Have you ever thought about how the pros of the internet marketing world do it?
How the accomplish so much, so quickly, with so little?
I always imagined that they had Illuminati-esque meetings in dark rooms with dimly lit candles while they made sacrifices to the gods of SEO and Facebook.
But looking back, I think that might be a little bit of a stretch.
I think how the pros really achieve so much success, especially with Facebook advertising, is by developing a deep understanding of consumer psychology and testing everything.
And while you could take this approach as well, I prefer to follow Picasso’s advice and remember that “Good artists copy, great artists steal”
Instead of wasting your time trying to follow the same process as the pros, why not just steal their outcome?
In this article, we are going to delve into the exact secrets that the pros use to achieve massive success with all of their Facebook advertising campaigns.
1. Become A Master of (Color) Psychology
According to a study by Management Decision, about 90% of the split-second judgments that we make about products are directly influenced by color.
This makes sense when you think about it on a biological level.
As we evolved, our eyes started picking up on particular colors that were important for our survival.
Take the color red for example.
Whenever our ancestors were hunting and gathering, red typically meant one thing.
Whether it was the deep red juice of a berry hanging from a bush or the marbled red of a slab of meat, our brains learned to react quickly to the color red.
Because for our ancestors, that split second it took to notice and claim their meal could literally be the difference between life and death.
Now, with our spears replaced with iPhones and stone caves replaced with cushy rooms, our reaction to color is no longer a matter of life and death.
But our brains haven’t yet caught onto that fact.
Marketers, however, have.
If you want to master Facebook advertising, one of the first steps you need to take is to master color psychology.
The failure and success of your ads will come down almost entirely to your design.
And selecting the right colors in the right arrangement could be the difference between a big payday and coming home as a hunting and gathering failure.
While this topic deserves an entire article of its own, I will give you a few bullet points to serve as a crash course.
- Older people tend to favor blue, purple, and green
- Younger people tend to favor yellow and red
- Very few people like the color orange
- Base your color selection upon your product, no amount of psychological trickery will make up for incongruent marketing
The trick with color psychology is figuring out a way to mesh your product and brand with the right colors.
If you run into this thinking “Oh my product is cool, I want everything blue!” odds are you will end up with some beautifully disgusting advertisements.
Spend some time researching how different colors affect the human brain and then use that knowledge in conjunction with your product and brand logos to create stunning ads.
2. Take Advantage of The Power of Free
One of my favorite words in the English language is the word “Free”.
Whether it’s free popcorn, free ad space, or free beer, I love free!
And so does the rest of the world.
Not only do people love it, but it has a similar effect on the human brain as the color red.
“Free” is a trigger word.
Even if people have no interest in what you are selling, they immediately perk up as soon as you say that something is free.
So how can you use the power of this four letter word to your advantage?
You have one of two options.
1) The free product/service
The first approach that you can take is to genuinely offer up a product or service for free.
This could be in the form of a free ebook, a free consultation call, or a free video course that you no longer sell.
Depending on what business model you are running, this can be a fantastic way to get people into your sales funnel, collect emails, and build customer loyalty immediately.
However, you need to realize that whenever people get something for free, they do not value it nearly as much as something that they have paid for.
This means that if you want your Facebook ads to produce high quality customers, you need to offer even higher quality “freebies.”
2) Offer a free promotion with a purchase
This is a great tactic whenever you are predominantly using your Facebook ads to sell products and not to generate leads or build an email list.
Especially if you make the free offer appear time sensitive or limited in quantity.
For example, let’s say you run a subscription service that sends monthly boxes full of high quality grooming and style gear for men.
Instead of offering ad viewers a free box (which would probably bankrupt you after about 200 people saw it) offer them a free addition to their subscription.
Whether you offer 1 subscription for free, a bonus gift, or a gift card to use at your store, it doesn’t really matter.
All that matters is that your audience is focused on the fact that they are getting something for free.
The great thing about this tactic is that you don’t have to actually lose any money.
If you select the right product for the giveaway, the profit that you will make from the purchase will more than cover the cost of the “free” product.
3. Target Your Ads Based on Geography
One of the Facebook advertising tricks I notice many entrepreneurs missing out on is geographical targeting.
People have this weird bias towards advertisements showcasing the area in or around where they live.
It builds trust and makes the ad feel much more personable than random shots of unknown skylines.
And with the power of Facebook, you can create multiple campaigns each targeting a separate geographical zone.
This means that you can tailor your Facebook campaigns to work in the expensive areas of New York and California as well as the rural world of Mississippi and Alabama.
When you are getting started out, I recommend that you keep your tactics simple.
If you live in a big city like New York, I highly recommend that you avoid using cliche photos of famous places like the Brooklyn Bridge or the Statue of Liberty.
Instead, opt for text within your ad like that details the city you are targeting your ad to.
So simply including “NYC” in your tagline will help draw in people’s attention and give you the time you need to share the rest of your message.
Tailor this to each geographical location that you want to target and watch the conversions roll in.
4. Use The Power of Social Proof Through Testimonials
It doesn’t matter whether you are running Facebook ads or simply looking to grow your blog, using the power of social proof is an absolute game changer.
People want to feel like they are a part of something bigger.
We all want to feel like we are taking part in a product or service that is being talked about.
While the best way to accomplish this is to have a product so amazing and viral that everyone actually is talking about, using client testimonials is the next best thing.
We all know about the power of testimonials within a landing page or on a website, but until recently, most marketers were not taking advantage of testimonials within their Facebook ads.
Using a testimonial as your ad is a great way pique your audience’s interest without making it immediately obvious that you are running an advertisement.
Afterall, who is going to be a better representative for you and your company than a satisfied customer who has had a life-changing experience?
Fulfilled customers are the best salespeople you can find for your company because their story isn’t hypothetical, it’s about the real life results that they have seen.
If you can pull this off properly, running testimonials as a part of your ad campaign can be one of the most powerful tools at your disposal.
5. Use More Faces in Your Ads
People love to see faces.
It is a predisposition that is ingrained heavily into our neural wiring and it radically affects everything that we do.
In fact, according to a study compiled by researchers at Caltech, there is actually a specific group of cells in the brain that are activated only when we see faces.
There’s even a psychological effect called pareidolia that causes people to look for faces in everyday objects.
This is why you hear people talking about seeing faces in the clouds, in fires, in the toilet bowl, or stove top.
Basically, people just love faces.
Faces humanize products and companies and create a feeling of empathy regardless of the company’s product or history.
You can take advantage of this by using more faces inside your ads.
It will spark an emotional response within your audience and make your brand seem more personal and friendly.
Give it a go and see the results.
Facebook advertising is a challenging thing to master.
Luckily, by stealing a page (or several) out of the pro’s book, you can quickly replicate their results by tailoring their strategies to match your own campaigns.
All you need is a willingness to try things a different way and test out these strategies until you figure out what works for you.
This can mean split testing ad campaigns using different colors schemes, creating free offers you would never have considered before, or just throwing in a few faces to your ads.
The important thing is that you figure out how these tactics can work for you.
So get out there and get to work.
Select one of the above tactics and test it out. Let me know the results in the comments below!
What is your Facebook ad hack to boost your revenue?