Ever feel like you don’t get enough love from Facebook?
When you take the time to write Facebook posts, and find the perfect images, that you just KNOW your audience would love!
Sometimes you put your content out there and it feels like you’re getting nothing in return. Barely a measly little Like.
So you wonder – what’s the point? Is it even worth it to create this content for Facebook?
The answer is – yes it is, and I’ve seen cold hard evidence (website traffic and sales!) to support that.
Here’s how to write Facebook posts that’ll leave your audience clamouring for more
Here’s what not to do
Your goal as an eCommerce business or brand owner, is to get people to click from Facebook over to your website. Preferably to shop.
The temptation, therefore, can be to use your Facebook page as one big advertisement for your products.
Because of that, most people tend to focus on describing their product’s features at a more superficial level. What it is, what it looks like, what it does, how much it costs.
But that’s not REALLY what people want.
Let’s dive deeper with a real-life example from one of my clients.
Let’s say you sell baby and kids’ sunglasses and you happen to sell the most expensive baby and kids sunglasses on the market. They’re the most expensive because they offer the highest level of UV/sun protection, and because they’re made to be pretty much indestructible.
If you pitch this product in exactly the same way as all the other kids’ sunglasses on the market that are less than half the price, you’ve already lost. Why is this?
Have a think about the Facebook ads you see in your newsfeeds. Usually they say something along the lines of, ‘Are you looking for a widget? We are proud to make quality widgets. Click here to buy yours today.”
Often, such statements are presented alongside a single product photograph (sometimes not even a good quality, professional photograph).
Yes, that’s overly simplified. But hopefully you get my point…
How enticing does that statement sound? Does it even capture your attention when scrolling your Facebook newsfeed? Let alone click through?
I’ll tell you what it makes me think (this is if I actually notice it…). It makes me feel like I’m being sold to. I also have no idea what’s in it for me.
Obviously if I’d already tried the widget and loved it, I’d probably forgive the messaging and be happy to buy it.
Advertising like this allows your potential customers to assume your product features and benefits are EXACTLY THE SAME as the alternatives. So then their purchase decision is made purely on price.
Unless you run a deep discount business, you never want to differentiate your brand or products based on price.
The product post that doesn’t look like a product post
Yet, I’ve seen some businesses do a fantastic job of writing about products in a highly engaging, interesting way.
Nourished Life is a prime example. She writes quite long, blog-ish posts on Facebook, often telling stories about her personal experience. It’s really engaging.
My client, Happy Tummies, is another example. She knows her customers inside out (because they’re just like her), so she can put in a cheeky emoji or two and add a bit of personality to her posts, and knows she’ll be well received.
So, how else do you pitch your products then?
How do they manage to write about their products in a way people ACTUALLY want to read (and click, and buy)?
By writing a product post that speaks to your customers’ core desires.
Speak to your customers’ core desires
First of all, you need to understand HOW your customers buy.
Customer has a burning need, problem or desire and starts looking for a solution.
Customer may have already tried various other solutions without much success. Is possibly feeling like a solution that works for her doesn’t exist.
Customer comes sees your ad at just the right moment. (How did you do that? We’ll talk about audience targeting another day, don’t worry…)
Your images show people just like this customer, happily using your product in situations that look very much like her real life.
So far, so good.
Then, they start reading your copy.
They read about how your product was designed to solve a problem just like theirs. In fact, you can describe their situation PERFECTLY. It’s like you were just in their head.
The read about how the product can help the customer achieve their desired outcome (or solution). But not some generic, watered down version. Again, the transformation is described EXACTLY how the customer imagines it.
The customer sees HERSELF in your ad.
Your Facebook ad – your text, your images, your offer, heck, even your call to action – needs to attract, connect, educate and motivate action.
And the best way to do that is to inspire your ideal customers to believe that their desires are attainable.
Remember – people buy a good night’s sleep, they don’t buy a mattress!
Your Facebook product posts should begin by answering these two questions with a short 2-paragraph story:
- Start by describing your customer’s “average day”
- Describe how your product CHANGES their average day.
‘I think I can guess how you’re feeling right now. Your baby is fussy and only sleeps if you’re walking around and holding him. You’re absolutely exhausted, running on empty, and you’re feeling very anxious that something is wrong with your baby.
Imagine if a simple change to your baby’s nursery setup could provide the same soothing effect as you cradling him? Imagine if he could confidently settle and sleep all on his own? Imagine how you would feel, knowing your baby was happy, calm and settled?’
Then, you need to tell your readers and Facebook fans what ACTION you want them to take next and write it in a short call to action that begins with “Click here to…”
Take your Facebook Ads to the next level with this FREE guide
Whether you’re writing a Facebook post or a Facebook ad, good copy is only part of the recipe.
Take your Facebook ad game to the next level with this FREE guide, “5 Must-Use Facebook Ad Strategies for Productpreneurs’.