How to write powerful Facebook ads to sell your products and services

It can be challenging to advertise on Facebook. Especially if it’s your first time and you are trying to stretch that ad budget to get some sales in the door.

It’s especially daunting if you’re a solopreneur, such as a coach or course creator, in the initial stages of your business when everything is being tested for the first time.If this hits a little close to home, your key question would most likely be  . . . 

How to write Facebook Ads?

In a way, there is no simple answer to that question as mastery of writing Facebook ads develops over time. But equally, once you apply a few of the sound principles of copywriting, your ads will produce your desired results.

Why bother with Facebook Ads?

With so many platforms out there you might think that a space as crowded as Facebook would just be a waste of your marketing money. However, the opposite is true. With about 2.91 billion active users as of 2021 according to Statistica, many business owners and big brands agree that selling products on the platform is well worth the money. 

The recent COVID-19 pandemic demonstrated the value of Facebook as more and more people flock to the platform to continue conducting their businesses or personal activities. Not only that, Facebook is an excellent platform to collaborate with like-minded people in your niche, as well as build strong community engagement.

Because of this demand, you might find advertising on Facebook to be expensive. But that is exactly why it is important for you to learn how to write Facebook ads that convert or sell. The more often you can get it right the first time, the faster your business will grow.

What Makes a Good Facebook Ad Copy

For your Facebook ads to make a good return on investment you need to make sure that when writing your ads, these elements are in place.

Product Awareness Fit

Write your ads based on your target customers’ awareness level of your business or product. The awareness level should match the customer persona you are writing your ad for. This will also help you focus on the level of ad language you need to use and address their user intent

Unique Selling Proposition

When writing copy for Facebook posts, assert your brand by communicating your Unique Selling Proposition to your audience. Tell them how your solution is uniquely better than the others out there. It should highlight your strengths and focus on key aspects that your audience cares about.

Statistics

Using verified statistics in your ads amplifies your persuasive tone and influences your audience’ decision in favor of the product you are selling. It also impresses your thought leadership in your niche, thereby building the trust factor among your target customers.

.Sincere, Emphatic Tone

Deliver your ad in a tone that is most authentic — one that expresses deep concern for their problems and eagerness to find a solution. 

Certified Claims

Yes, humble brag if you must, but only if they can openly verify your claims. With so many false gurus out there, the last thing you want your audience to think is that you are one of them. So be sure to make all social proofs updated and filled with information that will help gain their trust. 

Dynamic Keywords

Integrating keywords in your ads helps it get more clicks. Likewise, it shows relevance to what your target audience wants. Try to keep it below 20 keywords per ad to make it SEO-effective. But avoid forcing your keywords into your ads or it will just negate your efforts.

Product Features and Benefits

Features describe the unique aspects of your product, while benefits tell what they can achieve by using it. For instance, the feature of my done-for-you service is its unique system for fast tracking your campaign. The benefit is unloading you of the stress involved in costly trial and error and giving you more time to focus on generating sales for your business.

When you’re writing for an audience that is not very familiar with your brand, promote the benefits first.

Then, once people have shown interest in the benefits of what you provide, you can retarget them with ads describing the features (and the “how”) of your offer. This appeals to their logical brain – remember that we buy on emotion and justify with logic, so make your first ads appeal to their emotions, then follow up with features.

Testimonials and Guarantees

Nothing beats a good promotion or advertisement than to read or hear testimonials from satisfied customers. Likewise, happy customers are willing ambassadors of your brand. So go ahead and share their positive feedback. If you match your guarantee with a testimonial it creates a positive influence on your customers that make them feel that they have nothing to lose.

As much as possible, use full names of customers and their photo or – even better – a video with them talking about how much they love your product. Swipe a quote from the video and put that in your ad copy for reinforcement, and to reach the people who won’t sit still long enough to watch the video 🙂

Call to Action

Tell them exactly what you want them to do — download a lead magnet, place an order, or book a call. When giving them a call to action, make it easy for them to do just that.

How to Write Sticky Facebook Ads

Creating an effective ad doesn’t mean all you need to do is use a Facebook ad copy template or hire a Facebook ad copywriter. In my coaching experience, none of my clients used those. 

Instead, I guided them using what I call “Sticky Facebook Ads Framework”. I have to say that it isn’t a total reinvention of Facebook ad writing, but an equally effective way to frame your ad without the sleazy, salesy tone. The result is an authentic and conversational ad that represents your brand and resonates well with your audience.

How does it work? 

To be guided by the framework, simply remember the acronym: S.T.I.C.K.Y.

S – Share Your Struggles 

Share the business struggles you once had similar to your audience’s. Let them know you were once in their shoes but continue to encourage rising above the challenges through hard work. 

T – Tell Your Story or Your Truth as I like to call it as it is!

Tell not just any story — but your truth. Let your audience know the reason behind why you do what you do. Share your personal discovery that led you to create your unique product or solution.

I – Inspire to Take Action

Your audience is looking for inspiration to keep them motivated in pursuing their aspirations and goals. Paint a picture of how better their lives or situations could be when they take your invited action.

C – Content With Context

Avoid repeating your competitor’s messaging and stick to your own big idea and how it relates to your audience. Focus on their pain points and the solution you propose.

K – Keep Building Trust

People follow or invest in those they trust. Talk about clearly-defined processes and quantifiable results. Lead them to relevant industry metrics that highlight your unique solution. Show them proof of your clients raving reviews.

Y – Your Unique Solution

Invite them to explore your unique solution by working with you. Make it easy for them to make that decision by giving them a certain outcome that is worth their time, energy, and money.

How to Get It Right Each Time

In order to maximize your resources when doing a campaign using Facebook ads, follow these 3 simple tips.

Be Clear on Your Customer Persona

The best way to stay centered in your brand messaging is to define exactly who your customer is. Your customer persona serves as the anchor to which your products are created and how they are delivered. When speaking to them through an ad, talk about their pain points and the solutions they are looking for using a language they can easily understand.

Copy What Works

Look for successful Facebook ads, or any that attracted your attention. Look closely at how they deliver their message and the format they used. Compare different ads and see how they develop their framework using the elements I discussed earlier.

Do a Split Test

Don’t rely on one ad format in running your campaign. Run two or three ads of the same context to see which one resonates to your audience and converts. Be sure to have a differentiating factor when writing different ads. For instance, one ad is written using the pain point approach, while the other is a positive approach. Or if you stick to the pain point approach, you can have one short form and one long form. Set your key performance indicators (KPI) to determine the metrics you are looking for when evaluating which ad worked and didn’t.

Final Thoughts 

Even though you may find writing Facebook ads a daunting part of your marketing, know that getting it right can help generate your business its desired revenue goal. Through it your business can gain high visibility of your product or content. Facebook is still the most preferred social media platform by most entrepreneurs for the highest return on ad spend (ROAS) it gives.

Likewise, develop your ads to align with your funnel strategy and its target outcome, whether that be product sales, profile raising, or inbound lead generation. Lastly, make it creative and memorable. Make it stand out in a sea of ads and a strong positive influence for your audience to do business with you.

Don’t have time to write a good Facebook ad that converts?

Rescue My Launch has a team of copywriting experts who can do that for you. Book a call today!