One of the hardest things for SMBs is to actually sit down and write a good ad… What angle should I use for my ads? How should I write my headline and ad copy?
First of all, decide the overall message or offer you want to promote and then let these 3 approaches guide your ad copy…
- Calling out your target audience
- Call out your target audience to catch their attention AND qualify potential customers. This tactic is useful if your target audience shares a particular trait, profession, or identity. You then need to understand your audience’s demographics, interests etc.
- Important; When it comes to FB Ads, you need to avoid calling out anything that implies a person’s race, health conditions, financial status, religion etc. This will quickly be flagged as discriminatory practices.
- Calling out your audience and making the ad copy relevant to them, will hold and keep their attention and persuade them to click on your ad.
- Leverage customer testimonial in your ads
- People buy when other people have bought. Robert Cialdini calls this Social Proof and is an effective psychological element. It makes you and your company more trustworthy and credible.
- Ask one of your valuable customers to either record or write a review/recommendation you can use directly in your ad copy or ad image or video.
- Use press mentions in your ads
- For example, if you’ve been featured in a popular media outlet such as New York Times or even a local newspaper if you’re a local business, you can leverage this to strengthen the credibility of your product and services.
- Here’s an example; High-quality office chair featured in New York Times”