The Real Reason Your FB Ads Aren’t Performing
Lessons & Perspectives From an 8-Figure Advertiser
You’ve probably tried creating a few FB ads here and there
One FB ads expert is saying that storytelling ads are the best formats while another preaches about just using an image ad that has full text of your offer on it.
You’re confused about who to listen to
You’re getting frustrated because you want to see results with your Facebook ads yesterday!
You’re afraid of spending more money only to see it go down the drain…
The truth is…
It doesn’t even matter if you’ve:
- checked every box of advertising best practices
- modeled after all the great ad frameworks
- Spent $1k on 1 ad
Your ad still won’t work unless you know your target market when writing the ad
The problem with people giving advice on the “One Winning Ad Format” is dangerous because they don’t know who your target market is.
They’re just preaching to you what worked for them… in THEIR market.
If this fundamental part of your marketing isn’t figured out, it will just lead to more wasted ad spend down the road.
It’s not just about copying the latest ad format…
What if there was a way to cut out the guesswork, so you can crank out ad copy in a matter of minutes?
So that your ad can finally bring in the leads & sales you’ve been deserving like an unplugged fire hydrant.
1 ad away from making Facebook ads work
You seriously could be 1 ad away from making Facebook ads work for your business if you follow what is covered here.
By the end of this report, you will finally understand why your ads sucked and didn’t work because of these 2 missing ingredients.
You will get a template that shows you exactly what type of ads to create for your market.
You will get to see examples also so you can easily model after it.
You will also get a 3-step process to write every ad to be better than what you’ve written, so you never doubt the quality of your ad.
Coca-Cola Holds Different Meanings For Different People Around The World
Did you know that in Mexico, Coke is marketed as the drink to accompany every traditional Mexican cuisine?
While in Japan, it’s marketed towards busy workers as a refreshing and energizing drink. Because of that, they also have unique flavors like green tea and peach.
In the US, it’s marketed as all-American beverage that is perfect for sharing with friends and family. They often use nostalgic and patriotic themes in their ads.
Why is that?
Because different markets react differently, so that’s why they need to be marketed differently.
If you were a sneakers brand.
You would have a broad target market.
If you tried to cater to everyone in your messaging, your point would be watered down.
But if you identified that you have 3 key audiences:
- Athletes
- Fashion Enthusiasts
- Deliverymen
It would be clear what type of messaging you would need in your ad.
Athletes would resonate with how your sneakers would improve their performance.
Fashion enthusiasts would care about how your sneakers can be used to complete their outfits or make a statement.
While delivery men would care more about how comfortable it is walking long hours in them.
Business is all about understanding what the market wants… and giving it to them.
If you’re only guessing, you have a high chance of failing to get their attention, hooking them in and getting them interested in what you’re selling.
Marketing is all about speaking the language of your customers, and to do that, you need to know who they are, what they care about, and what they need.
So how to do that?
The 2 Frameworks
Thankfully, there’s 2 frameworks to easily understand your target market
1. Market awareness level
2. Market sophistication level
Market Awareness Levels
Market awareness levels refer to the different stages of awareness that a potential customer has about a product or service.
The concept was popularized by Eugene Schwartz in his book: Breakthrough Advertising.
This is important to understand because you don’t want to write a message to someone that’s already looking to buy a sneaker about why they should be looking to buy a sneaker.
Instead you should focus on telling them why your sneaker is better than the other brands.
The 5 Stages of Market Awareness
1. Unaware: The potential customer is not aware that they have a pain or problem to solve.
2. Problem aware: The potential customer is aware of the problem they have, but doesn’t know much about solutions in the market.
3. Solution aware: The potential customer is aware of the solutions out there, but doesn’t know how it can benefit them.
4. Product aware: The potential customer is aware of the products that can solve their problem but isn’t convinced to buy any yet.
5. Most aware: The potential customer is ready to buy but they need something to push them over the line.
Breakdown of each stage
Unaware Stage
The first stage of market awareness is called "Unaware".
At this stage, potential customers are not aware that they have a pain or problem to solve.
According to Eugene Schwartz in his book "Breakthrough Advertising", the potential customer is either not aware of their desire or need, or they won't admit it to themselves without being led into it by your ad.
Finding examples of completely "unaware" marketing copy is difficult, as most marketing is not targeted at completely unaware audiences.
However, a longer-format ad with copy that contains questions that lead to a problem and concludes with a call-to-action for a simple offer of an invite to a free workshop might be written for a somewhat unaware audience.
Problem Aware Stage
The second stage of market awareness is called "Problem Aware".
At this stage, potential customers realize that they have a problem, but are not yet aware of solutions to solve it.
According to Eugene Schwartz in his book "Breakthrough Advertising", the potential customer has a need, but doesn't yet realize the connection between the fulfillment of that need and your product.
Problem aware copy tends to focus on the problem while building up the desire for something better, which is usually mentioned towards the end.
Solution Aware Stage
The third stage of market awareness is called "Solution Aware".
At this stage, potential customers are very much aware of the problem and are researching and discovering solutions.
According to Eugene Schwartz in his book "Breakthrough Advertising", the potential customer either knows or recognizes immediately that they want what the product does, but doesn't yet know that there is a product - your product - that will do it for them.
Solution aware copy opens with the solution mentioned early on, as that is the clear focus. However, you probably won't find mention of a price just yet.
Product Aware Stage
The fourth stage of market awareness is called "Product Aware".
At this stage, potential customers are actively researching different products or services that will solve their problem.
Your product may very well be one of them, but there is still work to be done before the potential customer makes a final decision to buy.
According to Eugene Schwartz in his book "Breakthrough Advertising", the potential customer isn't completely aware of all your product does, isn't convinced of how well it does it, or hasn't yet been told how much better it does it now.
With product aware copy, the potential customer is looking for specificity. Make sure to mention your product features, benefits, and pricing.
You may want to include some examples of how it is different from the competitor's products as well. And this is where you can truly leverage urgency.
Most Aware Stage
The fifth and final stage of market awareness is called "Most Aware".
This is the stage where your potential customers are just about ready to pull the trigger and buy your product. But they might need a little nudge to get them over the finish line.
They’ve likely seen your brand and product before, so there's no need to go into too much detail. Keep your retargeting ads written in a simple style.
And make sure to have a very direct call-to-action.
Now that we’ve covered market awareness, we also need to understand Market Sophistication.
Market Sophistication
Market Sophistication is important to understand because you need to know what type of market you’re competing in.
The messaging you’d use in a crowded market would be very different from one where you’re first to market.
A lower level of market sophistication indicates that there is little competition, making it easier for your offer to stand out.
A higher level of market sophistication indicates that you are in a competitive market.
At higher levels of market sophistication, it is difficult to compete, but the rewards are well worth the effort.
In this system, Level One is the simplest, and Level Five is the most sophisticated level.
The 5 Levels of Market Sophistication
- First to Market: You are the first to bring the product to market. There is no competition.
- You’re 2nd to Market: The market is now aware of your product and competitors have entered the market.
- The market is getting full of exaggerated claims made by the growing group of companies selling pretty much the same thing.
- The market is getting jaded with all the exaggerated claims.
- Market is exhausted. Market no longer believes in advertising.
So now that you’ve learned about market awareness & market sophistication, what’s next?
What’s Next?
We then mash them up
Why?
Because for every market and every segment, there are different market sophistication levels. And for every market sophistication level, there are people in different market awareness level.
If you want to have the best shot at covering everyone in every market, you need to cover all bases across the Market Sophistication/Awareness matrix as shown below.
What this matrix shows is the right type of ad formats to use based on the sophistication and awareness levels.
The 10 Different Ad Types
1. Straightforward Ad
A straightforward ad is a simple and clear format that gets straight to the point. It doesn’t use storytelling, jokes or any creative messaging.
The aim is to tell you what you need to know right away and encourage you to take action quickly and easily.
2. Educational Ad
An educational ad is like the helpful teacher. Instead of just trying to sell you something, it aims to educate you about a product, service, or topic.
These ads typically focus on explaining how something works, the benefits of using it, or how to use it effectively.
For example, if you've ever watched a how-to video on YouTube, that's a type of educational ad!
The goal is to provide you with valuable information and help you make more informed decisions about a particular product or service.
3. Story Ad
A story ad type uses a story to evoke an emotional connection with the audience. Since the beginning of time, humans have been drawn to stories, and storytelling ads leverage this natural attraction to promote a product or service.
The goal is to create a positive emotional experience that will resonate with the viewer, engendering feelings of happiness, excitement, or nostalgia and linking those emotions to the brand.
4. PAS Ad
A PAS ad is one of the most popular ad types. It's an acronym that stands for Problem, Agitate, and Solution. It’s the most popular because how can you sell something to someone if they don’t have a problem?
It works by identifying a common problem that the target audience faces. It then agitates that problem, making it super relatable and emphasizing the emotional impact it has on the customer. And finally, it presents the brand's product or service as the ultimate solution to solve that problem.
5. Case Studies/Testimonials Ad
A case study/testimonial ad type showcases real-life examples of people using a product or service and experiencing positive results. These are important because who would trust just the brand seller hawking and shouting about the benefits?
The reason these ads are so powerful is that they offer social proof, which is a psychological phenomenon where people are more likely to believe and trust something when they see others doing it. When we see someone like us achieving success with a product or service, we are more likely to trust that we can achieve similar success.
6. Comparison Ad
A comparison ad type highlights the differences between two or more products or services.
The goal of these ads is to make it super clear to potential customers why they should choose your product over the competition. They usually showcase features, benefits, and even price differences to demonstrate the value your brand offers.
7. Benefit-driven Ad
A benefit-driven ad type is like the name implies - it focuses on the benefits. These ads don't just tell you what the product is, they focus on how it can make your life better.
The reason benefits are more important than features is that customers ultimately care about what the product or service can do for them, not just what it is. For example, a smartphone might have features like a large screen or high-quality camera, but what customers care about more is the benefit of being able to take better photos or watch videos more comfortably.
8. Product Demo Ad
A product demo ad type shows the product or service in action. For certain products, the "show, don't tell" approach is more effective.
Rather than just telling the viewer about the product, a product demo shows them what it can do. The viewer can get a better sense of what they're getting and how it works. This can help build trust and confidence in the product or service, making the viewer more likely to make a purchase.
9. Offers & Deals Ad
An offer ad type promotes a special deal, promotion, or discount. The goal is to create a sense of urgency and encourage the person to act quickly before the offer expires.
Sometimes someone has already decided to buy from you but just hasn't gotten around to doing it. Using an offer ad is very effective in getting them across the finish line.
So how do we put it all together?
Putting It All Together
Follow the 3 steps below to get you started on cranking out an ad that’s effective and specific to your market.
- Figure out who are your target audiences
- Even for 1 business, there’s multiple segments within. Taking the earlier sneaker example again, the fashion enthusiast would be in a different market sophistication level compared to the athlete.
- List out all the segments you have for each product/service you’re selling
- Identify where they are on the matrix
- List down all the ad formats you need to create for each target audience and start writing
I know writing is the hardest part, but if your ad is still failing…
Here are some potential reasons why:
- Your product might not be attractive enough in the market
- You’re competing in a bad market to begin with
- You’re not positioning your product correctly amongst your competitor’s
What if I could help you diagnose what exactly is your problem?
And point you in the right direction so you don’t waste time spinning your wheels going nowhere?
Since you've reached this section, that shows that you're serious about finding a way to make your ad and your business work.
So, what I can offer is a FREE 30-min diagnosis of your ad and business
But... my calendar only allows for 5 people per week for the FREE 30-min diagnosis sessions
If you're interested in the session, click below & enter your email to see if I have any spots left this week
Who am I?
My name is Tyler.
I’ve spent 8 figures on FB ads in the last 10 years
Been in many different industries, from selling Tshirts, software, dog training courses to coaching programs using FB ads.
I’ve gotten my clients 10x - 20x returns on their adspend...
Imagine what a simple tweak & critique can do for your ad & business in 30mins?
Click below & enter your email to see if there's a slot on my calendar for your FREE 30-min diagnosis session