I wrote 4 ads that led to $515k+ in sales (here’s how)

One of my clients just wrapped up a record-breaking launch.

We spent $60k on Facebook ads and generated over $515k in sales.

That’s an 8.58X return on ad spend (ROAS) which is really good.

I can’t show you the exact word-for-word ads because we’ll be running them again for the next launch.

But I’m gonna break down the 4 ad angles we used to promote the offer to cold traffic and the psychology behind them…

So you can swipe and deploy them for yourself or for clients.

Let’s dive in.

Read time: 3 minutes and 10 seconds

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Why Facebook Ads Are Won or Lost on 1 Square Foot of Real Estate

Before we start dissecting the ad angles, it’s important to understand how Facebook ads work.

Conversions are won or lost on one square foot of real estate:

The hook.

This is the first 125 characters that appear above the fold on mobile.

Similar to the first tweet in a thread, or the first few lines of a post on LinkedIn.

Here’s what it looks like:

Optimizing the first 125 characters is the most important part of writing Facebook ad copy.

The rest of the ad matters much less.

If you nail the hook, the ad will likely perform well.

So now let’s take a look at the 4 ad angles and how to structure hooks for each one.

ANGLE #1: Direct offer

With the direct offer angle, you state your entire promise in the hook like the example above…

So it’s the first thing prospects see when they come across your ad in the feed.

Let’s say I wanted to promote the free subject line swipe file subscribers get for signing up to this newsletter.

Here’s a few examples of how I’d write the hook:

• Download our new free swipe file to discover 13 proven email subject lines to skyrocket your opens, clicks and sales:
  
  

• Want more sales from email? Click below to get 13 proven email subject lines to skyrocket your opens, clicks, and sales:
  
  

• Can we send you a free swipe file with 13 proven email subject lines to skyrocket your opens, clicks, and sales?

Each one is phrased in a slightly different way.

But they all communicate the entire promise of the offer without someone having to click ‘See More.’

ANGLE #2: Limiting belief

The next angle is the limiting belief.

With this one, you’re calling out a limiting belief the audience has about your opportunity or approach and then flipping it on its head.

Sticking with our swipe file example, here’s what I’d write:

• Think email subject lines don’t matter? WRONG! Try mailing one of these 13 subject lines to your list and see what happens…
  
  

• Split-testing email subject lines only boosts your open rate, right? Wrong. Watch your Stripe account explode when you send THIS subject line to your list…
  
  

• Worried your email list is full of tire-kickers? Forget it. These 13 email subject lines are guaranteed to “wake up” the sleeping buyers on your list…

You may have to test a few of these to discover which limiting belief is the most compelling.

ANGLE #3: Quiz lead

The quiz lead angle disqualifies other solutions and introduces your solution as a paradigm shift.

But you need more than the first 125 characters to execute on it.

Here’s how it goes:

===

What’s the #1 best way to boost your sales from email?

[A] Changing the From name
[B] Writing longer emails
[C] Adding an image
[D] Using emojis

Answer:

None of the above:

You see, the #1 best way to boost your sales from email is by mailing one of these 13 subject lines:

===

See how that works?

You rattle off a bunch of common solutions, then sweep them all off the table by introducing your solution as the #1 best way to achieve the desired outcome.

ANGLE #4: Contrast hook

The last angle is what I call the “contrast hook.”

This is where you juxtapose two conflicting ideas in the hook to create curiosity.

For example:

• Here’s the weird reason why I’m emailing my list LESS but making MORE sales than ever before…
  
  

• I only email my list once a week. But I’m booking more sales calls than when I mailed twice a day! Here’s how…
  
  

• I’ve written 1,267+ daily emails for myself and for clients over the past 5 years. Here’s why I quit and launched a weekly newsletter instead…

Contrast makes it almost impossible not to click.

Putting It All Together

These 4 ad angles generated over half a million dollars in sales for my client from a single launch:

• Direct offer

• Limiting belief

• Quiz lead

• Contrast hook

Steal them, test them out for yourself or with clients, then let me know how it goes.

Thanks for reading.

Jim Hamilton

P.S:

There are lots of key ingredients that going into making an ad campaign this sucessful, like:

- Media buying
- Having a great offer
- Lots of social proof
- And a dedicated sales team

But the customer journey starts with the first cold ad the see.

It has to plant a seed in their mind that can be harvested later.

If it can’t do the job, nothing else matters.

That’s what makes this skillset so valuable.