Analysis of the copywriting routines for highly effective Facebook advertising!

Are you facing this dilemma? You have spent a lot of time and budget, read a lot of advertising cases, finally set the Facebook advertising audience and conversion goals, and applied different advertising resources, but still have not seen any advertising effects?

"Behind the copywriting is actually sales logic." If you don't have good copywriting and good materials when placing advertisements, you will miss out on an outstanding marketing stepping stone. A good copy is worth 100 sales experts and can make your advertising even more effective!

The copy here refers to the text added around the images, videos or other creative materials used in your ad.

An image or video may grab people’s attention first, but your ad copy clearly states the message you want to convey and the action you want users to take. In addition, if the copy is written properly and in compliance with regulations, it will also speed up the progress of advertising review.

Quickly build consumer awareness

No one wants to buy a product they don't even know what it is. There is a very practical way to quickly establish consumer awareness, using cognitive "schemas"!

A famous American scholar once proposed the "availability bias", which means that due to the limitations of memory or knowledge, we always use information that we are familiar with when making judgments. At this time, a common practice is to use the other party's existing cognitive schema to explain unknown things, which makes it much easier to understand.

Let’s take a typical example. When Steve Jobs launched the iPod, he said this classic advertisement at the press conference: “Put 1,000 songs in your pocket.” This sentence is simple and pure. It uses things that users already understand to explain unknown things, allowing the audience to have a better understanding of your advertising content so that they can take further action.

Focus on selling points from the core desires of users

The decision to buy is driven by desire! Find the right people and write to their hearts. Write targeted ads that speak to specific audiences. Create different ads for different groups of people.

Legendary advertising copywriter Eugene Schwartz said: Copywriting cannot create desire for a product. It can only focus the hopes, dreams, fears and desires that already exist in the hearts of millions of people on a particular product.

Based on finding the core needs of users, you can increase the "intensity of desire and desire points" .

Through Facebook, you can directly locate users' interests and hobbies based on their age, interests, language, country, and even the hardware devices commonly used by the audience (Apple, Samsung, Kindle, Window series), etc. Facebook’s strength lies in its targeting capabilities. On Facebook Power Editor, you can target your audience more accurately.

Then, combine the product highlights you listed with user needs. This "overlap point" is the selling point that can impress users.

In simple terms:

• During the promotion process, remember to "focus on selling points". It is enough to firmly grasp 1-2 key points that can impress users. You can use other selling points, but they must be coordinated!
• If you think your product has many core selling points, then you can divide them into different groups or in different scenarios, and promote different core selling points in a targeted manner, and only promote one at a time, and also focus on breakthroughs.

Here is a trick:

Find a need that your users have that you can satisfy in a way that your competitors cannot. And make a promise that you can satisfy this desire for your users (product features/quality/service, etc.).

When you describe the selling point of a product, don’t just promote the what level of the product’s own characteristics, but clearly explain the way level of the product’s value.

Describe the scene and the resonance vividly

Advertisements often attempt to create a picture of a better life for target consumers, and brands communicate with consumers on the spiritual level of emotional pursuit. If we talk purely rationally, all consumers know that buying something will not bring their lives to their peak.

Vivid details can arouse emotional resonance in people. Just by changing the description in the copy, your brain's rationality will be "deceived", making it more likely to cause impulse buying.

Psychological theory tells us that vivid associations and emotional resonance will bring cognitive relaxation to the target population. The trade-offs of cost-effectiveness and performance parameters of various products will take a back seat. At a moment of rational relaxation, it will be easier for you to make purchasing decisions.

Counterintuitive and attention-grabbing

Counterintuitive means overturning common sense, and consumers are usually shocked when they see such information. When two previously unrelated pieces of information are connected, the brain seems to understand something new, which is why it is shocked.

This type of copywriting usually finds a part that consumers have already reached a consensus on, and then does the opposite.

For example, one shampoo brand went against the grain and launched the slogan “You’ve been washing your hair all your life, but have you ever washed your scalp?” This immediately overturned people’s fixed perception over the past hundreds of years that washing hair only involves washing the hair, and reminded consumers that only cleaning the scalp can solve the fundamental problem.

In a word, your opinions should be different from those of the general public and go against their opinions to attract attention.

Creating extremes is usually the critical point where something can reach its extreme. When people see this type of copywriting title, they usually want to verify whether it is as you said.

For example, for a gaming headset that focuses on sound effects, instead of saying "the headset fights with you to the end", it is better to say "the neighbor is renovating, and you can still hear the enemy's footsteps"

The final call to action

Finally, equally important is the call to action. People liked your images, read your copy, and are now ready to take action. At this time, you can add a CTA (Call to Action) button at the bottom of the ad to tell people what to do next.

Facebook offers a variety of great call-to-action options, including "Book Now," "Contact Us," "Learn More," and "Sign Up." From there, you can select the appropriate call to action based on your chosen advertising objective.

In addition to the lure of a sale price, using words and phrases that indicate time (such as "today," "now," or "this week") can also add a sense of urgency.

For example: "Big Summer Sale, 50% off everything, this weekend only!" When you see this ad, you will immediately understand: the big sale is about to begin, and it will only last for two days over the weekend. Stand out and seize the time to shop.

Author: Papaya Mobile

Source: Papaya Mobile (ID: appflood)