Sales and Operations Digital Readiness Model

𝗪𝗿𝗶𝘁𝗲 𝗔𝗱 𝗖𝗼𝗽𝘆 𝗛𝗲𝗮𝗱𝗹𝗶𝗻𝗲𝘀 𝘁𝗼 𝗬𝗼𝘂𝗿 𝗣𝗿𝗼𝘀𝗽𝗲𝗰𝘁’𝘀 𝗦𝘁𝗮𝗴𝗲 𝗼𝗳 𝗦𝗼𝗽𝗵𝗶𝘀𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻

Today I share one of several principles to consider when developing your Facebook Ad copy headlines.

As we mentioned before, there are three (3) questions you must answer before you can determine what goes into your headline. They are:
1. 𝘞𝘩𝘢𝘵 𝘪𝘴 𝘵𝘩𝘦 𝘮𝘢𝘴𝘴 𝘥𝘦𝘴𝘪𝘳𝘦 𝘵𝘩𝘢𝘵 𝘮𝘰𝘵𝘪𝘷𝘢𝘵𝘦𝘴 𝘺𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵?
2. 𝘏𝘰𝘸 𝘮𝘶𝘤𝘩 𝘥𝘰𝘦𝘴 𝘺𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵 𝘬𝘯𝘰𝘸 𝘢𝘣𝘰𝘶𝘵 𝘺𝘰𝘶𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵? (𝘵𝘩𝘦𝘪𝘳 𝘚𝘵𝘢𝘵𝘦 𝘰𝘧 𝘈𝘸𝘢𝘳𝘦𝘯𝘦𝘴𝘴.)
3. 𝘏𝘰𝘸 𝘮𝘢𝘯𝘺 𝘴𝘪𝘮𝘪𝘭𝘢𝘳 𝘱𝘳𝘰𝘥𝘶𝘤𝘵𝘴 𝘩𝘢𝘷𝘦 𝘵𝘩𝘦𝘺 𝘣𝘦𝘦𝘯 𝘵𝘰𝘭𝘥 𝘢𝘣𝘰𝘶𝘵 𝘣𝘦𝘧𝘰𝘳𝘦 𝘺𝘰𝘶𝘳𝘴? (𝘵𝘩𝘦𝘪𝘳 𝘚𝘵𝘢𝘵𝘦 𝘰𝘧 𝘚𝘰𝘱𝘩𝘪𝘴𝘵𝘪𝘤𝘢𝘵𝘪𝘰𝘯.)

The third question is the most easily answered. A few hours of research should give you samples of every competing ad in the field—if there are any.

There are approximately 𝟱 𝗦𝘁𝗮𝗴𝗲𝘀 𝗼𝗳 𝗦𝗼𝗽𝗵𝗶𝘀𝘁𝗶𝗰𝗮𝘁𝗶𝗼𝗻 of which we will discuss starting with stage 1 below:

𝘞𝘩𝘢𝘵 𝘪𝘧 𝘺𝘰𝘶 𝘢𝘳𝘦 𝘧𝘪𝘳𝘴𝘵 𝘪𝘯 𝘺𝘰𝘶𝘳 𝘮𝘢𝘳𝘬𝘦𝘵?
If you are the first in your particular market with your particular product, then you are dealing with prospects that have no sophistication about your product. In other words, they have never received any information about such a product before. Once you get them interested, they are likely to become much more enthusiastic, believe much more of what you have to say, and buy that much more readily. Remember, your story is brand new to them.

So if, you can not mention price, product, function or desire. 𝘞𝘩𝘢𝘵 𝘥𝘰 𝘺𝘰𝘶 𝘩𝘢𝘷𝘦 𝘭𝘦𝘧𝘵?
Your market, of course! And the distinct possibility that by broadening your appeal beyond price, product function or specific desire, you can reach the maximum limits of your full potential market.

Your strategy in approaching this market then is simple: be direct. Above all, don’t be fancy.

Name either the need or the claim in your headline—nothing more. Dramatize that claim in the body of your Facebook Ad copy—make it as powerful as possible. And then bring in your product; and prove that it works. Nothing more—because nothing more is needed.

Share the knowledge…
Tomorrow, 𝘨𝘶𝘦𝘴𝘴 𝘸𝘩𝘢𝘵?
I explore the second Stage of Sophistication for developing your Facebook Ad copy headlines.