How to Create a Facebook and Instagram Ad Offer in 15 Minutes Instead of Half a Day

The pain of marketers and Digital Agency in the field of targeting looks like this: 1000 ideas and 100 variants of UTP, there is no single offer, and the client is also capricious - everything is not right for him. Even if you know everything about the product/service, this does not mean that you will write an offer quickly.

In this article, we will talk about the main things: setting tasks, initial data, mandatory parts of the advertisement, and their content. We will also share an example of an offer that we use in our work.

The power of an advertisement is in the truth. We will not talk about tricks, tricks, and spells.

About preparation

For whom are you writing an offer for advertising: yourself or the client? If you are running an ad for your business, you can scroll down to the “About the ad structure” section, if you are running an ad for a client, start with a brief.

Why a brief?

Each person has their own standards and worldview. If you don’t study the client’s wishes and goals, you will most likely make 100 offers instead of one and communicate with the customer in the following style:

– Good morning. How do you like the offer?

– No, it doesn’t suit you. We need something more fun.

– They were written in a fun and entertaining way. Better?

- No, we are holding a serious seminar and we will not laugh there.

- We removed the fun, and wrote what the seminar will be about.

- Are you laughing? I explained everything to you! What am I paying money for?

Let's consider an example. Anna, the owner of a hair salon, has contacted you. You know that the hairdresser does cool hairstyles for any event, the prices are in the middle segment, and clients are accepted after a preliminary call.

This information is not enough to launch a cool advertisement. If you do not brief Anna, you will not recognize the details, and this is the most important thing. After drawing up the brief, it turns out that Anna loves difficult tasks and is ready to do everything possible to make the girls look great:

• quickly travels to any point in the city if you need an urgent hairstyle or the bride is caught in the rain;
• The team works quickly - any hairstyle takes 20-25 minutes;
• Each registered user on the hairdresser's website has their own account, where you can book a visit date and pay for services in advance.

It turns out that Anna is no longer an ordinary hairdresser's owner, but a lifesaver for those who find themselves in an unusual situation or those who love convenient service.

A brief is the first stage of writing any commercial text.

How to write a brief

A brief tells about the client's business, what needs to be done, and what results to achieve. Analyze what you need to know in order to quickly get started and write a good advertising proposal.

Ask the client important questions: who is the target audience, what to focus on, when the event will take place, what the client should do, and many, many similar questions. When you know what the client needs, the likelihood of writing a good ad is higher, and the process will take less time.

Most likely, you will not be able to write a brief the first time - this is normal. As you work, you will remove some questions and add other, useful ones. You can view and copy example of our brief, expand or vice versa – delete the questions and use it in your work.Material on the topic: How to make a content plan for social networks

Today, there is a lot of information on the Internet and users read what is clear and interesting, not everything in a row. The same goes for your advertising: if they are interested in 1-2 seconds - they will read it, if not - they will move on.
We divide the offer into three parts:

• UTP;
• details;
• call to action.

UTP (unique selling proposition)

UTP is the most important part of the offer. It is it that should capture the user's attention from the first seconds. You can enter in the following ways:

• Press on the client's pain and show that with the help of your product, he can solve the problem;
• Project the future, show tangible benefits that the client will receive after using your product/service;
• Show that your product is better than that of your competitors.

The main part

Once attention is captured, it must be kept. To do this, add meat to the offer - examples/situations/differences from competitors/event details.

It is important to write in the client's world: do not write about revolutionary technologies and the cheapest prices - tell what the target audience is interested in.

Let's analyze it with an example. We are writing an offer for an intensive course in public speaking. The first thing you need to determine is who the target audience is. Everyone wants to be a good speaker, but the offer needs to be written for a specific audience. In our case, it’s employees who need to conduct serious negotiations and speak in front of a large audience.

The target audience's pain is regular meetings where they feel awkward, nervous, sweaty, and irritable. We will use this: we will show the audience that it is possible to hold meetings without nerves and turn your disadvantage into an advantage.

* everything is clear: if you can't get away from the speeches and are tired of being nervous - it's time to pull yourself together. The target audience understands what we will do at the master class - it's clear.

Call to action

If the user is still reading the ad, it means he is interested. All that remains is to take action: subscribe, follow the link to learn more, or register in the form. Don't delay, give users this opportunity.

Checklist for writing advertising offers in social networks

If you are writing an offer to a client, the first thing you need to do before these points are to find out the details of the business and write a brief.

• determine the audience;
• Compose a UTP to attract the user's attention;
• add details - how the offer is useful;
• call to action.

Do not write large ads, and do not tell minute-by-minute details of the training. There are only three parts: UTP, who the meeting is suitable for/why you need to sign up for the course and a call to action, meeting location (the meeting place is very important for site promotion in Kyiv). If the ad is large, the user will get lost in the sheet of text, will not take action, or simply will not find where the link to the site registration is. And also use emojis in the offer: they increase the click-through rate of ads by up to 15%.