whatsup
guys
welcome to this post
What I will be talking
about today is very important if you want your business to win at running
Facebook and Instagram campaigns.
First of all, I want to tell you that your ad headlines make up 90% of how
engaging your ad will be and how responsive your target market will engage with
your ad.
A lot of people run ads and the headlines are not marketable enough, the
headlines are not copies that convert into sales. When you set an ad campaign
and your headline is wack, you defeat the goal and aim of your ad right from
the beginning guys.
It doesn’t matter how much you spend on your ads if your headline is wack, your
ad will suffer greatly.
There are professional copy writers out there that you can hire as a
business to get you sales converting headlines for your ads. But if you don’t
have the budget for that, then you might want to consider understanding the
techniques and the skill it takes to write a perfect, converting sales
headlines for your ads yourself.
So like I said earlier, your headline matters a lot. A great
headline convinces more people to read your copy, it convinces people to engage
with your ad copy; while a poor one sends potential customers searching for
somewhere else to spend their money.
David Ogilvy:
“It follows that unless your headline sells your product, you have
wasted 90 percent of your money…”
and that is totally true guys
Headlines are so important that a single word can impact your ad
campaign dramatically.
So why are headlines so important? It’s because they’re the first
lines of your ad campaign that your target market reads.
They create an initial impression that either draws your
target market in or pushes them away.
Even if the rest of the ad is amazing and would convince people
to buy, if the headline puts them to sleep, only a small fraction of your
target market would have made a purchase.
Guys, what we want at the end of running our ads is 100%
success rate, don’t settle for 90% success rate.
And it all depends on how engaging your headline will be.
So how
are we going to go about writing these Attention Grabbing Headlines for your
Facebook and Instagram ads That Convert?
The first thing you need to
know is the #1 rule for headline writing: The primary purpose of the
headline is to get the first sentence read.
If your target market doesn’t
read your first sentence, your ad won’t get any engagement.
Convincing your customers to
engage with your ads means the time or money you invest in your campaign won’t
go to waste. So first, focus on writing a headline that pulls your customers in
and compels them to read the first sentence.
Here are
the four U's of Writing a headline
·
Your headline should be unique.
·
Your headline should be ultra-specific.
·
Your headline should convey a sense of urgency.
·
Your headline should be useful.
It’s quite difficult to accomplish all four U's in a headline
but if you can at least include one or two in your headline game, then you are
on your way to achieving the maximum goal of your campaign.
Let me explain what each and every 'U' means
THE FIRST 'U', Creating a Unique Headline
Talking about the first
U, which is your headline been Unique, I am talking about the fact that your
headline should stand out from what your competition is putting out.
One thing you need to
understand is that no matter the service or product you are selling, there’s
someone out there selling a similar product if not the exact same thing. You
need your headline to stand out from your competition.
Unique here means your
customers shouldn't have a reason to doubt what you are putting out as the
same as what they saw two minutes ago which is the product of your
competition.
Unique means you need to
stand out from the noise and make your target audience buy from you.
One thing about the 21st
century customer is that they see when 3 companies with similar services and
products are basically using the same headline.
Customers today are more
savvy than ever, they hate to see the same wording from different companies
thrown at them left, right, center; you need to make yours different from what
others are writing and saying.
If you sound the same as everyone else, you’re
automatically going to put customers to sleep, but if you do something
different, you’ll stand out; and standing out means you are creating a
personality in the minds of your customers, your message will be
refreshing, and you will delight your customers enough to get them to buy from
you.
In writing a unique headline, for starters, I will say you need to be
ready to go the extra mile about your product. You need to be able to take the
risk that says your product can perform 100% work for the customer. And
one thing you need to understand is that this risk should be backed with
evidence, evidence here means this risk you are taking to write how good your
product is should be equal to what the client will get when they purchase your
product.
Yes, because if you want to stand out, you need to mention what your product
does as well as against what your competition does. In doing this, you make
customers fall in love with your product creating a great personality in the
minds of your customers.
Now this strategy works because people want to do business with brands they
like and also people want to buy products they like; nobody would buy from a
business they don’t like. So applying this first U strategy to your
business gives your business a personality that your target market will fall in
love with and this will mean a whole lot of sales for you.
THE SECOND 'U', Creating
an Ultra-Specific Headline
Specific Headlines? Don’t
think too much. In addition to writing a Unique Headline, you need to write a
headline that is ultra-specific. Writing an Ultra-Specific headline basically
means your headline should be problem-specific and solution driven.
First of all, I want you to sit down and analyse your product or the service
you want to run an ad on. Take a look at the features of your product or
service. What particular problem is your product or service going to solve in
the life of your target market or your customers?
Put these down in your book somewhere as this is going to guide you write an
ultra-specific headline.
Headlines that are not specific enough leaves customers wondering if the
product or service you are selling is targeted at them or not. You need to
provide enough specific information on the problem or problems that your product
or service is going to solve in the life of the customer.
Customers will buy your product or click on your call to action when they can
identify a solution to their problem in your headline. Ultra-specific headlines
speak directly to the soul of the customers.
Always include the problem solving feature in your headline to easily
attract customers. Remember don’t write anything your product or service can’t
fulfill, it speaks badly about you and puts your ad in the bad books of your
target market.
THE THIRD 'U', Creating
an Urgent Headline
So when I talk about
creating an urgent headline am talking about creating that headline that puts
your target audience right on their toes the moment they see the
ad.
The headline should create that sense of urgency where your customers want to
click to see what the ad says. Your headline should compel your customers to
click your ad, and you should make your customers feel as though if they don’t
click on this ad they are missing a big opportunity.
Now let’s take a look at this example of a headline that puts customers on
their toes to want to see more of the ad.
Let’s say you are a business owner and you've been running Facebook ads
for some time now and you see an ad on your timeline with a title that reads
"Are you losing money because your Facebook Ad is not engaging
enough"?
If you are a business owner and you see this headline, immediately you start
remembering one time when you run that unsuccessful ad on Facebook though you
taught you gave it everything.
The urgency of losing more money on future ads will compel you to click on the
ad to find out how not to lose money running Facebook ads.
So guys, in writing the headlines for your ads, you need to write urgent
headlines that will convince your clients at the first glance to go all the way
with you by clicking on your call to action.
THE LAST 'U', Creating a
Useful Headline
You can link this
particular strategy to creating a headline that shows how beneficial what you
are selling will be to the customer. It’s almost similar to the Unique
strategy.
With this, your customers want to know exactly how useful what you are selling
will be to them. So once again you need to be looking at the problem solving
benefits of the product or service you are selling.
Customers want to know what benefits they stand to get when they take you up on
your offer instead of going for what your competition is selling.
This is a rule most businesses fail to utilize because most businesses think
when you write something clever it means useful.
No guys, clever means clever, useful means clients will buy,
when you fail to communicate a clear benefit to your target audience, your ad
copy will fail.
PRACTICE MAKES PERFECT:
So now that you know the 4 U's, I want you to start practicing writing better
headlines that convert for your ad campaign by including all the
strategies we talked about in this post.
Please do this and get better at your headlines before you throw money into any
ad on your Facebook and Instagram campaigns.
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