the headline.”
Which means – 8 out of 10 people will read your headline copy, but only two out of 10 will read the rest.
Truth be told –
Facebook’s granular targeting options make it easier for you to get in front of the RIGHT audience. But it’s still up to you to do the convincing.
With 2.45 billion daily active users engaging on Facebook, the benefits of targeted ad creation are many.
But, you need to set yourself apart and fast when you’re competing with other eCommerce brands like yours.
One of the important ways to achieve this is through crafting irresistible Ad Headlines.
So how do you write Ad headlines that lift your CTRs and STOP the scroll?
Tip #1: Use numbers in your Ad headlines
A ton of copywriting research points to this fact: Headlines with numbers tend to be winners. ( See what I did with the headline for this article?)
When you start your headline with a number, your audience is more likely to click through on your ad.
Here’s an example tying numbers and social proof together:
‘Over 2500 women use ( enter product name) for youthful and naturally glowing skin.’
Or ‘5 Dresses to go from Winter to Spring.’
Tip #2: Ask a question
Asking a question in your headline grabs your viewer’s attention and draws them into your offer to get the answer.
Here are a couple of examples: Dreaming of the perfect engagement ring?
Do Keywords Still Matter?
Pro tip: If you’re using a question headline – make sure to answer that in your Ad Text or Ad Video
Tips #3: Use urgency
If you think about it, sometimes all your viewer needs is a little urgency to nudge them into taking action.
Example: You could be running a 4-hour flash sale for your fashion store and mention the time when the deal ends. Your headline could read something like this:
Use promo code: FLASHFRIDAY
When the viewer reads the headline, there is no room for procrastinating or even second-guessing.
With the offer expiring soon, the shopper is compelled to click-through.
Tip #4: Go for concise and clear
A lot of eCommerce brands, in their bid to sound sophisticated and fun, make the cardinal mistake of writing vague headlines.
Write a headline that clearly states how your offer benefits its audience and keep it short (25-50 characters).
For instance, if you’re a furniture retailer running a summer clearance sale, your headline could read:
Save 50% on selected items
Here’s another example:
30% OFF on car repair today
Remember: Your offer could be AMAZING.
You could even have a super generous guarantee… to back up your offer
But, to know that, your prospect needs to read/see/watch the rest of your ad.
Which is why it’s so critical that you create a headline that works to hook your prospect to your ad.
Those are my top tips for writing scroll-stopping, high-converting Facebook ad headlines.
If you’d like to create Ads that –
Boost your sales
Make you go way beyond Breakeven ROAS
Live the lifestyle you want
Help you scale quickly without testing, experimenting, losing money and time
… and much, MUCH more:
Let’s chat -> Book a call here
Industry-known digital marketer, Neil Patel says – 96% of your website visitors are not ready to buy today!
This means most prospects that come to your website wander around for a while, browse through your products and leave without taking any action.
Never to interact with your brand… ever, ever again.
Not exactly a happy ending, if you think about it.
But thankfully, that’s not where the story ends either.
So here’s what you might be wondering now –
“How do I retain that top-of-mind status and stay in touch with prospects who abandon me?”
Facebook retargeting ads all the way!
If you think about it, these ads are a win-win for everyone involved.
The marketer gets to actively advertise to hot leads, while the consumer finds an ad for products they actually like, and may even be reminded to buy.
In fact, popular statistics suggest prospects retargeted with ads on Facebook are 70% more likely to convert on the website.
But how do you create ads that stimulate action and make those conversion rates go through the roof?
Here’s a thought-starter – Make your ads creatively impactful by combating your audience’s top sales objection.
This could potentially be something you could draw attention to in the first few seconds of your video ad or in the first couple of lines in your Ad text.
Addressing objections fosters trust and puts your buyers at ease to make a purchase decision.
Instead of them having to reach out to your customer support to ask the question…
You’ve pre-emptively answered it for them.
Another simple and effective method for getting better conversions on retargeting ads – is introducing an element of urgency.
Often, cart abandons are the result of a customer either changing his/her mind or because they found a better deal elsewhere.
Let’s say someone was browsing watches on your website, decided to add one to their cart, and then abandoned your site altogether.
You could be retargeting this prospect with a dynamic product ad that says: 15% Off, offer expires in 48 hours.
When you say this, your prospect can’t procrastinate any longer.
He/she now feels this sense of urgency, potentially even FOMO, should they miss out on the amazing offer.
The principle of scarcity is also a very effective persuasion tool.
You could say something to the effect of, ‘Our IPL machines are flying off the shelves. Limited stock. Get yours before they’re all gone.”
That coupled with a few fantastic customer reviews, and the prospect is now grabbing their credit card and making way to checkout.
If after a week of retargeting, your prospects aren’t converting, it could mean that they’re interested, just not ready to dive in yet.
In these instances, focus on building long-term relationships with them with Facebook lead ads.
For instance, if you’re selling luxury products, your audience may prefer subscribing to your email newsletter over making a purchase right then.
Alternatively, for your price-sensitive audience, you could be sending a retargeting ad that promises special discounts through your email newsletters.
If you are retargeting past shoppers, your ads could work to remind them of why they love your brand so much. Was it free shipping worldwide? Amazing customer service? Loyalty programs? The best discounts?
Make it a point to push your customers’ emotions out into the spotlight in your ad.
Be clear and concise with your messaging. Your prospect’s time is valuable, and all you want your ad to do is nudge them back to your website to help them make a purchase.
Lastly and perhaps the most crucial part of every marketing/advertising experiment, A/B test your ad creative. (But more on this in a different post)
Take the guesswork out of writing high-converting Facebook ads for your eCommerce store. Let’s get you the support you need so you can be a CEO and focus on growing and scaling your business!
Book a free, no-obligation call with me here: https://www.arnabthecopywriter.com/book-a-call-with-me/