It's because you're not talking to THEM. Lately, I've been reviewing some facebook ads of some of my coaching clients. Even though the current price of Facebook ads is way lower than it was just a few months ago and my clients said they had previous experience in this type of advertising, their campaigns are not working and they're losing money. No engagement. No results. I took a look at the creative part (text and video/photo) and I noticed all of them were making one of the most common mistakes when it comes to FB ads. Their ads were not talking to their ideal customers. These ads made my clients look good and smart, while they were giving long explanations of related topics, just as you could find them in a textbook. However, even when this could work in certain situations when you're posting inside your blog or your platform, this hardly ever works for FB ads. When you do this, it's like calling someone by the wrong name and wondering why they don't respond to us. They assume you're talking to someone else.
When you're calling a friend in the middle of a busy street, you need to make sure you're clearly and loudly pronouncing their name so that they can hear you and pay attention! You need to ask yourself: When it comes to the offer you're promoting, do people know this is the solution to their problem? Start your ad calling people's attention by mentioning the "symptoms" of their problem instead of a description of why you think you're offer is great. (However, don't use the word "symptoms" since this won't be approved by Facebook guidelines). Don't start your ad describing the solution if people are probably not aware that this is the answer they need. For example, If you were a doctor, you shouldn't write in your post: "Amoxicillin, one of the best antibiotics" it's better to write:" Sore throat? You might have an infection"... Do you get the idea?
Remember: You just have a couple of seconds so that your ideal customer doesn't ignore you while scrolling down the feed. Just call them by their name and they will listen.
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