Swipe ideas from some of the best Facebook ads
Advertiser: Filippo Loretti
This Facebook ad From Filippo Loreti has class written all over it. The striking use of blue makes the watch appear desirable from the outset.
Notice how the ad opens with Thinking of buying...? That's a technique used extensively to get you to start thinking of your own situation. It's common because it works well. It frames the reader and gets them ready for the message or call-to-action.
The next sentence is particularly clever. It is designed to punctuate your thought processes.
At first glance it looks as if they've got something bad to say about the Filippo Loreti watch. But in effect, it's getting you to read an independent review on a well-respected publication, Business Insider.
That third-party review on BI does the job of removing all the objections you may have formed, prior to visiting the retailer and buying a product.
Cue the beautiful woman in full-on model pose, with her laptop and the obligatory cup of coffee.
Yes, this screams 'stock photography', but at least this ad from Open Money tries hard to fuse it with brand colours.
Of course, stock photography alone isn't going to break your campaign. Many do it successfully. But it just feels a little too similar to many others that are pumped out day after day.
Originally, this ad caught my attention. Perhaps it was the colours. But looking at it with fresh eyes I wouldn't really say that this ad is particularly well concieved. I've left it in this list because there are some lessons to be learned.
First, the opening sentence starts with 'We'. I don't recommend that, simply because if you talk about your business, viewers are likely to think 'so what?
Sure, it then goes on to tell you that you can get personalised financial advice, but the main benefits are lost, and it all feels a little negative.
Now, I know that they are obliged to state that 'capital at risk', but I'd have added that to the description at the bottom of the ad. I'm not going to go off running to see if that's permissable, but you get the idea - you're throwing up objections and obstacles in the are that should be concentrating on benefits.
The inclusion of the link (with all its tracking tags) is a distraction too.
Not a great ad from OpenMoney. Missed opportunities galore.
One of the best ways to sell a product is to confront any issues or objections that the reader may have.
Vistaprint do this well in this ad.
Whilst many business owners are turning their noses up at business cards, there's still a place for them in business (and by the way, you really should get some if you haven't already).
Handling objections is something that should be done everywhere, not just in your ads. It's particularly important on your landing (or product) pages.