Victor O. Schwab’s How To Write A Good Advertisement is a book that’ll help improve your Facebook ads. True to the subtitle, it’s a mini course in copywriting.
Below are my notes. I’ll add insights, examples and suggestions pertaining to Facebook advertising whenever possible.
1) A good advertisement has five components:
- Get attention
- Show people an advantage
- Prove it
- Persuade people to grasp this advantage
- Ask for action
The typical Facebook ad does the first, promises the second, then skips to the last. Think about that.
2) Advertisers are intruders. Nobody invited you into their newsfeed, for example. Your ads, to stand a chance, must offer a reward for reading. Otherwise it’s Scroll City, son. (Buh-bye annoying ad.)
3) Good headlines can be positive, explaining how the reader can increase mental, physical, financial, social, emotional or spiritual stimulation, satisfaction, well-being or security; or negative, by pointing out how to avoid, reduce or eliminate risks, worries, losses, mistakes, embarrassment, discomfort, boredom, accident or illness.