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
How do we make sure our brand and message become focal to our prospects? How is this done so our brand and message become so obvious they begin to permeate the prospect’s mind? In researching this for myself, I created the following seven questions that I ask myself before releasing any type of ad copy to ensure that the brand and message have a prospect’s focused attention.
1. How do I make the offer appear novel, unique and distinctive?
The goal is focused attention. It doesn’t matter how great the product or how compelling the message is. If people don’t hear it, if they don’t pay attention to it, it’s not going to convert them.
This is really easy if the offer happens to be brand new — something the market’s never seen before. But, if your offer isn’t new — if it’s something people are used to seeing — here are some questions to ask in order to attract the prospect’s focused attention:
- What’s a way to make the offer feel new and noteworthy?
- What’s a way to make the offer new?
- What’s a different angle?
- Are there any current news stories that can be used to help attract attention to the offer?
2. How do I make the offer simple and easy to understand?
Humans love simple. If we understand it quickly and effortlessly, we like it more and ascribe it more validity. How can things like rhythm and rhyme be leveraged? Children learn the alphabet by simple and easy songs. It’s a simplifying mechanism, and people like it because of that.
You must be wondering, “How can I make my offer seem simple and easy to understand?” Think back to every major hit song you’ve heard. Google the top 100 most popular songs of all time, then listen to the chorus. They’re made up of single-syllable words. Try to be just as simple when writing ad copy.
3. What’s an opening question that, when answered, will trigger a desire for consistency and drive a sale or action?
What will make a prospect say, “Yeah, this is who I am and this is how I’m going to answer.” It’s questions like, “Do you consider yourself a helpful person? Do you consider yourself to be brave? Is your product or service good?” Good opening questions draw attention, but the questions that when answered drive consistent action and, specifically, action that’s consistent with the desired action,…
