Ben gave us a very simple, reliable format to follow with the ad example. It had Four main ad copy parts.
Reason to act now
What specifically to do next / Call To Action
Qualify the Click (In the Ad Image)
– Headline –
The template was “The Perfect Gift For ______”. This template does not explicitly communicate a benefit, but it does clearly force you to pick one specific target market. That is a big key, especially since you should be targeting a specific demographic in your ad targeting. So if I am targeting Interest “X” in my ad, then my headline should be something like “The Perfect Gift For X”. When you have the targeting in the ad, the group mentioned in the headline, and item all being a good match, we have the start of a great ad.
– Reason To Act Now –
The template here usaully involves some type of limited time discount. This works for a couple of reasons. It let’s people know their is intrinsic value in the deal right now because they will save 50% or they will not pay shipping or whatever the dsicount is. The other benefit is scarcity. This is huge. We as humans all perform better under deadlines. If you give me forever to buy your product, a good chunk of people will let themselves take forever to buy it and that basically means never. Scarcity is a powerful trigger and should be used in most cases. It doesn’t always have to be time, but that types of scarcity is a deeper discussion and not important now. Time scarcity or quantity scarcity works well here.
– What To Do Next or Call To Action –
It is funny to us as the one doing the selling that we would have to tell people what to do next, but it is absolutely true. Everytime I think about this topic I am reminded of training my dog in agility. It was totally obvious to me that I wanted him to jump over the bar and in between the two poles sticking straight up. It however was not so obvious to him. He went around it. He went under it. He ran away from it. He ran into it and knocked it down. He did everything you could think of except jump over it. Of course with some training he eventually got it, but that is the point. You can’t assume that the person reading your ad knows what to do. You have to clearly tell them exactly what to do next. In this template our example is something like “Click to Buy” or “Click to Order” or something like that. You can test but be specific.
– Qualify The Click –
Since we are often times paying per click, we don’t want anyone to go to the website unless they know the deal and are good with it. In this case the best way to do that is to tell the price up front. If it is 10 bucks and no shipping, tell them that. If it is $25 and regular $30, say that. This helps them know what to expect, and saves you some money by not getting people to click that aren’t that interested. It doesn’t prevent everyone from doing it, but it helps save money in wasted clicks. It also really helps people in knowing what to expect when they click. This often times can go in the product image space, but it doesn’t have to go there. It should be somewhere in the ad though.
Ultimately it is important to realize that the ad does not sell the product. The ad invites the reader to click and puts them in RIGHT FRAME OF MIND to make a purchase decision once they get to the website. You don’t have to sell the item in the ad. You don’t have to list out ALL the features and benefits. You don’t have to cram 100 words into the ad. You only need to get their attention (call out to them in the headline), tell them why now is a good time to check this out (reason to act now b/c of a sale which is limited by quanity or time), tell them exactly what to do (click here to order), and then make sure to qualify them by telling them the price (reg $25, now only $15).
Wow, who knew so much was going on in just 3 lines of text!
Now let’s apply this to Mitch’s ad.
The latest version of Mitch’s ad is below. Originally he had significantly more text on the ad and Ben recommended to trim it down which he did. Let’s see how the ad works in reference to the template Ben gave us.
1. Still Too much text. – Originally people were suprised at how the ad got approved with so much text and may have thought that Mitch got away with something and had an advantage. The reality is that it wasn’t an advantage and in my opinion the ad still has too much text. FB doesn’t restrict text amounts to make it harder for marketers. They do it to imrpove user experience and actually improve our likelyhood of the ad converting. No one is going to read a big block of text in a news feed ad. You don’t like it, I don’t like it. You have a very narrow window for someone to say, “oh what’s that?” is this for me? yes or no…. gone or click. Happens in probably 3 to 5 seconds or less. As we progress, we will see why the amount of text in the ad is totally irrelevant and we should focus on what actually needs to be in the ad.
2. Ad does not call out to a SPECIFIC audience. This is a big one. Having a lot of text is one thing. Having a lot of text not talking to a specific audience is a whole other, much bigger problem. From looking at this I can think of three specific audiences that might be interested in this stove. Each one is different and the ad would need to call out to one of them. Ask yourself if the headline follows the template given and if not, what is missing? There is no specific audience mentioned. When an ad says, “This is perfect for for a, b, c, and d” something in our mind tells us, “oh that is not for you”, even if it might be. We all love knowing something is made just for me or my group.
Here is a quick list of 3 groups that you could specifically target for this product.
– Preppers / Doomsday / Survivalist / DIY types – These types are all about having a good Plan B and surviving when they have to go “off the grid”. SurvivalLife.com is one of the premiere prepper webistes that effectively uses direct response marketing to sell their products. Just yesterday they sent out an email on this very subject. I have scanned it and attached it to the email. Look at how they specifically speak to that audience. See how that language is different then what you might expect if they were writing it to the hiker or the tailgator.
An example might be
Headline – The perfect gift for the prepared prepper. or The perfect gift for the off the grid chef or The perfect “Plan B” for the prerpared prepper. Or something like that. It must say “Hey You, this is is good for you”
– Hikers / Hunters / Sportsman – This group is all about lightweight or ease of use on the trail. Not really concerned about dodging government surveillance or surving the appocolypse. Headline examples could be.
The perfect lightweight stove for hikers
The Most reliable stove for hikers
or something like that.
If you really dig into what they want it could be things like
– Drop 2 lbs of gear from your pack with this stove (Shaving off ounces is a big deal to them. I know guys that hollow out their tooth brushes to save weight. Watch videos on YouTube about “Ultra Light Weight Hiking, to get into their psychology)
– Perfect stove When their is Bad Weather on the trail ( It is a little long, but I am getting at the reliability of it. Hikers want to know they can rely on their gear.)
– Boil water in Seconds (This goes to the reliablity and ease of use. Notice in this case I didn’t call out specifically to hikers, but I did take an activity that they specifically would relate to and is ties to something they likely want)
These are more advanced adaptions of the formula. Don’t try these at home. Just kidding. But seriously, don’t try them until you really get into the minds of the people you are selling to. When you have a bigger fan page, read their comments and get a deeper understanding of what they like and don’t like. For now, stick with something basic and solid like The perfect gift for _______.
– Tailgators / RV types – This group is all about fun and ease of use. Imagine being at a game or at an RV park and you run out of stove tops for your chili or carne asada tacos. That would suck! Tragedy defined.
Headline examples could be…
The Perfect stove for cooking at the game
The Perfect Stove For The tailgating
The Best Stove in The RV Park
The Best Addition to your next RV cookout
Notice overall how different the headlines become when you simply focus on one demographic.
Could you sell to all three items at the same time? Yes
Could you sell the same item to all three at the same time with the same ad? No.
Just run three different ads calling out specifically to each group and see which group likes the product the best.
3. Does the ad tell me why I should act now? Yes. It says 48 hour sale. However, because there is so much other text all over saying different things, the message of the sale duration is dilluted. My recommendation is to get rid of the second bloc of text and in its place mention the sale and the savings.
Save $4 dollars today, 48 Hour Sale
Save $4 When You Order In The next 48 Hours
Special Sale Price, 48 Hours Only
as some examples to try
4. Does the ad tell me specifically what to do next and how to do it? No. It tells me what to do, BUY IT NOW. But it does not tell me how to do it, what specific action to take. Click Here to BUY It Now.
5. Does the ad qualify the click? Yes. It tells me the price. He could also include other terms like shipping, but test that. I had lots of cart abandons and played around with shipping and my sales went up.
I do not know what your targeting is but hopefully this run down of the ad copy helps you with your targeting and may have provided you with some other niches to target this product.
Hopefully this was helpful and it in no way was meant to disparage. I also hope this helps get people ready for the upcoming copy discussion and gets them thinking about how they might be able to test and improve some of their own ads. Even if they are killing it now with their ads.
Let me know if you have any questions. Good luck everyone.
PS. I could not attach the scanned email on this post. I will upload it in the files section. Look for “Gmail – How to become an off the grid chef”