The Carrot and Stick Speak up your Copy Use Graphics and Emojis Give your copy room to breathe Focus on your Headlines Split test your copy

1. 6 NINJA TIPS FOR FB AD COPY
THAT KICKS ASS
Facebook Ads Lead generation

2. • If you want your ads to convert, start by applying this ONE rule on your copy: use both the
“Carrot”, means the good things that can happen if people use your product & the “Stick”
(means the contrary)
• People are naturally more willing to take action to solve a problem
• Highlighting the negative consequences and what keeps them up at night if they don’t use
your product/service is really effective
• Combine that with your carrot, and you’ll win!
THE CARROT AND STICK

3. SPEAK UP YOUR COPY
• Avoid the trap to be too formal
• Your copy has to sound as native as possible
• Exactly the way you talk to people
• It’s way LESS boring! It will change the way the copy
convert & will increase your click-through rate.

4. USE GRAPHICS AND EMOJIS
• To capture people’s attention, don’t go over 4 though
or you’ll experience the reverse effect
• Use them to highlight your headlines or/and call to
action
• Don’t hesitate to split-test this strategy to make sure
you’re using them is at your advantage.

5. GIVE YOUR COPY ROOM TO BREATHE
• Don’t overuse your words
• Keep your copy as simple as possible
• Leave space and use “…” to help your readers go
through your thoughts till the END.

6. FOCUS ON YOUR HEADLINES
• It’s especially true when it comes to your Landing pages
• 85% of your visitors will ONLY read your headline
• It means less than 2 out of 10 people will decide to read the rest
of your content only based on how appealing your headline is…
• So take your time to write the best copy ever: describe your
target market pain points, desires and challenges in the fewer
words possible
• Also, keep in mind to mirror your copy on both the landing page
and your ad to eliminate any frictions that would increase your
landing page bounce rate.

7. SPLIT TEST YOUR COPY
• In every campaign, test both long copies versus short copy
• Every audience consumes your information a different way
• There are no Absolutes
• The TOP of your funnel aims to understand the micro
components that have an influence on your audience
• We don’t want to change big stuff but make little changes
• Then, let the data guide you for further strategic decisions.

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