Swipe ideas from some of the best Facebook ads
Advertiser: Adventure in You
Lifestyle pictures of stunningly beautiful places is used extensively in advertising, simply because it creates an element of desire. Remember the AIDA principles - Attention, Interest, Desire, Action?
The ad opens with a question, which disrupts the normal behaviour of a reader and gets them thinking about the answer to the question.
And of course, real people are the focus of the advert, because they want it to feel real, genuine and personable.
Advertiser: Alli AI
Find 150-200 niche backlinks in the next 90 minutes is the opening line to this ad, and it sums it up nicely what you're going to be getting for your money.
If you're in the digital marketing industry, as I am, then you'll know how valuable this is by default - there's not much more explaining that is needed. But the next sentence is clever, because it then asks a question.
This breaks the normal convention of opening with a question and then giving the reader the benefits.
Using screenshots of the product in action is also a tried-and-tested technique to give the reader an idea of what to expect.
However, from a digital marketing perspective I'm going to advise you not to use services like these, because they're against the terms of Google, and may land your website with a penalty that'll feel like you've gone to prison.
Most ads focus on positives, which is why I like this ad - a lot.
Rather than using positive emotions, it goes for the jugular and uses some pretty powerful words to stimulate those negative emotions such as fear, disgust and anger.
Remember, an ad doesn't always have to focus on positive emotions to get attention and evoke a response. The negative emotions are just as potent.
Advertiser: Click Intelligence
This copy opens with a question, which is always an effective way of getting people thinking right out of the blocks.
Below that, there's another hypothetical question with just one answer: 'yes!'. This is a classic sales technique. Getting someone to say yes is a compliance technique that helps people to justify their actions.
Note the green icons too - which accomplish the same thing.
There's a little bit of tidying up of the grammar needed in the graphic, but overall this is a strong ad with some excellent copy.
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: Cooper Parry Wealth
Once again, the ad copy relies on an opening question to get the reader thinking about their own situation.
This ad by Cooper Parry Wealth also reinforces social proof by aligning themselves with Nobel Prize winning research. Of course, that statement doesn't mean that they've won a Nobel Prize themselves, but at first glance it suggests that there is a connection between the two.
Tagsquestionnobel prizeguidesdownloadslead magnet
Advertiser: Digital Agency Network
Putting aside the obvious stock photography to one side for a moment, this is a good ad simply because it follows the convention of asking a question and following it up with an answer.
Perhaps the use of a not-so-obvious stock photo would help a great deal with this ad.
Tagsstock photographyquestionbenefitsdownloadslead magnet
This ad opens with two questions that are designed to highlight their customer's pain points, then offers a solution.
This is a tactic that always works well in marketing.
Oh, and I love the final sentence It's free. It's written in an almost blasé manner which alleviates friction and pressure.
Advertiser: Game of Thrones
Erm, because it's Game of Thrones, and because it's a hot topic.
Notice how the copy opens with a question? That's designed to get you thinking and imagining right from the outset, which is a good tactic to use.
I also like the embedded poll option too. Any type of interaction on an ad is going to see a larger amount of clicks.
VIsuals are great, too.
Advertiser: Max Lonsdale
There it is again - the copy opens up with a direct question to the reader which challenges them to think about their own situation. That's a great technique.
This ad from Max Lonsdale then heads off into a story (another classic technique) which aims to reinforce his expertise and experience.
Max obviously knows how effective How To... features are in copywriting, and although this ad is a little 'wordy', it's clear he (or his team) know how to put together a winning strategy for his ad campaign.
Tagsquestionstorytellinghow tolead magnet
Advertiser: Neil Patel
As one of the world's pre-eminent digital marketers, Neil Patel knows his stuff.
He opens with the word you, which makes the ad all about the reader (a classic technique that stands the test of time), and then asks a question to get your brain thinking about your own situation.
It follows on by offering a solution to the problem.
Is it the perfect copy? Yes, I believe it is.
Neil adds a screenshot of Twitter - which I believe is the only thing that lets this ad down, simply because he talks about Facebook in the copy. But I guess this is a minor issue when you look at the ad as a whole.
A great ad, with top-notch copy.
Once again, this ad starts with an opening question which immediately puts the emphasis on the reader and their situation.
I like the opening sentence, because it combines a question with a statement of fact, which works doubly well.
It then uses a classic FOMO (fear of missing out) tactic by asking are you?.
I'd have done more with the graphic, and included real screenshots of a calculator or quiz in a real web page, but overall this is an effective ad.
Advertiser: Pier 1
Have you noticed a pattern with many ads (ok, this wasn't a 'proper' ad) where they begin by asking a question?
Posting a question (in this case, a rhetorical one) to your readers is a great way of beginning your copy, there's no doubt.
Questions generate thought processes within our minds that force us to use our imagination.
There's one caveat with using questions. You need to ask a question that doesn't invite a reply of who cares!.
If you're going to use a question as an opening sentence, then make sure it's relevant to your reader, and always ensure that it's followed by a strong value proposition.
There's a growing trend for using strong and simple illustrations (material design) in adverts, and this is no exception.
It uses classic principles of good design that don't detract from the message, but rather they reinforce it.
It's a shame that the copy reads more like a marketing manual than an advert. My advice is to steer well clear of any buzzwords that some of your audience won't understand - even if it's a small percentage.
Advertiser: True North Mortgage
It's clear right from the outset that this ad from True North Mortgage is trying really hard to catch your attention. And yes, it does work too (because it's here in this list of inspirational ads).
Once it's got your attention it asks a direct question: "Are you saving with True North Mortgage". That's a well-used technique to get you thinking. However, it's not really an open-ended question, and the answer - at least for most people - is going to be "No".
Oops! Any good sales expert will tell you that when you get your audience saying "No" then it's much more difficult to sell.
Rather than asking that particular question, I'd change it to something along the lines of "Are your mortgage payments leaving you broke at the end of the month?". There's a much greater chance of the reader saying "Yes", which makes it easier to move to the next level of the sales funnel.
Great visuals though, especially the strong use of the colour orange that will be hard to miss as you're scrolling through your Facebook posts.