[TIP] Facebook ad copy ‘n’ paste

I’m in a Facebook group run by multi-million selling thriller author Mark Dawson. It’s an exclusive group for authors wanting to get better at advertising. 

In a recent post, a lady asked for help. Her Facebook ads weren’t converting. In this case, the ads were pointing to the Amazon sales page. 

When people click the ad but you don’t get sales, a lot of the blame goes to the sales copy. 
 

Often you’ll get responses like… “It’s not your cover if they click through, it’s your book description because [insert fifty million various opinions].”

But I had a different theory. 

I dug into her funnel and looked at the copy she was using in her Facebook ads. 

And, while the book description copy did need tightening up, I spotted another culprit. 

She had six Facebook ads running. Three were copy paste jobs of the book description. Three used social proof. 

“I’ll bet the ads using social proof are converting better,” I said to her inside the group. 

“Yeah,” she said, “How’d you know?”

I’ll share with you what I told her…

You have to understand where the potential buyer is on the buying journey. 

At the Facebook ad stage, they’re not yet ready to buy. 

You caught their attention with the ad image. 

You got their interest with the ad copy. 

It’s now the job of the book description to build desire. 

BUT, if you’re using the book description to generate interest, you’ve used up its potency for building desire at a point where they weren’t ready to buy. 

Because they’re reading something they’ve already read. You’ve lost the novelty and the dopamine boost that spurs them onto the next stage in the buying journey. 

Basically, you’ve opened the gate after the horse has bolted. 

I’m not saying that just copying and pasting the book description and using it for ad copy won’t work. I’ve said before that most books are impulse buys and therefore the sales cycle is short, which may leave authors with some wiggle room.

In fact, there are probably authors out there who get sales using this strategy. Tt’s just that, having studied the works of many A-List copywriter and persuasion psychology, in my view, it’s probably not the most effective. 

What’s your take, ? Have you used your book description for ad copy?

Angie

If you spot any typos or run on sentences or dangling thingamies, please be kind and let it slide. Save your energy for something better.

😤 Had enough of these emails? The easiest thing to do is unsubscribe. Scroll a bit further down to find the link. 

🧐 New Around here? Did someone forward you this email? Feel free to get involved and sign up at https://thebookfunnellady.aweb.page
🤝 Work with me? If you'd like a copy critique, help with your book description, or email marketing, or a funnel audit, just hit reply. 

🤔 Got a question? Have you got a burning question about copywriting? Feel free to hit reply and ask away. You never know, other authors might be wondering the same thing!