The Secret To Creating Facebook Ads That Convert And Are Engaging
Below is a transcript from my video above in case you’re not able to watch it (like if you’re at work!)
In this video, I’m going to share with you the secret that I’m using to get really good engagement and really good conversions with the ads I’m running from our implementation program.
I’ve been building my Facebook ads in a very specific way and incorporating this element that I’m going to explain here in this video with you that has resulted in a big-time positive shift for my kind of Facebook ads and everything that comes with that.
Well, the biggest kind of shift that I’ve made is incorporating long copy above the ad image in a Facebook ad, there are only three real places that we get to add texts, right?
So there’s the image and that’s going to be our kind of like what’s above and below.
There’s the text that’s above the image, there’s the headline below the image, and then there’s that little call to action text.
But really, and what I’ve been learning in our 8-figure mastermind, the trick and the key for me has been to write long text ads where the text is all above the image… and what happens when that ad loads for the user it usually loads three to four lines and it has a read more button.
They click that read more button, it expands, and then it has a read more button again and it might be learned more than read more.
They click that second link and then it shows the entire content of the ads and some of my ads run literally hundreds of words, right? And it’s not just like stuffing content in there.
There is another step to that and that’s where I’m going with this.
But the first thing to understand is when you give Facebook lots and lots of content that talks to your audience about your niche and their problems and the solutions, et cetera, you’re essentially feeding their algorithm a lot of content to work with.
Similar to how we play the SEO game on Google, right?
When we put lots and lots of content, that’s really good.
On our website, Google is able to look through and be like, okay, all of this talk, all this content on this website is about this topic. They’re an authority.
So we have to apply that kind of idea over to Facebook ads and you’ve got to really kind of create an authoritative style of content.
So what type of content do you write? Like an article? Definitely not.
There’s a specific type of content that I’ve been taught and have solely been using and it is actually working.. and that is stories.
It’s leveraging and using stories in that top part that will hook the reader in.
Because here’s the thing, right?
Like humans have been telling and sharing stories for like tens and hundreds of thousands of years, right?
So our brains are pre-programmed to be able to consume stories, we get into stories and visualize them.
And when we read stories, if you’ve ever read a good fiction book or even if you’ve ever gotten lost in a great Hollywood movie, you find yourself, you actually go into that story, you feel like you’re a part of that world of that experience, of that character’s story, right?
You feel emotionally involved with the character, you really buy into it. And that’s the feeling we want the user to have on Facebook. So what we’re doing is we started out with a little bit of a hook, like a headline.
So essentially, you’re writing your story… and this is derived from the hero’s journey… that’s the formula.
And this is something from Joseph Campbell and it goes way, way back to mythology. And it overlaps with Carl Young’s take on the different archetypes of the different people.
And Carl Young is a, um, like a psychologist, one of the early psychologists.
Pretty much all stories, all those Hollywood movies are stories, all great books generally follow the same kind of hero journeys stories.
Now the idea is that if your stories follow this hero’s journey kind of formula, right with your copy and advertisements when they read the first few lines if they’re hooked, they’re going to click the read more button.
Then when they do that, they get engaged in your story, they get hooked on your story, they end up clicking the next button.
They consume your content… your story. This allows you to pre-frame and really set up the problem, the solution, the story or the journey in a way that’s going to be consumed easily by the reader.
It’s going to have an emotional impact and it’s going to lead them, if they resonate with what your problem and solution are that you’re kind of explaining through the story, they’re going to want more.
That’s when they read the headline, that’s when they click the button.
That’s when they visit your landing page to get your free offer or however you have your flow set up.
It’s really, really powerful.
And the basics of this kind of hero’s journey is that you start off with an introduction of you and there needs to be some sort of a resonance factor, whether it’s humor or it’s a potential challenge that you both have experienced, both being the person in the story, you, and the reader.
So, you have some sort of a challenge, you’re called to some sort of action.
You strive to become more to overcome that challenge. And then you come up from that low point and you achieve new goals and you overcome challenges all the way up.
Now, I have totally oversimplified that to a ridiculous point, to be honest with you. But you really got to learn this stuff because I mean.. stories sell.
But it’s people who have mastered storytelling, whether it’s one-on-one sales, whether it’s copywriting, whether it’s Hollywood producers, people who learn how to tell great stories in an engaging way that follow the formulas that have worked, those hero’s journey, those mythological formulas will still work today.
And those are the people who are converting the most traffic into clicks, the most clicks into applicants or subscribers and most people into actual partners or customers. It really is an art. I highly recommend that you engage with this and you read this. If you’re currently running Facebook ads, try a split test on an ad where you write a long copy ad on top.
I’m recommending you use that story format because what it’s going to do, it’s going to trigger your audience in a way that they’re already preset up to enjoy that type of content through television, books, through kind of the way the brain works through storytelling…
So try to Implement Long Story Text Ads and Facebook.
Try studying storytelling.
The great part about studying storytelling, it goes so far beyond the ads, your followup sequence, your autoresponder sequence and those emails you send out once they’re on your list using stories is by far the most powerful way for you to quickly build the relationship, build trust, get them to where they are, they know, like trust you, and then that is when they’ll click on your links, they’ll check out your affiliate things, they’ll check out your products, and so on.
It’s awesome to connect with people this way on facebook instead of just sending them a link.
If you go the Joseph Campbell route to study…
You’re going to have to kind of take what he’s talking about and how these stories work and you’re going to have to figure out how to insert them into a digital marketing world.
Which is what our mastermind did.
This is what they taught us. Connect with me below if you want to learn more about it.
BUT I hope to hear from you after you test some long text copy on the top of your Facebook ads, and I’d love to hear what your relevance diagnostics were before, what they were after.
If you can get that to above average… You’re going to get the best deal on your cost per thousand impressions, your cost per click, your cost per lead should go down, and you should see more conversions out the end of your flow, which is ultimately the goal.
Again I’m still new to this… we just finished our 8-week program and still trying to test daily. I’m seeing results with leads and actually connecting with people. It’s more fulfilling doing it this way that just giving someone a link.
I’ll be doing more videos like this in the coming weeks about everything I’ve learned and such… sharing my results as much as I can.