How to Write Facebook Ad Copy that Sells in 2024

The success of a brand on Facebook hinges on the ability to effectively communicate and persuade strangers to buy into whatever it is that you offer.

Many marketers and brand owners get it wrong.

You might spend all your time trying to learn the next biggest trend in the industry or by overusing emojis, but you forget to learn the core concepts of human psychology and what drives people to buy. Understanding human psychology will teach you how to sell. Grasp your market's deepest desires, truths, fears, emotions, and most importantly—their values.

Until you achieve this understanding, none of your ad copy will convert as you hope.

Sell The Click, Not The Product

The primary goal of your Facebook ad is to sell the click. The landing page's goal is to then sell the product. Together, your ad and landing page must create an irresistible reason to click, coupled with an offer so compelling that it leads the user to make a purchase.

Letting the Landing Page Seal the Deal

Once your ad has intrigued a user enough to click, your landing page should seamlessly take over. Here, you can offer more detailed information about your product, its benefits, proof of its efficacy, and build trust.

The Power of Simplicity in Copywriting

On platforms like Facebook, users aren’t there to be sold to. They are scrolling through content, easily distracted, and often indifferent to your offer. Thus, you must be straightforward in communicating how your product will improve their lives.

If you’re keen to learn how to write great stories, read any novel by Ernest Hemingway. For fantastic copywriting guidance, read "Breakthrough Copywriter" by Eugene M. Schwartz. Hemingway’s mastery of simplicity, storytelling, and emotion aligns perfectly with current human behaviour. Eugene's strategies around writing copy delve deep into what makes people tick, and they remain highly effective.

Crafting Your Facebook Ad Copy

When writing your Facebook ad copy, try to keep this structure for most of your ads:

• Hook
• Problem
• Failed Solution
• Two Benefits
• Trust
• Call to Action & Urgency

Alternatively, when telling a story, keep it simple:

• Life problem that you or your ideal customer had before your product arrived
• Two things that you know your market desires or fears
• Why you found your product superior in the marketplace (focus on benefits, not features)
• Why you wish you had gotten your hands on it months before you actually did

This structure—Hook, Problem, Failed Solutions, Two Benefits, Trust, and Urgency—is fundamental for writing effective copy. It's also effective for User-Generated Content (UGC) videos. Embedding this strategy in your UGC or founder videos is critical. We’ve spent over $50M on Facebook ads using this strategy, and we know it works.

Implementing these tips can make your Facebook ads more engaging and effective, drawing on best practices from expert copywriters

Need expert guidance or management for your Google Ads or Facebook Advertising campaigns? Reach out to us at Yikes! Marketing, where we turn your advertising into results.

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