If you are looking for scientifically proven strategies and techniques on how to get your Facebook marketing the attention it deserves, take a look at what you will find inside this presentation: You’ll learn science based psychological principles that will help your Facebook ads convert better. You’ll get lots of real life examples – you’ll learn how the biggest and best on the market do it, so you can do it just like them. As a special bonus, you will learn which specific words can trigger the right emotions in your customers so they click your ads like they are hypnotized. You’ll be surprised how theories on human behavior can help you understand your consumers and deliver on their needs through Facebook Ads. You can see the full course here -> http://skl.sh/29SLiEp

1. How To Use Psychology To
Create Better Facebook Ads

2. Introduction
What you will learn in this class
1

3. 5 strategies that can
maximize your
advertising efforts on
Facebook.

4. Each video is a
standalone piece of
information.

5. The rule of
consensus
More commonly known as social
proof
2

6. The rule of
authority
Which is not a variation of social
proof
3

7. Asking
questions
In your Facebook Ads
4

8. The benefits
Of using your product or service
5

9. The rule of
scarcity
Spiced with some urgency
6

10. Let’s start!

11. What do others think
about it?

12. The biggest
obstacle
Is your consumers’ uncerainty
1

13. Consensus (or social proof) helps
eliminate the uncerainty.

14. Social proof explains why people
react in a certain way, when they
don’t know how to react.

15. People assume that if other people
are doing something, than this
must be the right thing to do.

16. One extra
thing
That you need to keep in mind
2

17. That one thing is similarity.

18. Social proof will work the strongest,
if you use the testimonials of people
who are similar to your target
audience.

19. THINK
ABOUT IT
Would you decide to buy
a sports car if it was
retirees’ first
transportation choice?

20. Use your customers’ words.

21. Did you know?
3 out of 4 people don’t believe that
companies tell the truth in advertising

22. Did you know?
7 out of 10 of online consumers trust
recommendations from unknown, other
users.

23. Remember this
▪ Use social proof to create better
Facebook ads
▪ Use testimonials of people who are
similar to your target audience
▪ Don’t use a photo of a product – use a
photo of a person

24. Social proof is a powerful rule
that you can apply with
success in your Facebook Ads.

25. Eliminate uncertainty to give
your Facebook Ad a chance of
performing much better.

26. Take a look at these examples

32. What is someone
I look up to telling me to
do?

33. The Rule of
Authority
It’s not the same rule as social proof
1

34. When people don’t know how to react,
they look at what someone who they
consider as authority tells them to do.

35. People assume that if someone is an
authority in a certain subject, then he
must know what he is talking about.

36. Different kinds of
authorities
Expert with all his
credibility attributes:
experience,
recognition, trust

37. Different kinds of
authorities
Celebrity, with all her
celebrity attributes:
fame, following,
publicity

38. Different kinds of
authorities
Magazines, online
services or, to be
more precise, quotes
from magazines,
blogs or online
services

39. The Best Pair Of Budget Speakers We’ve
Tested So Far

40. Use the real face of your authority to
increase credibility

41. Provide a link to that post and use the
image used there

42. REMEMBER
THIS
Using the words of someone who
is an authority to your target
audience is an extremely powerful
way of eliminating the
uncertainty.

43. Take a look at these examples

47. What’s the Ultimate
Facebook Ad Success
Recipe?

48. The Concept
Is the question itself
1

49. The human brain is programmed to
solve problems so when someone is
asked a question, his brain is looking
for an answer straight away.

50. That engagement is the fastest and
easiest way to divert the consumer’s
attention from the fact that he is
actually reading an ad.

51. That engagement is the fastest and
easiest way to divert the consumer’s
attention from the fact that he is
actually reading an ad.

52. What problem is my product or service
solving.

53. Put yourself in your
customers’ shoes
▪What kind of information would they be
looking for?
▪How would they ask?
▪What keywords would they use?

54. 2 different kinds of
„question strategies”
Give the answer straight away
Show that you have the answer to the
readers’ problem and that they will get it
as soon as they click your ad.

55. 2 different kinds of
„question strategies”
Leave the question unanswered
A great question will make the reader
crave for an answer, so he or she will
have to click your ad to find it out.

56. REMEMBER
THIS
Think what questions to ask to
address a real problem.

57. Asking questions in Facebook Ads is
one of the most frequently used
techniques to catch people’s attention.

58. Take a look at these examples

62. What’s in it for them?
Show them the benefits.

63. Your Facebook ad should be about
your customers

64. Enumerating the features of your
product is good, when your customers
get to your actual sales page.

65. Before they click on your ad, they
must see the benefits they will get.

66. Humans are egoists.

67. To most customers what they’re going
to get out of using a product is far
more important than how it works.

68. See for yourself
Our new razorblade has 7 blades with
diamond coating and aloe nozzles.

69. See for yourself
Want to know how to leave your skin
smooth and healthy every time you
shave?

70. Show your target audience how your
product will satisfy their specific need
or, even better, how it will solve their
problem.

71. Take a look at these examples

75. Better order now, because
there are only 7 spots left

76. The scarcity
rule
We want it more, if we can’t have it
1

77. People simply value more the
things that they can’t have.

78. It doesn’t matter if it is a
physical or non-physical good.

79. This phenomenon is sometimes
described as the Fear Of Missing
Out or FOMO for short.

80. Scarcity is the last of the
persuasion principles that
eliminates uncertainty.

81. Two extra
conditions
Of effective scarcity
2

82. 2 extra conditions
The fact that this good was available
before, but now it’s soon to be gone.

83. 2 extra conditions
The fact that the good is going to be
available for a limited time.

84. Old salesmen know that for
a sale to happen, it has to
happen now.

85. How To Incite Urgency?
You can make your offer limited in time

86. How To Incite Urgency?
Or use urgency provoking words and
phrases like: only, today, hurry, act now,
last chance, ending soon, get it before it’s
gone.

87. When people can lose
something, they will be more
likely to risk.

88. When they can lose something,
they will act quicker in order to
prevent the loss.

89. When they can win something,
they won’t act so promptly.

90. Take a look at these examples

94. Bonus tip:
Words that sell.

95. Use Words
That strenghten your message
1

96. Depending on the goal of your ad, you
should choose different words evoking
different emotions.

97. Posts that sparked happiness or
generally positive emotions, got
the most clicks.

98. Kindle positive emotions
▪ Amazing
▪ Eye-opening
▪ Surprising
▪ Wonderful etc.

99. Incite negative emotions
▪ Mistake
▪ Nightmare
▪ Frightening
▪ Risky etc.

100. Get the best deal possible
▪ Bargain
▪ Best
▪ Free
▪ Money
▪ Save etc.

101. Here are the best 5 words to use

102. You
How to get a money problem solved
is going to have a lot less positive
reaction than
How to get your money problem solved.

103. Free
Add words reg. X dollars to your free
offer, e.g.
Get this gigantic flat screen TV for free
(reg. $999)
instead of just
Get this gigantic flat screen TV for free.

104. Because
The reason itself doesn’t have to be
compelling: it can be as blunt as:
Grab this best deal, because it is the best.
The magic trick here is the use of the
word because.

105. New
People can’t overcome the excitement of
interacting with a shiny, new object.

106. One extra
thing
That you need to keep in mind
2

107. Use your customers’ words.

108. That one thing is similarity.

109. Social proof will work the strongest,
if you use the testimonials of people
who are similar to your target
audience.

110. THINK
ABOUT IT
Would you decide to buy
a sports car if it was
retirees’ first
transportation choice?

111. Did you know?
7 out of 10 of online consumers trust
recommendations from unknown, other
users.

112. Social proof is a powerful rule
that you can apply with
success in your Facebook Ads.

113. Eliminate uncertainty to give
your Facebook Ad a chance of
performing much better.

114. Take a look at these examples

120. To Sum Things Up

121. Deep understanding of human
behavior is one of the most important
aspects of a successful ad campaign.

122. 5 strategies that, if used properly, can
maximize your advertising efforts on
Facebook.

123. Consensus
People follow the lead of many,
similar others
1

124. Authority
People follow the lead of someone
who they see as an authority
2

125. Questions
Human brain reacts quickly to find an
answer
3

126. Benefits
Peeople want to know what’s in it for
them
4

127. Scarcity
Peeople want more of the things they
can’t have
5

128. Use them ethically and only to
help your customers make a
decision, not to trick them.

129. If you liked this class, please
give it a thumbs up.

130. Submit your class project

131. Advise how I can make this class
better for you.