Got told my Facebook ad copy was 'too nice' and it made me rethink everything

I had a client in Phoenix last month who sells used truck parts. I was running ads for them with all this friendly, helpful language like 'we can help you find what you need' and 'call us for a quote.' Their conversion rate was flat. The client finally called me and said 'Cora, stop being so polite. Just tell them we have the part, how much it costs, and that we ship same day.' I changed the copy to be blunt and direct. CTR went up 40 percent in a week. Has anyone else had feedback that forced you to totally change your ad voice?

3 comments

3 Comments

nguyen.tara2d ago

Yeah totally agree with aaron884 on that "we cut grass fast and cheap" example. That directness works cause it feels like theyre just giving you a straight transaction instead of trying to be your friend. When you tie it to a specific benefit like shipping same day or cutting grass cheap it cuts through all the noise. People scrolling ads on Facebook have the attention span of a goldfish you gotta hit them with the value upfront or they keep scrolling.

aaron8842d ago

Came across something similar with a buddy's lawn care business. He was trying to be all warm and friendly in his ads like "we'd love to help make your yard beautiful" and it just wasn't working. Someone told him to just say "we cut grass fast and cheap" and boom, way more calls. I think people are just looking for the simplest path to what they need, not a conversation. Maybe being too nice makes them feel like you're selling them something instead of just giving them a solution.

kim6932d ago

Is there a chance people just want to feel like a company actually cares, not just fast and cheap?