How To Write Effective Ad Copy Using The Problem-Solution Lead

How To Write Effective Ad Copy Using The Problem-Solution Lead


What is the problem-solution lead?


David Ogilvy once said, “When you advertise with fire extinguishers, open with fire.”


Basically, start with the problem.


The problem-solution lead uses the classic “hot button” approach where any talk about your product is delayed until later.


Instead, you open with your prospect’s biggest, most pressing issue. Then you offer them a solution, which is the product you’re selling.



The best customers to use this lead on are those who are solution aware and problem aware. That’s because compared to the previous leads we talked about, this one takes a more indirect approach.


There’s a gap between what these customers know about themselves and about your product. You need to close this gap first before making a sale. That means you have to spend some time building trust with them before introducing your product. Otherwise, you run the risk of scaring them away.


These customers want to feel understood. They want to know that you get it. To do this, summon your empathetic side. Your copy needs to scream, “Trust me, I feel you. I feel your pain.”


Think about it. In personal conversations, how do we show the other person we’re listening? Simple. By empathizing with their situation.


What you need to write an effective problem-solution lead

First, list down all the worries that keep your prospect up at night.


I’m not talking about the practical, superficial problems most people share. You need to go deeper. Go behind the curtain and shine a light on those deep underlying subconscious feelings that even your prospect finds hard to vocalize.


These are called the “core emotions”.


And the only way to identify these core emotions is by speaking directly to your ideal prospects for whatever it is you’re selling.


Speak directly to them, whether online or in person. Read their emails to customer support. Listen to their calls to customer support. Find them online and read their social media posts and comments on online forums.


People with niggling problems won’t shut up about it. Any chance they get, they’ll complain about it.


So take advantage of this and keep an eye out. Watch out for patterns, especially those things that they don’t realize they keep repeating. Those deeper problems are the ones you set out to solve.


Then when writing your lead, capitalize on those emotions you’ve gathered. Stir them up to prove to your customer that indeed, you do feel their pain.


But don’t linger on the pain too long before showing there’s a light at the end of the tunnel. You must offer hope of a relevant solution at some point in your pitch.


Approaches to the problem-solution lead


The problem-solution lead takes many different approaches that you can use. We’ll look at 5 of those:


1. “If this then that”


This approach follows this template:


If [you have this problem] then [this product will fix it]


An example headline would be:


“If you’re feeling down, then Gatorade will pick you up”


Another variation of this approach could be:


For relief of [problem/worry], try [solution/product]


For example:


“For relief of migraines, try Excedrin”


Obviously, these are just really basic examples to give you an idea of what I’m talking about.


2. Inversions


This is where you flip the problem-solution formula around to become the solution-problem. It promises a solution before highlighting the problem.


For example:


“Get all the benefits of summer sunshine without the blisters or burns”


3. Identification


This approach makes the reader feel identified by their troubles or even directly responsible for them. It targets the person who has a problem and feels really strongly about it


For example:


“For those who want to write but can’t get started.”

4. The question


Many successful problem-solution leads are phrased as challenging questions. This approach is great because it starts a mental conversation between you and the prospect. If they answer yes to the question, it will be tougher for them to quit reading.




“Are you scared of losing your job?”


5. Instruction


If the problem is a bit more complex to address, invent a name for it that characterizes it quickly. Even though the name is an invention, it instantly makes sense of the negative situation. Like this example from a Geritol ad:


“If you feel run down because of tired blood, take fast acting Geritol.”


The term “tired blood” is made up. But someone with a cold or flu who feels worn down would probably describe it that way.


That’s it for the problem-solution lead. 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 Write Effective Ad Copy Using The Promise Lead

How To Write Effective Ad Copy Using The Promise Lead


What is a promise lead?


The promise lead is the most common type of lead. It’s a little less direct than the offer lead, in that, the product/offer is mentioned later on in the copy.


This lead opens with your product’s best and biggest benefit. Whatever this big benefit is, it has to tie in with your prospect’s core desire.


Drayton Bird once said, “Advertising works best if you promise people something they want, not—as many imagine—if you are clever, original or shocking.”


So make a bold promise to your prospect that you’re going to give him what he really desires.


In a classic promise lead, the promise is found in 3 main places: the headline, the first line and often, the last line too.


Here’s an example of an ad that uses the promise lead:


The promise is clear in the headline. The agency guarantees to outpull your best ad.


If you read through the rest of the ad, you’ll see that it’s centered around this promise of guaranteeing results.   


The formula for writing a good promise lead


First, make a list of your product’s best features in order of relevance.


Then, translate those features into benefits. Simply put, what do these features mean for your customer?


And out of all those features, which one is the most original and most unique? Because that’s your Unique Selling Point (USP)


Reeves first wrote about the USP in his book, Reality in Advertising. In it he gives a 3-part formula for writing effective promise leads


1. Introduce the product


2. Explain what the product does. It has to be something original that your competitors’ products can’t do. This is your USP.


3. Finally, your promise to the reader MUST target their core desire. They have to want what you’re promising. You can’t create desire. You only awaken what’s already there.



But what if a promise seems too big that your reader becomes skeptical?


For example, you could promise to grow your audience’s $250 to $3.5 million.


That seems too good to be true. Most people will think you’re a scam.


In such a case, acknowledge their skepticism before they have a chance to. Turn the big claim into a question. Something like this:


Can You Really Grow $250 into $3.5 million?


With that, you reframe your prospects’ thought process. Now you’ve piqued their interest. They want to find out if it really is possible.


When to use the promise lead for best results


Depending on how aware your customer is, this lead would work best on the fence sitters. The ones who are product aware.

They know what they want. They are almost ready to buy. But, they aren’t sure your product is right for them. They just need a nudge in the right direction and they’ll fall into your corner.


This nudge comes in the form of a promise lead that’s original and relevant to them.


They haven’t bought because they keep hearing the same thing everywhere. They’re confused about which to product to go with. The only way you win them over is if your promise stands out from the rest.


So do your research. What has been promised before in the market? Strive to beat that. Learn everything you can about your prospect’s desires and what their expectations are so you can meet or beat them.


Keep in mind that the most effective part of the promise lead is not so much what your product will do for them, but how it will make them feel while using it. Even better, how others will see them while using it.


For example:


“Build Your Memory In 4 Short Weeks—So Powerfully Your Family Won’t Believe It”


In addition to having a powerful memory, this headline is promising admiration and respect from family members for having a new skill.


So dig deeper. How will your product make your prospect feel? Maybe they want to feel confident. Maybe they want to feel secure. Maybe they want to be free from worry. How will others perceive them in this new light?


Whatever it is, make sure you’re making a strong promise that you know you can deliver on.


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

The 4 Key Ingredients To Attract


How To Write Effective Ad Copy Using The Offer Lead

How To Write Effective Ad Copy Using The Offer Lead

What is the offer lead?

First of all, an offer details the product on sale and what the prospect gets in return. It’s how you close a sales message.


From that definition, an offer lead is a direct approach in copy where you go straight to the offer or deal. It focuses on the product, the price point, and the guarantees very early in the lead, if not in the headline.


Do you remember the straight sale/offer angle? That angle and this lead can be used simultaneously to advertise a particular product or service.


This ad is a great example of an offer lead. The headline says:


“Get advice on 650 stocks For Only $1”


The deal is clear in the headline. Already the prospect knows that they are going to spend money. And in exchange, receive advice on a whopping 650 stocks.


All offer leads follow the same formula, that is:


1. Focus on the most emotionally persuasive detail of your offer


In this post, we talked about honing in on the emotion you’d like to appeal to. Focus on it. Sprinkle it all over your lead.


2. Emphasize the most valuable benefit of that deal


If the biggest benefit to your prospect is 50% savings, emphasize it. Make it clear very early on in your copy.


3. Expound on that same benefit in (2) above


4. Most importantly, include a compelling reason why you’re offering that product.



Most copywriters overlook that last point. The “reason why” doesn’t have to be something deep. It could be anything, really. Something like: supplies are limited or that the price offer expires in 2 days.


But whatever the case, you have to answer the niggling question in your prospect’s minds, which is:


“Ok, sounds really great…but what’s the catch?”


Because sometimes they might think the offer is too good to be true. Giving the “reason why” answers this question.


And if there truly is a catch, reveal it to your audience. Don’t try to put one over your prospect. This is the fastest way to lose trust with your customers. It’s a bad business practice that will cost you in the long run.


An effective offer lead is one where the prospect feels that the benefit he’s about to get is a steal compared to what he’d normally pay.


When to use the offer lead


This lead works best on:


1. The most aware customers.


Prospects who know you, what you’re selling and even the market value of what’s for sale. That’s because the most aware are already emotionally ready to buy. They trust you. They’re willing to hear more about what you have for sale.

We talked about customer awareness levels in this post.


2. Products that are easy to explain.


If it’s too confusing to the reader, they’ll click away and move on to the next thing.


Important things to note:


Keep the offer lead short and simple. That’s because you’re addressing customers who are already familiar with you and your product. Focus instead on the value of the offer. They want to know what’s in it for them.


Use numbers where possible. Show the math. Rather than telling them they’ll save more, show them by how much. “You’ll save 20% more.” If you’re comparing your product price to another one, show them the amount they’ll save in dollars.


At the end of the day, you want your prospect to feel like you’re giving them more than you’ll expect to get in exchange.


Finally, use time limits to show that the deal won’t last forever. This increases the urgency in your prospect to act fast so they don’t miss out on this once in a lifetime deal.


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


The One Thing You Need To Write Effective Ad Copy That Converts

The One Thing You Need To Write Effective Ad Copy That Converts


The lead is the most important part when it comes to writing ad copy that converts


You can have the most amazing offer or product in the world. But if your lead doesn’t grab your audience by their throats and sucks them in, it won’t matter. You’ll end up losing out on massive potential sales.


Before we dive further into this, let’s define what a lead is.


What is the lead?


The lead is the start of a sales message. It’s how you lead into the sale. It’s your headline, your subheadline, and the first few paragraphs of your copy.


I actually got this idea from a book called Great Leads by Michael Masterson and John Forde. So get this book if you want a more in-depth look at leads.


Now we know what a lead is. Why is it the most important part of your copy?


Why is the lead so important?


The lead and how you start your copy is very important because you only have about 8 seconds to grab your reader’s attention and hook them in. Otherwise, you’ve lost them forever.


When you think about it, that’s a really short amount of time to convince someone to listen to you.


You’re competing for people’s time and attention, which is in limited supply these days. With so much information flooding the interwebs, yours could get buried in all that sea of content.


To get noticed, you must stand out. Your lead has to be strong enough to reel your audience in.


It starts with a bold headline. Then once you’ve got them reading past the headline, you have to keep them hooked. You want to get them to the call to action at the end. If your copy is not engaging enough, they’ll become disinterested and click away, never to look back.



The key to writing strong leads


The sole purpose of your copy is to get people to take some sort of immediate positive action. That could be anything like: sign up, buy now, download here, apply here… etc


Getting people to take that kind of action requires two things.


First, you need to tap into their emotions. Your words need to move them into taking action. Second, you need to persuade them intellectually.


So before you even type the first word of your copy, get clear on what emotions you’d like to appeal to. Is it fear? Is it insecurity? Is it lack? Is it shame?


Look at this ad, for example. The headline states:


“Are Your Children Ashamed That You Never Finished High School?”


That headline plays brilliantly on the emotion of shame, embarrassment and insecurity. As a mother who dropped out of high school, this headline would hit you right where it hurts. And as you continue reading, the ad continues to hone in on the feelings of shame and embarrassment.


So focus on the emotion you’d like to tap into with your lead. People make the decision to buy out of an emotional reaction/need. That’s how our brains are wired. We generate an emotional preference first. Then later, try to rationalize the decision.


If you want to hook people with your copy, win over their hearts. The rest becomes easy.



Types of leads


According to The Great Leads book, there are 6 types of leads.


But before we get into that, here’s an important thing to note. These leads, and how you’ll apply them, directly correlates with the market sophistication level of your audience.


How aware are your customers? How aware are they of the market, the problem they face, the products that exist, and the solutions?


Now, if you want to learn more about market sophistication and awareness, there's a book that was written by Eugene Schwartz called Breakthrough Advertising. In it he categorizes the customer awareness into 5 different levels:


1. Most aware


These are the dream customers. They’re your diehard fans. They are emotionally ready. They know you. They know what you do. They know your product. All you need to do is to offer them something new and they’ll buy. Easy as that.


2. Product aware


These are the customers sitting on the fence. They know you. They know what you sell. They just don’t know if it’s right for them. These customers are easy to win over because they’re already educated about your product. What you need to do then is convince them that you’re right for them. You have to earn their trust.


3. Solution aware


These customers know the results they want, they just don’t know where to look. So you first have to convince them that you understand their predicament. Then you educate them about your product and how it will help them get the results they are looking for.


4. Problem aware

These are the most worrisome of the bunch. They have a problem. They just don’t know that there is a solution for it. The key to selling to them? Show them that you feel their pain. You have to sympathize with them before introducing your product and its benefits.


5. Completely unaware


These are the toughest to win over, but potentially the most rewarding once you do. They know nothing, à la Jon Snow of Game of Thrones. They don’t know who you are, what you sell and that products like yours exist. They don’t even know that they have a problem worth solving!


And because of that, they have no reason to listen to your message, let alone trust you. To make the sale with these people, you need tact. You don’t want to come on too strong with a pitch or you’ll scare them away.


And there are two leads designed specifically for the completely unaware audience. Use them and your prospect will never see it coming. By the time they realize it’s a sales message, you’ve already hooked them in.


We’ll talk about these leads in depth in the coming days. They are:

  • 1
    The Offer Lead
  • 2
    The Promise Lead
  • 3
    The Secret Lead
  • 4
    The Problem/Solution Lead
  • 5
    The Proclamation Lead
  • 6
    The Story Lead

So stay tuned for that.


Remember to first survey your audience. Where are they on the customer awareness scale? What do they know?


For the most aware customers, you’d use a direct approach to sell to them. Whereas for the unaware, a more indirect approach would suffice.


This information is important because it will help you choose the best lead to use, and eventually, write copy that will convert like crazy.


If you would like my help in using these and other strategies to sell your high ticket products and services, just click the button below to apply for a complimentary consultaion. 

The 4 Key Ingredients To Attract


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.

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