We’ve covered this in the past in terms of landing page copy, but it’s important, and worth visiting again: People don’t buy something based on it’s features, they buy because of the benefits.
Would you be more likely to buy a product because it costs $19.99 and has a 30 day guarantee, or because it will make you feel more safe in your home?
Would you be more likely to sign up for a course that lasted 6 weeks and taught you the basic skills of internet marketing, or because it would give you the skills to be able to quit your job and spend more time with your family?
As you’re crafting your ad copy, there are a few questions you can ask yourself that will help you focus on addressing the benefits, NOT the features. All these questions work best if you put yourself in the place of your customer.
For a few minutes, pretend you’re not a marketer.
You’ve come to Facebook to see what’s going on with your friends, maybe post a picture or an update, play a game or two.
How would you answer these questions?
What difference will this product make for me?
How will I feel once I’ve bought this product?
How will my life be better after buying it?
What problem does this product solve for me?
A Short Exercise
If you’re still having trouble coming up with benefits, start with writing out a list of the features. The features are the facts about your product: The size, type, colour, speed, etc.
Once you have a good list of features, try following rewriting each of the features into the following format:
This product is ________, so that ____________.
Your feature will go in the first blank, the benefit will go in the second blank.
Let’s say you’re selling a food processor. One of it’s features may be that it has a high rotation speed. Well, so what? How does this benefit your customers? Let’s plug it into the format above:
This product has a high rotation speed, so that you can prepare your meal faster and spend more time relaxing rather than slaving away in the kitchen.
When writing your ad copy, it helps to keep in mind four of the main motivators that apply pretty much universally:
There are plenty more, but these will give you a good place to start when figuring out your product’s benefits.
Stay tuned for our final post in this series on essential elements of your Facebook ad copy: Using a strong call to action!
P.S. Are you on the fence about whether Facebook ads are right for your business or product? Stop guessing, and find out with our Facebook ad expert audit. Expert, one-on-one advice and detailed recommendations that will take the guesswork out of your campaigns. Book your audit now.
- Essential Elements of Your Facebook Ad Copy: Using Demographic Info
- Getting More Clicks by Incorporating Benefits Into Your Ad Copy
- Essential Elements of Your Facebook Ad Copy: Clear Objective
- Should You Be Selling with Features or Benefits on Facebook?
- Writing Facebook PPC Headlines That Get Results