The 80/20 Rule in Copywriting: Focusing on What Truly Matters in Facebook Ads
In the world of digital marketing, copywriting is often considered an art form. It's the skill of crafting compelling messages that not only capture attention but also persuade audiences to take action.
This art form is particularly crucial when it comes to Facebook advertising, where the success of your campaign largely depends on the effectiveness of your ad copy.
The Importance of the First Few Lines
When it comes to Facebook ad copy, the first two to three sentences are responsible for about 80% of your copy's performance. On Instagram, it's even less.
One to two sentences make up the bulk of the performance of your ad copy. Why? Because on Facebook, when someone sees your ad, all they can see is the headline and the first few lines of your copy.
If they want to read the rest of your copy, they have to click a "See more" button.
On Instagram, it's even worse. They can only see the first sentence, if that, before they have to click that "more" button.
So if that first part of your copy isn't really good, then the rest doesn't matter at all, because no one's going to see it anyway.
Optimizing the Headline and the Hook
Let's talk about how to optimize that headline and the first few lines of your ad copy, also known as the hook.
To quickly and easily improve the performance of your ad copy without you having to become a master copywriter, think of this as the 80/20 of copywriting.
It's the 20% that you can do that's going to get you 80% of the result.
Curiosity Invoking Headline
The first and most crucial aspect of your ad is the headline. Many advertisers resort to generic, uninspiring headlines, which is a missed opportunity.
One effective approach to crafting an impactful headline is the curiosity invoking headline. As the name suggests, the goal of this headline is to pique the reader's curiosity.
However, the key is not just to create curiosity but also to be very specific.
For instance, consider this example: "Discover the Secret to Doubling Your Freelance Income."
This headline speaks directly to the target audience, freelancers, and generates a ton of curiosity, making the reader want to continue reading the rest of the ad to learn more about what this is all about.
The Big Promise Headline
Sometimes, the curiosity approach may not work for every product, service, or offer. In such cases, another effective strategy is the big promise headline.
As the name suggests, you're offering something big that the reader really wants. However, it's crucial that this is something you can actually deliver.
The keys to a successful big promise headline are specificity and desirability. For example, consider this headline: "300 to 500 Appointments Booked on Autopilot."
This headline is very specific and offers something that anyone trying to book sales appointments would find appealing.
Optimizing the First Few Lines of Your Ad Copy
Once you have a compelling headline, the next step is to optimize the first few lines of your ad copy. This part of your copy should be a continuation of your headline.
They should all work together and flow together, including the creative aspect of your ad. Your headline, your copy, and your creative should all complement each other.
One common mistake to avoid is repetition. If your headline, copy, and creative are just repeating each other, then you're wasting valuable space.
The first few lines of your ad copy should be engaging and create an open loop that makes people want to click the "Read more" button to continue reading the text.
Contradicting a Commonly Held Belief
Another effective strategy is to contradict a commonly held belief.
This approach triggers instant curiosity because it challenges something that the reader has always believed to be true.
For example, in the email marketing world, it's generally accepted that email open rates are quite low.
However, if your ad copy starts with "20% email open rates are not normal. You can do much better. We know because we hit 50% open rates regularly," it contradicts the commonly held belief and makes the reader want to learn more.
Conclusion
In conclusion, the art of copywriting for Facebook ads involves crafting compelling headlines and engaging first few lines of ad copy.
By invoking curiosity, making big promises, and contradicting commonly held beliefs, you can significantly improve the performance of your Facebook ads.
Remember, the goal of your ad copy is to get the reader to click the "More" button. If it does that, it's done its job.
There are many more ways to improve your ad copy, and it's always worth experimenting to see what works best for your specific audience and product.