I usually don’t share my facebook ad copies, but I’m going to be laying it all out on the table here. I’m going to show you one of my best performing ads, then walk you through the thinking that went into creating the ad. This way, you can understand the underlying strategies and marketing principles involved so you can apply these same strategies to your business.
Now, before diving into the actual facebook ad copy, there are two VERY IMPORTANT things we need to get clear on: our audience and their pain points that our product solves
1. Our Audience or Avatar
Who are the people that we are looking to serve? We need to answer this question at a very deep level. How old are they? What gender? What are their hobbies, passions, desires, pains, income, education level, where they live, what they read, where they shop, what keeps them up at night… We need to answer all of these, at the most detailed level possible.
For me, the audience I serve is typically younger, 21-35. They make a decent income, went to college, and work some type of job (usually corporate) that is unfulfilling or they aren’t passionate about. They desire the freedom to travel, but have no means of doing so. They know deep down that they want to start their own business, but they aren’t really sure how to accomplish that, or sometimes even where to start. They might have tried a handful of other online business models, and constantly have a “side-hustle” going on, which seems to always fail. They are high achievers, perform well at their jobs, and typically succeed at everything they put their focus on, but they just can’t figure out this whole online business thing. They are passionate about self-improvement, and you can oftentimes find them reading self-improvement books, working out, or listening to an educational podcast. They’re beginning to open their eyes to the world of opportunities, but may be overwhelmed with the amount of information out there, and potentially stuck in what we call “analysis paralysis.”
Before you jump in and try to create your first facebook ad, write out a detailed overview of your audience (similar to the above paragraph). This is a crucial step, and it’ll make the rest of the process much easier
2. Our Audience’s pain points & our solution
Now that we understand our audience, we need to get clear on why they need our product. What problem does our audience have that our problem solves? What pain is our avatar going through that our product can alleviate. What desires does our avatar have that our product can fulfil?
My audience’s main pain points and desires are as follows:
- They feel stuck in their unfulfilling job
- Have no freedom (Time, Location, Financial)
- They have tried out online business models before with no success OR they know that online business is the solution, but have no idea where to start
- They crave travel, and more freedom in their life
- They desire a solution that is ethical, logical, simple, and reliable
- They have seen all of the get-rich-quick schemes, and aren’t interested
- They don’t want to pitch products to friends and family
- They are likely going through some type of “awakening”
- They’re becoming aware of the fact that they had been led down the path of “go to school, get a job, climb the corporate ladder” and realizing that this isn’t for them
In my ad, I share a free training on a business model that was specifically designed with freedom in mind. One that requires a decent amount of up-front work and set-up, but once the business is running, it can be automated. The training comes with testimonials and shows how countless new entrepreneurs are using this method to break free of their 9-5 jobs. It’s a perfect fit for my audience. It’s key to have a good fit between your audience and your product. No matter how good your facebook ad is, a bad audience to product fit will lead to poor results.
Now that we have our audience and their pain points figured out, let’s dive into the ad:
Now, imagine you’re scrolling through your Facebook feed and this pops up. What’s the first thing that you notice when you see this?
It’s the image.
Choosing your Image
One thing that we need to understand about Facebook is that users generally don’t have much intent while on the platform. They’re there to be entertained and look at photos of friends.
As marketers, it’s our job to grab their attention. We can do this by using a “pattern interrupt image.” Something that stops them in their tracks and gets them to think… wait what is this? Ultimately, we want the image to generate enough curiosity that the user will take a peek at the first line of text.
Another tip here is to make your image not look like an ad. We don’t want this to look like a straight up stock photo, or anything that gives off the impression of being an ad. Typically, we see native-looking images perform best.
I also like my images to have a general positive feel to them, something that is aligned with my brand. One of the main values of my brand is freedom. This image screams freedom.
Remember that this image will likely be the first touchpoint that your customer has with you. They will associate this image with your brand. Make it something worth remembering.
The First Line of Text – Our Hook
Now that we have the user’s attention, we have less than 2 seconds to convince them to continue giving us their attention.
The first line of text is the most important line of text in your whole ad. Read that again. Don’t forget it. Your first sentence will make or break your ad. This line needs to cut deep. Your audience should read this line of text and feel like you are speaking directly to them.
One of the best pieces of advice for writing your first line of copy is this: With this first line, we need to enter the conversation that our audience is already having with themself in their head.
They should read our first line and emphatically think “YES, That is me!” And want to continue reading because they feel understood… because they feel that you are speaking directly to them.
In this ad, I start out with the line: “Side hustle number 27 not working out?”
For anyone who has gone through the shiny object syndrome of jumping from one side-hustle to the next, this resonates deeply. You know exactly what I am talking about. Jumping from your new blog, to dropshipping, to Amazon FBA, to the next new thing, but never seeming to get any real traction.
As someone who has been down this path of going through side-hustle after side-hustle, I almost have to continue reading. This is the level of connection that you need to make with your audience. This first line is one of the main keys to the success of this ad.
The next two lines before the “See more” button are powerful too. (and very important)
Line number 2: “I know exactly what that feels like…”
See what am I doing here? I got their attention, and now, I’m connecting with the reader. I’m saying to them, “Hey – I’m just like you.” You’re having this problem? Well guess what… me too.
Next line: “Three years ago, I woke up to the fact that I couldn’t stand the corporate world…”
Again, I am trying to connect with my audience. I know that most of them are stuck in a 9-5 job that they aren’t passionate about, and they’re beginning to face this issue and look for alternatives and ways out.
Once again, I am basically saying, “Look, I’m just like you.” I’m gaining trust and buy-in.
If you’re in my target audience, have had some side-hustles fail in the past, and you’re looking to break free of your 9-5 job, how could you not click see more?!
The body: Tell a story, paint the picture, agitate the pain points and connect.
In the next 10-25 lines of copy, you want to elaborate on your opening lines. Stay congruent and on topic, while connecting with the reader. I usually like to tell a story about things that I have been through that my reader will relate to. This again increases the trust and buy in factor. We want our reader thinking, “Wow, this person understands me. I have these same pains and problems.”
In this section of the ad, I name drop a few common online business models: Dropshipping, Amazon FBA, and a digital marketing agency. It’s likely that my reader has tried out or at least heard of one of these models. I also mention bills, rent, and student loans, #relatable.
A powerful quote to remember: “People buy when they feel understood, NOT when they understand you.”
Use this portion of your copy to connect with your reader.
The Transition: Be smooth, and present your solution to their pain points:
I’ve seen countless ads that have everything right, and then
Their transition will sound something like this: “So if this sounds like you, HURRY, and go claim your seat to my 7 secrets to success workshop. They’re filling up quick!”
This makes me cringe every time.
Who do they think they’re fooling? And the people that they are fooling, is that who they really want as their ideal client?
Notice how I go for a no BS approach when offering my solution.
“If you’re anything like me, you’ve probably watched 8 zillion of these things before:”
My target audience is familiar with these online webinars, so I’m going to treat them that way.
The key here is to be genuine. You know what pains your audience is going through. Offer your lead magnet as a solution to their pain points. You never want to come off as salesy or pushy. Always try to come from a frame of giving. Genuine marketing wins. People can feel when you are ingenuine. That’s why it’s so important to promote a product that you truly believe in. The product I am promoting in this ad has changed many lives, including my own, and it comes off as genuine when I tell people about it.
If you have other facebook ad questions, feel free to reach out. I’m always looking for more content ideas. With this business model, all I really focus on is marketing, so I have gotten pretty good at creating these ads. I no longer have to spend time designing funnels, products, or other back-end systems…
If you’re interested in learning more about this business model: you can check out the training here
And for more tips on Facebook ads, general marketing strategies, and tips on how to break free of the 9-5, be sure to sign up for my newsletter: