There are over 50 million companies on Facebook, competing for attention. That there is a huge amount of information thrown users from which they could primarily choose what to converge on. This is why your content should be as good as possible.
Image
Images are the first things people see. Your copy and you're visual (be it video or photo/s) should go hand in hand. Even if each of them should tell their own story, they should complement each other and create a unanimous piece of content.
If the visual doesn’t resemble the copy, you’ll only confuse your potential leads and there are big chances that you’ll lose their trust.
Target and adjust
Targeting is one of the most vital parts of creating a successful ad. Facebook has given you the opportunity to target your ad based on location, demographics or interests, behaviors or even connections.
After choosing the right range of people you want to see your ad, it’s time to write to them exactly what they’d like to hear. Did you identify a problem they have? Ask them about it, tell them what you can do for them and then make them go where that can happen: your landing page, your contact page, etc.
Facebook has one of the neatest advertising platforms there is, so don’t be afraid of creating unique sets of ads for different audiences.
Short & catchy
Thinks yourself as an example. What class of content makes you click? The one that grabs your attention with few but powerful words, right? Usually, when it comes to ads, the first sentence is the one that tells people why they should be interested in what you have to offer, while the second one tells them what to do afterward.
Having it simple can be difficult, especially if you have a lot to say. Accept that you won't be able to describe everything about your product, service, or promotion in one advert. Instead, take all of the information you have and distill it into one message. Identify what the goal of the copy is and get to the bottom of what you actually want your audiences to do. Do you want them to download an ebook? Sign up for a webinar? Find out and use clear and short call-to-action that will guide your audience in the direction you want.
For the challenge. Working to incorporate all of the advice above while still being creative. It's not easy, but it can be done. Sometimes it helps writing everything down on paper and to ask one of your colleagues which text they prefer and why. This can give you valuable insight into how others interpret copy you may have previously thought couldn't be more direct.