In the campaign below, Frank is selling a private event he's holding in San Diego. You'll notice that the copy in each of these ads is identical. He's only testing...View More different photos. Two of the photos are just of him and the other two include a well-known guest (possibly implying they may be at the event). In the body copy, Frank hits on three key aspects that make this event desirable. 1. He will work with them "hand-in-hand" on their business 2. There will be a "small group" of entrepreneurs and 3. He will be sharing information that he's tested with great success. This is a great formula for selling an event: offering personal access/help, having a small, exclusive group & sharing insider information the expert has used successfully. Frank continues to explain the information he will divulge, exceeding the allotted amount of body text & creating a cliffhanger (reason to click), which he is known for. Lastly, pay attention to the action-based language at the bottom of the ad - he uses the phrase "Click Here" twice.
Private Event Facebook Ads from Frank Kern Swiped in June 2015
When selling a private event, there are three things you should emphasize in your copy that Frank does in this campaign. 1. You, the expert, will help them personally to get results. They are getting special inside access to you. 2. There will be a small group of attendees. It will be an intimate, exclusive gathering where the attendees will be given more attention. 3. They will be taught special information you used personally to get results & that information will not be taught the same way, elsewhere.
Just like Frank does, try leaving them with a cliffhanger. It creates another opportunity for the user to click through.
Simply testing different photos in your ads can have a big impact. In this campaign, Frank uses the same copy, but tests a variety of different photos.
Close with action-based wording. Towards the bottom, Frank uses "Click Here" twice.
Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!
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