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And because these myths persist, Facebook gets a rep as the great blue ocean of dread, doom and promise. The platform where maybe you get lured to death by a siren or met by magical mermaids who welcome you into the secret caverns of conversion.
Joanna Wiebe – 10x Facebook Ads
After wasting $1000s on FB ads, my top of funnel still wasn’t bringing in leads. And I was stuck.
Stuck relying on others who claim top-of-funnel expertise.
Stuck deflecting opportunities that are rightfully mine, if only capturing those leads weren’t so painful.
Stuck living with a deeply fraught Facebook relationship. A nebulous not knowing… what’s compliant, what converts, what part ads play in a kick-ass campaign.
If your reputation depends not just on converting warm leads but attracting a steady stream of the still-cold variety…
If your bank account does, too…
And if you sense, at the level of persistent anxiety, that you MUST conquer Facebook ad copy if you’re ever going to get a fraction of the results your clients expect…
Know this:There’s a real, proven way to get unstuck.
A way out of ad copy ‘dabbler’ status and top-of-funnel inadequacy…
Into sustainable, scalable mastery of ad copy that converts on the world’s largest social platform.
Because you should be the smartest person in the room when it comes to crafting profitable Facebook campaign copy.
- You should be the one whose actually-informed opinions on what really converts get an eyebrow raise of admiration – from your clients, from your team, from your partner. Hell, from your cat, who’s been watching and judging as you stress eat in front of a blank page that was supposed to be filled with ad copy three hours ago.
- Even in the toughest industries.
- Despite Facebook’s constant changes.
- And even if until now you could barely get your ad copy displayed while telling yourself you’d rather take a fork in the eye over writing Another. Single. Ad.
It’s high time you channelled that Facebook “love-hate, but mostly hate” thing into the drive for mastery and profit.
I’ve seen it for years. I’ve felt it for years.
And I had to do something.
The FOMO mixed with the self-doubt. Entrepreneurs, marketers, copywriters looking to Copyhackers for answers on Facebook ads.
Looking for absolution sometimes, too. For us to echo all the doubts and misinformation out there.
- Facebook just won’t work for my niche/audience/industry.
- I can’t write ads because it’s impossible to keep up with the changes.
- Unless I know every minute detail of how Facebook Ads Manager works at this moment in time, I can’t even start.
- Facebook has neutered ad copy. It’s impossible to write to the problem without getting disapproved.
- I can’t set fire to what little advertising budget I have.
And because these myths persist, Facebook gets a rep as the great blue ocean of dread, doom and promise. The platform where maybe you get lured to death by a siren or met by magical mermaids who welcome you into the secret caverns of conversion.
For years I struggled to write Facebook ads. I wasted so much money. And it wasn’t until I met people who actually get serious results with Facebook and started picking their brains that I realized this:
There has always only been one true thing in the noise.
People see through BS.
They will see through your BS if you try to fake it on FB. If you try to mimic the things you saw other marketers doing. Y’know, the things that felt like marketing. (Which should’ve been your first hint that they wouldn’t work on FB, but we’ll get into that.)
The counter to BS is, of course, authenticity.
But let’s admit it:
It’s hard to be authentic on demand. It’s hard to be authentic when you have a business goal breathing down your neck.
So “be authentic” just isn’t enough. It’s not gonna take your ads where they need to go.
You need a framework.
And as a Copyhackers reader, you want the science of Facebook ad copywriting.
You deserve a framework for writing high-converting Facebook ads… a system for mapping ad copy to any funnel… and formulas that work without coming across as sleazy or setting off Facebook’s ad review alarm bells.
- Understand your funnel
- Find your messages
- Map your messages
- Write your messages
- You deserve to invest in a Facebook ad system… without seeing everything you worked hard to master go up in a puff of smoke when “it all changes.”
- Which is why we chose to demystify Facebook ad copywriting, once and for all.
- To make public the little-changing principles behind successful social ads.
- To take what we know way past blog posts and tutorials and give you the key to conversion ad copy for social.
Introducing…10x Facebook Ads by Copyhackers
Featuring copywriting for Instagram Ads
Until now, only available through Copy School 2019 (and those doors closed months ago), this is THE masterclass in writing 10x more persuasive ads, so you can #convertallthepeople and #winallthesales.
In just hours, you’ll learn the copywriting system for converting casual Facebook scrollers into leads, subscribers and buyers – while other advertisers get the cold indifference that once made you shudder at the very mention of Facebook.
I’m Joanna Wiebe – and I am NOT the creator of 10x Facebook Ads. I am, however, the person who tracked down and sought out the best Facebook ad copywriter I’d ever heard of. Then I asked her to train me on Facebook ad copywriting. And then I asked her to train YOU, too.
This is her system for engineering ads to convert on social. And it was hard-earned from:
- Crafting and testing 30+ Facebook ad messages a day. Every day. For three years. That’s more testing than most copywriters run in a year. And there’s no harsher feedback loop than Facebook, where ads either skyrocket or crash in hours, thanks to a seemingly-impenetrable algorithm.
- Extracting the proven methods of sales psychology (the same ones persuading buyers for 120 years), applied to the latest in message-finding to rescue campaigns from expensive failure.
- Finding clarity in funnel maps that would make the most seasoned CRO weep, to stop the bleeding of ads targeting people at the wrong time with the wrong offer. And instead, write ads that feel like a well-timed, perfect-for-me gift to every prospect.
- Obsessively researching the psychology of ad creative, to put an end to the scapegoating of copy when the image or video is making eyes glaze over. And then digging deeper to find out why certain visual styles always get the clicks.
- Pushing past successful ad copy to find what’s really exploding budgets when the ‘big swinging door’ of landing pages slams shut – and stops prospects on the brink of opting-in.
- Conducting forensic-grade analysis of campaigns cut short by Facebook’s high-handed slap-downs. And at the root of each, finding simple, explicit principles to keep any advertiser this side of safety.
And out of the crucible? Everything learned from creating, testing and optimizing Facebook ad copy to win a 10x return…
It’s for the taking in 10x Facebook Ads: a crystal-clear system for ad copywriting on the most notoriously challenging portal to an audience of 2.83 billion buyers.
Meet your trainer:
Wahida Lakhani
The Facebook ad copywriter with $1M+ in unrelenting, hands-on ad copy testing
Wahida Lakhani has earned multi-millions in revenue for clients, managing over $1 million in ad spend across some of the most competitive and difficult verticals globally.
Her 10x Facebook Ads copy system was developed through years of unrelenting, hands-on testing to deliver high returns – consistently and with very little room for error.
Wahida is not only an ad strategist and full-funnel optimization pro. She’s also a conversion copywriting consultant hired by some of the best-known digital marketers, plus dozens of coaches, consultants and entrepreneurs.
Before running an agency, Wahida cut her teeth learning persuasion in the tech startup and agency space where she worked with Fortune 500 companies and household name brands, including Coca-Cola and L’Oréal.
No matter your industry, no matter your market. Now you can get the system for writing Facebook ad copy based on tested and proven conversion principles.
Those are rare words in Facebook advertising.
Every day, overblown claims are made about profiting on Facebook. But they’re built on shifting sands if those techniques tell you nothing more than how to tinker with Ads Manager.
The tools will change.
The algorithms, even faster.
But the techniques of persuasion you’ll have with 10x Facebook Ads? These aren’t just slick tricks or gloss-over treatments of what it really takes to write a high-converting ad campaign.
They’re principles of persuasion based on what consistently works on Facebook. Aka the place where nearly 3 billion people hang out on the reg, including buyers in every single industry.
Only with 10x Facebook Ads: you get a clear, step-by-step breakdown of everything that goes into writing a winning paid social campaign – from a copywriter who has actually earned 10x results for clients across industries.
Which means, when you master 10x Facebook Ads…
You can be the one confidently driving ad campaign wins.
You’ll have an unfair advantage over Return on Ad Spend – an edge over brands with bigger budgets.
You’ll have the leverage to hike your rates if you’re a copywriter – and see demand match your price hike. (Because it’s a rare breed that can systematically apply conversion principles to Facebook ads.)
All while getting to control-shattering copy in less time than it once took you to scroll frantically for inspiration ads.
And if you become known as the one with the 6th sense for high-converting Facebook ad copy?
Nod and smile. You’ll know full well that instinct comes from a bedrock foundation.
With 10x Facebook Ads, you’ll be able to…
- Focus first on nailing the ONE thing that’s money in the bank for an ad (skip this and it’s over)
- Easily navigate the anatomy of a high-converting ad even if you’ve never written for that format or placement
- Tell the difference between a message that sells and “booster” words that work, but are never enough alone
- Write ads that offer what your audience really wants, when they want it (by entering into the conversation already happening in their minds)
- Guide prospects from zero awareness, to offer-ready, even to up-sells – with no ick-factor, because your presence in their newsfeed feels natural at every step
- End debates forever about what ad element matters most (this might stun you) and long vs. short copy
- Raise your ad copy to the “threshold of awesome” with complete control over three essential factors
- Skirt the risks of writing for on-thin-ice industries like health and business coaching so you can avoid the dreaded
of disapproval - Apply sneaky but above-board ninja copywriting tactics to raise click-through-rates, relevance scores and conversions at a lower cost
- Ethically spy on competitor ads to find your hook, points of difference and a stand-out value proposition
- Be irresistibly authentic in a sea full of Spammy McSpammerson ads and growing cynicism from your audience
- Write ads faster and easier with frameworks and templates for every stage of the customer journey
And even if you’re *only* writing the copy that drives the sales, with 10x Facebook Ads, you’ll also be armed with campaign strategy. Which means you’ll…
- Know how to integrate ad copy at every stage of any funnel (See how you’re not *just* an ad writer anymore? You’re an ad copy strategist.)
- Be able to zero in on the right Facebook or Instagram ad type and placement every time (thanks, cheat sheet!)
- Rescue underperforming ad copy from Zuck’s wall of shame by changing just one thing
- Spot and avoid the BIGGEST mistakes that will crush your conversions and tank your performance
- Know the drill when it comes to targeting and retargeting so you can work that call with your ads manager like a pro
- Set down the rules for putting your copy to the right tests, avoid the scattershot approach to testing and make ‘little bets’ first that save big money
- Wait for the right amount of time calmly to know if your ad copy is even WORKING – and snag a simple, repeatable process for optimizing copy that isn’t
- Spot the red flag situations where ads will never work, whether you’re a copywriter or you own the campaign
Get immediately download Joanna Wiebe – 10x Facebook Ads
See how you’ll master Facebook ad copy in 6 hrs or less:
The Module-by-Module Breakdown
Module 1
Mapping the Social Journey Against Any Funnel
This is where you’ll cut through the noise about Facebook and Instagram ads and get to the core of what these campaigns should really do, when, where and why.
Remember, the #1 reason social ad copy fails is lack of strategy and the (soon-to-be-dashed) expectation that money behind the click will drive profits.
By the time you’ve finished Module 1, you’ll understand Facebook and Insta ads as part of an integrated marketing campaign. Plus, you’ll know how to spot and map common funnels and use conversion-optimized ad copy at every touchpoint to move prospects to the next best action.
You’ll get there with:
“The gold standard of advertising” tutorial:
You’ll learn how to enter the conversation on social naturally, so your copy makes the right offer at the right stage in any customer journey. The result? A frictionless experience for customers and mo’ money in the bank for you.
The four-step sequence to winning ad copy:
To end ad writer’s block forever, you’ll learn why copy is the final step and the three earlier steps that set you up for a win from the start.
A detailed guide to mapping your funnel:
Know what ad copy to insert at every stage of the funnel, to propel leads along the path. (Get a walk-through of how it works in the most common funnels, including classic lead gen funnels, webinar funnels, challenge funnels, video series funnels, e-commerce funnels and funnels created from scratch.)
Module 2
Achieving the “Threshold of Awesome”
What makes an ad awesome enough to convert right out of the gate? It comes down to one lever that must be nailed, tested and optimized above all else. After Module 2, you’ll know how.
No matter the constraints of your ad type, you’ll know the formula for grabbing attention and winning the most clicks for the lowest cost.
Plus, you’ll be confident talking to clients or your ads manager without getting tripped up by adspeak.
These lessons will help guide you there:
A breakdown of ad
anatomy:
With so many shifting elements across ad placements and formats, you can get lost writing ads without guardrails. Learn how to zero-in on what matters in any ad type and stop agonizing over the rest.
Over-the-shoulder
walkthrough:
Learn how to play around with ad types with first-hand knowledge of the options. Discover the simplest way to stay up-to-date even as Facebook messes with your old faves.
An ad placement cheat
sheet:
Don’t have 10 minutes for the walkthrough each time? Get at-a-glance certainty when it comes to where your ads should appear on social, so you’ll never have to guess again.
Module 3
Mind Reading for Messages
In Module 3, you’ll learn to break out of the habit that keeps pay out of the pockets of almost everyone attempting to write ads for social.
We’ll be side-stepping guesswork and showing you how to write ads that enter right into the conversation happening in your prospects’ minds. So you can write creatively from a solid foundation of real insight.
If you only watched this module alone, you could still produce ads with WAY better click-through rates, relevance scores and costs to acquire.
You’ll get there with:
A shortcut to focusing your research:
Even if you have multiple avatars, answer these three questions before you dive into research and you’ll save hours!
Ninja techniques for message finding:
Learn the four methods for scooping conversion-worthy messages, plus which tricks are best in any scenario.
Voice of the customer cheat sheet:
Know what to ask, when with a targeted checklist, then drop your findings into the premade template so you’ll never get research-overwhelm again.
Module 4
Mapping Your Messages
There’s a right way and a wrong way to organize all the conversion intel you’ve just collected. Mix it up and your ads could come across as the person at the party whose timing is just so off.
In Module 4, you’ll learn to quickly map those messages to a matrix of awareness. Ultimately, you’ll be discovering how to support and create a customer journey ending in the “cha-ching!” we’re all looking to hear.
Learn how with:
A guide to lining up the messages you scooped with funnel stage and customer awareness. So you can say the right thing, at the right time, to the right prospect on social.
The only template you need to keep your messages organized and yourself on task.
Module 5
Writing High-Converting Ad Copy
The secret to writing high-converting social ads while spending less time? Only start when you’ve graduated to this module.
You’ll save countless hours agonizing over what to write (only to see ad costs skyrocket despite your blood, sweat and tears) when you follow the steps in Module 5.
No more cross-referencing blog posts to piece together headlines and body copy, only to end in analysis paralysis when you realize there are at least six schools of thought on the right formula.
Instead, you’ll pull tested and proven formulas and templates into your ad copy – fast. And you’ll know exactly which to use for what stage of the customer journey.
The result? You’ll be able to write conversion-optimized ads, in less time by following proven frameworks. Huh. It didn’t have to be so hard all along.
You’ll get there with:
The biggest lever – and
point of failure – in any ad:
(Hint: Yes, this ONE thing is up to the copywriter because the images and videos? They play a supporting role only.) You’ll learn how to nail the opportunity and win the conversions with thorough examples and a checksheet to guide you.
The rule for body copy length:
Never be held captive by character count again when you know the principles behind what copy length converts, under what circumstances.
A four-step writing process:
From where to start, to writing the core that truly sells, to headlines and body copy. Stepwise for the win! For every stage of your funnel, you’ll know what copy frameworks and hooks work best.
Ad copy swipes:
If you learn best by example, pop open the Google doc worksheet with ad copy broken down into essential elements. Then draft your own copy in the template provided.
Emojis made easy:
Your burning questions about emoji use answered. Even if cute doesn’t come naturally, you’ll know when to use them and how to come across as emoji-onally intelligent, always.
Module 6
Choosing the Right Images and Videos
Images and video can make an ad or throttle your reach and drive up costs.
Learn to carefully curate visuals that create an instant emotional connection – and draw more eyes to the juicy copy you’ve engineered to convert.
Whether you’re only on point for copywriting or you’re directing the entire campaign, Module 6 is an essential education. Because copy and imagery work hand-in-hand.
After this module, you’ll be able to find, choose and deploy images that support your conversion messaging and set your ad up to reach full potential.
You’ll master ad imagery with:
The five criteria for ad
creative:
Even if your audience is ignoring most ads, these five strategies can stop the scroll. Find out why they work and when – with examples from winning ads.
The anatomy of a social
video:
Get video ad templates and outlines that will make you say “Um. I can do this. Bring it on.” And you’ll get a better payoff when your video hits the key messages proven to persuade.
A cheat sheet for videos and images:
At-a-glance, check off what your creative must do and steer clear of what you should avoid at all costs.
Livestream scripts:
Get authentic with your audience to generate more connection. It’s easier with these four scripts tailored to the types of livestream video that are working now.
Creative resources:
Snap up the tools that make creative direction so much simpler. Even if you have no graphic designer, you can create inspired ads.
Module 7
Landing Pages That Convert
Often called the “big swinging door,” landing pages can open wide the gateway to leads or swing back in the face of your advertising dreams.
In Module 7, you’ll get a crash course on the essentials of a landing page that converts, so each click on your ad drives more revenue.
Even if someone else is writing it, you’ll be in a position to flag issues with the landing page that could pull down the performance of an otherwise amazing ad. And you’ll be able to identify the components that make a landing page convert up to 80% of cold traffic.
You’ll get:
The anatomy of a
high-converting landing page:
Know exactly what should go where and what you should leave out to keep conversions high. Learn how to keep friction out of the next profitable click.
A cheat sheet for more
opt-ins:
Your quick reference guide to the six elements present in every high-performing landing page.
A checklist for grading
landing pages:
Before they go live, set your campaign up for more conversions at a lower cost. (Hey, Zuckerberg. We see you. And we came to win.)
Module 8
Testing, Troubleshooting and Metrics
By now, you’ve created high-converting copy for a multi-touchpoint campaign. What’s next? Testing.
While others may fear the test, when you finish Module 8, you’ll have an enviable clarity. That’s because you’ll understand the strategy behind testing, not just techniques, so you can make small, smart bets with confidence.
You’ll also know how to troubleshoot and pull back the team when they jump to conclusions. ‘Cause you didn’t work this hard on copy to send it out unsupervised.
In Module 8 you’ll get:
A copywriter’s guide to ad testing:
Take the random out of testing when you know what variables to isolate, in what order. (Critical: the most important element to test is yours to write.)
Metrics for the win:
Know what metrics signal a problem and what to change first so you can systematically optimize. You’ll also discover what metrics shouldn’t keep you up at night, even when numbers drop and you’re tempted to scrap the campaign.
3 core cheat sheets:
One for testing, one for troubleshooting and one for metrics. So, when doubt kicks in, you can crush it with solid expertise.
Module 9
Spotting Red Flags
Facebook ads are not a bag o’ magic beans. There’s no insta-ladder to the land of golden profits, even if Facebook ads are highly profitable for the right advertisers.
Now you know what goes into a winning campaign. It’s time to learn the red flags, too – those undeniable signs that scream “stop” before you spend your own budget or agree to any ad copywriting gig.
In Module 9, you’ll get:
A lesson from the pro on early warning signs:
When you see these, you’ll know to pull back stat to save time, frustration and avoid unprofitable work.
A red flag cheat sheet:
If in the heat of the “we’re going to make so much money” moment, you can’t quite recall why you might say “no”, check this one-pager for clarity.
Bonus 1
Navigating Facebook Ad Compliance
Even if you’re writing “safe”, not knowing the principles by which Zuck and co. operate can feel like Russian Roulette. (Where the house always wins.)
And no, you don’t have to water down your message.
In this bonus module, you’ll discover how to write powerfully compelling ad copy that’s still compliant.
You’ll get:
A guide to compliant conversion copy:
Learn how to win in a game Facebook wants you to play, without pulling the hair-trigger of manual ad reviews. Tamp down anxiety when you know what’s happening behind the scenes after you hit submit on your latest campaign.
A breakdown of the rules you must know:
Including those that are easy to follow and the rules that are hard not to break when writing great copy. You’ll never forget the “guess which ad was approved” game in which we break down the secrets behind compliant ad copy in tricky markets and notorious niches.
Total time to 10x your ad copy powers? ~5 hours
(If there’s a faster way to upgrade your profitability, let us know.)
We could just hand you a 15-minute crash course or a “Top Tips” blog post, instead. But that wouldn’t equip you to navigate the minefield of Facebook campaigns.
This is vital top-of-the-funnel stuff and when you master it, you can tap into an enormous and steadily growing audience of buyers.
Webinars, sales pages, email marketing – you need those, too. But they only pay off if you can first drive the traffic.
SEO and authority building takes TIME. Just shy of deep time.
But Facebook and Instagram ads? If you can make those convert, you can get to profits faster.
That’s a value proposition few copywriters can claim. (We know.) And it’s an enviable advantage for any entrepreneur or marketer.
Get Campaigns Up & Running Even Faster with the
Quick-Start Module
By the end of nine modules + one bonus, you’ve absorbed some solid know-how. But unless your memory is a mind palace, you’ll need refreshers.
That’s why you get four Quick-Start videos with 10x Facebook Ads.
Extracted from the main modules, these are the lessons you’ll need to whiz your way through the four parts of the entire framework to a profitable campaign.
And if you need to knock out a campaign tomorrow?
Skip straight to the Quick-Start videos and write compelling ad copy out of the gate. (Then, circle back to make your next campaign even higher converting.)
Get immediately download Joanna Wiebe – 10x Facebook Ads
10x Facebook Ads is the only total ads copywriting system that includes:
- Step-by-Step VideosWalking you quickly but precisely through the 10x ads framework, end-to-end. There’s no filler talk here, just the most direct path to winning more often with social ads.
You’ll get strategies and principles that are taught to stick, backed by visual breakdowns of actual campaigns, so you can draw authority from examples.
- A Complete Course Workbook
Better than a transcript, everything you learned from the videos is distilled in 37 pages, complete with templates, formulas, scripts, checklists, links to resources and cheat sheets.
Organized sequentially, the workbook makes it easy to follow the exact copywriting framework behind Facebook ad campaigns that convert.
- Exercises and QuizzesLearn by doing and test your knowledge before ad spend or your reputation is on the line. Simply follow the exercises for each module and you’ll have a completely written campaign by the end of the course.
Breaking the framework down into steps builds your tolerance for working the system when it counts.
- Google Docs Worksheet
Skip the copy and paste job. With 10x Facebook Ads, you get a pre-populated copy worksheet that spells out how the frameworks are used in different scenarios. Just click the link and make infinite copies in your own Google drive.
When your own copy is easily crafted from a stellar example, you’ll feel 10x more ready to go public with your ad.
So, when that critical moment comes and everyone is waiting… you’ll never forget what to write, for who, when and why. (Unlike the team behind GoT S8. Ahem.)
What’s the Value of a Single High-Converting Ad Campaign?
If you master everything in 10x Facebook Ads, you could immediately increase your copywriting fees – or, start making scalable income with your own funnels when you trade in one-on-one services for one-to-many programs.
Already an advertiser? With 10x improved ad copy, you can save on cost per ad action. And you’ll be in a better position to profit with ad copy created to convert.
As a 10x Facebook Ads student, you get forever access to…
- The tested and proven framework for 10x Facebook ad copy
- Step-by-step video tutorials
- The complete Facebook Ads conversion copy workbook
- The working docs based on $1M in ad spend
Course Features
- Lectures 0
- Quizzes 0
- Duration 10 weeks
- Skill level All levels
- Language English
- Students 169
- Assessments Yes
