7 Facebook Ad Copy Techniques That WORK

0:00hi guys it's ben heath from lead guru and in this video i'm going to give you seven facebook ad copy techniques that work how would you write copy in your facebook ads that gets your prospects to take the action you want them to take when it's becoming a lead purchase etc what are some of the the techniques tips strategies and things that we use i'm gonna be sharing that in this video before i get into that trying to very quickly ask you to smash that like button please click that thumbs up button that would really help me out be much appreciated and of course subscribe to my youtube

0:29channel if you are new and haven't done so already so to help me with this i've got some example ads in a in a document that we put together called our five part facebook ad template now you can um download this there'll be a link in the video description below where you can go ahead and grab the facebook ad template completely free and but in here we've got some ads that we've created for clients we've sort of blurred out certain sections or changed parts to make them non-specific to to those clients but they're very very similar to ads that we created for clients that did very very well

0:59i'm going to talk through use those examples to talk through some of the the techniques the copy techniques that we use we found to be very very effective when it comes to to creating facebook ads that get results okay so the very first one i want to talk about is the call-out method i'm going to go down and grab an example i'm going to sort of skip around this uh go down and grab an example this is an ad for an interior design company okay and the call-out method is something that you use to basically um identify with the prospect get someone who is in a certain place

1:31either in their life at the moment or or because of what they're interested in what they do for a job whatever something that identifies that person and make it clear that your ad is for them is for that type of person so i'll give you an example at the beginning of this interior designer's ads we've got moving house question mark redecorating question mark okay now if you're in the process of moving house or you're in the process of redecorating there's a really good chance that as you're scrolling through your facebook newsfeed instagram feed you see that you just i skim over and go oh yeah i'm moving house

2:05and that's going to grab your attention that's going to make you pay attention to the ad a lot more so that's doing it obviously with a certain time in someone's life when the movie has to be decorated because and the reason why we do that is because for interior designers they know that that's when people are far more likely to hire them is when they're you know they bought a new house they get interior designer in to help them with you know making all the adjustments they want to make or or they're you know refurbishing their existing property something like that right and you could also do it

2:30based on location you know if you're like a restaurant or a hair salon or something you could be like west londoners or bristolians or something that's specific to the location that's going to grab um attention i've seen people do new yorkers or you know anything texans check this out um okay so that's the quality method absolutely can work doesn't work in every scenario but give it a go all these sorts of things i'm going to talk about there's no guarantee that they will produce better than what you've already got but you should certainly test them out because i'd be very surprised if at least one of them

3:05including one making you think about your copy a little bit differently doesn't get you substantially better results than what you're already already operating with so that's number one okay number two make it really really clear what you are advertising okay so this is something that you put in the headline as much as you do up in the primary text the primary text is the part above the the image on facebook um news feeds a bit different obviously on instagram and the headline down here but the headline is free interior design consultations okay you could not really be more obvious in terms of what we're offering remember when people look at your

3:36facebook ads your instagram ads they skim them they're not bothered about your ads in the slightest they're trying to get to stuff they're interested in stuff their friends are done funny cat videos whatever right um making something clear to the point where someone can glance at it for a split second and see what it's all about is really important so free interior design consultation is a headline i'm going to scroll down and give you another example so this next example is for a gym that wanted to sell their personal training services right so right at the top of the primary text we've got three asterisks free personal training session and three

4:12more all in capitals that could not be any more obvious what this ad is about this ad is about getting a free personal training session now obviously the idea is they give one free they like it they come back for more that's the the sales process but um but make it really really clear okay not rocket science but we've seen this happen a lot and actually when we're um when we're because obviously we you know hire lots of people in our company and all that stuff i'm very used to testing someone's facebook advertising skills one of the things that people will sometimes do in that testing process and

4:43i see this in ads as well is they will say something like uh book your free consultation now or book your free survey now and my feedback is always free consultation for what survey for what like you as the advertiser you as the business owner know because you live and breathe it and you're in there and you get the company someone glancing at your ad does not know that's why you need free interior design consultation you need free personal training session you can't just have a free session you can't have an ad saying we're giving away free sessions you see in the headline here free personal training sessions not free

5:14sessions book your free session now free session for what okay very very important right point number three do you want to put your offers above the fold so above the see more button in your ad copy it's basically those first three lines so here we've got free personal training session right up there if i go back up to this example up above we have we'll design a beautiful interior for your home and manage the project for you that's the service offering don't get someone to click to see more to really work out what's going on see if i can grab another example further down we've got all sorts of options here um

5:50you can see in the first three lines here i signature rainbow cakes smothered in white chocolate buttercream frosting on top with fresh fruit but the best bit it's 350 grams per slice and we're currently offering 10 discounts we've got that 10 discount right up top to make sure it is nice and visible i've seen lots of offers buried in the primary text um too low if you'd be able to see it without clicking see more button again this is not rocket science but it's worth doing check your ads make sure your offer the part you're offering so the free personal training session the the 10 discount whatever it is that is

6:22above the fold above the c-more button okay point number four is you want to make a copy as long as it needs to be but not making it any longer than that okay so that might sound a little bit confusing but in general you want to keep it nice and short and sweet and just give the information that is most pertinent to getting the person to take the next action without requiring them to read a whole load so let's take this example i'm not going to read that again but it's talking all about the product and how delicious and fantastic it looks we give the just the information they

6:55need to buy it's only 150 calories per slice fantastic and we're offering a 10 discount fantastic seriously click shop now to brighten up your day so we've introduced some stuff in this ad to make it fun and playful which you should right it's a you know it's a cake of course it should be fun and playful but that's what i mean that's one two three four sentences with one of the sentences being one word okay nice short sweet to the point let's go up to the next option uh well i've gone past it the gym here we've got a little bit more information because we feel that the free personal

7:28training session requires a bit more information to explain than the um cake offer right free personal training session ever used a personal trainer right now offering free personal training sessions with one of our expert personal trainers now is the time to commit to your fitness goals this is originally launched in the new year period and one-to-one training with an expert will really help you get results click the sign up button to secure your free personal training session not waffling not got lots of extra information you don't need but gets the message across short sweet and to the point let's go down to another option here which

8:02you'll probably find quite funny uh here we go in the primary text up here for this is a carousel ad right so we're not just advertising a product we're advertising a range of products which often means that that primary text needs to be more concise we've got men's real leather shoes made in the uk starting from only 45 pounds how simple and nice and easy and to the point is that nice benefits in there not too long so most of our ad copy is going to be relatively short let me carry on a little bit further i'm going to skip this next ad there and go down to the bottom i said you can

8:34download this document by the way guys if you want to see all this stuff right so this is a remote services app okay so you're able to provide your services remotely now this requires a bit more explaining because it's a bit more involved want to monetize your skills and expertise without me to go anywhere with the blackhead the name app you can use your smartphone to provide services remotely connect with people through live video or chat and help them solve their problems for a fee from the comfort of your own at home whether you're a plumber computer expert translator etc there's a market for you download the

9:05data app and find your customers today so don't need a bit more explaining so it's got a bit more copy do you see what i'm getting at here this is not super complicated as long as it needs to be but don't put any fluff in there and different offers require different lengths so if it's something super straightforward like a piece of cake or a free interior design consultation i mean you get it right i say free interior design consultation you get it basically from the title but uh remote services app you're like what exactly is that needs a bit more explaining that's how it works okay number five is to use questions at

9:37the beginning of your copy questions open a loop that people naturally it's a psychological phenomenon where people naturally want to close that loop so if they read the glance at this and say want to monetize your skills and expertise without having to go anywhere someone might go yeah that sounds great they will then farm if they say that in their mind they're far more likely to read on because they want to know well how do i do that how does it work i want to close that loop you sort of peaked my curiosity how do i find out the other half of it so you see we use

10:06that all over the place right so um let's go back up to some of the previous examples and not that one but i think the other three we've already looked at as questions in all of them i'll get there eventually uh actually no not in that one i said we're not going to use all the techniques obviously in every ad copy which is absolutely fine you don't wouldn't want to stuff it for like that but here we go your question here ever used a personal trainer now if you go no i haven't used a personal trainer opens that loop you want to close that loop you want to find out

10:41but i haven't used one but should i how does it work again moving house redecorating all this sort of stuff so questions near the beginning of your copy can really help open that loop grab your audience's attention get them going yes that's me or no i've never done that actually and wanting to find out more as a result um [Music] okay next point is that in general and you won't find any in in these ad copy not a big fan of using testimonials a lot a lot of people want to put testimonials into their ad copy i can completely understand the logic as to why you'd want to do that and on

11:19in theory it should work very well it's just not what we see in reality it's one of those things where like you know you do your theory test to learn how to drive a car but you've got to do your practical as well right and sometimes they don't always match up it's kind of one of those in theory testimonials and ads should work brilliantly well they just don't they often don't they don't work as well as the structures we've used here obviously no one could say 100 why i tend to think is because it introduces doubt around the businesses credibility so if you think about these sort of ads

11:51you see that have just tons of testimonials and things like that what do you sometimes think you sometimes think is this a scam um is this not legitimate why are they just shoving down my throat people that had great results with this like if you saw an ad pop up and you probably click through to some of the landing pages like i have because they're just hilarious where it's like something about becoming ridiculously wealthy over a impossibly short time period trading some nonsense right um and you go to the landing pages and it's just full of like testimonial after testimonial and and they don't the testimonials don't

12:25seem like they're from real people like it looks really scammy and just like a load of rubbish and just not the sort of thing you want to be involved with i think when you include testimonials in ads sometimes for some people it introduces it's almost like you're saying oh look we're really good at our service and we've got this person to prove it they're like why do you need to prove it you know it introduces that sort of doubt into the customer's mind they're less like take action that's my theory what i do know is that when you run out of testimonials when you run out without testimonials

12:56most of the time the ones without testimony are going to do better now there are always exceptions there are always going to be cases where that's not true but that is something that we've seen that's very much specific by the way to the copy to facebook ad copy if you're running for example a video ad putting a testimonial client testimonial in that is often a really good way to go fantastic thing to do but in the copy doesn't tend to work as well and that's why i think it it's the case is because i think it introduces that that doubt around the business's credibility is my theory

13:26okay and then finally number seven is that you want your copy to be benefit rich always think about what's the benefit to the customer of if they go ahead with this what's the benefit to the customer and tell them what the benefit is so let's give some examples here in this interior design ad moving house redecorating is just a star we'll design a beautiful interior for your home big benefit who doesn't want a beautiful interior for their home and manage the project for you ah another good benefit so it's only one sentence we've got two big benefits in there i don't wanna manage project i don't

14:00wanna get the paint from decorators in i don't want to have the this go wrong and order the products and have it turn up late you know great let's have a look at some of the uh some of the others because there's a whole bunch around this benefit benefit benefit not just what it is we're not just saying you get a free interior design consultation book one here because they're awesome benefit um here we talk about now it's time to meet your goals one-to-one training with an expert will really help you get results um there must be studies on working with personal trainer it helps improve

14:31results versus not all that sort of stuff okay benefit rich um right now everything free personal training is one of our expert personal trainers you're not working with anyone you're working with an expert um that one probably doesn't apply as much because you just need a cake to enjoy it i think we've got mouth-wateringly good in the title um right benefits these products men's real leather shoes not fake substance real leather they're made in the uk they start from only 45 pounds again really short and sweet just one line we've got three benefits in there three things that people are going to really want their product or may really want their

15:09product to have okay this is an example that i haven't uh talked about yet but it's a video out of mine actually uh relatively old one at this stage um but you can see it says where am i here right so if you're trying to build your business on facebook then you're probably wasting your time and in this video i explain why and what you need to do to actually get results okay so i'm talking about the the benefit of you watching this video and then you taking the action that i want people to take is you will find out how to actually get results facebook ads

15:41a huge benefit okay and i talk about the five five facebook we've got template this document you're looking at right now i said this template includes some of the best forming ads we've created for our clients in multiple industries if you're looking to build your business on facebook you'll find it very useful benefit benefit benefit my audience people want to advertise on facebook who are advertising on facebook who want to get better results how do they make it work this is how you do it okay um let's have a look at another one let's get down to the last one okay this is a great example of benefit

16:10rich stuff want to monetize your skills and expertise without having to go anywhere sounds great i mean to be fair this was written before uh you know before all the stuff that happened in 2020 with lockdowns i imagine quite a lot of people quite like the idea of going places at the moment but in general who doesn't want to monetize their skills from home and so you know with the data you can use your smartphone to provide services remotely connect with people live chat help them solve their problems that's all kind of features linking to the benefit from the comfort of your own home whether you're a plumber computer expert

16:40translator etc there's a market for you it's kind of another little example of the call-out method by the way there whether you're a plumber computer expert translator uh download the cust the data app and find new customers today there's your benefit find new customers today that's exactly what my target audience want to do okay so those are the seven uh copyright copy techniques gonna quickly run through them we have the callout method um make it really really clear what you're advertising offers make sure you've got your offer above the fold above the cmr button make the copy as long as it needs to be without being any longer

17:14no fluff short sweet is is generally good using questions at the beginning of your your copy have you ever used a personal trainer want to monetize your skills without going anywhere that sort of stuff um i'm not a big fan of using testimonials in general it does not perform as well it's something that we've uh we've found and you want to include as many benefits as you possibly can in the copy obviously without being ridiculous but make sure it's always benefit rich what does the customer the client get out of buying your product or service very important okay hopefully that has been useful a couple of things i want to mention

17:48before you go first is a free webinar i've created called three killer facebook ad strategies to double or more your revenue and in this webinar um i basically break down three different strategies three different sales funnels that we use with our clients all the time very much trying tested very effective generated millions of dollars with each and you can see exactly how we put those together and you can also work out which ones you should be using depending on the product or services you sell because i'll tell you look you want to use strategy a or strategy c if you've got this type of product you

18:21want to be using strategy b if you've got this type of service because there's no one-size-fits-all facebook ads right you need different uh offers for different types of product services can't sell a you know fifty thousand dollar car in the same way as you can sell a ten dollar you know i don't know mug just looking around off my desk there's a mug in front of me ten dollar mug right completely different different strategies okay um so go ahead check that out completely free links in the video description you'll be very happy that you did um another free thing i want to mention is my facebook ads

18:57mastermind group so free group we currently have 63 000 members as of recording this video amazing community one of the biggest um communities of facebook advertisers in the world full of people just like you want to get better results from facebook ads and people are asking questions getting them answered all the time i do free live trainings in the group most weeks if that sounds like something you want to be part of go ahead and join completely free link again is in the video descriptions always nice goodies in the video description and whenever you watch my uh my youtube videos so i recommend you go ahead and

19:28and always keep an eye out and check those out if this has been useful please give it a thumbs up smash that like button subscribe to my channel if you are new and haven't done so already and comment below comment below let me know it's useful comment below if you've got any questions can't answer all of them but i do my very best and i certainly see them all and um and yeah best of luck to your facebook ad campaigns guys and i'll talk to you soon bye for now bye