Marketers should write ads that sell the click itself, not the product. Curiosity-driven copy attracts only interested people, which raises your click-through rate. Facebook then shows your ad to more people at lower cost, making your spend more efficient.
You don't want to sell the product. If you're selling people, if you're sending people to an info product or to an e-com product or to a webinar, you don't want to sell that. You want to sell the click. You want to entice people's curiosity enough so that they can click on the ads. And what happens there is that 2 things. Number one, you're getting better quality traffic to your website. Why? Because a lot of people will not be compelled by your copy and then they're not going to click on the ad. So that is a good thing. You want to be magnetic with your copy when it comes to attracting the right people. And you want to repel people that you don't want to attract. Okay, so that's number one, but also number 2, your click-through rate will increase. And if your click-through rate will increase, that means that Facebook will show your ads to more people because they are saying, wow, this is a really good hot ad that people are engaging with. I'm going to show it to more people and Facebook is going to reward you with lower and lower costs to advertise on their platform.
