When it comes to Facebook ads selling online, it’s tempting to write like you’re on stage at a conference. But if you want to be effective, you must write as though you’re writing to one person—and one person alone.
This person, your target, is the one you need to woo and persuade. Just as though you were an in-person salesperson, you need to focus all your attention on this person and their needs.
On your website, you have to write copy that speaks to all potential customers, and you probably have a few different personas. On Facebook and with Facebook ads, however, you can narrowly target your audience. For example, you can target your Facebook ads to women who are over 30 that live in Northern Ireland. You can further this by choosing cities, towns or villages, say you wanted to target potential new gym members in Ballymena and are interested in fitness and wellness. Then you can write targeted Facebook ads that speak to that very specific audience.
Write Different Facebook Ads for Different People
This goes along with the idea of targeting. Your customers turn to you for a variety of reasons, so why would you use one blanket ad? Facebook’s strength is its ability to target, so don’t treat your Facebook ads like a billboard.
For example, imagine you’re a clothing retailer in Ballymena. You sell men’s and women’s clothing, as well as shoes, accessories, activewear, underwear, and even bath and body products. Many customers will be interested in some of what you have to offer, but many will be most interested in one area. Simply put, women will be interested in what you have for women.
Variety is the spice of life – mix up your Ad Sets to promote different to content to different demographics…
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