• Your ads are incredibly important, obviously because they're a part of the Facebook ad platform. But do you know what to incorporate in your ads in order to get clicks? 

• People cling to a story, whether it's a character, a conflict and or a resolution.  People also focus on benefits. And when you speak to their pain point, people pay attention. You don't necessarily have to use all three in your ad copy, but it's good to focus at least on one of them.

• Create an ad about something that you've experienced and how you've come to a solution for that experience.  You are the character, you presented the conflict, and you've shown them the resolution. 

• If you have an ad based on the benefits of your product or service benefits, get people's attention, they want to know how you can do something for them, so speak to a pain point (e.g. not making enough money, not having enough time freedom, not having them time with their family, unable to have the dream job, etc.). 

• Call-out sufferers of a problem. For example, "Are you suffering from [blank]?" That gets people's attention because if you're targeting the right audience and they are suffering from that, you've gotten their attention. 

• You can also promise a solution and reversal of those negative effects. Now, of course, if you'd make a promise, you better have something to back it up. But if you do have that solution that is proven to reverse whatever that effect is, it's going to get people's attention. 

• You can also tease an additional benefit above and beyond solving of that problem. For example, "Tired of brittle dry hair, our natural treatment will make your hair shiny and strong and even moisturize your scalp too." 

• Have an ad image that goes along with it, which will bring that copy to life. 

• People are going to pay attention to your ads. Not because it's calling them out, but because now you've also connected with them. You've bonded with them without ever talking to them in person.

• Here's more examples: "Running ads on Facebook, but unsure if you're doing them correctly, join our free group and start profiting from your ads this week." "Looking for gym classes in Miami? You demanded, and now we're delivering, starting in June. We're opening our new facility complete with morning and evening classes, click below to preregister and claim your spot." Now, as you can see these ads not only call out the person that I'm looking to attract, but it's also bringing up something they've looked for something they're experiencing and I'm providing a solution. 
  

• Bring the message congruency to the landing page. You want to make sure that whatever copy you put into your ad is consistent with what the offer is on your landing page. If there is consistency and congruency, you are more than likely going to have a high converting offer. 

• You can also put the benefit or desired outcome in the ad copy, and also have it be the same on your landing page, the outcome. 

• You can even increase the pain. Remember how I mentioned that you can bring up a pain point in the ad. What if you made it worse? What if you not only brought fear, but simply brought up the scenario of what could happen if it got worse, increasing the pain could also get that person's attention.

• Ugly versus pretty: Have you ever seen ads with a ugly or pretty individual? That's up to your standards in an ad, maybe an ugly guy or an ugly girl shows up in an ad. Have you ever decided, like, why is this in my feed? And then decided to click it. It happens. Same thing goes for a pretty person. Those types of images can be, you know, on Facebook's borderline, but they do work and people use ugly versus pretty all the time for comparison posts and those garner tons and tons of engagement. 

• And lastly, social proof, probably one of my favorite types of ad copy is giving people the proof, showing them the numbers. When I do a case study, I outline everything in the ad copy for proof clicks, conversions, engagements, ad budget, I deliver the whole thing. And that's the social proof.

• And having those types of elements in your ad copy, whether it's just one or all, is what brings the psychology element behind your ad creation. You want to focus a lot of your time on developing the right type of ad copy, but also coming up with multiple variations. And if you decide to create ads, whether it's three, six or nine versions of it consider using one of each of these examples as a version of your ad. And with that being said, you now have come up with multiple ways to present your solution with different forms of ad copy.

David (00:01):

Hey, everyone. Welcome back. And in this video, I'm going to show you the psychology of ad creation for Facebook advertising. Your ads are incredibly important, obviously because they're a part of the Facebook ad platform. But do you know what to incorporate in your ads in order to get clicks in this video, I'm going to show you the psychology behind your ads. So when it comes to creating Facebook ad copy, I've used quite a few headline formulas and they all work differently and have different purposes. So this works well for long and short ads. Okay? People cling to a story, whether it's a character, a conflict and or a resolution, people focus on benefits. And when you speak to their pain point, people pay attention. You don't necessarily have to use all three in your ad copy, but it's good to focus at least on one of them.

David (01:02):

For example, if you're creating an ad about something that you've experienced and how you've come to a solution for that experience, they've basically have decided to cling on to your story. You are the character, you presented the conflict and you've shown them the resolution. Okay? If you have an ad based on the benefits of your product or service benefits, get people's attention, they want to know how you can do something for them. And honestly, speaking to a pain point, those are some of the best ads that I've ever created, because people can relate to those pains. You know, not making enough money, not having enough time, freedom, not having them time with their family, unable to have the dream job. There's a lot of ways that this can be positioned. And speaking to that pain point can sometimes be the most powerful thing that you can put into your ad. Copy.

David (02:03):

Here's another formula call-out suffers of the problem. Are you suffering from blank? That gets people's attention because if you're targeting the right audience and they are suffering from that, you've gotten their attention. You can also promise a solution and reversal of those negative effects. Now, of course, if you'd make a promise, you better have something to back it up. But if you do have that solution that is proven to reverse whatever that effect is, it's going to get people's attention. You can also tease an additional benefit above and beyond solving of that problem. For example, tired of brittle dry hair, our natural treatment will make your hair shiny and strong and even moisturize your scalp to shampoo at, okay. That's the type of thing that gets people's attention. And if you have an ad image that goes along with it, that brings that copy to life. People are going to pay attention to your ads. Not because it's calling them out, but because, because now you've also connected with them. You've bonded with them without ever talking to them in person. Here's another example, running ads on Facebook, but unsure if you're doing them correctly, join our free group and start profiting from your ads this week. How about this looking for gym classes in Miami, you demanded, and now we're delivering, starting in June. We're opening our new facility complete with morning and evening classes, click below to preregister and claim your spot. Now, as you can see these ads not only call out the person that I'm looking to attract, but it's also bringing up something they've looked for something they're experiencing and I'm providing a solution. Okay

David (03:56):

More examples of ad copy. You can bring the message congruency to the landing page. You want to make sure that whatever copy you put into your ad is consistent with what the offer is on your landing page. If there is consistency and congruency, you are more than likely going to have a high converting offer. You can also put the benefit or desired outcome in the ad copy, and also have it be the same on your landing page, the outcome, you know, having problems with your Facebook ads. I could show you how you can get results this week, the outcome getting results. You can even increase the pain. Remember how I mentioned that you can bring up a pain point in the ad. What if you made it worse? What if you not brought fear, but simply brought up the scenario of what could happen if it got worse, increasing the pain could also get that person's attention.

David (04:55):

Ugly verse pretty. This is an interesting one. Have you ever seen ads with a ugly or pretty individual? That's up to your standards in an ad, maybe an ugly guy or an ugly girl shows up in an ad. Have you ever decided, like, why is this in my feed? And then decided to click it. It happens. Same thing goes for a pretty person. Those types of images can be, you know, on Facebook's borderline, but they do work and people use ugly versus pretty all the time for comparison posts and those garner tons and tons of engagement. And lastly, social proof, probably one of my favorite types of ad copy is giving people the proof, showing them the numbers. When I do a case study, I outline everything in the ad copy for proof clicks, conversions, engagements, ad budget, I deliver the whole thing. And that's the social proof.

David (05:53):

And having those types of elements in your ad copy, whether it's just one or all, is what brings the psychology element behind your ad creation. You want to focus a lot of your time on developing the right type of ad copy, but also coming up with multiple variations. And if you decide to create ads, whether it's three, six or nine versions of it consider using one of each of these examples as a version of your ad. And with that being said, you now have come up with multiple ways to present your solution with different forms of ad copy.