Swipe ideas from some of the best Facebook ads
Another ad which opens with a question right away. This ad is brought to you by ClickFunnels, which is owned by the copywriting expert Russell Brunson.
In this ad there's a lot of persuasion going on, from the use of the phrase 'Top Secret' to the use of 'YES' (see the ad above for an explanation).
Notice the use of hyperbole in the bottom strapline too. No wonder this ad got a lot of engagement - and probably a huge amount of clicks, too.
Advertiser: Royal Mail
Just as I've previously mentioned with the word 'Discover', Royal Mail have avoided using the word 'learn', and replaced it with 'Find out how...', because it suggests that effort is involved (hey, no one likes to put in 'effort', do they?)
The copy is a bit 'buzz-wordy' for me (Maximise your audience reach), but considering it's target audience are marketers then I'll give them a pass on that one.
However, there's a lesson to be learned here. Not every person who may be interested in the Royal Mail's product is going to be a marketer. Some might be small business owners who are unfamiliar with marketing phrases.
To avoid this, I'd suggest that the words Reach more potential customers for less... are used.
The graphic is just an extension of the ad copy (which it should be anyway), but it is rather text-heavy. I'm not sure how they managed to get past the 20% text rule on graphics on this one. I normally get my ads disapproved by using so much text. Oh well.
Advertiser: Sabri Suby
If I'm honest, this superlative-laden ad is a little bit too heavy on the 'power words', to the point that it feels a bit hype-y to me.
But regardless of how you feel about using hyperbole to sell products, Sabri Suby uses some good techniques.
He starts off with lots of social proof (90,000 books on the first day of release and "best-seller within 10 minutes flat". This technique is good - as long as you're willing to prove that they're verifiable facts, because there's always someone out there who is skeptical enough to go looking for that proof.
Once again, we see a picture of the actual book itself, which gives a visual representation of what you're getting for your money.
Personally, I'd have opened up the copy highlighting the target market, as it's not immediately clear who the book is aimed at.