1 Facebook ad, 90 words, 3 copywriting techniques

The Facebook post in this picture is fizzing with copywriting technique.

Copywriting in a Facebook ad

First, the copywriting calls out what the customer really wants, not what the product actually is. The customer reading this Facebook ad wants to share an activity with the kids in the school holidays; learning how to bake sourdough is a means to that end.

(Don’t you love how “sidekick” conjures the joy of parenting with a pinch of how kids stick like barnacles in the school holidays?)

Second, the copywriting of the Facebook ad references a unique mechanism — “my ‘no knead’ method”. Unique mechanisms are important in copywriting because we’re more likely to believe someone can deliver reliably if they have a mechanism for delivering, and if that mechanism is different from everyone else’s.

(Also, we’re lazy, so doesn’t baking without all that thumping and punching sound attractive? So “no knead” is a fantastic name for the unique mechanism)

Third, the copywriting swats away an objection. It’s the usual objection — no one thinks they have time for anything. No worries here — this method breaks down to “stages that take no longer than 10 minutes each”.

This is all folded in with a thumbnail sketch of the wonderful result — a delicious, crusty loaf and a chance to be a good parent.

All this technique in 90 words.

The Facebook ad was written by Elisabeth Williams of my Heimat. Elisabeth was one of a group of 10 to go through a prototype of The Landing Page Template™, Taleist’s online copywriting course.

If you want to learn how to pack persuasive technique into irresistible packages, you should check out the course.

Elisabeth talks about The Landing Page Template™

Read more about The Landing Page Template™