Swipe ideas from some of the best Facebook ads
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.
Advertiser: Vanilla Forums
The busy, vibrant colours of this ad from Vanilla Forums is designed to get you stop scrolling through your newsfeed just to find out what it's all about.
It's a great advert, but they've missed one trick - and that is to explain what gamification is. It's a minor point, because their target audience should already be familiar with this word. However, that won't apply to everyone, so in order to maximise the potential for this ad I'd have just explained briefly about gamification in the ad copy.
The ad itself is a lead magnet that's designed to capture prospective customer's details, but that's OK. As long as the (perceived) value outweighs the friction of providing a few personal details, then that's a perfectly fine technique.
Value is everything.