How To Create Your 1st Facebook Ad, 3/5:
If you’ve been reading along with this series, you’re likely ready to write the copy for your advertisement.
When writing the copy, make sure to reference your notes about your target audience.
You’ll want to ask yourself.
“Have I done customer and market research?”
Yes? Do more…
Ok...you're back? Good.
Wanna know the facts?
The first step of copywriting is customer and market research. If you haven’t done your research, you aren’t writing copy, you’re writing fiction.
Here’s a quick 5-step formula you can use for the rest of the process…remember, speak directly to your ideal audience. Have you been taking notes? I hope this helps!
1) You’ll want to use your copy to qualify you’re talking to. This means that you want to call out the exact person that you want to read this message. State who they are. This allows you to both attract and deter potential clients. Here’s an example…
“Are you a six figure entrepreneur looking to scale your business to seven figures while spending time with the people you love in your favorite place, pursuing the projects and adventures you’re most passionate about?”
A bit lengthy, but here’s why.
See, in your first lines, you want to state BOTH who you’re talking to AS WELL AS what the BENEFIT to them is. You want to speak to the SELF-INTEREST of the person reading your copy. This is where market research comes into the picture.
So review the line in quotes above again, Do you see why that sentence above may appeal to the reader while also clearly stating who the copy is talking to?
How can you do that with your writing?
2) The next step is to set up the problem or dilemma your target audience is currently facing. This is where your market and customer research will be helpful. If you have surveys, you’ll be able to review the responses when you develop the messaging. If you have an awareness of interests and demographics, you’ll be able to speak to the reality of the audience’s day to day lives. You’ll have an awareness of how this problem stresses them and this will allow you to communicate in a way that the reader of your copy will understand.
It’s often best to incorporate an emotional element, appealing to the core of the issue rather than the logical dillema.
You want to speak to your reader. You want to meet them where they’re at. This means that you have to know where they’re at. See why research is important?
3) After setting up the problem, you’ll want to introduce the solution. This is where you make the case for your product or service based upon market and customer research, differentiation, positioning, social proof and closing the emotional loop.
Again, this is based off of research. Assumptions are not your friend anywhere in this process. Copywriting is less of a creative process and more a process of identifying which puzzle pieces of information best fit where within the self interest of the reader.
4) The next element to incorporate is scarcity. This introduces a sense of urgency, encouraging the viewer to take action. When genuine, this is a powerful tool. This is also often leveraged out of context and that can be damaging to a brand. A powerful tool when leveraged appropriately. Be mindful here and use as much as possible.
5) The final step of your copy is adding in a Call To Action (CTA). A CTA guides the reader towards the action that you, as the writer and advertiser, would like your reader to take. This is where the writer tells the reader next steps, stating the action needed and, if needed, clearly stating follow up steps. It’s best to be as clear and direct in this part of the copywriting process.
Use social proof if possible. Quote reviews or testimonials to demonstrate the value of the offer through the voices of a supportive community.
Have you written your first draft of your copy yet?
Any questions? Schedule your free 30-minute strategy session here: