“If you build it, they will come” was the cry of Kevin Costner in “Field…
3 Steps to Creating a Facebook Post With a Link That People Actually Click
You want to write a Facebook post that will encourage people to click through to your website, but you’re a little stuck on what to say. While there is no hard and fast rule, there are three critical elements that people need to see in your post text.
I’m describing those elements in this article to help inspire you to create good copy that gives just enough information and sounds more like a story than a pitch.
As a start, I recommend you fill in the following blanks, then reword it to sound more like you and your tone.
THE ESSENTIAL ELEMENTS
- We help <insert your target market and their problem (the reason they’re reading ads)>
- by <insert your solution>
- so that we can <insert your biggest benefit>
Example using my business:
We help small business owners generate relevant traffic to their website when they don’t have the time or knowledge to do it well themselves.
Facebook knows everything about everyone so we tap into that using intelligent techniques. In this way, Facebook allows us to create posts that deliver our message to the perfect audience.
In simple terms, we train Facebook to be a “cyber salesman” working around the clock to free you up to do what you do well.
Now let me break this formula down:
1. WE HELP <insert target market>
Starting with ‘We help’ or something similar, works well because no one likes being sold to, especially on social media, but everyone likes being helped. Facebook is a great place to identify the problems of your target market, especially if people aren’t “Googling” you (where you can latch on to their problems through keywords).
Opening with “We help” tells people you’re here to listen, and you really understand their problem so you can help sort out their issue.
<insert target market> Identifying the prospect group reinforces that they’re in the right place and gives them more confidence that you know what you’re talking about to fix their problem.
<insert their problem> What specific problem can you address for your your target market? Problems that are too broad get scrolled over.
For example, if I was advertising a networking event: People don’t usually go around thinking “I don’t have enough networking events in my life.” But people who attend these events might be thinking that their pitch could use a bit of polishing. So instead of addressing the networking issue, you might help people practise their pitch by holding events where they have the opportunity to deliver their pitch .
Identifying the problem is the critical factor. So what specific problem do you solve ? It should be consistent with your headline and you expand on it here. The headline draws them in, but you need to resonate with your audience.
2. BY <INSERT YOUR SOLUTION>
Too many ads promise something but the prospect has to believe you can help them before they will click through. Unless you give some idea about how you can solve their problem, you risk them skipping over. Attention is a valuable commodity, and telling the solution keeps their attention.
Keep your description of your solution simple. Don’t get jargonistic. Think about being at a dinner party and talking to a new person. They always ask “what do you do?” and you always keep your chat conversational if you don’t want to bore them or frighten them off. That’s how you would write the solution in your posts.
3. SO THAT YOU CAN <INSERT YOUR BIGGEST BENEFIT>
What are the benefits of solving this problem in your unique way?Remember to make the benefits all about your prospect. If you’re selling steak, this is the sizzle.
You really want the prospect to imagine themselves once you’ve solved their problem. There is a great temptation here for you to list more than one benefit. Resist. Let them find more benefits when they get to the destination website. The idea is just to hook them in so they’ll click through to where you can collect them with your pixel.
It’s also a great idea to create multiple versions of your post with a different benefit each time. When one post performs better than another, you’ll know what really hooks people in.
OPTIONAL EXTRA (BONUS)
The above is enough to create good copy , but you might also consider rounding off the post text with ‘IN FACT ……’ and add a case study to illustrate help you’ve given to a previous client. Again, it encourages the prospect to imagine themselves being helped by you.
For example: ”In fact we trained Facebook to sell for a festival client the other day and turned $30k of advertising spend into $1.2m revenue.
If you’re writing a post to get people to click through to your website and you’re stuck for something to say, or even if you’re at an actual dinner party, consider including these three elements in your post text when you’re trying to convert prospects into clients via Facebook.
The soft sell (the storytelling method), is a great option. Comment below if you want feedback on how yours sounds.
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