How To Use The Straight Sale Angle To Write Better Facebook Ads

How To Use The Straight Sale Angle To Write Better Facebook Ads


The straight sale copy angle is all about making a direct offer to your prospect. No persuasion. No pitching. Just a straight up direct sell.


It’s a very brief, straight to the point copy angle, as you’ll see below.


Before we get into that, a common mistake most people make is using this angle to sell to cold leads. No wonder your ads aren’t converting!


This angle is the absolute worst to use on cold leads. They don’t know you or your product. You’d have to educate and persuade them first, qualities which this angle lacks. If you have cold leads, try The Story Angle or The How-To Angle instead.


For massive results, use the straight sale angle ONLY on your warmest leads, the people who know you and your products and have probably bought from you before.


So how does the straight sale framework look like?


It’s made up of 5 parts:

  • 1
    Dog Whistle Headline
  • 2
    Dog Whistle Introduction
  • 3
    Announce product
  • 4
  • 5

1. Dog whistle headline


Have you ever used a dog whistle before? When you blow it, no sound comes out of it. No one else around you can hear it. But if there are any dogs around, they’ll start going crazy. That’s because the whistle emits a certain frequency only dogs can hear loud and clear.


That’s what this headline essentially means. To just anyone else, it won’t make sense. They won’t relate and probably won’t be bothered to continue reading. But to the intended reader, it will resonate completely.


So craft your headline to the intended reader, like this headline below from this ad, that speaks to people who want to write:


Right off the bat, the headline speaks to the intended audience. If you’re not a writer, you won’t be bothered by this ad. You’ll just scroll along. But if you’ve been struggling to get started in writing, this headline will stop you right in your tracks and get you reading.



2. Dog whistle introduction


Following the same dog whistle headline, you continue speaking to your intended audience by addressing their biggest need. You do so in the intro. This is where you make it clear to them that they are in the right place and that they can finally find a solution to their problem.


3. Announce product


After the intro, you announce the product. Tell your readers that you’re offering them a solution to their biggest problem. In the ad’s case, that solution was the New York Copy-Desk method.


4. Benefits


After introducing your product, you dive right into the benefits. You list all the cool things about your product and how it can help your readers achieve their goals.


5. CTA


Finally, the call to action. You ask for your audience to take the necessary action, whether that be to buy, to sign up or to download.





That’s it for the straight sale angle. Very short and sweet. It’s one of the easiest pieces of copy to write. So if you have warm leads, try this angle on them and see how it works.


Also, if you would like my help in implementing this and other strategies to sell your high ticket products and services, get in touch with me by clicking the button below to apply for a complimentary consultation.

The 4 Key Ingredients To Attract


How To Use The Counter Angle To Write Better Facebook Ads

How To Use The Counter Angle To Write Better Facebook Ads


The counter angle is based on expressing a viewpoint that’s wildly unpopular. You’re going against popular opinion.


And because of that, this angle might cause a lot of controversy. Most people won’t believe you at first. But if you explain yourself clearly and can back your claims up with facts and solid proof, then your copy will end up converting really well.


So the 4 main steps that make the counter angle copy framework are:

  • 1
    Counterintuitive statement/headline
  • 2
  • 3
    Big Picture How-To
  • 4

1. Counterintuitive statement/headline


First, what common belief are you going against?


State it in the headline.


This Lazy Man’s Way Ad is a perfect example of an ad using the counter angle.


The headline says:


“The Lazy Man’s Way To Riches”


Now, the popular belief, as we all know, is that lazy people aren’t rich. Lazy people cannot be rich. If you want to be rich, you have to work hard. The few lazy people who are rich got there by mere fluke. They are the exception, not the rule.


This headline goes against that. It says that lazy people can, in fact, get rich.


2. Expand


Obviously, many people aren't going to believe you. Even the skeptics you’re targeting will have a little doubt in their minds. So you have to work extra hard to convince people that you’re right.


So this is where you expand on your counterintuitive headline. Give solid reasons and facts about why you believe you’re right.


In the ad example I shared above, Joe, the creator of the ad, follows the headline with:


“Most People Are Too Busy Earning A Living To Make Any Money”


Already, he’s showing you where he’s coming from, that most people’s approach to making money is flawed. And then he starts the body of the copy with this:


“I used to work hard. The 18-hour days. The 7-day weeks. But I didn’t start making big money until I did less—a lot less.”


Again, that’s counterintuitive because how can you make more money when you work less, right?


The next few paragraphs are of him addressing these objections. He does that by sharing how his life has improved significantly after he started working a lot less. And that’s all thanks to his Lazy Man’s Way to Riches, a secret he’s only shared with a few friends.


3. Big picture how-to


This next section is about giving people a big picture how-to. This is where you show them how their future life would look like with this product you’re selling.


Going back to the ad example, with Joe bragging about his new life, he’s also painting a big picture how-to.


He’s showing people the power of the Lazy Man’s Way to Riches. He’s telling them that this, too, could be them, living their best life. He goes into detail about the $250,000 house he now owns, the car he drives, his magnificent view from his office, and so on.


So be as vivid as you can with your descriptions. If possible, add in testimonials from real people who’ve used your product successfully. This proves to people that your product works and that the results are phenomenal.


4. CTA


Finally, the call-to-action. Ask for the sale. I like how Joe does it in his ad. Look at this:



He points out that his readers might be skeptical because of what they’ve heard from friends and family. But he counters that with a simple question that tips everything to his favor


How many of them are millionaires?


I mean, who can argue with that?


He even gives you two choices, one of which outweighs the other by tons. He already knows what most people are going to choose. It’s so clever and subtle how he’s done his call-to-action.


And then, of course, don’t forget to show people where to go buy your product.




That concludes the counter copy angle. When done right, this angle will end up bringing in massive sales for you.


If you would like my help in implementing this and many other strategies to sell your high ticket products or services, just click the button below to apply for a complimentary consultation with me.

The 4 Key Ingredients To Attract


How To Use The How-To Angle to Write Better Facebook Ads

How to Use The How-To Angle To Write Better Facebook Ads


The How-To angle is one of the classics. Here’s where you give value to your audience by showing them how to do something.


What’s their biggest goal? Teach them how to get it with this copy angle.


A typical how-to angle would have these 5 parts:

  • 1
    How-To Headline
  • 2
  • 3
    "Yeah but HOW?" statement
  • 4
    Useful big picture
  • 5

1. How-to headline


The how-to headline is just as simple as that. How to do something. Tell your readers outright that you’re going to teach them how to do something specific, like:


“How to Build  A Custom Automated Webinar”


2. Intro


Next, you move to the intro. Introduce yourself to your readers. Show them what you do, what your qualifications are, and why they should listen to you.


If you’re teaching them how to build a custom automated webinar, then you should’ve already done that successfully.


So toot your horn. Tell them how many webinars you’ve built, how much money you’ve made from these webinars, how many people you’ve helped. Be as specific as possible. Your aim is to make your readers go, “Ok, this guy sure knows his stuff.”


Here's a simple example of an intro:


“For the last 9 years, I've been perfecting high-ticket automated webinar systems and traffic generation for myself and my clients


And after spending millions of dollars testing different funnel types and traffic generation strategies, I've developed what I believe to be one of the most effective webinar marketing systems on the planet.”


3. “Yeah, But HOW?” statement


This is the fun part. In just a statement or two, you make a claim that makes the reader go, “Yeah, but how??”


So just after the intro, you could say,


“Look, the reason there are so many ads with people inviting you to their webinars, is because webinars produce some of the most lucrative results for online and offline businesses.


And you can produce these same lucrative results with webinars in your business, too.”


The question on everyone’s minds will be, “OK, great, but how?” They’ll want to know how to get these lucrative results.


That’s the question you answer in the next section.


4. Useful big picture


This is where you show how your product works. Give them a useful big picture of the results they can expect after using your product.


For example:


“This strategy will help you build a multiple six figure or seven figure business business, no matter what industry you’re in.


I've created a simple PDF with the exact framework and recorded a training video that walks you through the framework step by step.”

So the readers' “Yeah, but how?” question is answered. They now know that they can get lucrative results from webinars through this strategy, which is a simple PDF with the exact framework and recorded a training video, that walks you through the framework step by step


If you can, share something useful or valuable, ideally something that can give them immediate results. This builds your trust factor. It also whets their appetite. It gives them a little taste of the results they can expect from buying your product.


So paint a vivid useful picture while giving away as much value as you can.


And for every bold claim you make, explain and demonstrate how. Otherwise, it’s going to be really hard to make people believe you.


Basically, for every statement you make that will have the reader go, “Yeah, but how?” address it. Squash all those objections as soon as they come up so that by the time you’re asking for the sale, you’ve erased all doubts in their minds.


5. CTA


Finally, you ask for the sale. People want to know what’s inside before they can buy. Break down all the cool things inside that people are going to learn about.  If it’s an online course, outline all the modules inside and what each is about.


Then tell people how they can get the product and where to buy it.


Like this example below. It breaks down all 5 parts of the training before asking for people to download it:


“Now, this system is comprised of 5 parts that I'm going to break down in detail when you get access to the training shortly.


<img draggable=The first part is the Automated Webinar System framework and funnel structure – I break down the exact funnel and process we use to put high-ticket prospect through to become paying clients.


<img draggable= The second part is the FB Pixel funnel strategy – this is part of the secret sauce to help us track, optimize, and scale the ads that are feeding our funnel


<img draggable=The third part is my Contextual Content ad strategy which breaks down how we use content-based ads to grow our audience and establish authority in the marketplace


<img draggable=The fourth part is the FB Hierarchy strategy which walks through the exact campaign structure we implement when launching our ads


<img draggable=The fifth and last part is our Behavioral Retargeting strategy which helps us maximize our Return On Ad Spend while also reducing our cost.


You'll discover all this and few other golden nuggets in the pdf and video I created for you.


Now if you're wondering why I would give away my most lucrative strategy for building profitable webinar systems and what’s in it for me?


Well, it's quite simple, by me showing you this strategy and providing a ton of value up front there's a small chance that you may want us to help you implement everything you're going to learn.


In fact, when you watch the video training to the end, I'm also going to share how you can have me build a fully customized high-ticket automated webinar system for FREE!


I’ve put all the details in the training video and pdf.


You can get instant access to the training here <img draggable=“”





That’s the basic framework of the How-To copy angle. Play around with it. Nothing is set in stone. Test and see what works for you. Look for ads that use this How-To angle and borrow some ideas from them.


In the next blog post, we’ll talk about the third copy angle, which works best for skeptical audiences. So be on the lookout for that.


If you would like some help in implementing these strategies to sell your high ticket products and services, I'd love to help. Please click the button below to apply for a complimentary consultation with me.

The 4 Key Ingredients To Attract


How to Use The Story Angle To Write Better Facebook Ads

How to Use The Story Angle To Write Better Facebook Ads


Before you start writing your next Facebook ad, you need to know about copy angles.


A copy angle is a different viewpoint that you can use to sell a product or service to your target audience based on what appeals to them.


I've always been very familiar with copy angles but I actually got this from Frank Kern, the most sought-after internet marketing consultant and copywriter on the planet.


He talks about 4 types of copy angles, which are:

  • 1
    The Story Angle
  • 2
    The How-To Angle
  • 3
    The Counter Angle
  • 4
    The Straight Sale Angle

In today’s post, we’ll focus on the story angle


The story angle


This angle is based on storytelling.


It’s one of the most powerful ways to structure your copy because people connect best to stories.


So if you’ve got a great story to share, use it in your copy. Make it personable, memorable and entertaining.


You’re building trust with your audience. So don’t make stuff up. Use real stories that relate to the copy you’re writing.


The 6-step framework of the story angle includes:

  • 1
    Cliffhanger Headline
  • 2
  • 3
  • 4
    Discovery/Intro to Offer
  • 5
  • 6

To better illustrate this framework, I’ll include snippets from this Secret Trick Ad from Green Tree Press. It’s a print ad that ran in 1989 and utilizes this story angle perfectly.


1. Cliffhanger headline


You know when you’re watching a TV show and the episode ends in such heavy suspense that you just have to, NEED TO, know what happens next?


That is the power of the cliffhanger.


A cliffhanger is something with a strong element of suspense. It leaves you with a crazy urge of wanting to know what comes next.


That’s what your headline should do. It should grab your reader’s attention and make them want to continue reading to find out more.


Like the ad’s headline:



That headline is hard to ignore. It sets the tone for a very good story. You immediately want to find out more about this ex-husband and the secret trick played on him.


2. Introduction


What follows after is the introduction.


Here’s where you introduce the character of your story, whether that’s you or someone else. You introduce their struggles to make them relatable to the reader.  


Use this section to start building a rapport with your audience. Show them that you’re just like them, that you’ve been there and you know how it feels.


In the print ad, we get introduced to the character, Leslie McClennahan, and her struggles with weight.





The target audience, people who are overweight, would know exactly what that feels like.


3. Backstory


After the introduction, you dive straight into the backstory. This is where you tell your story as you set the stage for the discovery.


Build a rapport with you audience. Detail your journey and all the struggles you went through. You want them to empathize with you. You want them to be like, “Yeah, I understand exactly what you mean.”


Like Leslie says in the ad:




What she goes through is sad. The reader feels for her and hopes that she finds a solution.


4. Discovery


Finally, a light at the end of the tunnel. After all the hurdles you’ve taken you readers through, there’s a positive turn. You discover the magic pill that fixes everything.


This discovery is the thing you’re selling/promoting. And you explain how it changed your life for the best.


Like Leslie discovered a unique new weight loss program:




5. Benefits/results


This is where you answer the question, “Why did this thing work when everything else had failed?”


Highlight all the benefits and results you accomplished from using this life-changing discovery.


Be honest and specific. Address all the objections that may come up. Basically if there’s a statement where the reader would go, “Yeah, but how?” address that immediately.


For Leslie, the program worked because she was always eating. Naturally, people would wonder, how can you eat so much and still lose weight?


As you’ll see below, she addresses the objection with facts. Then she goes on to list all the incredible benefits of this program:

If you have testimonials from people who’ve found success with your product, include them here. This solidifies the fact that this product actually works. Real people have used it and it’s yielded them results.

6. CTA


And finally, the call to action. This is where you close the sale. You ask the reader to buy the product you’re selling.  


State the price of the product, the guarantees, and how the reader can buy the product. Even better, add an exclusivity aspect to give people a sense of urgency.


You could say the product is only available for a couple of days or to the first 100 people to sign up. Whatever it is to get people to buy as soon as possible.


For Leslie, the exclusivity is that it’s the first time the program is available outside of a clinical setting.






That concludes the story angle breakdown. Did you find this useful?


In the next post, we’ll talk about the second copy angle, the How-To angle. This angle is one of the classics. So if you don’t have a good story to use in the story angle, not to worry. The how-to angle might be perfect for you. So stay tuned for that.


Now, I have a question for you.


Do you sell high ticket products and services and would like my help in implementing these strategies that I’m sharing with you?  If so, please click this button below to apply for a complimentary 1:1 consultation with me.

The 4 Key Ingredients To Attract