6 Essentials to Writing Facebook Ad Copy That Converts in 2020

A few seconds. That’s how long you have to grab someone’s attention in a Facebook or Instagram ad. Social media users (and the public in general) are constantly bombarded with content. From puppy videos to Forbes articles, YOUR ad is only one of the hundreds of pieces of content your audience is going to consume in a single day. You are always competing for your customer’s attention.

That’s why running Facebook ads is hard work. You need to be able to communicate a story about your brand in mere seconds. It’s not easy, but it’s so worth it. 69% of all adults in the United States use Facebook and 74% of those adults check Facebook everyday. Not only that, but one survey showed that 26% of Facebook users who clicked on Facebook ads reported making purchases.

That said, over 6 million businesses are running Facebook ads. The competition is stiff. You need to stand out.

Refining your Facebook ad copy is one of the most important ways you can rise above the noise. Here are 6 essentials to writing copy for Facebook ads that convert.

Write copy based on what you’re selling: a utility product/service vs. a discretionary product/service

The first step you should take when thinking about how to write and refine your Facebook ad copy is to consider whether you’re writing about a utility product or service or a discretionary product or service.

Utility based products solve clearly defined problems. Examples include teeth whitening kits, waterproof eye liners, etc. Utility products are designed to solve specific problems that your audience is experiencing.

Discretionary based products don’t solve problems, per say, but instead are purchases motivated by desire and identity. Fashion and apparel brands are typically selling discretionary products.

So, how will your ad copy change based on what kind of product you’re selling?

Copy for utility-based products identify problems, aggravate that problem (address pain points) and position your product as the solution

Copy for discretionary-based products appeal to people’s sense of identity and desire. Messaging for this type of product centers around looking and feeling better, and impressing others.

Define (or revisit) your brand and buyer personas

Understanding who your ideal customer is is useless if you don’t know who you are as a brand. Why are you selling what you’re selling? What are your unique selling propositions?

Your brand should be an experience. Besides your logo and your website, what is your brand about? What’s your brand’s personality? Once you figure out who you are and what your brand voice is, you can more easily and specifically connect with your audience.

Buyers are increasingly developing emotional connections with brands. Developing a brand persona will also help you define your voice for your ads. If you haven’t defined your brand persona, it’s time to get started! If you’ve already gone through the exercise of building a brand persona, it’s time to revisit it.

Buyer personas (sometimes referred to as marketing personas) are generalized representations of your ideal customers. Personas help to identify the ideal customer you’re trying to attract and relate to customers as real humans. How can you sell something to someone you don’t know anything about? Having a deep understanding of who your ideal buyer is and what motivates them to buy will give you a leg up in talking directly to your audience through your copy.

There are a few different ways to do this, but here are a few resources to help you get started:

How To Quickly and Easily Build a Buyer Persona

The Ultimate Guide to Developing Buyer Personas

How to Develop Your Brand’s Personality

How to Develop a Unique (& Memorable) Brand Identity in 2020

Include unique selling propositions and hooks

Why should your customer buy your product when you’re one of 6 million business running ads?

Part of the process of developing your brand’s identity (or starting a business in the first place) is establishing why you’re different. What makes your brand unique?

Unique selling propositions can be reflected in your ad copy. Make it plain and simple. Show why you’re different from the competition.

What’s the “hook” that’s stopping someone’s scroll when they’re browsing Facebook or Instagram? Maybe it’s a discount, free shipping, or exclusive access to a VIP list. Add a hook to really grab someone’s attention.

Write with each phase of the buying funnel in mind

When writing copy for brand new customers and people who don’t know you, include messaging that’s going to boost your credibility. Press mentions and customer reviews are great ways to introduce your brand to a new audience.

As you move down the sales funnel, consider what kind of exposure people may have had to your brand. Maybe they’ve already seen your ad, and even saved it or “liked” it. You’re not acquaintances anymore. If someone has engaged with your brand in a meaningful way they are closer to buying and your messaging can act as a reminder for them to come back and buy.

When someone only needs to be nudged over the buying threshold, your copy and message should reflect that too. They know you, maybe they even love you! Write something familiar that speaks to those red hot audiences . Something like, “We’ve missed you! Check out our brand new collection.”

Make your buyer the protagonist

It’s tempting to feel like you need to be the hero of your own story so that people will buy from you. Any opportunity to speak to why your customer is an important person with important problems that you can solve will go a long way in moving people from spectators to mega fans of your brand.

Maybe you’re selling a prepared meal delivery service. You could write something like “Tired of trying to find healthy recipes for your family? We’ve got you covered!”

Test. Test. Test.

Testing is one of the most important aspects of writing ad copy that converts. Social advertising provides invaluable feedback that will help inform your decisions about what kind of ads you should create moving forward. Test different messages and see which ones come out on top.

Use your data from those tests to inform your writing process. Do your customers like emojis? ALL CAPS? Bulleted lists? What’s resonating with your audience?