Advertising is a lot like music. You have to learn the basic structures to be able to play music, but once you do that, you have to start breaking the rules and doing things differently. Once you learn the basics of Facebook advertising, how do you then dominate your competition? Let’s cover 10 ways.
1. Use testimonials in your ads. These work almost all the time. If you’re working with a client, you can copy one of their Yelp reviews and paste it into their ad.
2. Use a curiosity gap in your ads. Open a question in the reader’s mind that they’ll be curious about getting the answer to. You want the first line of your ad to work the same way as a cliffhanger in a TV show.
3. Tell a story. The human brain is hardwired to respond to stories, and we’ll remember them much more often than a purely informational ad.
4. Human eyeballs. There better be eye contact, because we are wired to respond to it. It means we’re coming in contact with another living thing, so we need to pay attention.
5. Ad scent. This means that the landing page matches the ad in look, feel, and what you’re offering. Put the same offer on the landing page as in the ad.
6. Stop funnel hacking. It’s good to look at what your competitors are doing, but eventually, you have to break away from that. The best ads talk in a way that no one else does.
7. Take a risk. Test meaningfully different angles. Test things that are weird, edgy, and uncomfortable. If you think that you shouldn’t publish an ad because it’s uncomfortable, you probably should.
8. Start the ad with conflict. The human brain absolutely loves conflict. Movie stars do this all the time to get people talking about them.
9. Be a stalker. Give your lead relevant information at every stage of the funnel by nurturing your prospects throughout the process.
10. Stop being boring. Being too professional in marketing is the surest way to be ignored. Put your personality into what you’re doing.
Which of these 10 things do you do in your ads now, and which are you neglecting?
To learn more about generating sales leads through Facebook, visit https://www.christianmartin.org/podcast