The Psychology Behind a Successful Facebook Ad Part 3: Text
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The Psychology Behind a Successful Facebook Ad Part 3: Text
description
Do you know the psychological impact of the words in your Facebook Ads? Did you know certain words cause certain responses in their reader? This third and final part of my three-part series - The Psychology Behind a Successful Facebook Ad - takes a look at text. I’ll examine five specific words that will get you results, dive into the role of emotionally charged words in advertising, and how brand names and dollar values can fit into your Facebook advertising strategy. I’ll also give you real-world examples taken from Facebook and give you concrete strategies on how you can use the information you’ll learn.
Transcript of The Psychology Behind a Successful Facebook Ad Part 3: Text
The Psychology Behind a
Successful Facebook Ad Part 3: Text
The Psychology Behind a Successful Facebook AdPart 3: Text
What is text psychology and why should I care?
Use ‘You’ to make your audience the center of attention
Use ‘New’ to tap into what users want
Use ‘Save’ to communicate your Facebook Ad’s value
Use ‘Proven’ to verify your product as trustworthy
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The Psychology Behind a Successful Facebook Ad Part 3: Text
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Use ‘Free’ to grab the user’s eye and encourage a click-through
The Role of Emotion in Advertising Language
Using Fear to encourage a quick click
Brand Names
Dollar Value10
What is text psychology and why should I care?
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What is text psychology and why should I care?Text psychology is the study of a word’s effect on a person. Certain words can create both physiological and emotional reactions - something that can be very useful in online advertising.
How does it work?● Words have two ‘meanings’: denotative and connotative. Denotative is the
dictionary’s definition of a word, whereas a connotative definition is far more complex, and far more interesting for advertisers.
● Words and phrases like ‘Free’, ‘Coca-Cola’ ‘Last chance’ ‘Save’ are heavy with connotative meaning. Facebook advertisers can anticipate these responses and tap into that knowledge to increase the effectiveness of their ads.
Use ‘You’ to make your audience the center of attention
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Use ‘You’ to make your audience the center of attention
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How you can use it:Increase your business’ ROI in 36 weeks
Tap into your potential
Do you deserve a break?
We can help you reach your goals
Facebook users like being the center of attention, and they like the idea that a product is built for them, focused on them. If I’m selling a product that promises to double ROI in 12 months you might be interested. If I’m selling a product that promises to double YOUR ROI in 12 months, you will definitely be intrigued.
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Use ‘New’ to tap into what users want
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Use ‘New’ to tap into what users wantThe culture in which we live is one where people want ‘new’. This is especially true of Facebook users - 78% of whom are on their new mobile phones.They want the next big thing. If you can give it to them they’ll keep coming back.
How you can use it:New Insights into A/B Testing
New Technology to Organize your Life
Newly-discovered Secret Revealed
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Use ‘Save’ to communicate your Facebook Ad’s value
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Use ‘Save’ to communicate your Facebook Ad’s value
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How you can use it:Save more this Christmas with these homemade crafts
Save 50% if you buy in the next 24 hours
Stretch your savings with these 5 tips
Save on your CPA with this A/B testing ebook
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People like to save, and Facebook Ads are a great place to offer coupons and discounts. In fact, I recommend advertising your product almost exclusively with a discount or deal on Facebook, as discounts are one of the best value propositions and will increase your click-through-rate.
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Use ‘Proven’ to verify your product as trustworthy
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Use ‘Proven’ to verify your product as trustworthy
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How you can use it:Get proven results now!
The proof’s in the numbers! We broke 100,000 customers in April
Proven savings of 20% over 12 months. Find out how!
The word ‘proven’ is heavy with meaning. We recognize it as a valuation of the product. In many ways the word ‘proven’ acts in the same way as a trust symbol, which have been known to increase landing page conversions by up to 165%. People are far more likely to act if they know someone else has done so before, and has not lost out.
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Use ‘Free’ to grab the user’s eye and encourage a click
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Use ‘Free’ to grab the user’s eye and encourage a click
How you can use it:Offer free shipping to first-time buyers
Do a ‘buy one get one free’ discount and highlight the word ‘Free!’
Create a free ebook (but don’t forget to email-gate it for lead-generation!)
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One of the most powerful words in advertising (second only to ‘you’ in my opinion), ‘Free’ is the ultimate value proposition. It’s the epitome of getting your money’s worth, something at the forefront of every consumer’s mind. Offering something for free is why contest marketing works so fantastically.
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The Role of Emotion in Advertising Language7
The Role of Emotion in Advertising LanguageUsing language to evoke a feeling is an incredibly effective strategy for advertising, as people respond far more to their own emotions than they do direction from a corporation.
Think about the effectiveness of charitable advertising, evoking pity in the viewer and encouraging them to take steps to change what they’re seeing. Or the power of the iconic Old Spice commercials, using humor to encourage their brand persona and brand recognition.
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Examples of Emotion in Advertising:Coca Cola - Have a Coke smile
Calvin Klein – Between love and madness lies obsession
Red Cross – The greatest tragedy is indifference
Disneyland – The happiest place on earth
AT&T - Reach out and touch someone
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Using Fear to encourage a quick click
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Using Fear to encourage a quick clickUsing fear is the most often and reliable emotion to use in Facebook Ads. The primary use of fear in advertising is to encourage people to act now, while they have the opportunity. People don’t want to miss out on a chance to save money or access something exclusive or temporary.
How you can use it:Use phrases like ‘don’t miss out’ and ‘act now!’ coupled with the color red to encourage immediate action
‘Spots are going fast!’
‘Offer ends midnight tonight!’
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Brand NamesBrand recognition is one of the simplest and most effective forms of advertising. This article has talked about the connotative value of words - the idea that comes with a word. The ideas and emotions generated by your brand name are entirely based on your own business’ reputation and online persona.
Provided you’ve spent time and energy (and read Wishpond’s articles on increasing brand awareness) your brand name will be as eye-catching as the word ‘Free’, and have far more connotative meaning.
Dollar value10
Dollar ValueIn our consumerist culture we see money and we see the things we could buy with it, not the note itself. We see new shoes, a college fund, our next holiday, supporting our family. So of course we’re going to respond emotionally to dollar signs in advertising. They’re a symbol for a million different and desirable things.
How you can use it:Run a Facebook Sweepstakes contest with a large and apparent dollar value in the title
Talk to your Sales or PR department about the most appealing dollar-value statistics related to your business
Instead of using ‘Get 50% Off,’ test ‘Save $150!’
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Further Reading
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The Psychology Behind a Successful Facebook Ad Part 1: Color
The Psychology Behind a Successful Facebook Ad Part 2: Images
How to A/B Test your Facebook Ads to Maximize ROI
7 Value Proposition Formulas to Boost Conversion on Ads and Landing Pages
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