The opening hook is what we refer to as a “bold statement.”

Does every successful coach know they need a signature story?

I’d doubt it, but if you are a coach and you see this, you will be intrigued.

I love the use of caps in “super” and “need”. 

It’s a pattern interrupt that instantly draws attention to the ad.

The second line explains why a signature story is important. 

It sets the stakes for the reader. What’s at risk?

The pitfall follows the risk. The hazard that’s hiding in plain view. 

This is classic storytelling. 

In our AIDA framework, Colin has ticked the first two boxes – Attention & Interest.

What I love:

• Counterintuitive Opening Hook – Going against the grain is a great way to grab attention
• Audience Positioning – Within the first 14 words, someone knows if they are in the right place or not. Want to be featured in the media? Well, read on.
• Inferred Authority – People ask me all the time who my publicity team is. This is inferring that Susie gets lots of media attention and you should pay attention to her.

What I’d test:

• Susie has lot’s of ad copy variations in the ad library but they all use the same ad copy. Even if you have found your unbeatable ad you should always be testing. You never know whey your winning ad will keel over and die.
• I’d break up the text to make it easier to read. Aim for one line of text max, and never go over two. Single lines make it easier to read.
• The image above is only ⅓ of the ad. I’d test shorter ads formats as it give Meta an opportunity to follow up and show people a variety of ads. Remember, not everyone is ready to register straight away. 

UPLEVEL ADS – Ad Swipe Files:

• SWIPE FILE 0081 – Susie Moore FB Ad to Webinar

Simplicity is the key to a hot offer.

It’s easy to write ad copy for a hot offer. 

That’s because 90% of a high-converting ad comes before a single letter is typed.

• Story Sells (So do these emails!)

In just 6 words, Bill hits the pain point, the promise, and the desired transformation.

If you run an online business writing emails that sell keeps you awake at night.

Problem solved.

SWIPE FILES

• 00078 – 1 – FB Ad -Sales Story Machine to offer page

#3 The 1 Page Promise

Out of their entire funnel, I was most impressed with One Peak Creatives’ ads.

You can check out one of their ads here: 

• One Peak Creative Video Ad

But back to their ad copy for now.

I love the opening hook – How even a dog can go viral on TitTok and Instagram in 2024.

Let’s break it down:

• It’s unexpected
• It’s interesting
• It opens a loop
• It’s unique
• It positions the audience
• It tackles an objection (it’s harder to go viral in 2024).

The hook is paired with the still frame in the video. “If he can do it, so can you.”

The ad then goes on to deliver some value. As you read it, you feel like you are learning something.

Teaching is a good way to stoke interest and engage people with your ads.

They start the desire section with a mini case study explaining the hook and fill it with examples of people who have gotten the promised result.

The final section is beautiful. They tackle two big objections:

1. How much will this cost?
2. How long will it take me?

But they do it in a creative way using an analogy.

It takes less than a weekend and costs less than a tank of gas.

(Although, if they knew how much it costs to fill a “tank of gas” in Ireland, they might have used a different analogy.) 

Facebook Ad Swipe Files:

• 00077 – One Peak Creative – Facebook Ad Swipe File 

Great opening hook from Nathania; it’s short, clear, and concise.

“Imagine standing on your hands, elbows, and head with confidence.”

If you’ve been working on your arm balances and inversion practice… 

…or if you’re a yogi who has stared in awe at the cool kids in the yoga class standing on their hands, elbows, and heads, this hook is going to grab your attention. 

Effective copy is never about the volume of words. It’s about using the fewest “right” words.

But the only way to find the right words is to test.

I selected just a few of the opening hooks Nathania used in this campaign.  

When you crack your primary promise, the copy writes itself.

Everything that we discussed in the Leads section applies here.

Notice how closely the ad copy language mirrors the opt-in page copy.

The first ad I draft for a new opt-in campaign always uses the majority of the copy of the opt-in page with very little else added.

The feedback loop on Facebook is faster than your opt-in page.

If an ad containing your opt-in page copy flops, you know your opt-in page won’t convert, and you need to go back to the drawing board.

On the other hand, if the ad is getting good engagement on Facebook, you know you’ve got something to work with.  

Facebook Ads Swipe Files

• SWIPE FILE 0075 – Grant Cardone – Ad to Webinar Opt-in

Minimalist ad here from Stu. A minimalist ad for a minimalist funnel. 

Again, it’s almost as if this ad shouldn’t work. 

Like something a bored intern would throw together during their first week on the job.

And, yet, this ad has been running for just shy of a month. So, it must be doing something right.

The opening hook is strong. It signals who should pay attention, and it offers a desirable outcome.

Then, it skips right to the CTA.

A good hook can fill the A (Attention) & I (Interest) of AIDA. 

In this case, the D (Desire) is “scaling your membership”.

So, on a basic level, it still ticks all the boxes.

Every time I launch a Facebook ad campaign, I kick off with 3 lengths of ads.

• Short (0 – 50 words)
• Medium (50 – 100)
• Long (100+)

Over multiple rounds of optimizations, my best-performing ads have always ended up either long medium or long-form copy.

But your mileage may vary.

Show short form copy some love and give this a try in your next round of copy.

Facebook Ads Swipe Files:

• SWIPE FILE: 0074 Stu McLaren – Ad to Lead Magnet Opt-in