21d (edited) • Gems
How To Make Ads That Attract High-Quality Leads
Most people blame the platform when their leads are bad.
It's not Facebook. It's not the algorithm. It's your messaging.
Here's the thing, the algorithm is actually really good at its job. It finds people who are already engaging with other content that similar to yours. So if the wrong people are engaging... you know where this is going.
For example, have you ever been discussing cat food with your spouse, or how you need a new vacuum because the one you have is breaking. Then all of a sudden you go online, and start seeing ads for that thing?
Your content is your first filter. And right now, a lot of you have no filter at all. The reason your content and ads are producing poor quality leads, is because of what you are saying in your advertising copy.
Let me give you two real examples.
If you sell private health insurance and want to attract high-income families, but your content talks about "affordable coverage for everyone" — you're going to attract the wrong person, like people looking for a free plan. That's not your client. Your client is a high-income household that doesn't qualify for Obamacare.
Another example.
If you're in car sales and trying to sell the latest models arriving at the dealership, but you're running ads about bad credit financing, don't be shocked when your lot is full of people who can't afford to buy a new car.
The words you use decide who shows up. Full stop.
So here's how I'd fix it. Break your content into two buckets:
1. Prospecting Content — cold audience, never heard of you. This content should only speak to your ideal client. Think about the words they use, the outcomes they want, the problems they actually have. And think just as hard about what not to say. Some phrases are magnets for the wrong person. Cut them. The words you use will be keywords telling the algorithm who to show your content to.
2. Retargeting Content — warm audience, already engaged. These people know you. Now you can get more specific, more direct, more salesy. They've already passed the first filter. You can be less strict with your wording here.
Most people run retargeting content to cold audiences and wonder why their leads don't convert.
Quick exercise: pull up your last few posts or ads. Read them out loud. Who answers that? Is that the person you want on a call?
If not — the messaging needs work, not the budget.
Drop your niche below and I'll help you spot the language that's working against you. 👇
1
0 comments
How To Make Ads That Attract High-Quality Leads
Suggested communities
Powered by