The following excerpt is from Perry Marshall, Keith Krance and Thomas Meloche’s book Ultimate Guide to Facebook Advertising. Buy it now from Amazon | Barnes & Noble | iBooks | IndieBound A hot audience is made up of people who started the buying process but, for some reason, didn’t complete it. It’s possible that the reason they didn’t purchase was because they weren’t interested in your offer. However, it’s also entirely possible (and common) that they just got interrupted or distracted. The attention span online is about five seconds. So if you don’t have a system picking up these lost customers, you’re leaving tons of easy money on the table.
The following are some proven strategies that work.
1. Try a different message
Remember, inside every audience, there are different people with different levels of awareness and intent, as well as different buyer personalities. There are the “I want the best” people, who are competitive and sometimes egotistical; the “I’m an impulse buyer” people, who purchase on a whim and the “I am a process-driven person” people, who are methodical, slow, structured, logic-based decision makers. And finally, there are the “I go with my gut” or “listen to my heart” people, who are slow, unstructured, humanistic, emotion-based decision-makers. The best way to deal with all these different personality types is to have different messaging and/or ad types hitting them with different angles and hooks.
2. Use testimonials
Testimonial videos (or image ads using screenshots) work great as an authentic way to provide more proof that your product can do what it claims. Plus, it may help your prospects believe they can also…
