A Simple Framework That You Can Use To Write Ads That Convert


I’ve been using this framework for years.


Not only do I use it to write my own ads in my business, but I also use it to write my clients’ ads.  


And that is the conversational copy framework.


I call this the conversational copy framework because the more conversational your ads are, the more people will engage with them.


Because if you think about it, people don’t go on social media to be pitched to.


They go on there to engage with others and have fun, basically. So if you want to engage them, you have to approach them in an easy, conversational tone.


What does the conversational copy framework consist of?


The conversational copy framework is made up of 6 parts. They are:


  • 1
    The Lead
  • 2
    The Body
  • 3
    The Bullets
  • 4
  • 5
  • 6

In this blog post, we’re going to focus on the lead.


What is the lead?


The first part of the conversational copy framework is the lead. It’s the opening line. The beginning of your sales message.


This is the most important part of your copy.


When someone is scrolling through Facebook or Instagram, this is the first thing they’ll see. How you phrase your lead is what will pull people in to read your sales message.  So it has to be bold and attention grabbing.


There are 6 ways you can structure your leads depending on how aware your customers are:


1. The offer lead


This is a direct approach where you start you start your sales message with the offer. It works best on the most aware audience.


2. The promise lead


This is where you open your sales message with your product’s biggest benefit. The offer is mentioned a little later in the copy. This lead works best on the product aware


3. The problem-solution lead


This is where your sales message starts with the most pressing problem your reader faces. Then, later on, you offer them a solution, which is the product you’re selling. This works best on both the problem aware and the solution aware.


4. The secret lead


The secret lead delays any mention of your product until after you’ve listed its USP and all its benefits. This builds intrigue and curiosity. This lead works best on the solution aware.


5. The proclamation lead


This is where your sales message starts with a bold statement that’s emotionally compelling. This lead works best on the unaware audiences.


6. The story lead


The story lead opens with an intriguing headline and then the story follows. The story ties into the product on sale. This lead works best on the completely unaware audiences.


Remember, the lead is the most important part of the sales message. There’s so much information on social media these days. You’re competing for people’s attention. You only have a couple of seconds to catch their eye and convince them to read on. So your lead has to be strong and attention-grabbing.


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.

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