Writing Facebook Ad Copy That Makes People Click
While the image grabs attention, the 'Copy' (the text) does the selling. It handles the objections, explains the value, and tells the user what to do next. Bad copy is like a salesperson who mumbles. Good copy is like a salesperson who knows exactly what you need. You don't need to be a professional writer to write good copy; you just need to follow a structure.
Great Facebook ad copy usually follows a structure like AIDA (Attention, Interest, Desire, Action). Here is how to apply it.
Focus on Benefits, Not Features
A feature is what the product is. A benefit is what the product does for the user.
Feature: "This jacket has 3 layers of Gore-Tex." (Boring)
Benefit: "Stay 100% dry even in a hurricane." (Exciting)
Always ask yourself "So what?" after writing a feature to find the benefit.
Use 'You' Language
Stop talking about 'We' and 'Us.' "We were founded in 2010..." Nobody cares. Talk about 'You.' "You deserve a better night's sleep." Make the customer the hero of the story, not your brand.
Handle Objections Early
What is stopping them from buying? Is it price? Quality? Shipping time? Call it out in the text. "Free Shipping & Free Returns" handles the risk objection. "Made with premium steel" handles the quality objection. Answer the question before they ask it.
Keep it Skimmable
Use line breaks. Use emojis as bullet points. Nobody wants to read a giant block of text. Short sentences are punchy and easier to read on a phone screen.
The Clear Call to Action (CTA)
End with a direct instruction. "Click Shop Now to grab yours." Don't assume they know what to do. Tell them.
Stirling Writes for You
If you struggle to turn features into benefits, let Stirling do it. You enter your product details, and Stirling's AI writes persuasive, benefit-driven copy that sounds like it was written by a pro.
