Quick guide to COPYWRITING for FACEBOOK and INSTAGRAM

The most important things you need to know to create a pro copy that SELLS!!!?

Copywriting is so much more than just words on a page, it’s about using language to attract and persuade. It can be hard to know how to do this if you’re not a pro copywriter, but in this article, you will learn specific tried and true techniques that will give your Facebook and Instagram Ads and posts a winning edge.

?The first rule of copywriting is that the one size fits all approach simply doesn’t work. Instead, you need to tailor your approach to suit each situation. If you’re trying to sell on Facebook or Instagram, you’ll need to use different techniques than if you're trying to build trust with your followers or attempting to increase your engagement.?

One of the main reasons many people use Facebook is to market their products. If you’re using Facebook or Instagram for e-commerce, you are probably also often paying for Ads, which can get expensive. For this reason, it’s smart to make sure you are maximising all your opportunities to make sales by using copy designed to persuade your audience.

?There are some basic rules you can follow to hone your copy to do just this and once you know them, and start incorporating them in your ads, you’ll see how dramatically they will improve your results.?

Top Copywriting techniques for Facebook and Instagram ads that REALLY work?

1) Put all crucial info at the start of your copy:- If you’re having a sale or are offering a discount, state that in the opening sentence. Include your phone number, website URL, or the offer link you want customers to click on upfront too, as Facebook cuts a lot of text during mobile preview, so the important stuff needs to be visible.

?2) Emojis are your best friend:- You might think your copy won’t be taken seriously if you stuff it with emojis, and while that might be true for a business email, it’s the opposite on Facebook and Insta. Emojis really help grab people’s attention and will make your copy stand out too, so try to use them before and after almost every sentence. They also help break your text up, so it’s much easier to read.?

3) Keep it brief:- On social, people’s attention spans are short, and even more so when it comes to ads. Your goal should be to intrigue and tempt, not tell potential customers everything. Give people just enough to make them want to find out more, so they click that link or make that call and save the extra waffle for when they’re browsing your website. If you really want to go into a beefier pitch after the click through to read option, you can, just make sure you do it after you’ve presented a snappy, shorter sell that could stand well on its own.?

4) Image is everything:- Always use the most tempting image you can for your Facebook Ad as it will play a major role in getting your Ad noticed. Make sure it’s high quality, relevant to your copy and optimised to display well on Facebook too. Ideally, the images you use should inspire your customers, so do your market research to find out what they desire, then create or source images that tap into those emotions. If they crave success, your images need to suggest they can achieve it by clicking through and making a purchase. If it’s romance they want, evoke this in your choice of visuals. Tools like Canva and Snappa are superb if you have zero graphic design skills but still want to create ads that look pro.?

5) Give people a reason to purchase:- E-commerce on social is so competitive you need to help people justify clicking through and pulling out their wallets. A special time-limited discount, or amazing intro offer package, creates urgency, and pulls more customers to your site than if you’d just said, “buy my awesome stuff.” Humans don’t like to miss out on things, so make them think they might if they don’t act right now by clicking through to buy, and you’ll double your sales success.?

6) Remember – it’s always about the sell:- No matter what, if you’re creating an ad on Facebook or Instagram, your goal should always be to sell. Why else would you bother spending money advertising? You need to make money from your investment, and to do this, everything in your copy should be angled to encourage people to buy. Cut out anything that doesn’t help you do this and do market research to discover what phrases and emotions work to persuade your audience. Make it easy for people to make that purchase too, by displaying your contact links clearly upfront.?

7) Optimise your Campaign Budget:- Even when you know the basic rules of selling on Facebook, you’ll benefit from analysing your stats and refining your approach. You can find the best Ad to use by creating 2-5 different versions of your Ad, and letting Facebook select the top-performing one. You should still check on the performance of your ads at least once daily, so you can turn off any that are not delivering you optimum results. This function is called Campaign Budget Optimisation and you can activate it, when creating the campaign. You will be in-depth guided to use this smart function during the course.?

8) Create a copy tailored to your audience:- Are you marketing cold to people you've had zero interaction with, or using retargeting to pull in people who've already interacted with your brand? You’ll need to use slightly different approaches, depending on who your audience is, as the first category of people will need to know who you are and why they should buy from you, while the second should be reminded why they shouldn’t miss the great deal you’re offering.?

9) Use power words to inspire emotion, ramp up energy, and create the correct mood:- People respond well to emotion, but you need to use the right tone. Make sure you know your audience, then pick words and phrases that will connect with them. If they want to be slimmer for example, use emotive leading questions that press your customer’s buttons like “Sick of dieting for weeks only to STILL see that spare tire?”?

10) Include social proof:- If you have thousands of great customer reviews on sites like Yelp, mention this as much as possible in your ad copy. If not but you have authentic customer testimonials, or celebrity endorsement, include this in your copy instead. If you don’t have either, pull up stats from a trusted authority that underscore why your product will benefit your audience. Has your active ingredient been proven to be effective at helping people lose weight or stop smoking? Does research show that people are more productive when they use meditation apps like yours??

11) Don’t be afraid to use fear as a motivator:- It’s a sneaky trick but invoking fear can really help you make a sale, providing you tailor your copy, and the fear you invoke, to your audience. If your demographic is afraid of being single for example, and you want to sell your dating success method, you could lead in by saying “Don’t let your shyness stop you attracting the woman of your dreams the next time you go out...” In your ad copy.?

12) One killer stat can make your business:- If your product or service has a proven edge, or you can use statistics to point out why people should buy from you, shout it from the rooftops. On Facebook and Instagram, stats will help you stand out. For example, if you were selling Slow-Release Vitamin C supplements and you have a stat from an authority source that shows only Slow-Release Vitamin C helps build immunity, it would be a great idea to highlight this in your ad copy. Never make false claims though, and only use trusted sources, otherwise you’ll be harming your reputation and making it less likely that people will trust you.?

13) Monitor your competition to find out what works:- Check out what ads your competition is running through the Facebook Ads Library or their Business Page, to see what they are doing that’s working, and what’s not such as great idea. This is an excellent way to see what your target demographic will respond to, and what turns them off, without having to incur the expense of testing ads yourself. Of course, you’ll still need to experiment with your own ads, but by using your competitors to perform preliminary research you can cut down on your amount of trial and error spend.

Is the information in this Social Media copywriting guide helpful to you??

?If so, I'd appreciate a positive review. Don't forget to let me know when you create your Facebook and Instagram Ads and posts how you go using these techniques.

Best Wishes,

Shubham Tomar