This post explains how to write Facebook ads that are clear, simple, and work. This is about what your ad should say and how it should say it.
The goal of a Facebook ad is not to sell.
The goal of a Facebook ad is to get the click.
Once you understand that, everything gets easier.
What Every Facebook Ad Must Do
Every Facebook ad should do three things.
It should:
call out the right person
explain the value
tell them what to do
This is the framework.
Call-out. Value. Call to action.
That is it.
The Call-Out
The call-out is who you are talking to.
You always start by calling out the person you want to see the ad.
Examples include:
firearm instructors
new shooters
gun owners
shooting ranges
If someone is not the person you are calling out, they should scroll past the ad.
That is a good thing.
You do not want everyone to click your ad.
You want the right people to click your ad.
Why The Call-Out Comes First
People scroll fast.
They only stop when something feels like it is meant for them.
When you say who the ad is for right away, the right people stop.
Everyone else keeps scrolling.
This helps Facebook learn who should see your ad.
The Value
The value is what you are offering.
This is not the product. This is the benefit.
Examples of value include:
more students
easier process
less confusion
faster results
The value answers one simple question.
Why should they care?
Different Ways To Show Value
There are a few simple ways to explain value.
One way is asking a question.
Example:
Do you want more students in your classes?
Another way is asking a yes question.
A yes question is a question people already agree with in their head.
Example:
Would filling your classes make your business easier to run?
Another way is using an if-then statement.
Example:
If you are a new shooter and want to feel confident, then this is for you.
All of these are ways to get attention and interest.
The Call To Action
The call to action tells people what to do next.
Examples include:
click below
download now
sign up today
You only want one action.
Click.
That is it.
Do not ask people to think. Do not ask people to decide.
Just tell them what to do.
The Ad Is Not For Selling
This is where many people get confused.
They try to sell inside the ad.
They explain too much.
They add too many details.
They try to close the deal.
That is not the job of the ad.
The ad gets the click.
The landing page does the selling.
Congruency Matters
Congruency means everything matches.
If your ad calls out firearm instructors, your landing page must also call out firearm instructors.
If your ad calls out new shooters, your landing page must call out new shooters.
The words should feel the same.
The message should feel the same.
If the ad and the landing page do not match, people get confused and leave.
Same Message, Different Places
The framework stays the same everywhere.
Your ad uses:
-
call-out
-
value
-
call to action
Your landing page uses:
-
call-out
-
value
-
call to action
This makes the experience feel smooth and clear.
Why This Framework Works
This framework works because it is simple.
People do not want to think.
They want to know:
-
is this for me
-
do I care
-
what do I do next
This framework answers those questions fast.
Final Takeaway
Every Facebook ad should follow the same structure.
Call out the right person. Show clear value. Tell them what to do.
Do not sell in the ad. Do not explain everything. Do not overthink it.
Get the click.
That is the Facebook ad messaging framework.
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