How To Write Facebook & Instagram Ads That Suck In Sales Like Crazy (Extremely Potent)
Sabri Suby breaks down why an Instagram ad from "the closing king" fails to convert. The image lacks a clear product signal, the copy doesn't identify the audience or problem, and the body copy is wordy without proof. He shows how to fix it: use a stronger pattern interrupt, lead with a surprising stat or clear benefit, add measurable claims, and focus on selling the click, not the solution.
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Hey guys, Sabrisubi here. And in this video, I'm gonna be tearing down some people's ads. So I put a call on Instagram of saying like, hey, send me your ads, I'll critique them and help you kind of touch up the copy. And that's exactly what people have done. So let's dive straight in. So this, this guy here called the closing king, he sent me through a few of his ads. So without further ado, let's just get stuck straight in and have a look at the ads. I'll show you. I would tweak some of the areas that I think that are doing well and others that aren't doing well. So basically this is the ad here. So this is the ad that we can see up on the screen. So first of all, if we just look at the image, because that's the very first thing that's going to stop somebody. And this is an Instagram ad. So it's not a Facebook ad. It's just a pure Instagram ad. And so we have a person here that is looking at their watch, right? And you know, kudos to this guy. He's built, he's very muscular here. And my mind is just trying to understand, like, what's going on. Is this like a watch brand? Is it like a T shirt company? Like, exactly what's happening here. And then, so then let's look at the copy, right? Because the thing that has been done well here is that the image looks native and it doesn't look like an ad, but there's areas that we definitely need to touch up on in order to really have a scrol stopping image. And it does need to be linked somewhat to exactly the thing that it is that we're going to be selling. So this guy could be a fitness professional, it could be a watch company. I don't really know at this stage, right? So let's dive into the copy and see if it does any better for us. So first of all, we've got here, you track your sleep, you track what you eat, how far you walk, what videos you watch, what music you listen to, who unfollows you, and even how much time that you spend on your screen. So first of all, the. That's what we call the lead in copy. And right now, from the image and from the lead in, I have absolutely no idea what this is about, right? So it's not doing the very first job of an ad, which is first of all to get somebody's attention and the right type of people. Why and the ad, the leading copy in the image is meant to flag to our prospects, only our ideal prospects to come in and want to read more. But at this stage, I still have absolutely no idea what this ad is about. The only thing that is a small indicator is the person's name on their actual account, on their Instagram account, which is closing King. Then it goes on to but you don't track your sales performance. So first of all, I wouldn't be able to see that line, right? But you don't track your sales performance until I clicked on that see more link to open up the rest of the copy. So that lead in copy, it hasn't told me at all what it is that you do or what problem that you're trying to solve for people. Only once I get to the end of that paragraph, which is too far in, do you start to reveal what this could be about. I'll go on and read the rest of the copy. You don't know where your customers are coming from, which sales strategies are working, or even if it is working. That's not effective closing. That's wasting money. That's guesswork. That's throwing good money after the bad and hoping that the next dollar that you spend brings back too. Effective sales teams have one end game to get more sales. If they aren't doing and if they aren't providing how they're doing that they aren't proving how they're doing that shot. Sorry, it's not effective, predictable selling. Only when you can track every dollar spent and point to every one in return is it effective, predictable selling. Only when you can point to your current strategies and not just say that they work, but actually know that they work as an effective sales team. Only when you get more sales than more sales than the month before is it effective sales team, is it an effective sales team? If you're making enough with your current sales team, click away now. But if you're ready to make your fortune, watch our free case study closing.com closing. Solutions forward/stratton right, so let's just break down this ad, right? And let's get into the forensic details of exactly how do we turn this up? So overall it's not a horrible ad, but there is a lot of room for improvement. And let's just start with the image, right? So as I said, the image is the goal of the image is to flag a reader down and say like yo, you need to stop what you're doing and you need to stop the scroll right there on the Image, you need to have a pattern interrupt to get them to read the lead in copy. And the lead in copy needs to have enough intrigue and hinted benefits in it for your user to want to click that. See more text, right? That is the very first little win that you're trying to get is just get them to click and read the rest of the ad. And there's a lot of resistance based around clicking that. As small as it seems, right? People want to just keep scrolling, go to the stories, go see what they're doing, watch their fitness models or whatever crazy outlandish thing is happening on their Instagram feed. That is what you're competing with. And right now, your image doesn't do a good job in competing for that attention, right? Because there might be this on your feed. And the next image just below that starts to preview when someone's scrolling might be like Dan bilzerian with like 12 models in bikinis, feeding a bear, raw meat, breathing fire. So it's like, how are you ever going to compete with that, right? So you need to figure out a way to compete with that. So one thing that I would do, for instance, just to take this creative and make it better with the minimal effort, this is not the best creative to do, but it would work way better, is if you just took a red pen and you highlighted your watch and you wrote sales question mark after that. Why? Well, first of all, it's going to draw attention in because there's this weird red circle around your watch. And then it's also saying the word sales, which flags the people that we want, people that are interested in selling, right? And then that's going to do the first purpose, which is to get someone to stop and just figure out, like, what's going on here. And then once they do that, right, that's called a pattern interrupt. People have a pattern when they're scrolling through the feed. And your job as a marketer is to interrupt that pattern. So they cannot continue to follow their normal pattern of scrolling until they figure out what it is that you're doing over here. Okay, so now we've got. We've interrupted them with. We've interrupted their pattern. Now is the time to suck these people in with huge curiosity and hint to a big benefit in that lead in copy, right? So a very easy way to do that is to basically say to them, if you are looking to achieve this, then why, right? So like, you know, would you, like, are you struggling with your sales? Are you struggling with the amount of leads that your sales team converts into high paying clients. If so, then this is going to be one of the most important Facebook messages you ever read. I mean, Instagram messages you ever read. Here's why. Right? Or you know, what makes the difference between the 1% of closes to the other 99%, right? You might track your sleep and then you lead in that way. So you see that in that lead in copy, I'm already talking to the audience that I want to talk to, and I'm already talking to them either on the problem that they're experiencing right now where their sales team isn't converting enough leads into, into clients, or they want to be in that top 1% of sales teams that are just savages and they can go out there and close deals, you know, every single day like clockwork. But you can't take it for granted that somebody's going to be reading the rest of your ad and just start off with, you track your sleep. Okay, awesome. Is this a sleep tracking app? What is this? Is it a fitness app? You know, I've got this buff dude here in a T shirt looking at his watch and I'm tracking sleep and what I eat. Okay, this must be like a gym product here. Like immediately you're not sending the right signals, right? And you don't have all this time for you to do that. You've got to go in and grab these prospects by the jugular, rip them into your Instagram ad and get them to click on that next thing, right? So instead of having you track your sleep, you track what you eat, how far you walk, what videos you watch. This might be good copy after you've done your lead, but this isn't lead in copy. You need to start with either the benefit that they want or the problem that they're experiencing, usually mid sentence. And then go into your copy. Right? So then as we go further down, so let's, let's move past the lead. But you don't track your sales performance. You don't know. So you keep mentioning to me that I'm not tracking everything. Right? How do you know that? How do you know that I don't track that? Right. You're talking down to the prospect. Don't ever do that. Right. Instead of talking down to the prospect, what you would want to say is statistics show that 93% of sales teams don't track their effectiveness. They don't track how many calls that they make. They don't track what their call time is, their talk time, what a follow up is, how many times that you follow up on a lead, so you're not talking down to that person, but you're talking to a problem that already exists in that marketplace, right? You know, your prospect is someone that you would want to talk to, like your friend, right? And you're not going to be talking down to your friend like that. So don't do it to the prospect. So you want to pick the problems that your prospect is happening, but making that seem like a wide group of people that that's also happening to and talking at it from the side, not directly, because then they're going to feel less attack, like, who the hell is this dude telling me that I don't do this shit? Like, fuck this dude. You know, that's what your prospects thinking in their mind. So there's this resistance, right? And if you're talking down to them, it's not going to end well for you. So that's the other thing that I would do, right? You know, it might be like, you know, this, this company or this research body, they did a study of 3,500 or 500,000 businesses and sales teams and they found out that 93% of those people, they didn't track this, they didn't do this. Like, then you're revealing news to somebody rather than talking down to them. So moving on from that, that's not effective closing. That's wasting money. That's guesswork. That's throwing good money after the bad and hoping that the next dollar that you spend brings back to, okay, so this is kind of good copy, but it's still not speaking directly to the specific pain that that person has. Right? Effective sales teams have one end game to get more sales. If they aren't doing that, and if they're not proving it that they're doing that, then they're not effective at predictably selling. Only when you can track every dollar spent and point to everyone in return is effective, predictable selling. Right? And then you go on for too long around this, around talking to those points rather than telling me and starting to educate me on how that is possible. So what I have found is from working with 935 sales organizations, unless you have these three critical things in place, it doesn't matter how effective your marketing is, you'll always be wasting money and leaking money out of your bucket because you don't have the ways to measure your sales. So the first thing that you need is a predictable system for automatically tracking your sales team's effectiveness without them even knowing, right? The second thing that you need the Third thing, you three. So first of all you're using the use of numbers, but then you're educating people in your ad. Your ad by itself needs to be of standalone value to your prospect. What most people don't understand is that your ad is actually a part of your funnel. They just think the funnel is once they click. That's not the case. Right. You're trying to pre frame that click as much as you possibly can. And if your ad doesn't do a good job in effectively educating that person from the get go, they're not going to ever click on the link. Right. And then that's going to basically create second and third order consequences within the ad algorithm that's really going to affect you in the long term. So you want to deliver value right there in the ad and actually prove to this person that you are legit and you've got the goods by just showing them. Right. Not just telling them about it. Then only when you can point to your current strategies and not just say that they work, but that they work as an effective sales team. Only when you get more sales than the month before is it an effective sales team. Right. It's a little bit wordy, this copy. And you still haven't really told me until I click what is going to be happening. Right. And that's what we call a blind sell. You're trying to blindly sell me on clicking your ad and it's just not gonna happen. Right. And if you look at your click through rate for these ads, it is gonna be below 2%. I can guarantee you that based on what I'm seeing here. Okay. And the way that you do that is just might make the ad of a little bit more value. And if you are gonna go down the intrigue, you need to dial up the intrigue a lot more than what you've done. So then your closing sentence, which is what we call loading the is if you're making enough with your current sales team, then click away. I like that. Right, because you're obviously showing them the fork in the road. Right. And we don't like if they are already making enough, then we're not going to be able to help those people. So you're immediately separating and scattering the herd, which is a good strategy. But if you're ready to make a fortune, watch our free case study. Why? Why should I? Just because I want to make a fortune. It's too blind. It's too much of just a big bold claim with no proof behind it. Right. Instead of doing that, you Know what you want to do is you want to create more intrigue. So you could still say if you're making enough with your current sales team, then click away. But then you'd go on. But if you're finally sick and tired of generating countless amounts of leads and not having your sales team close at at least 30 to 40%, then what I have for you on the link below is going to blow your mind. P.S. i'll be taking down this freeze case study in the next 14 days, so click here and act now, right? It's just a lot stronger, right? I'm giving them the big benefit. I'm also empathizing with them and saying like if you're sick and tired of hearing nothing but excuses from your sales team or this lead was a looky loo, or they weren't qualified, or they're a no show and you want to put all those gimmicks to bed and all those excuses to bed and you actually want to sure, fire away to realistically improve your closing rate by 2 to 300% in the next 30 days, then click the link below. P.S. this case study, I'm taking it down in the next 14 days. It injects some scarcity around that and it again, it really loads that click up and gets people to take action and do what it is that you want to do. The number one job of your ad is to sell the click, right? It's not to sell people on the premise that they should do whatever the solution is that you have. That's not the goal of the ad, right? That's the job. The landing page's job is to convert that person into taking the next step. And then there'll be some sales mechanism in there, whether it's a webinar or it's a sales call or whatever it might be. And the job of that conversion function is to convert that person into an actual customer. But every step in your funnel has a job. And the first job of the ad is just to get the click and the tips that I just showed you, then they are going to dramatically improve the ability that your ad has to sell the click. And it's like those small hinges that swing big doors because if you can get more people to click through, then your landing page is going to convert more people and then you can make some tweaks to the landing page copy, right? And you tweak at every step of the funnel and that's how you get like a 200, 300 or 500% uplift in net sales at the end of it. So I hope this helps you. I hope you go ahead and make these changes to your ad, and I hope you profit wildly from them. Thank you. 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