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Top 3 Ad Copy Formulas for Boosting Conversions

The elusive perfect ad copy - it's like looking for a way into a girl’s heart without money.

But seriously, When it comes to crafting ad copy that drives conversions, there's no one-size-fits-all solution. However, there are proven formulas that can significantly increase your chances of success. 

In this article, we'll dish out the top 3 ad copy formulas that'll make your conversions go from meh to mesmerizing! Read on:

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1. Controversy: Carefully read this ad copy for a new dating app for single parents.

To fully understand the implications of this, you need to get the goals of controversy.

The major goals of controversy are:

i. To stir people's emotions 

ii. To establish some kind of debate.

This ad is a masterclass in controversy. It's like a matcha-fueled debate waiting to happen! The goals? Stir those emotions like a latte art design and get people talking like a Real Housewives reunion.

Some parents will be all, "Hey, I can be a responsible adult and still have a sex life... shh, don't tell the kids!" While others will be like, "How dare you, I'm a saintly parent, and my sexuality is none of your business!"

And that's exactly what the algorithm wants - a good ol' fashioned debate! More interactions, lower ad costs, and a reach that's longer than a toddler's tantrum. The conversations will be epic!

2. The Before-After-Bridge (BAB) Formula

The before and after trend has taken the internet by storm nowadays. I mean, who needs personal growth when you can just edit your photos and pretend you've changed? 'Before' I was broke, 'after' I'm a millionaire… 

We know that some people use filters to show progress in this trend but research has shown that it converts like crazy when implemented well in an ad.

The BAB formula is a storytelling technique that takes your audience on a journey from their current state to a desired outcome.

This formula is particularly effective for showcasing transformative solutions. Here are the steps to take while using it. This ad is a good example of the BAB formula.

i. Before: Paint a picture of the current situation, highlighting the problems, pain points, or challenges your audience faces.

Example: “Do you hide behind layers of makeup or avoid social situations due to acne breakouts?”

ii. After: Describe the desired outcome, showcasing the benefits and improvements your solution can bring.

Example: "No more hiding, no more worrying about acne ruining your day."

iii. Bridge: Introduce your solution as the bridge between the current state and the desired outcome.

Example: "Beauty brand uses a VERY unusual

ingredient in its best-selling collagen products - with its new blemish serum generating a

30,000-person waitlist!"

The brand in the picture Beecher Beauty is killing it with this technique to the extent that Beecher Beauty made it to top magazines like daily mail.

3. The Features-Advantages-Benefits (FAB) Formula

The age-old question: how to appeal to humans' naturally selfish tendencies without making them feel like they're being manipulated (too much).

Well, here's the answer: hit 'em with the benefits, baby!

Think about it, when you're scrolling through your socials, what catches your eye? "Get rich quick" schemes? "Lose weight fast" scams?

Nope, it's the ads that promise to make your life easier, better, and more fabulous.

The FAB formula is a structured approach to highlighting the value of your product or service. It is as simple as this; Tell people how your product will help them, and they'll be interested.

Explain how it will make their life better, and they'll want to know more. Here are the steps to take while using it. This ad is a good example of the FAB formula.

i. Features: Highlight key features of your product or service.

Example: "Our nightcap sleep gummy has passionflower, chamomile, magnesium and tart cherry."

ii. Advantages: Explain how those features provide advantages as shown in the picture.

iii. Benefits: Emphasize the benefits that result from those advantages.

Example: "So you can sleep like a baby and be energized enough to crush it during the day."

By incorporating these proven ad copy formulas into your marketing strategy, you'll be well on your way to crafting ads that drive real results and boost conversions.

Remember to test and optimize your copy to find the best approach for your unique audience.

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