Swipe ideas from some of the best Facebook ads
Having studied more than a hundred ads in this guide at this point, one thing is becoming clear: the big companies tend to go for very short, simple but powerful sentences in their copy.
Smaller businesses tend to use two or more paragraphs, making their copy much longer, and using several different techniques.
I believe there's a reason for this. The large brands have already established several things: trust, brand recall and social proof, so there's no need for them to use these techniques.
That allows them to create short, punchy statements, as LinkedIn have done with this excellent Facebook ad.