8 Tips and Formulas for Writing the Best Facebook Ads Ever

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1 8 Tips and Formulas for Writing the Best Facebook Ads Ever Do you like Rolls-Royce automobiles? I do too. But I also like David Ogilvy s 1963 ad for the company.

2 Can you guess just how much the company s sales were affected by this single ad? Well I ll give you a hint: This ad became one of the best-selling campaign ads in the history of advertising. David Ogilvy is arguably one of the best copywriters to have ever lived. On any given day he s considered an advertising genius; a media legend. Most call him The Father of Advertising. Others have deemed him the Original Mad Man. Whatever the pseudonym, all of them basically spell out the same thing: The dude could write. And he could sell. In my Rolls-Royce advertisements I gave nothing but facts. No adjectives, no gracious living.

3 According to a 1962 Time magazine issue, Ogilvy was considered the most soughtafter wizard in today s advertising industry. Ogilvy didn t just write. He changed minds. And just as he changed those minds, he changed the world of advertising forever. It can be argued that his company, Ogilvy and Mather, was virtually responsible for influencing the way many copywriters function on the Internet today before the Internet even existed. Talk about word power. But why did this particular Rolls-Royce ad do so well? And how can someone like you yield results like that? Let me first assure you: You don t have to be David. You just have to do one thing: Use a formula. So now you are a little relieved because you just learned that you don t have to be a marketing-word-god guru. So perhaps you feel a little like these dancing babies: But after your joy dance is over, you re probably doubtful. You re confused because now you re thinking: But writing shouldn t be about formulas and science stuff and math equations, etc.

4 It should be about creativity, shouldn t it? Well you re right. And also, you re wrong. See writing is all about accessing those super creative forces that live in the wee corners of your pretty mind. But writing is also about structure. It s mathematic. It s about logic. And well it s about formulas. In the modern world of business, it is useless to be a creative, original thinker unless you can also sell what you create. And every bit of what was mentioned above requires the perfect balance in order for your copy to function effectively.

5 Especially if you re writing for the sake of persuasion (which is what copywriting or any advertising is all about.) And specifically for the sake of Facebook ads, there s a different sort of market to be aware of. Creating ads for Facebook can feel a little different because Facebook is an active community. People are engaging with the information not passively like they would be if they stumbled across the same ads on the Internet. In other words, these are more likely to be seen and read. But you must keep them simple. People may see more ads on Facebook, but their attention spans are very short. Facebook ads are all about short calls to action. Today I m going to give you 4 formulas and 4 tips, proven to take your copywriting to the next level. You can use these to write the best Facebook ads ever in the history of Facebook. (Sort of like Mr. Ogilvy, but not quite.) 1. Attention Desire Interest Action (AIDA) This is possibly the most traditional. It s possibly the oldest, most common trick in the book. But it WORKS. And it can be used for just about anything. The AIDA approach is simple and thorough. It gives your audience a clear-cut example of what you are presenting. The attention-shifter should happen with the two middle components. You create and build DESIRE around your product then, subsequently, spark interest, and then you make them take ACTION on the two pre-existing things. Here s a little example:

6 2. Problem Agitate Solve (PAS) This is probably the most simple and effective of them all. You present a problem, agitate it a little bit you know, throw some salt on an open wound. Then BOOM! Solve the problem with YOUR product! Oh how dearly awesome your reader will think you are. Cool points for you, and sales for your company.

7 I ll give you an example. TechCrunch pretty much has it figured out: Are you always the last one to get the scoop on technology start-up trends? It wouldn t be so bad, but your job demands you stay current, otherwise your competition gets a jump and profits when you don t. Instead subscribe to TechCrunch and start getting the scoop first so you can leave your competition in the dust. 3. Before After Bridge (BAB) For this one you propose 3 basic scenarios. Before: This is what your life is like before my awesome product. After: Hello, this is what your life can be like. And finally Bridge: Let me tell you how you can do this. This one is especially interesting because it doesn t take much thought. You can write extremely short ads. I m talking extremely short, like about 140 characters: In this particular one Kevan Lee basically nailed it using the concept of time a general commodity that we all cherish. Hell, I d click the link.

8 4. Features Advantages Benefits (FAB) So Who DOESN T like any of these things?! Everyone loves finding out about new features; everyone loves advantages; and everyone loves benefits. It s a win, win, win. The copywriter Joe Vitale couldn t have given a better example of a short trusty template to reference: You get this and the product does this so that you get this. So you ve got 4 basic formulas to work with, but now you can implement these helpful tips to really make your copy shine. Tip #1: Write a story to one person. Are you tired of the Ogilvy quotes yet? Well, he said it best Do not address your readers as though they were gathered together in a stadium. When people read your copy, they are alone. Pretend you are writing to each of them a letter on behalf of your client.

9 So pretty much: write to one, to reach many. Tip #2: Appeal to emotions. Copy is about advertising as much as it is about making someone feel something when they read your ad. Humans act on emotional instinct. If they feel what you are selling, they are more likely to buy it. Keep this in mind. Tip #3: Mystery sells. Keep it mysterious. Exclusivity is key. Everyone wants something that not everyone else can have. People like things that are scarce. Don t give them everything at once. Scarcity sells. Tip #4: Use Photographs! More Ogilvy for you here: What do work are photographs, which arouse the reader s curiosity. He glances at the photograph and says to himself, What goes on here? Then he reads your copy to find out. This is the trap to set. Harold Rudolph called this magic element story appeal, and demonstrated that the more of it you inject into your photographs, the more people will look at your advertisements. So of course, there will never be another David Ogilvy. But there will ALWAYS be formulas for you to use. Who knows, if you stick to a consistent pattern, you may just develop your own style and change the advertising industry again. But it s best to keep it simple to yield the results you want. So go forth my friends, and conquer. Or in this case copy.

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