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At this point you should understand the theory behind the importance of color and images when creating Facebook Ads. if you don’t we suggest you read part I and part II again. The final part of our epic 3-part series will focus on text. While the color and image draws the user’s attention, the written text is the killer punch that gets them to make the intended action.

Text psychology – does it really matter?

We hope so, otherwise this will be a very short article. Words have a great affect on us, a compliment can make us feel like a million dollars, while an insult can ruin our day or week. Using the right text on a Facebook Ad can literally make or break your ad. VWO released a case study which showed by merely listing the price of a product increased lead generation conversions by 100%, click here to read the full article.

Words have two meanings, they are:

Denotative – Dictionary definition
Connotative – Reaction it stirs inside us

Common buzz words such as free, promotion or discount have strong connotative meanings which you should exploit to get the most out of your Facebook Ad. This article will focus on several keywords with strong connotative meanings and how you can best use them for your future ads.

1. Make the reader feel important

Facebook is a personal platform, everything on a user’s timeline has been crafted based on their likes, interests and social life. ‘You’ is one of the best words to use to grab their attention, only falling short of addressing a prospect by their actual name (not possible on Facebook yet).

Think about it this way, how many times have you been in a public space and heard someone shout “hey you” or “ it’s your turn” and several people looked to see if it was them?

When to use – You is one of the easiest words to implement a copy. Here are some examples of copies for different niches:

Language courses : Do you want to learn Spanish in 12 weeks?
Health : Want to know how you can lose fat and gain muscle before summer comes along?
Realtor: Are you looking to invest in property but don’t know where to turn?

The more personal you make your ad, the better response it will get.

2. Tap into consumer needs

Over the last decade, we always want the latest and greatest of everything. When was the last time you saw Apple or Sprint advertise about downgrading a mobile phone or service package? Consumers today have the urge to want only the very best on the market, be it technology, a new hairstyle or a new way to solve a common problem.

When to use– Use the word new and latest with caution. If what you’re offering is not new and just a rehashed product or service, people are going to know instantly and you will lose a lot of credibility and trust.

If it is in fact new, place the worlds in your copy to play on consumer needs of wanting the latest thing.

3. Everyone loves a promotion

Facebook Ads are the perfect medium to promote discounts and special offers. As we discussed in our How to Create the Perfect Facebook Ad – A Step-by-Step Playbook, Facebook offers tailored adverts that can be used in-conjunction with coupons and promotions.

Words such as save, promotion, discount and special offer are not only great value propositions, but on a psychological level make us feel happy that we purchased a product or service under the market value. How many times have you told a friend that you bought a particular item that was on special offer and how awesome the offer was, almost as if to brag?

When to use Using promotional type words best work with a Facebook Offer Ad. They help further cement your message giving users a clear call-to-action to make.

4. The king of all advertising words – free

Who doesn’t love something for nothing? Free is one of the most powerful words in advertising. While the word triggers several spam filters when emailing, it has never been more powerful in advertising.

When to useFree can be used in a number of different ways, perhaps your business offers free shipping, a free consultation, a buy one get one free offer or free eBooks. Using free is a sure fire way to get more clicks on your ad, just make sure what you’re offering is actually free.

There are a number of misleading ads that claim something is free and once the user clicks, it turns out they were wrong. We suggest staying away from this tactic as it can negatively affect your brand.

Here is an example of Moz creating a well targeted Facebook Ad promoting a free trial of their service:


5. Words which authenticate your product or service

Tested and proven are two buzz words when used in the correct context can build trust around whatever you’re selling. When you see a particular Facebook Ad which has several comments and hundreds of shares and likes, subconsciously our minds associate the product with being trusted due to the amount of human feedback and support.

When to use – While not as strong as natural likes and comments, tested and proven create similar feelings in our subconscious mind.

Everywhere we turn on the Internet someone is trying to sell us something. Phrases like “Tested over 100 times to ensure perfect performance every time” or “Our course has been proven to increase the average score of each student by 125%”  gives the prospect comfort in knowing they are going to get a legitimate product, and not a heap of junk.

6. The complexity of language

All aspects of an ad copy are intended to evoke a reaction to get the prospect to make the intended action. Humor, fear, power, sex, worry and prosperity are used in advertising every day to sell productions and build brand awareness.

Here are some examples:

Aston Martin – “Power, beauty and soul”

Aston Martin sell high-powered luxury cars, their brand message echoes this perfectly. Their message stirs up our need to be accepted, having control and being an alpha male, who doesn’t want to be beautiful and total control?

Kodak – “Share moments. Share life”

Another perfect example of how words can do more than just sell a product. Kodak’s slogan resonates with us on a personal level and brings up the feeling of love, family and friends and oneness.

When to use – If your advert is promoting a special offer phrases such as “Offer ends in 48 hours” or “Order now before it’s too late” is playing on people’s fear of missing out.

If your goal is to get more Facebook Page likes, you would be better off using a brand slogan like the two mentioned above.

Selling courses or offering a service that enhances people’s lives? Then use phases such as “Sign up today for a brighter tomorrow” to evoke more positive reactions.

7. Echo your brand name

Using brand names works better for more established businesses but is still a valuable tool for newer businesses to get their name out. When you near the name McDonalds, you instantly think of fast-food at a cheap price, Mercedes for luxury vehicles and Crush Campaigns as masters in online marketing (okay, maybe we’re a bit bias).

When to use – Implementing your brand name is best used once you have established yourself in the industry you operate. Once achieved, use your brand name in your picture, title and into the body of the text.

Take a leaf from Nike’s book:

8. Include monetary values $

The dollar sign with a number attached after it quickly resonates in our mind whether we have the money to buy something, if it’s good value or how much we can potentially gain ourselves.

When to use– When advertising a special offer, mention the amount the user can save if they buy today. If you’re offering a service, mention how much they can potentially save or make as a result. For example:

When offering a discount$50 off all orders over $200. Act now!

When giving out information to capture leads Follow our 7 tips to earn over $2,000 a month starting your own online business.
rich page



This is the end of our awesome 3-part series on the psychology behind creating a high converting Facebook Ad. You’re now fully armed to use Facebook to create the most powerful adverts possible to increase achieve your marketing goals.

Try to implement as many ideas as we have listed throughout our guides and to see what works best. Most businesses who run Facebook Ads have no idea about the psychology behind color, images or texts, and usually burn a lot of money with no end result.

So the next time you’re creating an ad to promote a discounted product to women, think about using the color purple with a orange call to action, and use words such as you, save and monetary values in the copy to crush your next Facebook Ad campaign.

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