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Marketing ‘best practise’ is to talk about benefits over features.
All well and good when the customer is interested and paying attention.
But getting their attention in the first place is the challenge most online businesses face.
Facebook has become the platform of choice for small and medium businesses. Rising Adwords costs, opaque SEO results, 1.4 billion active users and a highly engaged mobile audience do that.
But most people are screwing Facebook ads up then claiming ‘they don’t work’ and ‘my customers aren’t on Facebook’
They’re wrong and it’s simple to fix.
You have to understand the context of Facebook to use its ad options correctly.
It’s a social media network, not a commerce platform.
People don’t wake up in the morning and fire up their browser, credit card in hand, and say ‘what am I going to buy on Facebook today!’.
They go there to feel a social connection, to confirm their world view, to get angry about a topic (causes are the most shared category on Facebook).
So any business who puts an ad up basically saying ‘we’re here and we’re open’ isn’t going to get much cut through.
Getting someone’s attention in this environment comes down to one thing.
You need to push their buttons.
Let’s take a highly successful Facebook page as an example – Humans of New York.
With a mere 18 million followers and some of the most shared posts in Facebook history it’s a case study in social media.
Scroll through their page and every post triggers the most powerful human emotions – anger, disgust, affirmation or fear.
Anger at the system that is unfair, disgust that someone could be treated so badly, affirmation that humans are inherently good and fear that you might end up like one of these people.
Most Facebook ads don’t even scratch the surface of any of those emotions.
The good news is that if you’re already running a campaign, doing an emotions audit can transform it.
Well you can take an ad that had been running for 4 weeks with 2 conversions, <1% click through and $2.60 CPC to 10+ daily conversions, 9% click through and a CPC of $0.28..
..with the same image, a new headline and emotion driven copy.
You gotta hit people in the feelz.