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Facebook can be an incredible tool for your aesthetic clinic, but there’s a common misconception that I keep hearing from aestheticians who have tried and failed when running their own Facebook ads. This misconception is “Facebook ads just don’t work”.
This is interesting. Why is it some people can make Facebook ads work but others adamantly believe they are a waste of time and money?
What I have observed is that many people believe what makes Facebook ads successful is the ‘technology’ behind Facebook and there are no other variables involved… in reality that couldn’t be further from the truth. The technology behind Facebook ads is incredibly powerful however the impact, as with any advertisement, relies on much more than just the platform used. A successful Facebook ad also relies on the effectiveness of the written copy in the ad, how it generates a response and gets people to take action. So who is responsible for this aspect of the advert? Well, that comes down to the person who created the ad. This is the importance of copywriting and direct response.
When it comes to writing successful Facebook ads you need to know the basics of copywriting and direct response. If you’re thinking “what is copywriting and what is direct response!?” then this could be a big clue as to why the ads you’ve run in the past weren’t successful. Here’s a quick overview:
Copywriting - is the art and science of writing copy that sells your product or service and convinces prospective customers to take action. Simply put copywriting is salesmanship in print.
Direct Response - this marketing is a type of marketing that elicits a specific, measured response from a person to an ad. This tends to be longer style ads that make a specific offer to a specific type of person. The ad contains a strong call to action that is measurable so feedback can be collected and adjustments made.
So what makes a great copywriter and how can you improve your ads? Well, great copywriters are great salespeople. But what makes a great salesperson? Great salespeople understand their ideal customer in great detail, they understand their customers’ pains and their desires. Why is this important? The reason this is important is because people buy products and services as a vehicle/solution to get them from their current situation to their desired situation. So if you can’t articulate who your ideal customer is, what their current situation is, their pain points, their desired situation and the motivations behind their desire you will struggle to position your offer and to communicate in your ad how your product or service is the ideal solution for them. You need to understand your customers so you can write Facebook ads that convert otherwise you will be throwing money in the bin.
So to summarise, in order to create a successful ad you need to know your ideal customer, explicitly communicate what problem you are solving for them and what results you can help them achieve. Combine that with a strong call to action in your written ad copy and you have yourself a very powerful campaign to generate leads for your aesthetics clinic.
If you are looking to predictably generate client leads for your aesthetics clinic contact me today to schedule your free strategy session.