Level Up ✨ Facebook Ad Copy Tips for Teacherpreneurs | 35
The main goal of ads is to get people to click on your ad and convert. Whether that means signing up for your lead magnet or buying your amazing course, it is absolutely essential that your ad copy hooks your ideal person and gets them interested in what you have to offer. Take a listen to learn more about four important parts of your ad copy.
Ad copy length - Long vs. Short vs. Micro Copy
Micro copy is extremely short copy with only 1-2 sentences. It isn’t even long enough to have a “Read More” button. Generally, it only contains a hook and maybe a link. Micro copy is most often used for e-commerce and direct-to-product sales.
Short copy has 3-4 sentences and is about the same length as a paragraph. It usually has a hook and the benefits of the offer. Short copy is great for all kinds of offers from e-commerce to lead magnets to courses and more.
Long copy is anything more 5 sentences. While we don’t write ad copy the same way traditional paragraphs are written, long copy would be similar in length to 3+ paragraphs long. A popular format for long copy is “Problem, Agitate, Solution” where the problem is first presented then agitated before the solution is finally given by introducing the offer and its benefits. Long form copy is great for colder audiences and larger offers.
Spacing and sentence length
When writing ad copy, it’s important to remember that most people skim text these days. Ensure that there is lots of white space in your copy by breaking paragraphs up into smaller chunks. Use a mix of longer and short sentences to keep the ad copy visually appealing. Lists are another great way to break text up into more manageable chunks for the read.
Emojis, bold lettering, and caps
Emojis are often used for bullet points and to grab attention throughout the ad copy.
It’s important to use bold lettering and caps sparingly to draw attention to the most important pieces of information. If used too much, they lose their importance.
Hooks (a.k.a. getting people to click that "read more" button)
This is the first sentence of the ad copy and is arguably the most important sentence you’ll write (challenged only by the importance of the headline). The job of the hook is to draw readers in and get them wanting more, whether it’s to read more of your copy or to learn more about the offer.
Some of my favourite hooks include…
stats — especially shocking or slightly upsetting ones
“Hey teacher friend… Did you know…” — this calls out exactly who you’re targeting with your ad
a pain point — this is great when using the Problem, Agitate, Solution formula
a question or two from your audience — this is a great way to get people nodding their heads from the beginning
“I know you’re thinking/feeling…” — another great way to get people nodding along and feeling like you know them really well
I recommend you test out 2-3 versions of ad copy when running a new campaign. They should have different hooks and always test out different copy lengths to find out what best resonates with your audience.
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Episode Transcript:
Hey there, I'm Jenzaia and this is Market, Scale, Grow. A podcast created for ambitious teacherpreneurs looking to have a bigger impact on the world, achieve freedom, flexibility, and ultimately make more money with weekly strategy sessions and inspiring stories from fellow teachers just like you, my goal here is to help you create a customized marketing strategy so you can grow your teacher business beyond your wildest dreams. Okay, so before we jump into the episode, I am super excited to share a brand new freebie with you. It's my targeting ideas for Facebook ads. If you've dabbled in Facebook ads or you've done them and you've tried them, and you're just looking for some fresh inspiration for your audiences, this freebie is for you. I share my top Facebook ad targeting groups for you so that you can have inspiration and find those people that are perfect for what you have to offer. From warm audiences to cool lookalike audiences, to cold interest-based audiences. I cover all three in this freebie. Head to marketscalegrow.com/audiences to grab your copy today.
Hello, and welcome to this Saturday strategy session. My name is Jenzaia. I'm your host, and this is Market Scale Grow. Today we are going to be talking about ad copy tips. I'm going to be diving into some of my best tips for writing ad copy that converts and gets people to click on your ad. So first we're going to be talking about long, short, and microcopy. Then we're going to talk about spacing and sentence length. Then we'll talk about emojis, bold lettering, caps, and then we'll finish up talking about hooks and how you can get people to click that read more button.
So first off, the length of your ad copy. I split ad copy up into three different lengths, long copy, short copy, and microcopy. You could potentially even add a fourth one of extra long copy, but I just kind of lump it all together. So microcopy is just one, maybe two sentences. Sometimes it's only a word or two it's so short that there isn't a read more button. Everything is included above that "read more". Short copy has three to five sentences, basically what would be considered a paragraph worth of text. Then your long copy is anything more than the equivalent of a paragraph. I say the equivalent of a paragraph because I really, really, really, really don't recommend that you write full paragraphs in your ad copy, but we'll get into that in the next part when I talk about spacing and sentence length. So for microcopy, you're really just going to have a hook, something that'll grab people's attention and draw them into your ad and get them to click to go to your landing page or to the product. Microcopy is very, very common in e-commerce. So e-commerce is when you have a product that is a direct sale. So I click on the ad and then I see that the product to buy. If you're selling headbands or t-shirts, stickers, teaching resources on your website, those would be considered e-commerce ads. So microcopy, like I said, is very common in e-commerce because really the product and the sales page are going to be doing a lot of the heavy lifting.
Short copy is also used in e-commerce, but it's kind of equally used in list building ads and launch event ads like a webinar or challenge, video series, things like that in short copy. Of course, you want to have that hook that draws people in at the beginning, and then you really want to focus on the benefits. So what are some of the really positive things that people will get from your course, your membership, your service, your webinar, your masterclass, whatever it is that you're promoting.
Long copy, there's a ton, ton, ton of different structures that can be found. One of my favorite ones is problem, agitate, solution. So you start with presenting the problem, the pain points that people are experiencing, and then you agitate it and really get people going, yes, I feel this. This is my life. This is my struggle. You introduce your solution and then list off the benefits that your solution provides. So it really gives this almost story feature where people are sucked in by the problem and wanting a solution. Then you're like, "Hey, so that's your problem? Here's my solution." Long copy is frequently used for cold audiences because they don't really know who you are, and so it really helps to hook them in and nurture them as part of the promotion process because cold audiences remember have never heard of you before. So giving them that longer ad copy really helps to do some of that heavy lifting for the sales page or for the opt-in, the registration page, whatever is coming next.
Okay. Part number two, spacing, sentence length, that kind of thing. Remember, we are a generation of skimmers. People do not generally read word for word, which is why I want you to avoid big chunking paragraphs of text. You really want to captivate people's natural desire to just skim through. So using spaces and giving lots of white space in your ad is a really good strategy. Then also varying your sentence length. So sometimes you'll do bulleted lists that just have one to five words in each line. Other times you want to use a full sentence, but I don't recommend you have chunks of texts that are longer than two sentences because people are just going to like, "no I'm out." Lists are really, really valuable because they're easy to skim and give people a really quick view of what they're going to get or what information that you're trying to give them. So I really highly recommend that you create lists and again, mixing up some long sentences and pieces of text versus some shorter ones, just to help add that variety. It also keeps the eye captivated as they're skimming through.
Part number three, emojis, bolding, caps. These are a really great way to captivate the eye again. Especially emojis. I highly, highly recommend that you throw some emojis in there. One really good way is if you are doing lists to use emojis, kind of like the bullets. You can do it one of two ways. Number one is to use all the same emojis. So maybe it's checkmarks, or that arrow finger-pointing, the sparkles, all the same one. Then the second one is to pick an emoji that kind of represents the bullet point itself. So if you're saying, "no more overwhelm" you would pick an emoji that represents overwhelm, and "save time" you could pick a clock, and "save money" you could pick that bag of money. So those are the two ways that you can do it when you're doing lists. They're also great for the end of a sentence, or you can put two words between two emojis that kind of makes that part of the sentence pop out with emojis.
I just want to caution you that some emojis are slightly different on the Chrome platform or your iPhone or wherever else you might be pulling emojis from. They're slightly different than on Facebook. Facebook has its own kind of set of emojis. So just be cautious and aware that the emojis may be slightly different. Most of them it's totally fine, but I can't think of which one it is right now, but there is one face that gets creepy. It's just a normal face when I'm typing out ad copy in Google word or whatever it's called, a word document. But when it goes into Facebook, you're like, "ah, I didn't want that face!" So just be aware of that. There are websites that you can pull up that are Facebook specific emojis. So not only will it give you what it actually looks like on Facebook, but not all emojis are available on Facebook. So you should also have to keep that in mind.
As for bold lettering and caps, there are special websites that will bold text for you because just using the regular bold function, doesn't work on the Facebook ad platform. So you'd have to use one of those websites that gives you the fancy text. So you can use that and as well as caps in your ad copy, but use them sparingly because you really want it to draw attention to those keywords, to the call to action. If you're using too much bold or too many caps, then people just glaze over it because it's not pulling attention. It's just part of the tax, right? So using emojis, bold lettering and caps can be a really good way to grab attention and to keep people captivated and keep them reading.
Part four, hooks. The hook of the ad copy is that first sentence at the very top of the ad that really draws people in. It's super, super important that you're testing out different angles, different pain points because different people will respond to different hooks differently. You really want to find the pain point or the angle that captivates and grabs the most people in. Some different hooks that I like to test out are statistics. So something that is eye-opening or seems crazy can be a really good one. I will often use, "Hey teacher friends" or "Hey SLPs, Hey mamas" so that that group of people will instantly be drawn because like, "oh, Hey, it's talking to me."
Pain points, of course, like I said, just saying, "I know your feeling" or "I know you're going through this" or "have you ever thought this thought" will draw people in because they're like, "yes, I'm really struggling with this thing." And then my last hook that I always like to use is questions. So if you get the same questions over and over again, or you feel like these are really strong pain points, you can phrase them as questions and be like, after you've listed out the two or three questions, you can say, "these are questions I always get from my audience" and here's how I answered them. Right?
So those are some of my favorite hooks to test out. Make sure that if you are trying out two or three different types of copy, that you're doing a couple of things. Number one, changing up the hook. That first sentence, you want it to be different in the different copies that you're testing out because like I said, it will pull in different people and you want to find which pain point or which hook really hits home with your audience. Number two is that you want to test out different lengths. So try out some maker copy, try out some short copy, try out long copy. Figure out which one resonates most with your audience, but also remember and think about who the audience is. If you're sending it out to warm audiences, then leaning more towards the micro or short copy is definitely more likely to resonate. Whereas if you're sending this ad out to cold audiences, long copy might be more appropriate. Then also thinking about what you're promoting. If it's, e-commerce, generally speaking, it's shorter ad copy. Whereas if it's a membership or course launch, then using longer copy is highly encouraged.
If you have any questions, slide into my DMs on Instagram, I'm @heyitsjenzaia. I love chatting with people about this and I would be happy to take a peek at ad copy. It's something I do on strategy sessions all the time, helping people to reword, rework, add-in, take out. So I would love to help you with that. Send me a DM on Instagram and I look forward to chatting with you there. That's all I have for you in this Saturday strategy session. Thank you so much for spending some of your weekend with me and until next Saturday have a wonderful week.
Thank you for listening to today's episode. Today was brought to you by Dubsado, my absolute favourite customer management tool. If you're looking to streamline and systematize your service-based business, I highly recommend Dubsado. For 20% off of your first month. Head to marketscalegrow.com/dubsado that's D U B S A D O and use the code Jenzaia at checkout. And don't forget to head to our community at marketscalegrow.com/community where you'll find inspiring, ambitious teacherpreneurs who are looking to grow and scale their businesses just like you... See you soon.