Swipe ideas from some of the best Facebook ads
I like this ad a lot, because it's so straightforward. It tells you exactly what you're getting, without having to rely on tactics such as scarcity, FOMO (fear of missing out) etc.
Notice the use of the number 14, too. It uses the tactic of avoiding rounded numbers (ie 15) simply because they work better at getting your attention.
The inclusion of a list rather than a paragraph helps comprehension and readability. Social media users scroll quickly, so the easier it is to read a message the more effective it's going to be.
Before I move on to the copy on this ad, I just want to spend a moment on the visual. Sorry, Leadpages, but I'm not a fan of the graphic. It doesn't really tell me what's going on. Sure, you can see the mouse click icon, but that's about it. I'd have created something that looks more like a screenshot of a web page/title.
But anyway, the copy is good because it uses the tactic of highlighting something unexpected; something that causes the reader to sit up and think about the implications of the statement.
And of course it uses numbering - not once but twice - in the copy, which always catch your attention.
This ad from WordStream gets straight to the point - "5 Keys to Getting a High Quality Score".
To most marketers, the benefits of this knowledge is obvious, and whilst I may be tempted to expand slightly on that introductory sentence, it's still very effective in getting their target audience's attention. After all, who isn't chasing a perfect quality score?
This technique is designed to build an element of trust around the brand. By giving away free information that is likely to help their target market, WordStream are playing on the 'reciprocity rule' of persuasion. This is one of the most powerful persuasion techniques, and as psychology expert "Brian Tracy" states, "If you do something nece for me, I'll do something nice for you". In effect, the person who gained the free knowledge now feels a sense of obligation to reciprocate.