Ep 82 - Writing Facebook Ads To Get QUALIFIED Leads

In this episode of the Client Attraction Systems podcast, Aaron Witnish shares a 6-step framework for writing killer Facebook ad copy that not only grabs attention but converts qualified leads into paying clients. 

This step-by-step guide will help you create ads that resonate with your ideal clients, build trust, and drive action.

Topics Covered:

• The essential framework for writing effective Facebook ad copy: Image, Call Out, Hook, Edification, What You Get and How To Get it
• How to humanise your business with the images used in your ads
• Targeting the right audience with specific calls to action for higher engagement
• Crafting a compelling hook to address the needs and problems of the target client
• The power of edifying your experience and local connections to build trust
• Creating high-value offers with clear next steps to drive conversions

Download the Free Lead Generation Workshop here: https://www.aaronwitnish.com/workshop/

If you're looking to generate qualified leads hit follow on the Client Attraction Systems podcast for weekly marketing content. 

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Transcript

You just edify yourself with a little bit about your experience, your background and connection to the local community, and that's how you create a little bit of trust and you also humanise the business. So now you're not just a business name and the logo, you're Aaron or you're Adam or your Simo or your Karen or your Mary. And people start to trust you more because now they're attaching a person to the ad and where they're going to get their solution from writing Facebook ads that attract qualified leads to your business. The ones that aren't price sensitive, they make fast decisions, they refer and they also stay the longest. I'm going to talk you through a framework that's having incredible success right now across a number of our clients' businesses that we run campaigns for, and it's following a very simple framework that goes image, call out, hook, edification. 

Here's what you get and how to get it. And I'm going to talk through each one of those. If you're new here, my name is Aaron Whitney. I've been running a marketing agency for the past 15 years and if you head to arab whitneys.com, you can download a free workshop which shows you how to start generating leads in the next 24 to 72 hours. Starting from scratch. Writing Facebook ads is actually a lot more straightforward in 2025 than I found it to be. Historically, we used to write a lot of copy with these long- winded ads, but now people just want to know what the thing is and is it going to help them and how do they get it. So the image, if we start with the first part of the framework that performs really, really well is you looking directly at the camera smiling with what that offer could be. 

So let's use one of our clients, Simo, who's a Flora as an example. So Cam his business partner in AD that generated eight quotes in five days for roughly $15 each. He's installing some timber flooring and he's looking up and smiling at the camera. We have Trav who's a carpenter up in Phillip Island, and he's standing on a deck smiling at the camera with his tool belt on. And you don't want it to be overly professional. You want it to be a nice photo, but if it looks authentic and real, these are what are creating high performing ads. And if you're watching the video version of this, we'll put a few up on the screen now so you can see examples. So you've got something that you can model when you get a picture for your ad. Then what we do is we usually use three different images when we're setting up an ad to give Facebook some opportunities to test and see which performs best, and that's how we tick off the first part of the framework, which is image. 

Second aspect is what we call the call out. So this is actually calling out who your target clients are. So I'll give an example Adam up in Darwin, d Begon who we've just started marketing for week and he's already generating quotes to repair Dent. We say Darwin car earners, mark. So who are your target clients? And if you want to get clients that are not price sensitive, that have money to spend, then target the high income suburbs in your service area. So I'm down in Melbourne, Australia and AK and around that area is renowned for being where the most expensive homes are. So you have to have a fair bit of money to be able to live there. So if I wanted to target the high socioeconomic people in Melbourne, so it could be RAC moms, could be turac dads, turac car owners, and that's the first step to get the attention of a qualified prospect and very, very important or the following, step up, this is the hook and this is what is the problem that you're solving or what is the outcome that you're producing? 

So in the flooring example we just went with, are you planning on updating your flooring heading into winter? A simple hook like that, getting the attention of someone in Melbourne, we're targeting Melbourne homeowners. You planning on updating your flooring heading into winter. Simple question to target the right person. And then they see the image of Cam looking up at the camera installing flooring. You just want to put in a question around the problem that you're solving or the outcome that you are producing. Are you planning on renovating your home in 2025? Have you got a nasty dent in your car that you'd like to get fixed? Very simple hooks like that are what going to get people that have the problem that you solve to pay attention to the ad and potentially take the next step in the process. Then we have edification. So this is where you want to give a little one or two sentence summary of your experience or your connection to the local area so people trust you. 

For example, when I started the podcast episode, I got a little bit in. I said, Hey, my name's Aaron Win. I've been running a marketing agency for the past 15 years. You could say, Hey, my name's Aaron and I've been living in the local area for the past 10 years and helping moms and dads with X or helping carers repair their debts. And you just edify yourself with a little bit about your experience, your background and connection to the local community, and that's how you create a little bit of trust and you also humanise the business. So now you're not just a business name and a logo, you're Aaron or you're Adam or your Simo or your Karen or your Mary, and people start to trust you more because now they're attaching a person to the ad and where they're going to get their solution from. 

Then you go into, here's what you get. So dive straight into these are the three things that you'll walk away with with this offer that we're advertising. In the flooring quotes example, it was we'll drive over to your home and provide a free measure and quote. The second part of that was we'll offer a free design and materials consult that aligns with your custom budget. So again, helping them achieve what they want and giving them different options based on what they're planning on spending on this project. And then finally, add equity straight back into your home. If we go ahead with the project, basically saying, Hey, if we do this, you'll make some upside and money back by making your home nicer and therefore there's more equity. You make your money back on the spot. So same with Adam with running his dent campaign at the moment, if we restore the dent in your car, you've instantly put that value back into the vehicle. 

I ran a workshop on the weekend, there's a free workshop showing Australian service businesses how they can generate leads in 24 to 72 hours as an example. And the three takeaways was number one, how to set up a campaign so you can start generating qualified leads and as little as 24 hours. The second takeaway was content. How to create 30 days content in 30 minutes a month and get it in front of your target clients on social media. And the third piece was community. How to build a community of referrers and joint venture partners around your business. So they were the three that I used in the campaign for our business as an example. You just come up with your three things that people take away from whatever you are advertising. And it could be offering a quote, it could be offering a workshop, a consultation. 

It could be a demonstration, a free trial, a sample. It could be joining a group or community. What are the three biggest things that are going to be high perceived value to them that they're going to get if they move forward and click and take action with this particular advertisement offer. And then the final piece is how to get it, what do you want them to do? So that could be click the button, put in your details to get the quote could be go to the website and register for the event. It could be click on the button and then join our group. It could be click here and then put in your details to get access to a free trial. So you tell people what the next step is and you follow that framework. It's a very, very simple way to write ad copy that hasn't failed yet in our recent campaigns. 

And I might put a, if you're watching a video, an example of one up on the screen now so you can see and ad pause it and have a little look at the framework that we use across the board. So that's it for today. That's how to write ad copy that gets the attention of your target clients, hooks them in edifies you, gives them the benefits that are going to make their life better so they want the thing that you're advertising. Then what to do next to get access to it. If this was helpful, then make sure you hit follow and you get access to all future episodes of the podcast. If you have any questions, my name's Aaron Whitney, so I'm easy to find on social media. Just reach out and I'll be happy to give you some personalised guidance.