Mastering the Art of Persuasive Ad Copywriting

Mastering the Art of Persuasive Ad Copywriting


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


You can check out one of their ads here: 


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:


5 Actionable Steps to Master Facebook Ads for Course Creators and Membership Site Owners

Do you ever feel like Facebook Ads are an impossible maze to navigate? You’re not alone! Many course creators and membership site owners struggle to unlock the full potential of Facebook Ads to scale their online businesses. But worry not! In this blog post, we’ll guide you through five practical and actionable steps to help you master Facebook Ads and turn your digital products into a booming success.

Step 1: Research and Understand Your Target Audience

The foundation of any successful Facebook Ads campaign is knowing your target audience like the back of your hand. To do this, use Facebook Audience Insights to gain a deep understanding of your audience’s demographics, interests, and behaviors.

Start by entering your niche or a relevant interest in the tool. This will show you the percentage breakdown of your audience’s age, gender, relationship status, and more. Take note of these insights and use them to tailor your ads, making them more relatable and engaging to your specific audience. Remember, the more you know about your peeps, the more effective your ads will be!

Step 2: Craft Captivating Ad Creatives

An irresistible ad is a blend of stunning visuals and persuasive copy that speaks directly to your audience. To create thumb-stopping ads, experiment with different formats like images, videos, or carousels. Keep your ad copy concise and relevant to your audience’s needs and desires. The goal is to pique their curiosity and motivate them to take action.

For example, if you’re promoting a course on photography, use a striking image that showcases the skills they’ll learn, coupled with copy that highlights the benefits of the course. Show them the value they’ll gain by signing up for your course, and watch those clicks roll in!

Step 3: Optimize Ad Targeting and Placement

Effective ad targeting is crucial for reaching the right people at the right time. Harness the power of custom audiences and lookalike audiences to target users who are similar to your existing customers or who have shown interest in your products.

When it comes to ad placements, don’t just rely on automatic placements. Instead, choose the placements that make the most sense for your ad type and target audience. For example, if you know your audience is primarily using mobile devices, prioritize mobile placements like Instagram Stories and Facebook News Feed on mobile.

Step 4: Set Up Conversion Tracking and Monitor Ad Performance

You can’t improve what you can’t measure! To make sure your ads are hitting the mark, set up conversion tracking using Facebook’s Pixel. This will help you track the performance of your ads and the actions users take after clicking on them, such as signing up for a course or purchasing a membership.

Regularly monitor your ad performance using the Facebook Ads Manager. Keep an eye on metrics like click-through rate (CTR), cost per click (CPC), and return on ad spend (ROAS). This data will help you identify what’s working and what needs tweaking, allowing you to optimize your campaigns for maximum ROI.

Step 5: Test, Analyze, and Iterate

In the world of Facebook Ads, there’s always room for improvement! Continuously A/B test different ad elements, such as headlines, images, and target audiences. By comparing the performance of different ad variations, you’ll discover what resonates best with your audience and drives the highest engagement.

Remember to learn from the data you collect. Analyze your ad performance, draw conclusions, and apply those insights to future campaigns. As you iterate and optimize, you’ll unlock the true power of Facebook Ads and watch your online business grow.

There you have it – the five actionable steps to master Facebook Ads for course creators and membership site owners. By understanding your target audience, crafting captivating ad creatives, optimizing ad targeting and placements, setting up conversion tracking, and constantly testing and iterating, you’ll be well on your way to scaling your digital products with success. Don’t let Facebook Ads confuse or intimidate you any longer. Embrace these steps, and watch your online business thrive. Happy advertising!


Crafting Powerful Facebook Ad Strategies for Free Training

Crafting Powerful Facebook Ad Strategies for Free Training

Cool strategy this week from Stu McLaren. You may remember a couple of weeks agao I shared ads for his upcoming annual launch of The Membership Experience

If you are interested in experiencing a top level launch or you want to learn about growing an online membership I would strongly recommend you register for the this workshop. Sign up for Stu’s free Membership Guide here and you will join the launch.

Anyhoo, I was looking at how Stu’s ad strategy was evolving and I came across a little gem.


3 Elements To Inspire Your Ad Campaigns:

  • Make Your Ads Valuable: Not alone does Stu do an excellent job of teasing the value of registering for the FREE training. He shares two funnels in the ad itself. But he doesn’t go into detail. He shares the snappy name, and then he demonstrates how people applied the strategy and the results they have achieved. This makes the promise of the lead magnet real, concrete and specific without making it sound sleazy or you’re making stuff up – “How to make 6 figures a month in less than a year”
  • Make Your Clients The Hero Of Your Story: Sharing your client’s success stories will instantly build your authority without sounding big-headed. This shouldn’t be something you only think of when you start to write your ad copy. Instead, you should be continuously recording and refining your client success stories. Your goal is to build a database of success stories to pull from when the need arises.
  • Keep Things Simple: 9 funnels are a lot. Your audience could flip quickly into overwhelm. But Stu does something brilliant at the end of the ad. He simplifies it. “But here is what I want you to do. Watch the video, then pick just ONE.” This flips any possible overwhelming to – “Surely 1 of the 9 funnels will definitely work for me.”