Facebook's research shows ads work in three steps: image stops scrolling, headline gets read, copy drives the click. Warming your audience first, by educating them about their problem and solution, cuts ad costs by filtering out people who won't convert.
Facebook actually did a study. The image or the video is what stops people from scrolling. Second thing they do is look at the headline. The third thing they do is they read the message, the copy, the text that, that's on the ad. That's when they decide whether or not to click on the ad or explore it more or to take action. Like signing up for a webinar or downloading your lead magnet or signing up for your $2,000 course, whatever the ad is advertising. Exactly, exactly. So until I started to really drill down on that and understand that, that's when the ad costs came down.
Ah, yes. Yes, I could see that because your, your spend wasn't getting wasted on people who weren't interested in whatever you were advertising. Bingo. Yeah, bingo.
And that's the secret to all advertising. It really is. And you've got to warm up your audience. You know, sometimes they're just not aware of their own problem, let alone the solution that you're trying to sell them in the first place.
