Every great ad is created using a proven framework. So, today I’m going to show you some of the frameworks I use to create High-Converting, Six-Figure Facebook Ads.
Here are 11 proven frameworks you can use to create a Six-Figure Facebook Ad:
- Free Low-Obligation Offer. Give the reader a Free (or low cost), Low Obligation Offer with a benefit added in.
- Big Promise. Make the reader a Big Promise.
- Outrageous Success Story. Tell an Outrageous Success Story.
- The Dream. Tell them about someone living the dream that they desperately want.
- Borrowed Proof. Use borrowed proof to prove that the dream your product or service offers is real.
- I accomplished the dream and you can too.
- The FML Ad. Tell a story that relives the pain of your reader’s worst moment. Bring them to the bottom in a “It’s over” moment. Then, show them a way out.
- The “You’re doing it wrong” Ad. This is where you tell the reader that the current, established way they’re doing something is wrong. And, they need to learn more about your better way to do it.
- The “One Simple Trick” Ad. We’ve all seen that used to sell insurance, weight loss, and other “gimmicky” offers. But, you can use a “classier” version of that ad to get more customers.
- The Pain Checklist. This is where you list all the different pains your prospect has felt. Then offer them a solution.
- The “Us versus Them” Ad. People like to blame others for their problems. The “Insiders.” The “Elites.” Whoever. Some of this blame is true. Some isn’t. But, it doesn’t matter. You can harness this belief to get them interested in your product and make sales.
That’s an overview of the
7 8 different frameworks you can use to create a Six-Figure Facebook Ad. Let’s talk about these Frameworks and how they work.
I’ve written “control busting” ads using all of these proven frameworks. But, I’m not going to post my ads here – because that’s not fair to my clients. So, I’ll show you some examples from other marketers.
Framework #1: Free, Low-Obligation Offer.
This is where you give the reader a Free (or low cost), Low Obligation Offer with a benefit added in. Many marketers know this as a Lead Magnet, Trip Wire, etc. But, it can work for a Webinar, Seminar, etc. Here’s an example.
Example Facebook Ad.
Notice how simple this offer is? Tom is one of the best-known coaches for real estate agents. Somehow I got his ad for a Free Coaching Strategy Session.
Pro tip: Add in a benefit or USP for the reader. You’ll notice the text at the top talks about “the formula for making $395k a year in real estate.” That makes a decent offer “Free Coaching Strategy Session” into a great offer: “Get Free Coaching Strategy Session and discover the exact formula for making $395k a year in real estate.”
What to offer. Your offer will be one of 3 things.
Free Information in the form of a Free Report, Free Book, Free Video, Free Online Workshop, etc. A webinar can fall into that category. Just offer a Free __ Workshop.
A Free Consultation. You can call that a “Consultation”, “Coaching Call”, “Strategy Session”, “Analysis”, “Audit”, or whatever.
A Free Training. If you’re a Divorce Attorney, you could offer a Free Divorce Workshop.
A Free or low cost sample of the product. This is commonly known as a “Trip Wire.” If you sell Mulching Services, you could offer “Free Mulch Samples.” I created a really successful version of this for real estate agents. But, because of confidentiality reasons I can’t disclose it.
Make sense? Good. Let’s move onto the next framework.
Framework #2: The Big Promise.
This is where you make the reader a Big Promise.
Example Facebook Ad.
I don’t know who this guy is, what he does, or much about him. But, that’s a big promise for the “How to flip houses” market.
The rest of the ad promises that he’ll find 5 motivated sellers willing to sell their homes at a SUBSTANTIAL discount. And, he can do it without leaving his house or using any of his own money to flip the houses.
Pro tip: The only reason people don’t jump on this offer is because they don’t believe it’s possible. So, he has to deal with that issue. If you want to run one of these ads successfully, you have to tease some sort of mechanism or “secret” you possess that enables you to do the challenging thing you promise.
Framework #3: The Outrageous Success Story.
This is where you tell an Outrageous Success Story and tie it back to whatever the next step is, whether that be a webinar, Trip Wire, Lead Magnet, etc.
I don’t have an Example Facebook Ad for this. So, I’ll show you an example from a print magazine. This is from the Golf Industry.
Example Outrageous Success Story Ad.
The reason this ad works so well is because most golfers have two legs. They read it and think, “Gosh, if it worked for him – with only one leg – then it must help my golf game because I have two legs!”
Pro tip: You can often find stories like these in your customers database, your own personal story, or someone you know. I think this ad would have been even more powerful on Facebook because you can use a picture of a one-legged golfer.
Framework #4: The Dream.
This is where you tell them about someone living the dream that they desperately want. This framework created my first Six-Figure Facebook Ad. But, I refuse to show people my ads. So, I’ll show you someone else’s ad as an example.
Example Facebook Ad.
This is not as extreme of an example as I’d like. But, it’s the best I’ve got without spending hours going through my files. Anyways… this ad is targeting Realtors spending money on Zillow Leads.
Basically, he’s telling them that someone else is getting way better results than they are. And all they need to do is schedule a Strategy Call to learn more.
Pro tip: This is basically a variation of the Outrageous Success Story. But, rather than focus on someone with a big disadvantage, you focus on someone who has it made.
And then you tie that back to whatever you’re offering alluding that if they take you up on your offer, then they just might be able to live the dream too.
Framework #5: Borrowed Proof.
This is where you use borrowed proof to prove that the dream your product or service offers is real.
Gosh, I’m really having a hard time finding an example ad. I currently have several “Control” Facebook Ads using this exact Framework, and no one else is using it! I’m a little surprised. Ok, I just found one. Thanks Cody Sperber!
Example Facebook Ad.
This is a great example. He’s selling training on how to invest in real estate. And everyone has heard that “Real estate is the number one investment of millionaires” so many times that it’s an established truth.
I’ll bet that 1,700 millionaires are made every day worldwide. It sounds believable. How can I become one of them? Let’s read Cody’s ad because it probably has something to do with that.
Pro tip: These ads can be difficult to create. You have to find some big proof and tie it back to your offer. At the same time, you have to do this quickly or the reader will get bored. But, with a little practice, it’s not that hard to do.
Framework #6: I accomplished the dream and you can too.
This is where you tell them about how you accomplished the dream, how great it is/was, and how they can do it too.
Example Facebook Ad.
Here’s why this ad works so well. Because if you’ve ever thought about investing in real estate, then you dream of owning a ton of rental houses. And this guy is showing us his 207th house! That’s awesome.
How to create one of these ads. Tell it as a Hero’s Journey.
- I accomplished X.
- But, my life was horrible before.
- Then, I discovered X.
- That enabled me to finally have success.
- And now I want to show you how I did it.
- Take the next step to discover my secret.
Pro tip: You want to show a vulnerable side in these kinds of ads. If you show people that you’re somehow better than them (better looking, better educated, smarter, etc), then these ads won’t convert. And you may even get a lot of hate in the comments.
This guy avoids that problem by looking like an “Average Joe” with his humble work truck in the background. You can avoid that problem by revisiting your low points and telling people about how you started at the bottom and worked your way to the top.
Framework #7: The FML Ad.
This is where you tell a story that relives the pain of your reader’s worst moment. You bring them to the bottom and get them to relive an “it’s over” moment. Then, show them a way out – that leads to the next step.
Example Facebook Ad.
Here’s the full text of the ad.
- Make a fancy website.
- Borrow 10k to pay for it.
- Beg your friends for referrals.
- Borrow another 10k cause you’re not getting enough clients to pay the bills.
- Read a million blog posts that don’t really tell you anything.
- Contemplate getting a day job cause this ain’t working.
- Resolve you’ll never give up.
- Work 12 hours a day doing pointless crap everyone else teaches you to do.
-ugly cry cause it ain’t work’n.
- Write guest blogs. Try to start a podcast. Tell everyone you’re more successful than you are.
- Contemplate quitting again, this time for real though… you can’t take it anymore.
- See everyone else succeed cause they’re using REAL systems and REAL marketing to grow their business.
- Try one more time to make it work because, well, “If they can do it you can do it.”
- 6 months later you’re still stuck.
- Get drunk.
- That’s it, it’s over…
- Have to get a real job.
- Life sucks.
- Get drunk every Friday cause…
- Ruin your future.
- Spouse, Grammy, Gramps, Mom and Dad are all disappointed.
Watch this webinar instead and have all your wildest dreams come true (We’ll teach you how our clients are growing their business using paid traffic and 1 ridiculously simple funnel)
FULL DISCLAIMER 1: This webinar is NOT live. It’s fancy and automated. [shocker]
FULL DISCLAIMER 2: Taylor and I joke a lot and make fun of each other on this webinar.
FULL DISCLAIMER 3: All your wildest dreams probably won’t come true but you’ll be raining clients like cray cray (I don’t know what that means but that’s what the kids are saying these days).
I’ll admit, this ad is a little crazy. But apparently it worked because they ran it for a long time. And most of the people in their market had been thru those same experiences. I’ve seen a very similar ad a client used that consistently ran for years.
It probably brought in half a million dollars in sales. I never thought it would work because it didn’t make big promises, telling people it would change their life.
I wrote an ad using this Framework that is doing well. It’s bringing in a good number of sales, but I doubt it will ever hit six-figures in sales.
How to write an ad using this framework. Look at the problem your product or service solves. Then, think of the worst thing that happens to your prospect – if they don’t have your product or service. Tell a story in your ad that gets them to relive that horrible experience.
Hit their insecurities and pain hard. Get them to say “I’m so screwed. I hate my life” while they’re reading your ad. Then, tell them that there is hope and they need to take the next step: Attend your webinar, schedule a consultation, buy your product, etc.
Here’s a quick example I wrote thinking about the “Get your girlfriend or wife back” niche. It’s a little exaggerated. But, I’m sure people who buy those kinds of products can relate.
I still remember when my wife told me we were done.
“I want a divorce,” she told me. It cut like a dagger to my heart. I sputtered and tried to speak.
But, the words didn’t come out.
I tried to get her back. But, nothing I did or said mattered.
As I thought about the rest of my life I realized I’d made a big mistake.
If only I hadn’t spent so much time at work. If only I hadn’t failed as a man. If only I hadn’t lost my temper.
But, it was too late. It was over. She was done with me.
And now that it hit, I just wanted to cry.
But, men don’t cry. At least “real” men. But, here I was crying. More like sobbing. The tears ran down my face.
And then I realized where I’d gone wrong.
And that maybe I could fix things. So, I went to work.
I read everything I could. Studied like my life depended on it (because it did.)
And fortunately I had a breakthrough. A few months later I discovered __…. and got her back.
And it was so worth it.
Holding her in my arms…
End of example.
Framework #8: The “You’re doing it wrong” Ad.
This is where you tell the reader that the current, established way they’re doing something is wrong. And, they need to discover your better way to do it.
Example Facebook Ad.
I don’t know what Peter is pitching here. But, contrary to what most people are told, it’s hard to make money flipping houses. I’ve been involved in 5 different house flips personally. When the market is good, it’s tough to find deals. A bad market is the best time to flip houses.
Anyways… let’s get back on track. Here’s my point. Peter is attacking an established way of doing business that most people already struggle with. Then, he’s offering them an alternative. The reader thinks “Flipping houses sucks. Peter has an alternative. Let’s check it out.”
They click and now he has a chance to sell them on whatever he’s offering.
How to write an ad using this framework. Basically, you tell people why the current, established way of doing things is wrong and that your new way is better. It’s a good idea to tell them to stop doing something that probably doesn’t work that well.
- Stop dieting. Start losing weight effortlessly with the Bulletproof Diet.
- Stop flipping houses. Start doing gradual flipping with this new strategy.
- Ditch the complicated funnels. Start getting clients with this simple and easy strategy.
- Stop trying to learn a new language and discover how to learn it in your sleep.
- Tired of your dead-end job? Fire your boss and build wealth in real estate.
- Ditch the low credit score. Fix your credit with this easy credit hack.
- Stop wasting money on Facebook Ads and get more sales with Outbrain.
Creating great Facebook Ads is all about following a proven framework. And a little bit of experience helps out too. But, you’d be surprised at how much beginner’s luck people have.
For example, one of the first sales letters I wrote brought in over a million dollars in sales. I was hired as an in-house copywriter and had just finished reading the Boron Letters. I followed the advice in the book, wrote a great direct mail sales letter, and it was a huge success.
So, even if you’re not a “pro” copywriter, you can still create a great Facebook Ad. If you want the step-by-step process to do so, then check out this blog post: How to Create A Six-Figure Facebook Ad.
Thanks for reading.
P.S. Don’t have time to create an amazing Facebook Ad yourself? I may have time available to help you on a Freelance Basis. Just contact me and I’ll let you know if I’m available.