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
The following framework will help you quickly create winning Facebook ads, multiple ad variations for testing, optimizing and reducing ad fatigue. You can mix and match the different ad blocks any way you want. Some ads will have all seven building blocks, and some may only have two or three.
1. Curiosity
Curiosity-based hooks are some of the most battle-tested and proven strategies for grabbing someone’s attention and getting them to read on, watch on or listen on. You can ask a thought-provoking question, use shocking statements, make a statement that goes against conventional wisdom and many more.
2. Challenge, frustration, pain or desire
The best and easiest way to get these type of ad blocks written for you is to survey your audience. I have two questions regarding challenges and desires that I use in my deep-dive surveys to help create potential ad building blocks:
- Frustration or challenge. “What’s your number-one single biggest challenge or frustration with using Facebook to drive traffic and sales right now?” (Please be as detailed and specific as possible. Go beyond saying “too confusing” or “too expensive.” The more specific and detailed you are, the more likely I’ll be able to cover your topic.)
- Desire. “Why do you want to grow your business using Facebook ads or any online channel? What is the biggest reason why you want to master this or have someone master it for you?”
Tweak these questions for your own business so you can discover what your customers’ biggest challenges or pain points are regarding your product or service.
3. Benefits and desires
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