Facebook ad copy, Photos and videos in Facebook ads always precede the headline or text. By the time your eye catches the image and you stop scrolling through the news feed, the description is pretty much dead-center on your device. You then have to scroll up to see the image again or rewatch the video.
The goal is to create a visual that’s very hard for people to ignore, you’ll need to make sure your ad copy complies with Facebook ad copy guidelines. Write a headline that grabs users’ attention and gets them to scroll back up to your ad. Then have a story that compels them to act immediately.
1. Use Storytelling to Engage Emotion
Any Facebook ad copy can be a storytelling ad, as long as it’s emotionally engaging and connects the dots for people. It’s just a matter of positioning your message and keeping the goal of the ad in mind. Ken illustrates how to paint an unforgettable visual with words by describing two real ads he developed for a swim school. The goal of the ads is to motivate parents to enroll their children in lessons at the school.
The story is from the perspective of a young boy who falls in the pool and cannot swim. Ken details the terror the child experiences as the water closes in and he slowly sinks to the bottom. Ken goes on to depict light fading, a struggle to take a breath, and the desperation of no one hearing him as he drowns.
Another ad Ken created for the swim school used an upsetting image of a father and daughter holding hands in front of the headstone of a grave that gets people to stop and notice the ad. The headline reads, “Don’t let this happen to your kid” and the call to action distinctly directs people to contact the school.
The swim school’s previous ads featuring a happy baby blowing bubbles in the water ran for several months with zero conversions. While it was a sweet image, it lacked a compelling reason for people to act. There was no pain or problem to solve. Ken reports that with the help of strong targeting and well-chosen placements, his ad resulted in 6 months of solid bookings for the swim school within 3 days.
Both ads undoubtedly play on every parent’s fears and the pain of losing a child. Their purpose is to create a strong emotional reaction that motivates a visceral buying decision.
2. Create Empathy Within the Story
One way to approach the storytelling process is to create a fictional character with whom people can empathize and relate. People often don’t see pain or issues within themselves when you talk to them directly, but are naturally attuned to see it in others.
Develop a character who shares enough of the same personal attributes, struggles, and experiences with your target audience so they can see themselves in the story. Prompting customers to live vicariously through a character lets them visualize how your service or product can transform their lives or businesses.
3. Test Different Versions of Your Story
An internal rule in Ken’s company dictates that you write the ad until the story feels complete, knowing that the right consumer and the right audience will take the time to read every word. Otherwise, it’s easy to short-change yourself and miss critical details of a story if you’re only aiming to limit the ad to a particular platform or to a certain length.
In split testing the ads, you may discover that one version of the ad outperforms the others on different days of the week due to the finicky nature of the Facebook algorithm. Or that you only reach certain audiences on particular days of the week based on their activity on Facebook.
Visit Ad Zombies online and learn more about Ken ad copywriting services.