Southeast Asia's second-class e-commerce company Facebook high-click-through ads quick-track tips introduction
In Facebook's advertising operations, the text played a very important role, if you only from video and image to bring customers very good visual creativity, but only without a good advertising document, will still lose some customers.
In order to maximize customer churn, it is necessary to write a convincing Facebook ad essay, so let's learn more about this!
01
Understand the user's psychology
In fact, the real role of a good paper is to solve the "why" problem for customers,So before you write a text, first ask yourself a few more "whys" and ask these questions before you can quickly write the paper that the customer wants to see. Let's say the following:
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What pain points does the customer want to address?
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How are they feeling when they look at the paper?
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How are they feeling when they look at the paper?
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What do they get after using your product?
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How can their current living conditions be improved?
If you want your client to pay for your paper, you have to tell them through the paper that it's "about you."
No one who uses Facebook is looking for ads, they go in with their own purpose, usually, ordinary ads will interrupt their behavior, let their heartsTo avoid such problems in your own ads, you have to tell them that your paper has anything to do with him.
02
Three common methods of FB advertising documents
▎Stimulate the pain point and show the benefits
One of the things advertisers often do when writing a paper is to seek customer demand, first with a similar scenario, stimulate the customer's heart pain point, and then say a benefit, that is, can solve the pain point. This method, as long as it is used well, can be used in almost any marketing scenario.
So it's a bit hollow, so let's give a concrete example of what stimulates the user's pain points and shows the benefits.
A company called Dog Training Secrets has posted a marketing video on Facebook that teaches people how to train dogs for obedient lessons. Their advertising essay reads:
When your dog sees what he wants, is it very excited and out of control? Watch this video and you'll learn a way to get your dog to calm down quickly by following your owner's instructions, click here for more information.
The video tutorial is accompanied by a short text, first TD dog owners pain point, to arouse the dog owners' resonance, attract the attention of the user group, and then tell them that watching this video can help you solve the problem, under this guidance, customers will generally be willing to take appropriate measures to buy the course, because it is really practical.
▎Seek a sensory experience
No matter what the market, there is a sense of the same, if you add "feelings" in marketing, it is often easy to attract the attention of those with the same mind.
One thing to note is to use feelings effectively in the marketing process, not to take advantage of other people's feelings.
As an advertising marketer, your words can make a big difference in people's perceptions of themselves and other things, so you should try to avoid negative marketing when it's human-oriented, and use your feelings in a positive direction.
If your product or service succeeds in improving people's feelings, it will be a very successful product or service.
Here we take an ad from a health care company called Organifi as an example to specify the application of feeling.
Its ads are like this:"Six months later, when people come into you, they ask, "What have you done lately?" It looks good, and I want to do the same. This feeling can't be measured in money, go shopping today and see how Organifi will feel for you. "
Ask yourself, can your product or service make a difference in someone's life, and how can you effectively use this feeling?
You can say that the customer's own bad state and feelings, or the state and feeling after the use of the product or service, or both,Your paper will have an unexpected effect.
If conditions permit, you can investigate your customer base from the following angles, looking for a case-by-case product based on feeling formation.
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What is the real state of life of the target customer before a product or service is used?
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After use, what is the life of the target customer, what kind of feeling replacement?
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What would you normally say if you recommended this product or service to a friend?
▎Logic runs through
If you want customers to pay for your case, that in the logical level of the addition of things must be, in your advertising case to state the point of view, be sure to prove the correctness of your point of view through factual cases, methodical and logical way of complaint can let those who do things logically immediately agree with your point of view, resulting in the next step to buy consumption behavior.
A company that turns plastic water bottles into works of art has placed an ad that uses a logical opening statement to help you easily understand what plastic can be like for the ocean.
Beginning:
The huge Pacific "garbage belt", which is home to plastic floating waste from between Hawaii and California, has grown to more than 600,000 square miles.
And proved the correctness of their own sources, get the user's trust, then began to users of the product's call to action, so that everyone feel related to themselves, and then detailed why they created the current product.
There is also a classic case, is Pelle Case produced a 30-day can break down the phone case, suitable for this product is the paper"Did you know that 1 billion plastic cell phone casings are thrown into landfills every year?"
When you write an FB ad book, it is recommended that you include at least two of the points mentioned above, so that you can attract more people to pay for your product according to the actual situation of the customer itself.
03
Facebook's advertising framework consists of three elements
▎Beginning.
Regardless of the length and composition of your text, the beginning must be the most important part, because this is the key to determining whether the customer wants to continue looking down, so you must do both at the beginning:
Call on the audience
That is, at the beginning let people know at a glance what kind of group this is written to, is children, mom and dad, teachers or old people and so on.
For example, if you want to sell your coffee substitutes to a group of moms, your ad book can read:"As a mom, I know how many sleepless nights you have to endure."
This sentence lets people know at a glance is written to the mother, and the next product for the mother to solve the problem of less sleep, the audience may continue to read down.
Stimulate curiosity
Regarding curiosity, many paperwork people like to use this trick to attract the attention of customers, which pay attention to a degree of the problem, as long as it is really for customers to solve the problem, that curiosity-driven viewing will not lose anything, but if driven too much, it is easy to trigger contradictions, so that customers have a sense of disgust.So curiosity needs to be stimulated in moderation, which can help advertising and interaction.
▎Transition.
A transition is needed between the beginning and the customer's buying behavior, which does not lead to excessive consumption-promoting behavior and customer discomfort.
Take the first dog training case, for example, where you want a customer to buy your course and you can't come up and say, "Hey, do you want the dog to stop crazy and stop yelling?" Buy this product now! "
This is too urgent to drive customers to place orders, you can be a little more patient, with detailed complaints and the use of the state presented after the course to transition, so as to avoid the customer's feeling of being forced to buy.
Advertising paper is nothing more than:The first step is to have a conversation with the user, the second step is to transition to the product, and the third step is to call to action.
▎Call to action
After the beginning and transition, let's talk about what the call to action to do, daily life, for a strange thing, if no one tells me what to do next, I have no idea what to do next, for advertising documents is also the same, want others to buy products, you have to tell someone how to buy, lack of this step, it is difficult to induce customers to consciously place an order to buy.
So when writing FB ad files, we usually need to place a call-to-action button below the image or video of the ad, 15 from the jump button or a hyperlink.
Call to action words should be short not long, and to make people feel comfortable and friendly, if you have a discount code for goods need to be given to customers, in this place can also be mentioned.
As Organifi says:"Watch this video to see how I keep my guts healthy by eating these 11 foods a lot; then click on this video to see how Organifi can help you."
The most important thing to note is that when writing FB ad essays, use as few words as possible, such as "buy this product", and many accounts will be closed because of the use of "exaggerated terms", so use less aggressive words when using call-to-action.Such as "time is short, limited, last time, first come, first 7" and so on.
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