I’m constantly on Facebook, scrolling through my feed reading the news and looking at pics of cute Pomeranians. I’m not alone—the social media platform averages 1.09 billion daily active users.
Facebook and Instagram Daily Users (via Pew Research Center)
Despite talk that Facebook’s reach is waning, it’s pretty clear people love the site more than ever—70% of Facebook users in the U.S. log into Facebook on a daily basis, compared with 59% on Instagram, 38% on Twitter, 27% on Pinterest, and 22% on LinkedIn, according to stats from Pew Research Center.
- To a random commenter. Comment within one week to enter! (Must live in US or Canada to win.) (UPDATE: Marjorie won!) Increasing your author visibility through different online channels allows you to meet readers, cultivate an audience, and increase your discoverability to sell more books.
- Certain words are proven to sell: Free, New. Use them wherever you can. Stress benefits, not features. Tell readers how their lives will be improved with your product.
A short sentence identifying the product and its intended use. Product ratings under different headers. “Value for Money”, “Support”, “Effectiveness”, etc. Are some common. Make these visual by using icons. A summary of the product’s pros and cons. Important to throw in the cons otherwise your review will feel biased.
All these users spell out huge potential for marketers, and Facebook has emerged as one of the best advertising platforms for both B2B and B2C businesses. In the past few years, as organic reach on Facebook has declined, savvy marketers have been advertising on Facebook to get results.
There’s a lot that has to come together to make a Facebook ad successful—you need the right targeting, a great image or video, and compelling copy. Today, I’m focusing on why writing matters in Facebook ads, as well as some strategies on how you can write great Facebook ads that actually convert.
Why Facebook Advertising Works So Well
There are tons of users on Facebook, but sending an ad out into the void doesn’t result in tons of conversions. The key to Facebook’s advertising is targeting. Facebook has the best ad targeting of any site.
This targeting allows you to get super specific about what audience your ad reaches. If you sell garden hoses, you can reach people who are interested in vegetable gardens and home improvement. If you sell a software-as-a-service (SaaS) tool, you can target those who’ve visited a landing page on your website.
Here are some of the ways you can target your ads on Facebook:
- Custom audiences – allows you to target existing customers or leads
- Location – allows you to target by location (city, state, country)
- Gender – allows you to target by gender (male or female)
- Interests – allows you to target by interest (such as fitness, entrepreneurship, fashion, literature)
- Behaviors – allows you to target by past behavior, such as someone visiting your website
- Connections – allows you to target by people who already like your page, or who have connections that do
Check out this epic infographic to see all of Facebook’s ad targeting options in detail.
All of Facebook's Ad Targeting Options [Infographic via WordStream]
Need Facebook Advertising inspiration? Download our free guide! 10 Smart + Easy Facebook Marketing Ideas
The Two Types of Facebook Ads
There are two types of Facebook ads that marketers can use:
1. Sponsored Posts
Facebook Sponsored posts appear directly in the Facebook Newsfeed. Users see the ads as they are scrolling, and the feature as prominently as posts from close friends. Here’s an example of a Sponsored post from Farm Hill:
Facebook Sponsored Post from Farm Hill
2. The Right-Hand Column Ad
The right-hand column ad appears—you guessed it!—in the right column of the Facebook feed. These ads are smaller, but they can’t be scrolled past like sponsored posts in the News Feed. Marketers often use right-hand column ads for retargeting purposes. Here’s an example of a right-hand column ad from West Elm:
West Elm right-hand column ad
Note: Sponsored posts include a fair amount of copy, so I’ll be focusing on copywriting tips for these posts, although the tips can be applied to right-hand column ads as well.
But Does Copywriting for Facebook Ads Really Matter?
Yes! When you envision a Facebook ad, you might think of a large image. Images are important in Facebook Ads, but copywriting is also essential.
If you’re spending money on a Facebook ad, you want to make sure it does its job. Good ad copywriting can persuade your audience to click through to your website. Good copywriting functions as a guide—it shows people where they need to go.
Great advertising copy can persuade, excite, and entertain. It makes connections, cuts out excess information, and makes the choice to proceed seem obvious. It’s an essential part of a successful ad.
So here's how to do it: Use these principles to write the best ads you can.
9 Strategies for Writing Your Best Facebook Ads
1. Use Facebook Targeting to Narrow Your Audience, then Write to It
When it comes to selling online, it’s tempting to write like you’re on stage at a conference. But if you want to be effective, you must write as though you’re writing to one person—and one person alone.
This person, your target, is the one you need to woo and persuade. Just as though you were an in-person salesperson, you need to focus all your attention on this person and their needs.
On your website, you have to write copy that speaks to all potential customers, and you probably have a few different personas. On Facebook, however, you can narrowly target your audience. What does it look like to implement this Facebook Ad tip? Here's an example. You can target your ads to women who are over 30 that live in the U.S. and are interested in fitness and wellness. Then you can write targeted ads that speak to that very specific audience.
Facebook Audience Definition
2. Write Different Facebook Ads for Different People
This goes along with the idea of targeting. Your customers turn to you for a variety of reasons, so why would you use one blanket ad? Facebook’s strength is its ability to target, so don’t treat your ad like a billboard.
For example, imagine you’re a clothing retailer. You sell men’s and women’s apparel, as well as shoes, accessories, activewear, underwear, and even bath and body products. Many customers will be interested in some of what you have to offer, but many will be most interested in one area. Simply put, women will be interested in what you have for women.
I love this video ad from Old Navy promoting its activewear. The ad is targeted to those who’ve listed fitness as an interest. In this way, Old Navy reaches the right audience with its ad.
Old Navy's 'Get moving in style' Facebook video ad
3. Ensure Your Facebook Ad Copy Goes with Your Visual
Many smaller businesses—and even larger ones, especially in the B2B space—don’t have a ton of visuals on hand. When it comes time to run an ad, there’s a scramble to make sure an image gets attached.
This can result in an image that doesn’t go together with the copy, which presents a jarring experience for a Facebook user. If the copy and the image don’t line up, they’ll wonder what the ad is actually advertising. They’ll be unlikely to click, and your ad will be wasted.
Starbucks stitched together three images to create a great visual for its “World’s Largest #StarbucksDate” campaign. The copy mentions “french press caffe Verona & a chocolate brownie,” which are then visualized in the photos. In this way, Starbucks reminds its audience what they’ll get by coming into the coffee shop, resulting in an effective Facebook ad.
Starbucks' '#StarbucksDate' Facebook ad campaign
If you’re struggling to create images for Facebook ads, you can use image tools like Bannersnack, Canva, PicMonkey, and Pablo by Buffer to create your own.
4. Stay Focused with One Call-to-Action
The best Facebook ads have a clear goal. Are you trying to increase brand awareness, get a lead, or sell a product? No matter what, your ad should have a clear call-to-action. Without it, Facebook users will see your ad, but they’ll have no idea where to click, or what to do.
Society6 sells iPhone cases, and they show off their products in their Facebook ads. But the ad is a lot more than an image of a lovely iPhone case—it has a call-to-action button (“Shop Now”) encouraging users to come to the Society6 website to browse, shop, and ultimately buy.
Society6 Facebook ad, with one call to action
Speaking of calls to action, did you know that 'Call now' is also an option? Learn more about click-to-call ads on Facebook here.
5. Keep it Short and Lead with Value
You’re paying for an ad, so it can be tempting to cram in as much as possible. You have to explain your product to people, after all. However, when it comes to Facebook ads, you need to keep it short, and lead with value.
What does someone get out of using your product? How will it help them? These are the areas you should focus on in your copy, and you should get these points across in a clear, concise manner.
For example, TaskRabbit helps people hire others to complete personal tasks, but the value is that users can get everything done when they’re busy and overwhelmed. In the following ad, TaskRabbit shares its value with the copy: “Getting everything done is easier than you think,” “Hire a tasker instead,” and “We’ve got chores covered.” Just three sentences completely explain the value of the service.
TaskRabbit's 'Hire a Tasker' Facebook ad, with lead value
6. Use Simple Language that’s Easy to Understand
Copywriting is not high literature. Maybe you were a poet in college, but flowery language will muddle your message. It’s time to cut the verbosity.
Your number one priority should be writing a Facebook ad that’s easy to understand—for anyone, even a 5th grader. When someone sees your ad, they should immediately know:
- What you’re offering
- What to do next
That’s why I love this sponsored post from SoFi, which helps people refinance their student loans. The copy in this Facebook ad is refreshingly simple: Pay off loans faster. SoFi explains what it offers (refinancing of loans), the benefits (paying off loans faster), and what to do next (apply now).
SoFi's 'Pay off loans faster' Facebook ad, with simple language
7. Be Upfront About the Numbers
If you’re selling a physical product, people want to know how much it costs. If you’re running a sale, people want to know what percentage they’re going to get off. A copywriting strategy that works? Lead with the numbers.
For example, Ball Honda, a car dealership in San Diego, sponsors Facebook ads that drive home the nuts and bolts of how much it costs to get a car. They share the deal people can get if they lease a CRV, and give a date for when the promotion ends. They don’t show the ad to everyone in San Diego—they target those who have come to their website already.
The ad isn’t particularly sexy, but it’s helpful, and it effectively reminds people to come to their dealership when they’re ready to buy a car.
Ball Honda Facebook ad, with upfront numbers
8. Get Some Perspective
You’re working to market your brand every day, so it can be tough to step back and make sure the copy for your Facebook ad resonates. Scroll through your own Facebook feed and take a look at the ads. Which ones make you want to click? Which ones do you simply scroll past?
It’s a good idea to get some perspective from someone besides yourself. You can hire a freelance writer or editor to write the ad for you, or help you brainstorm. You can also bounce the ad off a few coworkers, especially ones outside the marketing department, to see if they think it’s effective. Friends and family—people outside the business—can help as well.
9. Test your Ad Copy
The only way you can improve your Facebook ad copy is if you run tests. Facebook makes it easy to spend a small amount of money to try things out. In the end, the only way you can ensure your copywriting works is through experience.
Try running two different ads—each with the same image, but different copy—to see which resonates most with your audience. Which version gets the most likes, comments, and conversions?
For example, Post Planner posted the same ad, but changed up the copy. In one ad, they asked a question. In the second ad, they made a statement. It’s a subtle copy change, but it can spell out big changes in results.
Post Planner Facebook ad, with experimental ad copy
Write Copy That Drives Results on Facebook
The best ads on Facebook ultimately lead to sales. As a marketer, you need to make sure you’re putting the ingredients together to create an ad that gets the job done, and strong copywriting is an essential part of a good Facebook ad.
Need more tips on Facebook advertising? Check out these resources from WordStream:
If you have ever played the 21 questions game, you’ll know that people really can open up when they answer the questions you ask. But what about questions in book descriptions?
Interesting questions make people think, funny questions make people laugh, and a good question demands a logical answer.By playing this game, you learn how powerful a great question can be.
There is a natural, almost irresistible, attraction to answering a list of questions.
In This ArticleHideHow can you attract more interest in your book description?Don’t tell them the storyThe selling power of questionsIt’s so easy to doThe three question forms1. The open question2. The closed question3. The choice questionQuestion ideas for a book description21 Question examplesSummaryHow can you attract more interest in your book description?
But have you thought about using the power of questions in book descriptions to help you sell more books on Amazon?
Don’t tell them the story
Readers will react much better if you ask them a question in a good book description.
If you are a published author and you are selling your ebooks on Amazon, you know that your Amazon book description is the hook that should help you market and promote your book.You want people to buy your book. But is it working for you?
Your book description is one of your most powerful marketing strategies. But for many new Indie authors, they often write it as an afterthought.
A quick three-sentence summary of your story is not going to help you attract potential readers’ attention. You need much more than that.
Successful book publishing is about having a book launch and ongoing marketing plan and doing everything you can to ensure that your book ranks.
One often-overlooked element of these plans is the use of questions in your book description to help you in attracting reader interest and attention.
The selling power of questions
In any form of promotional writing, adding questions helps you to engage a reader.
Questions are powerful selling tools. In How to Win Friends and Influence People by Dale Carnegie, he said, “Ask questions the other person will enjoy answering.”
If you want to sell your home, sell a car, or even sell a book, think about how you can use questions to engage a potential buyer.
Questions work particularly well on social media, in blog posts and even on your author pages.
If you have an email list, a question in the email subject line is likely to help your opening rate.
It’s so easy to do
All it takes is to stop and think for a moment before you post. Can I turn what I want to say into a fun question?
For example, if you want to post something about book reviews on a Facebook group, you could say that they are tough to get and give all the reasons why.
But if you use a question to start your piece, your group readers are more likely to engage and respond. Do you have any tips on how to get an honest review of a new book?
If you are drafting a blog post about writing a novella, you could say that it is possible to write one in a month.
It would be easy to detail a step by step plan to write 1,000 words a day. Your title could be, How To Write A Book In 30 Days.
But a question in the blog post title would work far better.
Would You Believe That You Can Write A Book In Only 30 Days?
Questions are powerful engagement tools. But how can you use questions in book descriptions?
The three question forms
You can choose between three different types of questions to encourage a reader to think for a moment. Each one serves a different purpose.
Do you want your potential reader to think, decide or choose?
1. The open question
An open question uses a question adverb, and the response is entirely up to the reader. They need to think about their answer.Where would you travel to in a time machine?What is your all-time favorite movie?
Why did you leave your hometown?
2. The closed question
A closed question encourages a decision because it can only be answered with a yes or no.Do guys or girls read more?Do you want to visit the future?
Are you content and happy to stay in your hometown?
3. The choice question
A choice question forces the reader to choose from only two or three limited options.If you had a bad meal at a restaurant would you return again or stay away?Do you prefer to have your solo time or visit your family?
Are you a reader of fiction, non-fiction, or both?
Question ideas for a book description
You shouldn’t overdo it when you write book descriptions.
But by adding one or two questions, it can make all the difference in gaining a potential reader’s attention.
Instead of very quickly scanning your book description and leaving, your question can keep their attention for a few more critical seconds.
If they stop for this time and form a response in their head, you will significantly improve your chances of making a book sale.
You should also think about the point of view of your questions. Do you want to ask the reader directly, or pose a third person question?
21 Question examples
Here are 21 questions for ideas that you can modify and use for your fiction or non-fiction book description to add a little intrigue or mystery.
1. She had finally met Mr. Right. What could possibly go wrong?2. Why do the rich always get richer while the poor get poorer?3. Where do you go to hide when you are feeling blue?4. Do you know the three worst questions to ask a guy on a first date?5. How many times does she have to say no?6. Will it be the perfect murder?7. How would you survive, alone on a distant planet?8. Do you want to know how to make money from writing exclusive content for magazines?3 Tips For Writing Content That Sells Items
9. Christelle knows she must make a tough decision. Will she run or face the music?10. Are you ready to be scared to death?3 Tips For Writing Content That Sells At A
11. When you are betwixt and between, do you go for the bottle of wine or the box of chocolates? Or both?12. Does Eric know what he needs to do to fight off a zombie attack?13. She heard a scream, a gunshot, and then silence. What does she do now?14. Do you want to terminate your life as a cubicle warrior and become your own boss?15. Could she fall in love all over again with her ex after 15 years?16. Would you like to be cryogenically frozen today and return to life in 200 years?17. He is now a retired spy. But will his new identity keep him safe from his lifelong enemies?18. The president has a deep, dark, hidden secret. Who will have the courage to expose the truth, and face the consequences?19. Are you ready to move on from the past and create the new you?20. It was love at first sight. But what happens when Mary discovers that Richard is not everything he seems to be?21. What is the best time of the day to commit the absolutely perfect bank robbery?Summary
Improving your book description has multiple benefits.
Not only can you get more attention from book buyers, but you can also help your book search metadata.
Every word you write and question you add to your book description is used by an Amazon algorithm to help readers find your book.
A longer description, with a sprinkling of questions, will add extra keywords to the metadata for your book.
You should always be looking to improve your book’s searchability and adding more metadata through your Author Central page.
Do you know that with Author Central you can make parts of your book description bold or italic? Great for your questions.
But if you want an easy way to format your description, you can try the free book description generator from Kindlepreneur.
So are you ready to improve your book description with questions?