So, you’ve cleared the table of unnecessary garbage, made a cup of tea, opened a text editor and there is only question on your mind:
“What’s my first step in making an outstanding Facebook ad?”
Before you start writing text, doesn’t matter an ad, blog or a text for landing page, make sure that you know the answer for the following questions:
- You know who this text is for;
- You understand the specifics you are writing about;
- You speak with the reader in his language;
- You don’t use stamps and clericalism.
Let’s go through these points in details
First of all, imagine a person who is reading your text. What does he or she feel? What kind of emotion and reaction do you want to evoke? What does he want? What benefit will “work” on it? What will be the purpose of the person when he will read your text? Answer these questions for yourself and create a core – something that you will focus on in the text.
It is very, very important to understand your target audience.
Remember that women and men perceive information in completely different ways. Emotions and examples are important for women. They cling to amplifying words. For men, on the contrary, are important facts – dry and on the case. Therefore, put yourself in the shoes of the reader, think like him, judge objectively, and always focus on his desires.
Secondly, understand what you are writing about. It sounds simple, draw a scheme for yourself about your product and its customer benefit. Formulate a goal for yourself, delve into the subject, study the market, and competitors. You must be a specialist, understand what you are writing about and what you are offering.
if you write information about what you know nothing about, this is visible. Such texts don’t inspire confidence and even can add up to the reader’s negative perception of the company that uses the content
Third, Speak with the reader in his language and add benefits to him. The reader wants to understand what he will have right now. Use insiders to let the reader think, “wow, it’s me, they write about me!”
The last one is forget about stamps and clericalism. Get rid of text garbage junk in advance that you can inadvertently use.
For example, how you shouldn’t write under no circumstances like this:
“We are professionals; we have the best specialists, our company is a market leader”
It’s better in such way:
“We are a premium Google Partner. For 10 years of experience, we had over 150 clients such as Pfizer, BMW, Otto Group. The client average income after our cooperation increased in 300-500%“
Here we see the experience of the company, its capabilities, and benefits for a potential client.
We Figured out the basic rules, so it`s time to proceed to the scripts!
We analyzed the text of the best ads and created formulas that give sales.
- H – Catchy headline
- A – logical arguments about the advantages product
- F – Add facts about your project. People like numbers and statistics.
- A – Personalized call to action
- ST – Specific time title. This means that text headline is tied to the specific context of the time (example, X-mas, Black Friday etc)
- I – Inspirational or motivation lyrics. Stimulate interest and desire. Make sure that the text evokes an emotional response
- B – specific benefit of the product. Do not be afraid to talk about the unique properties of your product. Example, if you sell a waterproof watch, then write “don’t be afraid if the watch was washed, nothing will happen to them” . Tell stories from life. It’s easier to believe and imagine.
- A – Call to action
- C – Catchy headlines. Play with the headlines. It can be a wordplay – your task is to hook the reader with the first sentence so that he reads to the end. Example “Sell online while offline offline”
- E – the explanation of the offer
- B – Specific points of benefit
- I – Information about the author, company- if needed.
- A – Personalized call to action + and emotion, for example, “If you are ready for changes in your life or to have smth that holds you back?”
4. SEA. Short storytelling.
In such cases you are selling a story and emotions (which a product gives to customers). You can offer an inspirational, motivational story to evoke the emotions “wow” or “I want this too”, or “this product will emphasize my uniqueness”. After that call to action – gently push to the idea that customers can do more, and it’s time to do that.
5. LBA Hurry up! (if you have a discount)
L-limited + B-benefit = A action
You can write a story with a limited number of das or goods based on the previous script. Don’t forget to indicate the benefits of the goods!
6. BOA (good for remarketing)
- B – buyer. You, yes you, you who read this. Select the reader from the first sentence. Make a unique offer to the buyer. Focus on a personalized offer in connection with a previous purchase or visit to the site. Even if the client didn’t make a purchase. Example “didn’t find what you were looking for? or “Missed the discount? We have [your good] for you!” – as a heading.
- O – opportunities of the offer. Gently, unobtrusively, with the help of the opportunities, advantages of the offer, we make it clear that our offer will benefit;
- A – action. Call to action, we talk about what result a person will get when he becomes a client.
One of the most difficult. You need to perfectly know the client’s needs and come up with a solution without far-fetched falsehood, not to offend the client. Your product should solve some customer problems, even if the customer does not yet suspect that he has such a problem. Be a friend, show that you are aware of what’s bothering him. But don’t scare the customer with headers!
- N – in the headline focus on needs, also characterize as pain. Highlight your reader and precisely his interest
- T – building a model of trust. Become the reader’s “friend”, showing that you know about their problems and pains.
- O – Gently offer goods and services.
- D – stimulate reader’s desire
- A – Personalized call to action
Of course, all these formulas are not dogma, and you can combine according to your preference. In conclusion, we want to share the most important rules, which is suitable for any text.
We call it First Sentence Rule:
Make two first sentences very accurate and correct so that the customers have desire to read another part. It should immediately be clear for what, whom, goal and specific areas of application.
There are no magic words that would sell your product; there are only stories that respond in the soul of the client.