Four psychological angles make Facebook ads perform better: problem (highlight pain), proof (show it works), mechanism (explain why it's unique), and identity (make it personally relevant). Use at least one in every ad, especially for coaching services.
I really look at it in 4 different ways: problem, proof, mechanism, and identity. If your ad contains all 4 of these, or at least a few of these, you're gonna have so much more of a stronger angle and better performance from your ad creatives and from your ads if you focus on this. Highlight the problem. Why does this problem keep happening for your target customer? Make sure you hit that in one of your ad angles. Another one, proof. Can this actually work for me? Answer that question directly in the ad. Next is mechanism. What makes your offer or your solution different to someone else's? And then identity. Answer the question internally, is this actually made for me? A lot of people feel like that's not answered in paid ads, and I don't see it being talked about enough. So make sure you hit those. But once you actually dial in and focus on, okay, if I'm selling coaching services, you should at all times have some kind of ads running that hit every single one of these angles: problem, proof, mechanism, and identity. And there's plenty of other ones that are running out there that you can use, but these are, I'd say, the core 4 that'll really make a big difference across the board.
