SM Agency

SM Agency

About the Author

SM Agency is a full-service digital agency specialising in creating emotional experiences through marketing. We rely on the newest neuroscientific methodology and technology which allow us to get +97% precision in audiences’ emotional understanding and +250% campaigns performance growth. Our experienced team helps brands of any nature connect with customers at a deeper level and get the most out of their marketing campaigns.

Copywriting consists of writing persuasively so that the person who is reading the text performs a specific action, such as, for example, converting the reader into a subscriber, buying a product, or providing a series of data.

Copywriting for Facebook is not as simple as writing the first thing that comes to your mind, certain tricks will make your audience stop reading the ad and take the specific action you want them to take.

Keep reading this post, because I am going to tell you what are the best copywriting techniques for Facebook Ads that we are using at Serendipity Marketing to have a high conversion rate.



How to do copywriting for high-converting Facebook Ads copy


A good Facebook ad must take into account seven elements: the title, the text, the image, the description, the CTA, and a visible URL.

Copywriting plays an important role when it comes to advertising through Facebook since it will be the way to generate conversions.

Every ad element has its own function. For example, the image and the caption have the function to make your target audience stop scrolling and want to read the ad copy.

The copy, instead, has the function to glue them to the screen and induce them to click the ad URL and land on the page you want to take them.

Not a simple task – you may think.

But in this post, I am going to share with you powerful tips that will empower your copy and increase your conversion rate.

Now, before getting to know some tricks to improve your Facebook ads copy, you have three things fully clear in your mind:

1º.- What is the goal you want to achieve with your ad: get a sale, a lead, increase the traffic of your website, etc.

2º.- Know your target audience very well. Not just age, sex, and location, but also their behavior and driving emotions. The deeper you know them, the more you can empathize with them and induce them to click on the ad.

3º.- Define the value proposition that differentiates you from your competitors.

Now, having all of this clear, I am going to walk you through a few tips on copywriting to improve your Facebook Ads copy and get a high conversion rate. Take a pen and paper and take notes, because this will interest you.


Tips For Good Copywriting

1. Add a Human Component


The best way to engage people is to make them feel identified with the copy and have the sense that they can trust who is behind those words.

And if you think about that, if you achieve this, you are already halfway.

Showing a “human” part in your brand will make your ad stand out and more engaging, among all the rest of common corporate-sounding ones.

This has basically the power to make your readers feel like behind that computer screen there is a real person – that they perceive closer – and not a kind of machine that sends the same message to everyone.

All this makes this technique a powerful tool able to set your ads copy apart from all the others that your audience receives and really increase your conversion rate.

Including a “human” component in your ads strategies makes your brand more reachable and accessible to your target audience.

This will make a more positive impact on your ideal customers, leading them to click the call to action and convert into real clients.



2. Press on the Pain Points


Another key point to making your ads copy highly engaging and converting is the fact that consumers respond more to pain than pleasure.

The Reward Punishment Tendency highlights this tendency. Human beings are driven by two main forces: the need to avoid pain and the desire to gain pleasure.

Even though the common practice advises that efficient marketing must show your product or service benefits and the features, neuroscience applied to marketing reveals that, when it comes to purchasing decisions, potential customers respond more to those things that may hurt them or those that would please them.

Neuroscientists reveal that, when it comes to avoiding pain, the human brain response is three times stronger than when it’s time to seeking pleasure.

What does this mean?

It means that your ads strategy should focus more on showing how your product or service is able to relieve your ideal customers’ pain instead of on the pleasures they can get from what you offer.



3. Use the “Scarcity Effect”


The scarcity effect is one of the most important parts of these tips on copywriting for high-converting ads.

This technique basically stimulates the tendency that most users have to value more those opportunities, contents, or products/services which are rare or seem to be a small number.

It’s like, the more something is limited and exclusive, the more irresistible it becomes.

This technique is as effective as it is largely used by successful companies in their ads, reason why they have a high conversion rate.

The goal of leveraging this tendency is to convert an ordinary shopping activity into a stimulating experience by triggering the primal will of human beings to desire items they think are limited.

The strength of this technique lies in the ability of your ads strategy to turn your product or service into a “must-have” one.

Big successful companies make this principle a key factor for their successful marketing and business results.

Amazon, to make an example, masters the art of the “limited time offer” alongside other techniques. They have seen that their customers seem to be most likely to shop when they see the countdown timer on the items’ page.

If you want to learn more about the techniques that Amazon uses in their digital marketing, click on this link: 3 Neuromarketing Strategies Amazon Uses To Be The Biggest Online Retailer.

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