Are you running Facebook and Instagram Ads for your business? Are you wondering if ad copy really makes a difference in creating a high-converting campaign?
Have you wondered how to both attract your ideal client and also comply with Facebook’s algorithm to create ads that convert?
Copywriting for online advertising is different then writing a blog post, email or social media post. There is an art in getting potential clients to stop scrolling past your ad and actually click to read more.
In this article, I’ll be sharing with you a 5-part framework that I developed to write high converting ad copy for my clients. This framework will help ensure your ads don’t get rejected and show up in front of the right people.
Facebook Ads Policy
Facebook wants people to stay on the platform as long as possible. It’s designed as a social platform to connect us with friends and family.
Along the way, the platform has become a place to also run ads to people from businesses from all over the world.
As such, Facebook has put algorithms in place to protect its users, while also creating and expanding their advertising options for advertisers.
One very important thing to note is that Facebook doesn’t like money making opportunities or any negative attributes aimed at its users.
Facebook’s Advertising Policy
For this reason, if you are in a sensitive field, like weight loss, your ad copy has to speak to your ideal client but also make them feel good as they scroll through their newsfeed.
An example of this is a phrase like the following:
“Are you struggling to fit in your skinny jeans? Feeling like you just want to lose those last 5 pounds.”
This would surely get flagged inside Ads Manager. Here’s how I would write this instead:
“I just want to slide right into my skinny jeans without having to wince and shimmy. How can I shed these last 5 pounds? Ugh!”
As you’ll learn, using an ‘I’ statement is one great way to still touch on the sensitive topic without getting flagged or making someone feel bad.
Let’s dive into the 5-Part Framework.
The 5-Part Framework
When writing your ad copy, try to think of laying out the message in five parts so your
ideal clients can easily understand what problem you are trying to solve for them. Over time, and with enough copywriting practice, you’ll be able to do this easily.
Part 1 – The Qualifier Part 2 – The Pain Point Part 3 – Relatability Part 4 – The Solution Part 5 – The Invitation
Part 1 – The Qualifier
This is one of the most important parts of your ad copy. It is just as important as the
image you run and the headline you use in your campaign. All of these things take up important real estate in the newsfeed. We’ll focus here on the qualifier.
The Qualifier is the first two to three lines of ad copy. It’s the thing your ideal client will read and qualify themselves as needing to read more to find out what your campaign is all about and how it can serve them.
These few lines are typically followed by three dots that people have to click on to read the rest of the copy. Here’s an example from an ad in my Facebook Newsfeed. Right away, I know exactly what this ad is about and how I might want to click more to see how I can use bots in my marketing.
Jenna Dancy Qualifying Statement
The qualifier does two things.
First, it helps you connect with the people you actually want to serve. Second, it helps your ideal client raise their hand as if to say, “Yep, that’s me.”
Two ways to use it.
When working in industries with sensitive topics (body talk, therapy, etc.), I like to use the qualifying statement using two powerful strategies.
Questions in the qualifying lines of copy serve to bypass the algorithm, when the message might have otherwise been flagged.
If we use the weight loss example, we might find that using questions can be really powerful. Here’s an example:
“What if you could slide right into those skinny jeans with all the confidence of J.Lo during the Super Bowl Halftime Show?”
Another way I like to use the qualifying statement is with an ‘I’ statement. Here’s an example:
“Pinching an inch? I’m pinching a lot more than that!”
I Statements allow us to really get the gist of our message out there right in the first line. It makes a faster connection with readers.
If people decide that they want to know more about what your campaign is about and how it might help them, they’ll click on the ‘See More’ button to read the rest of your ad copy. This is why the qualifying statement is so important.
Part 2 – The Pain Point
Now that you’ve peaked the interest of your dream clients with the qualifying statement, it’s time to help them focus on their problem and the pain points. Because your campaign is offering a solution for them, we have to direct them to the uncomfortable feelings their problem creates.
For the health niche, we might want to direct them to the feelings of discomfort in not knowing which foods provide the best energy or how they’d like to stop eating pints of ice cream at 10PM.
For entrepreneurs, we can talk about how tired they are of being in Facebook groups at all hours of the day trying to find clients.
Here are a couple of examples respectively:
“We get it. Our clients come to us tired of eating pint after pint of ice cream at 10 o’clock at night, wishing they had more restraint and a plan of action.”
“I know you’re tired of spending hours and hours in Facebook groups, scrolling Instagram, trying to figure out Reels and making helpful comments, yet no one is reaching out to join your programs. It’s frustrating!”
With Part 2, you’re really trying to take them to a moment in time where they just know they need to make a change. And even though we’re ruffling feathers just a little bit, it’s only because we have the solution that just might change their life. We just need to help them connect with their problem first.
Part 3 – Relatability
This is the part where you get to ride in like a knight in shining armour to save the day. In the relatability section of your ad copy, you’re letting them know that you’ve either been in their shoes or you’ve helped clients in a similar situation who have gotten great results working with you.
Your credibility is highlighted here as well. Have you written for a large publication in your industry? Do you have a certification, degree or signature tools. Think of all the ways you can create a bond where they can relate to you, yet also know that you’re the expert who knows where they’ve been and where they’re going.
Here’s an example for the health and wellness industry:
“We’ve helped over 50 clients this year slide into those skinny jeans with lots of happy tears, woo-hoos and virtual high-fives.”
Part 4 – The Solution
While it seems like there is a lot of writing before you even get to mention your solution, I hope you can see why it’s so important to paint a picture for them so they can emotionally connect to your message of transformation.
Here’s an example:
“I’ve been there! It took me years to finally figure out how to keep the weight off. But when I did, everything changed for me and I want to help you experience that change, too. That’s why I created The Five Foods Framework to get and keep you on track.”
In most cases, this will be a free lead magnet that they can use to help solve their problem. Here are some examples of types of lead magnets we see our clients use.
Types of Lead Magnets
Your lead magnet should be aligned with your paid offers and programs. I call this the
‘aligned freebie’ because it gives them a taste for what it would be like to work with you.
For instance, if you teach people to lose weight and feel great in your $495 program, you might create a lead magnet that is The Ultimate Blueprint on Intermittent Fasting.
Or if you are an online business coach, you might offer The Ultimate Facebook Ads Toolkit.
Two important things your lead magnet should do.
First, it should give them a quick win. If you teach people how to get their listings on the front page of Etsy, your lead magnet should be something they can easily do that they may not have thought of before like using the right keywords for their listings.
Second, your freebie should be something they can implement immediately. This shows them that taking a swift and simple action can really move the needle on the path to their dreams. And it shows them that your tools can really help them, which may translate to a paid client or student for your coaching, courses and programs.
Types of Lead Magnets
This is the easiest lead magnet to create. Simply head to Canva and use one of their many templates to create your PDF. This both gives them something they can use today and provides that quick win. Here’s an example of one of my current downloads:
Download Example: Coach’s FB Ads Jumpstart Primer
A video series allows your ideal client to get a full sense of who you are and how you can help them. When they can watch you teach something that is going to inspire, educate or entertain them, they’re using multiple senses to increase the know, like and trust factor so important in online marketing.
Most masterclasses are free with a pitch at the end for your programs, it’s still a lead magnet that helps get people on your email list, even if they don’t buy off of the masterclass right away. It’s still a way for you to teach something educational and showcases how your tools can help them solve their problem.
The Bullet Points
At the end of this section, it’s important to add bullet points of what they will take away from your solution. Many people will scan your ad copy, but the bullets will catch their eye. We never write ad copy without them.
The bullet points also tell them why each takeaway is important to them. We often have a ‘so that’ statement at the end of the bullet point, just to make sure they can see how valuable the solution is.
Here’s an example of possible bullet points for the Five Foods Framework:
✅ The secret food that will boost immunity, so that you stay in the zone
✅ The so-called ‘healthy’ food that is making you bloated
✅ The combination of food that will skyrocket your energy, so you can get more done
Part 5 – The Invitation
And finally, it’s time to make them an offer to help solve their problem. Here is where we can invite them to download or watch your free gift.
The invitation also paints a picture in their imagination as to what life might look like after taking the steps outlined in your solution.
Do they want to look like a million bucks on a date? Rock that bikini again. Sell out their programs?
Whatever they desire, make sure to highlight that and put them in that future event. Here’s are some examples:
“So, what do you think? Are you ready to pop the champagne as you close your cart to a sold out program? Then download The Coach’s Launch Lab here >>> xyz.com”
“If you’re inspired to feel runway ready for your next date, then I invite you to download my free 5-part video series on ‘The Confidence Files for Singles’ and make this summer the season of love.”
I hope this framework has helped you to see how easy it is to write ad copy that both attracts your ideal client and passes the algorithm.
As you begin writing ad copy using this framework, you’ll see higher conversions, more qualified clients on your email list and less expensive ads. All it takes is just to get in there and flex that writing muscle.
So, what do you think? Has this framework opened your eyes on how to write great copy? Will you use this framework to write copy for your next campaign? Let us know in the comments below.
Entrepreneur | Speaker | Coach | Author
Tammy Cannon is an online marketing entrepreneur helping clients generate thousands of leads and sales for their businesses for the past 10 years. She is an author for Social Media Examiner and has been featured on award winning podcast episodes such as The Art of Paid Traffic and Vibrant Happy Women. Facebook Ads Coaching is her niche of choice.
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