4 Tips To Write Copy For FB Ads, Emails & Landing Pages That Converts

Author: Ad Hacks November 16 | Blog

Anika Watkins, the Founder of Moxie Copywriting, shares 4 simple steps to help you write copy for FB Ads, Email Sequences, and Landing Pages that converts.

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It seems like everyone and their brother these days has a “secret” recipe or “proven” template for writing copy that converts.

And while templates can definitely come in handy, there’s something far more important that makes good copy great. . . storytelling. 

Whether it’s Facebook ads, email sequences, landing pages, or blogs, storytelling should be at the heart of every piece of content that we create. 

A well-told story fascinates us and draws us in, it makes us pause and reflect on our decisions and even compels us to take action. 

If you can master the art of storytelling, the sky’s the limit when it comes to writing powerful copy that not only connects with your audience but converts. 

So, how do you become a better storyteller?

Here are 4 simple steps to help you write copy for FB Ads, Email Sequences, and Landing Pages that converts.

Step #1: Develop Your Character

First things first, in order to tell compelling stories, you must first understand WHO you’re talking to. 

And while it’s tempting to lump your ideal consumer into a generalized avatar group, what you really need is a clearly defined protagonist. Say what? To put it simply, you need to develop one specific individual, who is the main character of your story. 

Envision your audience as a real, individual person with a past, present, and future. Give them a name and personality. But go deeper than that.

Ask yourself questions like, what is their greatest desire, what’s stopping them from achieving it, and what is the biggest misbelief that shapes their worldview? 

The more intimately you know your character, the more authentic your copy will sound. 

Step #2: Know Where They Are On Their Journey 

In order to tell a great story, you have to know WHERE your character is on their journey. 

As a general rule of thumb, your character will always fall into one of 4 Distinct Emotional Phases. Let’s dive into each below . . .  

1. Indifferent:

Deep down, your character knows they have a problem but they aren’t ready to admit it or do something about it. At this phase, it’s best to tap into emotions such as fear, hope, loss, or even suspicion to help bring that problem the surface. 

2. Problem Aware 

Your character accepts that they have a problem and are open to finding a solution, but they’re scoping out their options. When writing for this part of the journey appealing to curiosity and hope is an excellent way to build that first emotional connection and establish trust. 

3. Solution Aware

At this phase, your character has done their homework and is narrowing down their options. Excellent emotions to appeal to here are validation, ego, and curiosity. It’s time to lay out your case and convince them that you’re the hero they’ve been waiting for. 

4. Sold on Your Brand 

Well done. Your character is officially sold on your brand by this point. The final step? Give them that extra little nudge to get them to take action now. Tap into emotions like scarcity and urgency to help them commit. 

Step #3: Identify Their Triggers

Now that you know where your character is, it’s time to get to the really juicy stuff, the WHY of what makes them tick. AKA, the emotional triggers that will allow you to pull at their heartstrings and create a deep connection with your story. 

Your character’s trigger points are the real, everyday moments that make them acutely aware of their problem, but it goes beyond typical pain points. 

Triggers are broken down into two categories, major trigger moments, and everyday frustrations. 

Major trigger moments are the deep-rooted, high-stakes emotional events/situations that confirm your character’s greatest misbelief. For example, this could be the day your character’s spouse leaves them or the day their biggest client walks out.

Whereas everyday frustrations are the minor things that slowly bring the character’s greatest misbelief to the surface on a daily basis. Things like watching other businesses brag about success on Facebook, missing their kid’s soccer practice because they’re stressed about work, or not having enough money to go on vacation. 

Get creative and specific and list out as many as you can. 

Step #4: Write The Story

You’ve done your research. You know your character inside and out, where they are on their journey, and what makes them tick. Now for the fun part . . . writing. 

But before you start hammering out your next campaign, I recommend you do this first; write an actual scene from your character’s life. It can be anything you want. But make sure whatever you write, that it ties back to that core misbelief. Writing a scene will significantly help you tap into their voice and get into their head. 

Next, map out the different types of copy you’ll be writing in a Google sheet and the elements that go with them (headlines, teaser text, hook, etc.).

This will allow you to organize each story in a clear concise manner. 

But here’s the thing. At the end of the day, storytelling isn’t a science, it’s an art. And while all art has rules and guidelines, rules were meant to be broken. 

So dive in, get writing, and start breaking some rules. 

And before you know it, you’ll be well on your way to becoming a master storyteller. 

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If you need help writing your next big story then visit this link for more info.

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About The Author

Anika Watkins is a professional copywriter and the Founder of Moxie Copywriting, an on-demand copywriting agency for marketing agencies and entrepreneurs.

She launched her own marketing agency in 2011 and spent the next eight years building successful marketing campaigns, launching sales funnels, and writing the winning copy that made it all come together for her clients.

When other agency owners began to contact her needing help with their own copy and copy for their clients, she had one of those classic ‘ah-ha’ moments.

Why not combine the two things she knows best? Marketing and writing.

It was a match made in content heaven!

The rest was history and Moxie Copywriting was born.

Today, Anika and her team of highly caffeinated writers deliver kick-ass copy that converts, for businesses and agency owners all over the world.