A short YouTube clip (by Timothy Schucker) presenting the HERBA formula for ad copy: Hook, Explain, Relate, Bullets, Action. The speaker defines each element (hook to grab attention; explain to expand on the hook; relate to connect to the reader; bullets to justify the emotional appeal with logic; action as the call-to-action) and gives a short example CTA.
So here's our formula for creating effective ad copy, and it's actually an acronym. It's erba. We have our hook, and then we explain relate, give bullets, and then call them to action. So the hook is basically what catches their attention, right? This is what they're going to see when they're scrolling through their feed. It's just, you know, basic text right there. Then when you're explaining it, you're giving more information on the hook and stringing them along to where they want to read more of your ad copy. Then when you're relating it back to the reader, you. You're basically just showing how what you're talking about relates to the person reading it. You give bullets, which is justifying the emotion with logic, right? When you're selling. When somebody's buying something from you, they buy an emotion and then they justify it with logic. This is what the bullets is for. And then the action is where you're calling them to take an action. So click Learn more to see if you qualify for the final expense program.
