One ultimate quick guide to copywriting for Facebook and Instagram, this guide will cover the most important 1
things you need to know to create a copy that sells copywriting is so much more than just words on a 2
page. 3
It's about using language to attract and persuade. 4
It can be hard to know how to do this if you're not a pro copywriter. 5
But in this video you will learn specific tried and true techniques that will give your Facebook and 6
Instagram ads and posts a winning edge. 7
The first rule of copywriting is that the one size fits all approach simply doesn't work. 8
Instead, you need to tailor your approach to suit each situation. 9
If you're trying to sell on Facebook or Instagram, you'll need to use different techniques than if 10
you're trying to build trust with your followers or attempting to increase your engagement. 11
One of the main reasons many people use Facebook is to market their products. 12
If you're using Facebook or Instagram for e-commerce, you are probably also often paying for ads which 13
can get expensive. 14
For this reason, it's smart to make sure you're maximizing all your opportunities to make sales by 15
using copy design to persuade your audience. 16
There are some basic rules you can follow to hone your copy to do just this. 17
And once you know them and start incorporating them in your ads, you'll see how dramatically they will 18
improve your results. 19
So here are some top e-commerce techniques for Facebook and Instagram ads that really work. 20
First off is to put all crucial info at the start of your copy. 21
If you're having a sale or are offering a discount state that in the opening sentence include your phone 22
number, website, URL or the offer link you want customers to click on up front, too, as Facebook 23
cuts a lot of text during mobile preview. 24
So the important stuff needs to be visible. 25
Second is, emojis are your best friend. 26
You might think your copy won't be taken seriously if you stuff it with emojis. 27
And while that might be true for a business email, it's the opposite on Facebook. 28
And instead, emojis really help grab people's attention and will make your copy stand out to. 29
So try to use them before and after almost every sentence. 30
They also help break your text up so it's much easier to read. 31
Third, in an important point is to keep it brief on social media. 32
People's attention spans are short and even more so when it comes to ads. 33
Your goal should be to intrigue contempt, not tell potential customers everything, give people just 34
enough to make them want to find out more. 35
So they click that link or make that call and save the extra waffle for when they're browsing your website. 36
If you really want to go into a beefier pitch after the click through to read option, you can just 37
make sure you do it after you've presented a snappy, shorter cell that could stand well on its own. 38
Fourth is using images, images, everything. 39
Always use the most tempting image you can for your Facebook ad as it will play a major role in getting 40
your ad noticed. 41
Make sure it's high quality, relevant to your copy and optimize to display well on Facebook too. 42
And ideally, the images you use should inspire your customers. 43
So do your market research to find out what they desire, then create or source images that tap into 44
those emotions if they crave success. 45
Your images need to suggest they can achieve it by clicking through and making a purchase. 46
If it's romance, they want to evoke this in your choice of visuals. 47
Tools like Cannava and SNAP are superb. 48
If you have zero graphic design skills but still want to create ads that look pro 5th is to give people 49
a reason to purchase e-commerce on social is so competitive you need to help people justify clicking 50
through and pulling out their wallets. 51
A special time, limited discount or amazing interest offer package creates urgency and pulls more customers 52
to your site than if you just said Buy my awesome stuff. 53
Humans don't like to miss out on things, so make them think they might if they don't act right now 54
by clicking through to buy and you'll double your sales success. 55
Remember, it's always about the cell no matter what. 56
If you're creating an ad on Facebook or Instagram, your goal should always be to sell. 57
Why else would you bother spending money advertising? 58
You need to make money from your investment and to do this, everything in your copy should be angled 59
to encourage people to buy cut out anything that doesn't help you do this and do market research to 60
discover what phrases and emotions work to persuade your audience. 61
Make it easy for people to make that purchase to by displaying your contact links clearly up front to 62
one of the most important thing is to create copy tailored to your audience. 63
Are you marketing cold to people you've had zero interaction with or using retargeting to pull in people 64
who've already interacted with your brand? 65
You'll need to use slightly different approaches depending on who your audience is, as the first category 66
of people will need to know who you are and why they should buy from you, while the second should be 67
reminded why they shouldn't miss the great deal you're offering. 68
Next up, use power words to inspire emotion, ramp up energy and create the correct mood. 69
People respond well to emotion, but you need to use the right tone. 70
Make sure you know your audience, then pick words and phrases that will connect with them. 71
If they want to be slimer, for example, use emotive leading questions that press your customers buttons 72
like sick of dieting for weeks, only to still see that spare tire next is to also include social proof. 73
If you have thousands of great customer reviews on sites like Yelp mentioned this as much as possible 74
in your ad copy. 75
If not, but you have authentic customer testimonials or celebrity endorsement. 76
Include this in your copy instead, if you don't have either pull up stats from a trusted authority 77
that underscore why your product will benefit your audience, has your active ingredient been proven 78
to be effective at helping people lose weight or stop smoking? 79
Does research show that people are more productive when they use meditation apps like yours? 80
Don't be afraid to use fear as a motivator. 81
It's a sneaky trick, but invoking fear can really help you make a sale, providing you tailor your 82
copy and the fear you invoke to your audience. 83
If your demographic is afraid of being single, for example, and you want to sell your dating success 84
method, you could lead in by saying don't let your shyness stop you attracting the woman of your dreams 85
the next time you go out in your ad copy. 86
Next, important access statistics. 87
One killer stat can make your business if your product or service has a proven edge. 88
Or you can use statistics to point out why people should buy from you. 89
Shouted from the rooftops on Facebook and Instagram stats will help you stand out. 90
For example, if you were selling slow release vitamin C supplements and you have a stat from an authority 91
source that shows only slow release, vitamin C helps build immunity, it would be a great idea to highlight 92
this in your ad copy. 93
Never make false claims though, and only use trusted sources. 94
Otherwise you'll be harming your reputation and making it less likely that people will trust you. 95
Next, monitor your competition to find out what works. 96
Check out what ads your competition is running through the Facebook ads library or their business page 97
to see what they are doing that's working and what's not such a great idea. 98
This is an excellent way to see what your target demographic will respond to and what turns them off 99
without having to incur the expense of testing ads yourself. 100
Of course, you'll still need to experiment with your own ads, but by using your competitors to perform 101
preliminary research, you can cut down on your amount of trial and error spend. 102
Now, let's talk about the basics for Instagram and Facebook ads. 103
Remember, you always need some essential elements in all your e-commerce ad copy. 104
These are, number one, your primary text. 105
This is the first part of your ad that people will see. 106
So the most crucial information needs to go here. 107
If you're running a time limited sale, here's where you want to start it alongside a mini call to action 108
in your contact link or phone number on a mobile, this information will be truncated, so your audience 109
will only see the first three lines. 110
Make sure these are as punchy and potent as possible to maximize engagement with your ad. 111
Number two, your headline, this is what will be displayed towards the bottom of your ad, and even 112
though you don't have to include one, you should if you're going to use a header, make it as exciting, 113
engaging and relevant to your target audience as possible. 114
On Facebook, you only have 40 characters. 115
So remember to keep it brief and snappy. 116
Number three, an image or video always include this and make it as enticing and high quality as you 117
can. 118
You can use multiple images, single images or video depending on what your audience prefers and responds 119
best to. 120
Number four, a call to action on Facebook. 121
This is the button that shows up at the bottom of your ad, and although you can't choose the text that's 122
displayed here, you can select from a range of options, have a look through and choose the most suitable 123
one, i.e., look now download, etc.. 124
Three. 125
Number five, a description this displays below your headline in the news feed when people are scrolling 126
to see what's new on their timelines so it won't show up every time people view your ad, it's not essential, 127
but it's a good idea to include it anyway, as it's another chance to nudge people into taking the action 128
you want them to perform in your description copy. 129
You need to literally tell people what you want them to do and what they will get once they do it. 130
Say something like click through to get two for the price of one, subscribe for instant unlimited access, 131
etc. to keep it short and sweet and to get maximum results. 132
OK, now let's put all this advice into practice and see how and why these techniques work so well on 133
Facebook and Instagram. 134
Here's what a sample successful e-commerce ad for Facebook might look like. 135
Everything half price until 24th December. 136
Visit W w w dot amazing bargains dot com and snap up a great deal. 137
Use coupon codes and free to get free delivery. 138
This was the add one thing to keep in mind. 139
Sale or discount info, phone number and website link plus any special extra bonuses like free delivery 140
should all be visible on at preview before the clickthrough break. 141
This is so anyone scrolling can see all the crucial stuff. 142
Then comes the click through to read option, followed by your main ad image. 143
Here's another example. 144
Shop now and pick up the best electronics and gadgets at fifty percent off normal price. 145
Our Super Christmas sale will run until 11:00 p.m. Christmas Eve. 146
And what's more, you can snag free delivery too. 147
With over 500000 satisfied customer reviews on bargains galore and free returns, there's no better 148
place to snag that last minute Christmas gift present. 149
Hurry over to w w w dot amazing bargains dot com and snap up a festive sale bargain. 150
That was the ad. 151
Finally, you have the rest of the information you want to give out that customers will see when they 152
click through. 153
To read more here, you can include more info about your offer, introduce urgency and include any social 154
proof such as customer reviews or testimonial quotes. 155
You can also include your link again and mention the discount once more. 156
Here's another sample successful e-commerce ad you could use on Facebook or Instagram. 157
Do you dream of having a full head of hair again sick of that receding hairline? 158
Our top follicle stimulator is Bolkovac www.youtube.com Look Ten Years younger and enjoy the hair you 159
had in your youth with growing Macs. 160
With over 10000 satisfied customers and a formulation proven to stimulate hair follicles by top scientific 161
institute The BUZZCUT Project. 162
The solution to regaining your hair is only one click away, purchase one bottle of Grogan max and get 163
another bottle completely free. 164
When you purchase within 72 hours, visit W-W grow again. 165
Come to grab two bottles of our premium follicle stimulator for the price of just one. 166
Let's walk through why this ad works. 167
Part one of the ad is do you dream of having a full head of hair again sick of that receding hairline. 168
Our top follicle stimulator is Bolkovac www.youtube.com here. 169
You've led in with a question that presses your customers pain points, which is that they want their 170
hair back. 171
You've also included your link and the fact you're running a bogus deal. 172
Part two is look ten years younger and enjoy the hair you had in your youth with growing max, with 173
over 10000 satisfied customers and a formulation proven to stimulate hair follicles by top scientific 174
institute. 175
The Buzz Cut Project. 176
The solution to regaining your hair is just one click away here. 177
You've teased them by outlining the benefits. 178
You have something that can help them quickly regain their hair. 179
You've also added in social proof by pointing to your ten thousand satisfied customers. 180
And you've mentioned that the ingredient in your product has been proven to work by a respected scientific 181
institute. 182
Last part of the ad states purchase one bottle of Grogan Macs and get another bottle completely free. 183
When you purchase within 72 hours, visit www.youtube.com to grab two bottles of our premium follicle 184
stimulator for the price of just one and get your hair back and fast. 185
Finally, you've created urgency by mentioning your limited time 72 hour buy one get one free offer. 186
You've reminded them of the benefit again and included your link once more to make it a cinch to click 187
through and purchase for bonus stuff. 188
No one is short and using social proof you can always use on social media to sell. 189
You can use social proof on its own to create short, punchy ad copy that gets people clicking through. 190
This is great when space is really limited or you want to tempt people in to find out more. 191
It's a specific formula that relies on two key elements to work, which are social proof that relates 192
directly to your targeted audience demographic and a pain point your audience has that can be overcome. 193
Specific short time by then purchasing something from your signing up and subscribing, for example, 194
if you want to sell a subscription to your members only online gym instructor site to people who aren't 195
really exercise fanatics but who want to get fit quickly, you might say something like learn how 18000 196
lazy people got shredded abs in just twenty days. 197
Here you're using social proof that focus is on a target demographic, just like your audience to underline 198
a pain point and show how it can be overcome quickly. 199
It's effective because it implies you have the answer to their problem. 200
So it's great for encouraging clickthrough pair it with a punchy visual and you have a fast winning 201
formula that doesn't take up much space and works like a charm. 202
Second is to use your Facebook and Instagram post for mass engagement as well as upping your coffee 203
game. 204
When it comes to advertising, you should also pay attention to the quality of your Facebook and insta 205
posts. 206
Regular relevant posting targeted to appeal to your ideal audience is key to maxing your sales and subscribers. 207
It's also vital if you want to grow your brand. 208
There are some golden rules to remember if your aim is to create posts that achieve optimum engagement. 209
The most important one is that all your posts should include images or a video. 210
The next vital thing you need to do is make sure all your copy is proof. 211
Read and designed to hold maximum appeal to your intended customer. 212
Cannava is an excellent free resource for professional looking ready to go graphics templates you can 213
use immediately after inputting your text content. 214
The site has a huge range of templates on offer, from launch graphics to sale banners and event flyers, 215
all of which can be easily edited without any design skills. 216
Cannava is extremely user friendly and can even be used on your smartphone, enabling you to design 217
slick looking promo fast even when you're on the move. 218
So you might ask how to maximize engagement and grow your brand on Facebook and Instagram. 219
Step one is to lead with a question. 220
Everyone loves to be asked for their opinion, and by posing relevant questions that hold the interest 221
of your followers, you'll be able to greatly increase your response rate. 222
Ideally, you should encourage interaction by asking questions that relate to your brand or to the service 223
or products you are offering. 224
If you can't do this, ask a question that relates to your industry sector or that is about an issue 225
that will be topical to your customers. 226
Second is to make it fun on social media. 227
It's important to stand out. 228
So keep your posts snappy and don't be afraid to have fun. 229
People will scroll past if they see a massive wall of text, so make posts short and sweet and break 230
text blocks up with capitalization of important words. 231
Just like in your ads, you should use emojis to add interest and grab attention at the start and end 232
of your most crucial sentences. 233
Be human and let your followers in. 234
Remember people by people so you and your team should become characters in your post that your followers 235
will be interested in and can relate to. 236
Third is to get emotional. 237
If you want to sell, you need to make a connection with your customers and there's no better way to 238
do that than invoking an emotional response. 239
Tell a story they can relate to or share a moving experience to peak their interest and play on their 240
hopes, desires and fears. 241
Use emotional words and phrases. 242
Don't just keep things clinical and factual stats are great, but to really drive your point home, 243
you need to have the human touch. 244
The emotion you invoke in your followers will inspire them to feel much closer to you and you'll stand 245
out above the competition. 246
We have twin boys, they are 17 months with kids now. 247
I have no idea how much longer we would go through when we do our chores, we try to get things done 248
as fast as possible. 249
All hands on deck. 250
Yeah, we really rely on the super speed of US power through it made our life so much easier for us 251
to keep it consistent. 252
Your post copy should be in sync with the copy on your website and on your blog, as well as the content 253
in your ads. 254
Therefore, aim to create an image in your target audiences minds with every post you create. 255
Are you a quirky brand that embraces all things eco? 256
You should be getting this across in your style of writing and your choice of words as well as the things 257
you post. 258
About five fifth point. 259
Don't neglect your visuals as it's vital your written content syncs with these two. 260
Consistency is the fastest way to build a strong brand image. 261
So by going the extra mile and making sure everything you put out is in the same style, you'll be empowering 262
your business to grow. 263
You can still push your products. 264
Just because you're not using paid advertising. 265
It doesn't mean you shouldn't use your social space to sell, sell, sell. 266
In fact, every single post you create should be subtly promoting your brand or your products, just 267
not always in an in-your-face way. 268
You can be full on when you have a mega sale or new release, but don't post by my cool stuff over and 269
over or your followers will switch off. 270
Remember, you also need to build trust with your audience and you can use social media to do this extremely 271
effectively. 272
Share your story, post blogs, intriguing teasers and pre launch info and run fund competitions, quizzes 273
and polls. 274
Don't be afraid to tell people why your products or services are better and different and feature what 275
key members of your team have been doing behind the scenes. 276
That way, when you do want to openly sell, your audience will be much more receptive to what you have 277
to offer. 278
Another hack is to post when your people are around. 279
This is key to achieving maximum reach as even if your posts are flawless, if no one is seeing them, 280
they'll fall flat. 281
Find out the key times when most of your followers are online and put your posts out then so that they'll 282
catch them on Facebook. 283
You can use insights to discover when your followers are around via the insights tab. 284
Under posts, you can adjust the date range to see what times of the day your audience is most active 285
so you can arrange for your post to go out at the best time. 286
Next step is to engage with like minds. 287
If you don't have a huge audience yet, don't wait for people to come to you. 288
Put yourself out there and socialize. 289
The secret is to find pages that have a community of people with interests that are relevant to your 290
brand. 291
Be subtle as this isn't the place to post a pushy pitch. 292
Instead, offer value and spark intrigue by positioning yourself as an engaging voice of authority in 293
your niche. 294
Always make sure you include a link that will drive people to your Facebook insta page or brand website 295
and share your blog content for extra trust points to. 296
A very important point is to ask for feedback on Facebook and Instagram. 297
It's better to ask for feedback than offer up a survey. 298
As people feel more directly involved, it encourages people to engage by sharing their opinion, and 299
you'll receive valuable insight into what your potential customers want. 300
You can use this information to tailor your products and the way you present them more successfully. 301
You can also use feedback to improve other elements of your brand website marketing and purchasing process 302
by listening to your customers and then discovering what they respond to. 303
Best next step is to always include a call to action in all your posts, whether you're openly selling 304
or not. 305
You should always be asking your audience to engage in some way whether you want them to subscribe. 306
Hit the like or share button. 307
Visit your blog to read more and subscribe or click through to purchase. 308
You should always have a call to action at the end of each of your posts. 309
If you don't include this, you're just letting a prime opportunity to grow your brand, go to waste. 310
Remember, on social people's time is limited and while you've got them, you need to take advantage 311
of the opportunity, ask them to do something and make it as easy as possible for them to perform the 312
action you want and you'll drastically up your engagement as well as your sales. 313
Next is to get eyes on your best content. 314
Do you have a top performing blog post that's already garnered a lot of attention? 315
This is the ideal type of content to be sharing on social as it's already proved popular. 316
So chances are it will spark interest. 317
Consider making it a boosted post and target people who already like your page to get an optimal return 318
on your investment. 319
If you have Google Analytics on your blog, it's easy to see your best performing content under the 320
behavior tab and in the dashboard menu select site content. 321
Then click all pages to review your post metrics and see what posts have been most read. 322
Another advises, don't just talk about yourself. 323
This might sound counterintuitive, but your audience has interests outside of your brand and by leveraging 324
them, you will grow your own following faster post relevant related news that's linked to what you 325
do or your products from high quality sources and you'll automatically up your trust level six. 326
Next thing is to break up your text on social media. 327
You should do the opposite of what you were taught at school. 328
Capitalizing words, employing exclamation marks and abbreviations and using emojis won't put people 329
off like it would if you were applying for a job. 330
Instead, it will have the reverse effect. 331
And we'll catch their attention, never bore people with a boring wall of text, as even if it's written 332
perfectly by a pro on social people just won't bother to read it at interest to your post by using the 333
tricks mentioned here and break up that chunk of text into easily digestible bites. 334
Don't overdo it, but make sure you always highlight the most important info with emojis, exclamation 335
points and capitalization. 336
A very important hack is to use the psychology of persuasion in your posts. 337
The Golden Rule, when selling via social media is to attract attention, gain trust and then persuade 338
your followers to buy. 339
All your posts should be created with this in mind. 340
So use power words to punch up your copy and get noticed. 341
Include social proof and authority stats to win trust and clearly outline why people need your products 342
by underscoring the benefits and pressing their pain points. 343
One thing that people often miss out is proofreading. 344
So proofread and thoroughly check all your posts. 345
If spelling and grammar isn't your strength, make use of tools like grammar and the inbuilt word editor 346
and run through all your post before they send them out. 347
Even if you're already a whiz with words, it's a good idea to use software to double check as there 348
are always errors the human eye will miss. 349
Although formality is an important on social accuracy as and if you continually publish error written 350
posts, your followers will think you were unprofessional and won't take you seriously. 351
Use trending in popular hashtags, but only on Instagram research carried out by bus humor discovered 352
that posts on Facebook that used hashtags got less engagement than posts without. 353
On Instagram, though, you should make use of hashtags by tapping into trending relevant topics and 354
including them. 355
In all your posts on Instagram, you can also jump on tags for national and international celebration 356
days too. 357
Regardless of hashtags on both platforms, you should consider creating themed visuals and running topical 358
campaigns to promote your brand on days of interest, tweet high performing Facebook posts and repost 359
if you've created a great post that got a lot of engagement, why not recycle it by giving it an update 360
so you can use it again? 361
Review your Facebook posts from over the past year to see which ones attracted the most interest. 362
Then pick out the best performing ones and add a new twist for usable content you already know works. 363
Here are some sample posts that leads with a question and asks for feedback. 364
No one have diet supplements worked for you. 365
If you've had an experience using diet supplements, good or bad, we want to hear from you. 366
Drop your story below in the comments and win one year of our amazing weight loss formula. 367
So that was copy the first three sentences. 368
Your followers will see if they are browsing on a mobile and post their truncated all the most necessary 369
info should be here, including the offer itself, plus a mini call to action. 370
Here's another example. 371
Our top selling fat burning supplement has been designed to get results in just two weeks and includes 372
active ingredients proven to melt fat and stave off hunger. 373
You can add a bit of promo in between this ad to inform customers about your product and why. 374
It's amazing. 375
Moving on, tell us below what's worked for you and what hasn't. 376
And we'll give a free month supply to the best response. 377
Now is the time for asking for feedback plus offer of incentive. 378
Don't forget to check out our blog at WWW.YOUTUBE.COM and remember to subscribe to get regular handy 379
weight loss tips, articles and advice that works. 380
Provide your link so you can also push people to your blog. 381
Here's an example. 382
A sample post that uses the psychology of persuasion to subtly promote. 383
Join our Phrygian Challenge by 29th December twenty twenty and get shredded abs in ninety days. 384
Sign up at w w w gym. 385
Bunny is forever dotcom and access celebrity diet plans and expert video sessions. 386
It is important to get all the crucial info up front, introduce urgency and catch their attention with 387
capitalization and emojis. 388
A leader like this will help you entice people with the promise of something they want for free and 389
is all many people might see if they are scrolling on a mobile. 390
Have you put on those Christmas pounds and feeling like a shapeless blob but want to look sleek and 391
shredded going into twenty twenty one now after the click through remind them of the dissatisfaction 392
they currently feel, but reel them in by hinting how you can help them do something to fix it. 393
Seven Moving on to the ad. 394
Now is the perfect time to commit to our gym challenge. 395
And if you sign up before twenty ninth of December twenty twenty, it's completely free, always aimed 396
to introduce urgency and remind them they can get the answer to their problem free if they sign up now 397
get tailored diet plans from celebrity nutritionist staff flash and high def video instruction from 398
top trainers. 399
See why we're rated as the number one virtual fitness website on amazingly awesome fitness experts dotcom 400
include social proof authority mentioned, plus underlining the benefits of what they'll be getting 401
when they sign up. 402
Why just let life pass you by when you can get the body you deserve. 403
Make this the year you get in shape and feel amazing when you socialize, look sexy in your clothes 404
and have confidence to approach the people you're attracted to, capitalize their desires to remind 405
them of things they want that you are promising they can get if they sign up, sign up before twenty 406
ninth of December. 407
Twenty twenty at w w. 408
W w. 409
Your money is forever dotcom and get your dream body for free. 410
Here you can see they have used urgency again and asked them to perform an action by directing them 411
to enrollment page. 412
While you're there, check out our fitness store and get 50 percent off premium diet supplements until 413
June 12th combined with our plan and get that buff body even faster. 414
This is the upswell with a discount incentive and tie in to the free offer. 415
Now that you've seen the samples of some persuasive ads, it's time for you to be our hero. 416
Did you find the information in the Social Media Copywriting Guide helpful? 417
If so, we'd love it if you'd be our hero and leave us a positive review. 418
We are working so hard every day to bring you the freshest udemy exclusive content we can, and your 419
support will really help us increase our ability to do this. 420
Don't forget to let us know how you get on putting these techniques into when you come to create your 421
Facebook and Instagram ads and posts until next time, stay prosperous and keep watching for more great 422
marketing lesson techniques and ideas to grow your brand.