There are three psychological triggers that make a reader stop scrolling. Understanding these changed everything about how Malorie designs ad creative. 1. Pattern Interruption The brain is wired to ignore the expected and notice the unexpected. If your ad looks like every other ad in the feed, it registers as background noise. If something about it is slightly off — unexpected color, unusual composition, a surprising image — the brain flags it. 2. Emotional Recognition Readers don't stop for books. They stop for feelings they've had before. An image that evokes a specific emotion — longing, tension, warmth, danger — triggers recognition. 'I know that feeling. I want more of that feeling.' 3. Curiosity Gaps The human brain hates incomplete information. An image that implies a story without telling it creates an itch that can only be scratched by clicking. You're not selling a book — you're opening a question. Your challenge: Look at your current ad image. Which of these three does it trigger? Reply below — we'd love to give you feedback. 👇

We are launching a workshop that will help you create irresectable, scroll stopping ads to get readers to click! What questions would you want answered? Would you be ready to join? I'll post the syllabus in the comments!

Here's the recording! Hopefully you can watch and see how friendly and non-threatening we are! Notes: Impromptu Zoom Meeting - March 25 VIEW RECORDING - 27 mins (No highlights) Meeting Purpose Q&A on Facebook ad strategy and Kickstarter promotion. Key Takeaways - Ad Set Diagnosis: To fix a $60 spend vs. $7 revenue ad set, add unique attribution links to each ad. This isolates the winner(s) and allows you to pause the losers, preventing Facebook from wasting budget on underperformers. - Ad Rotation: Rotate ads for longevity and audience psychology. A break from an ad can overcome creative fatigue, and seeing it again later signals quality, which can convert readers who needed time to decide. - Kickstarter Strategy: Use a reader magnet ad to build a warm email list before launch. The ad sells the story, not the campaign; the Kickstarter CTA is placed at the end of the novella and in a subsequent email drip. - New AI Targeting: Facebook is testing a new AI-driven targeting feature where you describe your ideal reader in natural language. This could restore the hyper-specific targeting capability lost in recent years. Topics Ad Set Diagnosis & Optimization - Problem: An ad set spent $60 for only $7 revenue (1 sale + ~1500 KU reads). - Root Cause: A single attribution link for all 5 ads in the set. Impact: This prevents identifying which specific ad is performing well and which are wasting budget. - Solution → Add Unique Attribution Links: Add a unique link to each ad in the set. Run for ~3 days to gather data. Pause underperforming ads; keep the winner. - Ad Set Structure Best Practice: Run only one ad per ad set for traffic campaigns. Why: This allows precise budget control and audience adjustments for that single ad without affecting others. Exception: Sales/lead ads can run multiple creatives, as Facebook's algorithm can optimize for the best performer.

For my facebook ads I've included all the books in the series I'm advertising. I'm advertising book 1 in the series. I wondered whether I should only include book 1 in the Amazon Attribution link as including all the books in the series could make my conversion % look good. What do others do?

This pops up when I click <Switch to original audience controls> I'm guessing I should click the bottom one, but I'm not sure.