In this time of distraction, only engaging advertising content or marketing campaigns can capture the attention of the audience. So how do you create a Facebook ad that's compelling and effectively converted?

There are three keys:

First, writing compelling copyand material; 

Second, find out where the right audience is and target it; 

Third, analyze and choose the appropriate advertising strategy. This article focuses on the first point - how to write compelling copywriting.

An excellent ad copy usually has two characteristics:The statement is brief, and the content hits the pain point directly.

For example, the familiar "diamond is long-lasting, a forever spread", just reflects the success of the brief copy.

The principle of Less is more could not have been used in advertising. Modern people's attention is limited, the Internet channels need to make good use of short copy to convey information. It should be noted that the simplified copy, which is considered here, refers to the omission of unnecessary letters and sentences, so that the presentation of each sentence has its value, rather than a vague denial of the existence of the long copy.

And the so-called pain point, refers to the user in the normal life encountered problems, entanglements and complaints.Because of the pain point of their own torture, so that the user needs to find a solution to resolve the problem, in order to achieve his normal state of life.

How to find a point of pain?

The first step is to find the user's needs. On social media, pain points can often be found in users' collective discussions, such as those in Facebook groups.

If you can't find an existing pain point, create a pain point.

In the case of diamonds mentioned above, jewelers link a gem directly to happiness, hitting out against the pain of unmarried women who yearn for a happy marriage. Before it was linked to marriage, diamonds were nothing more than a precious stone in the eyes of the general public.

Copywriting skills.

1, "problem eye-sucking method"

The so-called "problem-sucking method" refers to the "crisis" and "sense of demand" that the audience often faces through the documentation, and then takes the opportunity to introduce their own products or services. This technique is often used in various articles written by major portals and marketing numbers.

It is a classic case, such as the pseudoscience of the various family groups.

Although now the "title party" is often rejected by people, but the "problem-sucking method" is still a good way to catch people's pain in the advertising copy. May I ask, when brushing the blog and friends circle, see such a share do not want to point in to have a look?

It is important to note that:When capturing a question, remember to think about the situation that the target audience will actually face and distress in life, and ask questions in a targeted manner.For example, the audience is a new person in the workplace, and questions can revolve around topics such as "resume" and "interview."

2, the use of "herd effect"

Human beings are group creatures, and it is common to arouse human resonance.When writing a copy, you can also grasp this mentality, to "the masses" as the slogan, to create "everyone's ideas" to stimulate the audience's psychology.

"The 15 mantras that Hengshui people will say! Seeing the first one will hold you back! "This is to seek group commonality, to stimulate the audience's psychology, to arouse concern.

3, dialogue-style copy.

When writing a copy, you should avoid unilateral and user introduction, marketing goods. On the contrary,Stand up to users and describe "what value Can I create for you", more can get the attention of users.

For example, "our service is high quality, the price is also very cheap" and "as long as pay half the price, you can enjoy the quality service" two documents, the latter stand in the audience position, more easily attract attention.

Facebook ad copy Tips.

Combined with the above-mentioned copywriting techniques, what other tips need to be noted before practicing on Facebook ads?

1. Should do a good job of copy and image combination.

Pictures are the most important part of an ad - photos, illustrations, videos - that will make Facebook ads more intuitive. Images will attract the user's attention better than text, causing users to pause when they swipe a page quickly.

Copying is the most important part of advertising creation. In a few short words, you will show the value of the brand/product and call on the user to act.

So to create a Facebook ad, you have to combine the copy with the image to present it, and neither party can create a good ad.

2. Keep in mind the Facebook advertising guidelines.

For copy, Facebook has a clear rule that the copy content must not exceed 20% of the entire image. All advertisements that violate this rule will not be tried and ended.

Advertising copy, is a technology, but also an art. Mastering the writing skills of a copy can only be a key to writing a good copy, making a good Facebook ad still needs to be combined with practical experience, in order to finally open the door of the marketing of explosive money.

The article was reproduced by Hugo.com.

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