How To Write Compelling Facebook Ad Copy

When it comes to facebook advertising the sentence structure, tone, and word choice all have to be considered in order to create compelling ads that will encourage people to buy your products or services.

The best advice for creating good advertising is to make it as unique and compelling as possible-be.

But how does that look when it comes to Facebook advertising?

Note: Tools And Templates I Use

1. Jarvis for coming up with new ideas https://jarvis.ai/bossmode?fpr=luke
2. This research document https://docs.google.com/spreadsheets/d/1UnDjXJP-8YSwxG7iu1zef3asP5s89lLYwliCUHrPyJo/edit?usp=sharing

Step 1. Market Research

It all starts here. We need to understand the hopes, dreams, pains, obstacles, authority figures and competitors for our business. Without knowing this we are guessing our way to success.

By using the research document shared above we can;

• Outline a long list of insights for our company, competitors and the general emotions across the industry for this product/service.

This is the most essential phase of ad copy process because if we cannot relate to our audience on a base level then they will never relate to us.

Step 2. Reverse Engineer Your Competitor Ads

Assuming your competitors have been running ads for a while we can use their data to our advantage – it’s all fair and legal!

Use this – https://www.facebook.com/ads/library/?active_status=all&ad_type=all

You can find what your competitors are running and use this as a ‘control’. With advertising it’s all about testing and micro improvements. We need to have a control in place to run tests with so the best scenario would be to use what our competitors are running.

We can see in the screenshot one of the copy variations is as follows;

“Want a seamless way to accept payments online and offline? Get QuickBooks with Payments enabled, and enjoy unlimited invoicing, payment tools, speedy deposits, and helpful alerts, all in one place.”

We can see the copy is short, direct and tackles some of the biggest pain points for business owners when it comes to financing. Therefore we would want to create something which is similar but better.

In steps Jarvis…

“Get paid faster with QuickBooks.

QuickBooks is the #1 accounting software for small businesses in the US. Get paid faster by accepting payments online or offline, right from your invoices.

Save time and money on every sale by getting real-time alerts about late payments so you can follow up before things get out of hand.

Plus, enjoy unlimited invoicing tools that help you stay organised all year long! Click here to try it free today: [LINK]”

All I simply done was took the quickbooks copy, ran it through Jarvis ‘Facebook body text’ template and it produced the copy above.

I can tweak the tone of voice by using literally anyone I want. This is where the market research becomes important because if there’s a particular celebrity or famous individual well known you could say “Alan Sugar” and the tone will adjust to that person.

That way you can now write an advert which has the same messaging but different emotional behind it.

• Write in a fun and engaging manor
• Write in the voice of Alan Sugar
• Write in an excited tone of voice
• Write in an urgent direct tone

STEP 3. Build Your Own Ads

Now this section is going to be quite difficult to share relevant tips. I’m running ads across both B2B and B2C industries from coaching services to car finance to B2B saas so the ad copy structure is all different.

Why?

A coaching service (e.g. gym) needs to be highly emotive and emphasise the benefits of joining their services.

However an ecommerce business doesn’t necessarily need to be as long because the sales velocity is much quick so the features and benefits are much more important to highlight.

So instead what I’ll do is share some of my own ‘templates’ for you to steal (don’t worry I won’t judge).

Template 1

Ever wished that you could just [OUTCOME CUSTOMER WANTS TO ACHIEVE]?

Your wish is our command…

Though you need to put in *a little bit* of work (it’s FUN, we promise!)

 [Benefit/Outcome of product/service]

AND [Next biggest benefit/outcome

Tap below to explore all the possibilities to [product reference]

P.S. Don’t forget to send us a photo of [product reference]

Template 2

[Highlight pain point & how product helps to eliminate it]

Discover the easiest way to [benefit]

 Visit [WEBSITE]

 Find the perfect [product] for [reason to use]

 Order and enjoy!

Helping you [product benefit]

Template 3

[Cheesy Joke about industry or market] 

Yes our jokes may be bad but our [product] is fantastic…

 [Benefit 1]

 [Benefit 2]

 [Benefit 3]

 [Benefit 4]

 [Benefit 5]

[Product benefit]

[Website URL]

Template 4

Here is what [[ name ]] had to say:

[[ testimonial ]]

Template 5

You still don’t have a copy of the [[ product ]]?

I saw you were on the page …

… but then you left.

Look, for less than a [[ comparison ]], you can have [[ tool / strategy ]].

So you don’t have to spend [[ time ]] trying to figure out how to [[ do ]] …

… all you need to do is to use [[ tool / strategy ]] and [[ desire ]] in just [[ time ]].

Template 6

Meet [[ name ]] … 

[[ before ]]

[[ advice ]]

[[ after – results ]]

And that’s not all.

[[ the biggest result ]]

And, believe it or not, all of that thanks to ONLY 3 things:

1⃣ [[ name ]] is an action taker.

2⃣ She [[ another thing ]].

3⃣ She had a CLEAR, STEP-BY-STEP plan from DAY 1.

Honestly, I can’t help you with the first point.

But if you’re an action taker, I can definitely help you with 2 other things (as I did with [[ name ]]).

Click here now to see how I can help you:

[[ link ]]

Template 7

[HOOK] “TESTIMONIAL RESULT”

That’s just one of our happy customers who [ACHIEVED XYZ] using [PRODUCT/SERVICE].

If you’ve been struggling with:

X [PAIN POINT #1]

X [PAIN POINT #2]

X [PAIN POINT #3]

This will help you turn things around because [EXPLAIN UNIQUE MECHANISM].

And it’s easier than you think.

[HI, MY NAME IS…]

I’m the [TITLE] of [COMPANY] and created [PRODUCT] to help people:

[BENEFIT #1]

[BENEFIT #2]

[BENEFIT #3]

[SO IF YOU’RE TIRED OF PAIN POINT 1, PAIN POINT 2, AND PAIN POINT 3]

Here’s your chance to do something different.

Claim your [PRODUCT/SERVICE] now and see for yourself why [X hundred] people can’t stop talking about it!

Template 8

This is for [AVATAR] who want to [ACHIEVE RESULT].

Without [PAIN POINT #1]

Without [PAIN POINT #2]

Without [PAIN POINT #3]

And without [PAIN POINT #4]…

I/we just launched the [PRODUCT/METHOD] that can:

[BENEFIT #1]

[BENEFIT #2]

[BENEFIT #3]

And the #1 reason WHY it works so well is because [EXPLAIN UNIQUE MECHANISM]

Click below to find out why [hundreds/thousands] of people can’t stop talking about it! 

STEP 4. Pick Your Favourites

Now you should have a range of ads with different hooks, pain points and angles. But words mean nothing without data/action (that should be a motivational marketing quote?).

Take the control and add it into your first round of creative tests in Facebook.

Record initial results, not just the overall cost per result but also;

• CTR
• CPM
• CPC
• Relevancy

Now create another ad set with the same audience and ONLY change the copy to one of the variations above.

Wait for equal amount of data.

And now compare the same metrics above.

Rinse and repeat and figure out what works and what doesn’t.

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