Why do all of our ads start this way?
Most of the ads I see on Facebook focus on the wrong message, like the product's features, ingredients, or size.
The key to advertising — especially to cold traffic that isn't familiar with your products — is that you must communicate the ownership benefit.
What resonates with people is not what your product looks like, or even what it does; it's how your product will solve a problem they have or otherwise change their life for the better. This is the ownership benefit.
We found that the best way to communicate this to our prospects is to find a customer who has experienced the ownership benefit for themselves, and let them do it for us.
That woman from my top-performing ad? That's Kim, a real customer who my social media team found on Facebook. They saw how enthusiastic she was about our products, so they reached out to her for a testimonial.
The videos she gave us not only produced one of our best ads ever, they also provided sales copy that we've used in our ads and throughout our funnel.
(We just discovered a new way to get the best testimonials we've ever had at almost no cost. I'm about to tell you how.)
And in addition to resonating with your prospects, Facebook's algorithm also loves this kind of creative. It's an ad that doesn't look like an ad (plus it gets a ton of engagement), which seems to help it get more impressions.