November 28, 2016

The ‘against the grain’ template

I pay attention to the Facebook ads that show up in my newsfeed.

I do this mostly out of morbid curiosity. Most of the ads in my newsfeed seem to be from ego-driven psychopaths, all determined to tell me how great they are.

The standard formula for an ad seems to be:

  • Start off my telling me how you’ve been an ‘internet marketer’ for like, a hundred years. Tell me how you practically held Marc Andreessen’s hand while he developed the first web browser.
  • Tell me how you earned a million dollars for your clients last week, from seven minutes of work.
  • Play a video showing me your car, your house, and how much time you spend on the golf course.
  • Tell me that I can ‘achieve’ all this too, by following ‘7 simple steps’.
  • Tell me it just so happens there is a ‘live’ webinar starting in ten minutes, where you’ll finally be revealing your ‘secrets’. Which is funny, given you just told me you spend 16-hours a day of the golf course.

I’m not envious of the wealth, however true it may be. But I’m tired of being sledge-hammered by people’s egos.

Over the weekend I came across a very different Facebook ad. It contains no video. It contains no dancing arrows. It contains no invitation to a ‘live’ webinar, which mysteriously occurs every three hours.

https://www.facebook.com/bradsadvertising/posts/1777723899119155

If you were to template this ad, I would call it the ‘against the grain’ ad. It does the opposite of what everyone else is doing. The copy is well written, and reminds me of the type of ads Howard Gossage was running in the 1960’s. (See an example). The wording ‘if you do swing by’ feels straight from the Book of Gossage.

Notice how many likes, comments and shares the ad has. I believe this is the real secret to low-cost Facebook leads.

When you look at the ads in your Facebook newsfeed, most of them say the same thing. The copy, in other words your ad text, is more important than any ‘ninja’ ad tips and tactics.

Have you tried writing a Facebook ad that really runs against the grain?

Rob Drummond

Rob Drummond runs the Maze Marketing Podcast and Maze Mastery. Rob specialises in content production, ad creation, storytelling and CRM systems. He has two published books, Magnetic Expertise and Simple Story Selling, affordable on Amazon.

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