Swipe ideas from some of the best Facebook ads
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.
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: 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.