Sabri Suby breaks down six headline hooks to test on Facebook ads: emotional story, contrarian angle, curiosity, news, proof, and direct offer. Start your lead-in copy in the middle of an action scene to grab attention before people scroll past.
Like the best way to start lead in copy on Facebook ads. Nanda Sabri Subhi joins me now in the studio. I really look at business as an incredible vehicle to really like make good and make change in the world. What are the hooks to test? Right, so looking at all of these, are they more or less the same hook? There's probably two different hooks in here, right? And what I mean by hooks, some people call them angles, call them whatever you want, but I will give you the hooks that you want to test in all of your Facebook ads. What they are is an emotional story hook. If you've got going out to cold traffic and you've got some good audiences, you will never beat a story hook. You just, it's very, very difficult to beat one contrarian angle. Picking everything that the market thinks that you need to have in order to achieve the result that we want to give them and taking the polar opposite approach. Right. And you see people do this in fitness all the time, right? You don't need to do hours of cardio, eat like a rabbit or follow the ketogenic diet to lose weight. Actually, if you're doing all of those things, you'll never lose weight. That's a contrarian angle, Right. Burning curiosity, right? That's another huge hook to get people in an angle. Another one is taking what's going on in the media or in the news, what is the top of their mind for your user and tapping into that. If it's everyone's forced to work from home, that is like a thing that you're tapping into and using as an angle. Right? Then there's the proof angle. How are 6,500 Australian women replacing their income with this incredible work from home opportunity? And then there's just a straight up direct offer angle that typically you go for with aecom, but they're the things that you really want to test. They're like the big. And then once you find it and you're like, man, this story hook is crushing it, then you triple down on the story and you go all in. But that's kind of like the big needle movers that you can look at. So that's definitely what I would do. Now let's just say that you've got the raw materials, right? You've got the kind of angles that you want. The headlines you're going to test, the headlines are all going to be testing different angles rather than saying the same thing in a different way. Yeah, we want to test what to say, not how we say it, because that's what's going to give you the big needle movers, and then you can polish up what it is that you say, okay, and then the next point becomes the body copy. More specifically, the lead in the biggest needle movers for any offer is the headline. The lead in. Once the. Once the offer is dialed in. Right? Same thing goes for a Facebook ad. Same thing goes for a landing page for all of vsl, all of those things. It's the headline and the lead in. And the best way to start the lead in is right in the middle of an action scene. Right in the middle of the action, Right, I. E. That's a weight loss offer. Like the tear. The tears streamed down my face as I sat on the scales and looked down at my weight. That is in the middle of a gripping story, right? And that's what grabs people. And the best place to show you an example of that, the opening scene, which is the best opening scene to any movie ever, in my opinion. Right? And so I'm going to show you that now, and you're going to see firsthand how they start just in the middle of the action. So this is the very, very first scene in the whole of the movie. And I'll play this for a couple of minutes, but just watch how they do this. Like, it's insane how good this is. This is as good as it gets.
Three of a kind.
Let's do this. That's it.
Three guys.
Two guys on the roof. Every guy gets a share. Five shares is plenty.
Six shares. Don't forget the guy who planned the job.
He thinks he can sit it out and still take a slice. I know why they call him the Joker.
So why do they call him the Joker?
I heard he wears makeup. Makeup? Yeah, to scare people. You know, war paint.
All right, everybody, hands up, heads down. Raise that head. Hands up, head down. Let's go, pal. I'm making a withdrawal here. Set. Hands up.
Here comes the silent alarm. And there it goes. That's funny. It didn't dial out to 911. It was trying to reach a private number. Is it a problem? No, I'm done here.
Obviously, we don't want you doing anything with your hands other than holding on to dear life. On the ground. Stay on the ground.
All right, I'll stop it there. That's two. Two minutes in. You've got a very good idea what's going on. They've added multiple different things that are going on there. They start off, there's like, that dude's got a mask. Then there's multiple people. Then they start talking about the Joker and why does he get a slice. Then there's people killing people, there's guns going off. It starts you right in the thick of it. That doesn't start you with like the origin story of Batman or they're not building anything. It's just straight in, straight into the thick of it and straight into the action. And that's how I think about my ads. I just jump in and get straight into the, into the meat of it beginning, right? Wild details emerge about controversial client getting system, right? And it's just, it's straight in, I'm getting straight into the action. And most people think that they need to start at like the beginning of the story and, and build up to it. But that opening leading copy is the pattern interrupt. That's what gets people to even read the rest of the headline, right? And when you approach it like an action movie or like a movie and you're just trying to really grip them in like you're gonna use those stories, you're gonna use those things like those, those certain examples. And the way that you do that is by starting right in the heart of the drama. Just like I said, like, you know, I sat on the scales as it is streamed down my face as I couldn't believe like the weight that I was reading. That's right into it. And then you can build out off the back of that. Hi, my name's Nancy, blah blah blah blah blah and I'm a 35 year old woman and I'd like to share with you a very personal story. I've already started with the drama, I've started with the action and then you build out the copy off the back end of that. If you enjoyed this video, please like and subscribe. We're dropping a video like this almost every single day on YouTube and if you've got any questions, leave them in the comments box below. Below with heysubrey and I'll do my best to get in there and get that answered.
