Telling Beats Selling – Using Facebook Ads Effectively

We all see Facebook ads. Someone selling cars, the latest e-commerce website, and clothing. It`s everywhere around us, and sometimes it even blends into the newsfeed- we can`t even tell if it`s an ad or a post from friends. There is a reason for this: these ads aren`t attracting our interest. They`re forced in front of our eyes, but our brains don`t care.  We read the headline, and keep scrolling.

You can start a new trend though. You can tell stories with your ads, which connect to the reader. You can interest the audience, without being another boring ad, from another boring company.


  1. Advertise Blog Articles, not Products

Every business or company needs to have a published company history. Whether it`s a short article or a Facebook post, there should be a story online.  It can explain the inspiration behind the company, or why the CEO wakes up every day for work.

Advertise that story. Create Facebook ads focusing on the history, rather than marketing a product. Directing your audience to a company history will peak initial interest into your products, and hook them into looking further. Future business interest comes from understanding and relating to the company identity: give the customer a reason to care about your work. The ad will still interrupt a person`s newsfeed experience, but they will be given an interesting and gripping story about your brand.

  1. Use Realistic Headlines

Make the article or ad headline authentic and appealing. Avoid the obvious clickbait titles, where it`s so exaggerated that the reader shakes their head before reading the 5th word. Avoid the generic “5 Reasons Why…” or “Change Your Life With…”, which clearly tells everyone that it will be underwhelming and overstated information.


Instead, think like a normal human. Think like a person who is on Facebook to check the daily news stories and funny cat videos. Authenticity is a huge benefit in the modern age of business, and Facebook ads are a chance to show it off! Title your ad with something you would want to click, and something that would interest an uninterested human being. Using 5-7 words, your title could be “Simple Strategies to Get Engagement”, or “Make Your Next Camping Trip Easier.” A realistic summary of the ad leads to authentic engagement: it will be catchy, and make a human connection with the audience.


  1. Attach a Feeling to a Name

Following this mindset, the next process is building a feeling around your brand. Coca-Cola and Apple are admired for this, and you can do it too. Maybe it`s with your logo, or noticed in the face of the CEO: you decide. What image do you want associated with the business, and how do you want to be described when they tell their friends about your product?


In a Facebook ad, the brand identity is visible for everyone to experience.  If a product or service is being presented, there needs to be a clear company value reflected in the right way. One look at the ad should shout `creativity`, `pride`, `optimism`, and `happiness`. Your brand identity is on display, and everything from design to wordplay needs to show off what you represent.


Looking Towards the Future:

These ideas are just the beginning. They can all be used in the one ad, or applied to an entire series of different campaigns. Overall, the mission of a Facebook ad is awareness and exposure, with the side serving of a sale opportunity. Don`t confuse them, and make your ad available to a wide audience; invite the uninterested into your company, and later they`ll return to learn more. Feel free to make a catchy headline, and educate the motivated entrepreneur, while also helping someone find their next Christmas gift.

Facebook ads require common sense. It doesn`t matter what is being sold, or how much knowledge you have in life: if it seems fake or gimmicky, it won`t get clicks. Create ads that make anyone interested, where the willing and brave travel on the adventure with you. Humanize your business, and watch interest climb.

Written by: Kyle Brandon


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