1. Start with a compelling hook

With an irresistible hook, the readers want to know more, want to find out how the main character deals with the obstacle, and will be more likely to continue reading if they feel they are interested in the story and its outcome. So how can you write irresistible hooks for your Facebook ads? Here are some ideas:

+ Ask a question that resonates with the target audience

+ Mention an interesting or shocking statistic in your Ad headlines

+ Tell a story to make them want to discover more

2. Focus on the offers and benefits

With Features-Advantages-Benefits (FAB) formula, it’s best to start by highlighting a feature or what your product does. What advantage will your product give your customer? What benefit does your product provide to the customer? Write this down. Your customer will want to know what it does for them. They will be interested in the benefits because they can see themselves using the product.

For example, Officeworks mentions this slogan as a key advantage that is close to the ultimate outcome customers expect. 

3. Create a sense of urgency

To increase conversions, create a sense of urgency to set a limited timeframe for the offer or the quantity available. A fear of missing out drives people to do crazy things like buying what they see, just to make sure they don't miss out on the next big thing. If they have all the time to consider whether they want to make a purchase, go with a competitor, or buy something else instead, they may never act on your ad. 

4. Encourage people to take action

Facebook never shows the content of ads to customers, instead, it uses algorithms to place ads in the feeds of its customers and it’s designed to get people to click on the ads. For example, a Facebook ad with the headline says “Join today and we’ll send you a free $25 card". They see the offer, think "Wow, I want that" and click on it to sign up.