Meta Ads Secret: Don't sell the product in the Ad

In today's issue I want to share a "little secret". I'm hesitant to say secret, as there are no secrets in media buying, just trial, error and learning.

In the past decade or so, I learned a few things about ads and media buying, so here is one of my key lessons that will help you understand in depth the process of Facebook Ads and online marketing, in general.

The dirty little secret: Don't try to sell your product in the ad.

Most ads that you come across are simple straight to the point type of ads.

They usually have the following elements:

1. Headline: name of the product

2. Body: Some generic description and price

3. CTA (Call-to-Action): Link to the product

4. Ad Creative: image/video of the product(s)

Products on a white background or stock photos are the worst choices you can make.

I don't say that these this type of ads don't work because in a price sensitive market they work.

Also, it might work well in a Holiday Sales period such as Black Friday, Mother's day, Christmas (etc.), as the market is in buyer mode and people try to catch deals left and right.

Nothing wrong with this type of ad, but in a competitive market this ad won't convert well, and will be lost among other generic ads.

So, that's why I recommend to use the following ad structure to take the potential customer through a short marketing funnel before selling your stuff. 

The formula looks like this:

1. Use the hook to stop the scroll

2. Use the creative to sell the headline

3. Use the headline to sell the body

4. Use the body to sell the CTA

5. Use the CTA to sell the click

6. Use the sales (product) page to sell the product

Let's go in depth into each step and let me share with you a true example along the way, that we used for one of our clients.

1. Use the hook to stop the scroll

In a world where consumers are bombarded with ads at every turn, it can be challenging to capture their attention.

That's why it's crucial to use a hook that stops the scroll.

Whether it's a compelling image, a catchy tagline, a thought-provoking question, or both text based and visual, the hook is what will make your ad stand out from the rest.

Here is our example:

In this ad, we present a USP (Unique Selling Point) that is hard to refuse for the potential customer.

Remember, we don't sell the product:

The first things the users see are the first line of the copy or the ad creative itself (depending on the platform Facebook or Instagram).

If you look at the Instagram ad you notice that the hook appears under the creative, so the hook in this case is the social proof.

In our case, these are the hooks (I translated to English):

Ad copy Hook: "You have an exceptional guarantee!"

Ad Creative Hook: "4.9 stars ***** (352+ Reviews)"

The ad copy hook promises something unique and the top part of the ad creative offers social proof.

These elements sell the headline which is located in the bottom of ad creative:

"Eternal Guarantee, Sweet like Honey"

2. Use the creative to sell the headline

Once you've grabbed your audience's attention with a strong hook, it's time to use the creative to sell the headline.

Your headline should clearly communicate the value proposition of your product or service and entice the reader to learn more.

Make sure your creative elements, such as colors, fonts, and imagery, align with the message you're trying to convey.

In our example, on the bottom part of the ad creative there is the "the exceptional guarantee" promised in the hook.

The headline, "Eternal Guarantee Sweet like Honey" sells the body which is located under the headline.

3. Use the headline to sell the body

The headline is the bridge between the hook and the body of your ad.

It should pique the reader's curiosity and make them want to delve deeper into the content.

Use clear and straightforward language and make sure your headline is concise, and relevant to your target audience.

4. Use the body to sell the CTA

The body of your ad should provide valuable information about your product or service and build trust with the reader.

Make sure your CTA is clear, compelling, and easy to follow.

The ad copy below the headline explains how the guarantee works. If this is not enough for the user to go and click the button at the bottom of the ad, then they can open the "See More" link in the text.

In the body part of the ad copy there is the explanation of the same guarantee that appears on the ad creative.

Now, the users can read the body of the ad. This explains in depth the guarantee, and convinces the reader to take action.

By now, an interested customer who read the copy should be persuaded to click.

That's why, we added another CTA and link at the end of ad copy, as well: "Order Now" + link.

This way, the user does not have to scroll down to the button to click.

5. Use the CTA to sell the click

Your CTA is the final push to get the reader to take action.

Whether it's signing up for a newsletter, requesting a demo, or making a purchase, your CTA should be persuasive and actionable.

Use strong verbs and create a sense of urgency to encourage the reader to click. 

In the image below you can see the 2 CTAs in the ad, one in the ad copy and the button.

6. Use the sales page to sell the product

Once the reader has clicked on your ad, it's time to seal the deal on the sales page.

Unfortunately, this part usually is not in the control of the marketer, which could be a problem if the product page is so bad that it simply does not convert.

I could spend hours just to talk about sales page optimization, but here are a few key considerations. 

•  Make sure your sales page is informative, visually appealing, and easy to navigate.

•  Highlight the benefits of your product or service and address any potential objections the reader may have.

•  Provide clear pricing information, shipping information, extra taxes (shipping tax, VAT etc.) and make it easy for the customer to make the purchase.

Keep your checkout page clean and simple.

Also, make it easy for the customer to pay.

That's about it.

Let me know if this was helpful and if you are ready to apply this to your ads.