Facebook Boosted Posts Not Working?

In the Science of Copywriting Critique Group, a member posted a perfectly OK piece of copy that was converting for click throughs, but not for sales.

She explained she was using boosted posts to get the message out. Her first thought was that there was a problem with the copy. Here was my response:

In the copywriting world, our audience work focuses initially on awareness. If the audience is unaware of who we are, what we do, why something is a problem, and whether there’s a solution, then our copy has to take them through all of that before it becomes interesting to them.

As you can imagine, copy like that tends to fail for the simple reason we’re targeting people who are not interested.

Your copy however, is on the other end of the scale. It is aimed at people who are fully aware of everything I just mentioned. How do I know? Because of how you’ve written it.

It makes sense too, because you are using it as a boosted post, which tends to mean it goes to FB audiences who have either visited your page or have a close connection with whatever you do.

That’s why you’re getting a good click through rate.

The problem is that these people are obviously not buyers. And that’s the top reason why boosted posts fail 99.9% of the time.

To make any kind of advertising work, it needs to be aimed at people who are a) buyers, b) have the problem you fix, and c) need that fix right now.

In other words, there’s nothing particularly wrong with your copy (although it could be improved – just like all copy), the problem is to do with who you are targeting.
Fix that and you win.


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