Humans have an attention span of just eight seconds, according to a recent study conducted by Microsoft in 2015.
While this is debated even today (some scholars argue our attention spans are longer), one thing is true ﹘ when it comes to sending Facebook sponsored messages to your chatbot subscribers, you need to get their attention, and fast.
How can you do this?
Your message copy is the one thing that compels your subscribers to click through, or leave your message as another notification cluttering up their lock screen. But before we get into the copywriting tricks, let’s unpack what sponsored messages are and why you should use them.
What are Facebook sponsored messages?
Facebook sponsored messages are messages you pay to send out to your chatbot subscribers. Anyone who has interacted with your bot, including through a growth tool or live chat, or have unsubscribed from your chatbot can receive this message.
The only thing you need to be aware of is that Facebook can’t ensure 100 percent deliverability with sponsored messages (yet), but about half of your chatbot subscriber list will receive your sponsored message within a 7-day campaign period.
Why use Facebook sponsored messages?
Sponsored messages are an affordable social media tactic (messages usually cost between 6 cents and 25 cents each) to help re-engage your subscribers outside of the 24-hour messaging window, and can contain promotional or non-promotional content.
Although you are restricted by character count (your message is limited to 150 characters), you can use buttons, quick replies, and an image card to help make your message irresistible to your list so they can’t help but click through.
Now let’s look at what copywriting really is.
What is copywriting?
Copywriting is the skill of rearranging words to make them sell your product or service better.
It involves things like human psychology by using words that appeal to the human brain to make people perform your desired action (like hitting that “Buy” button) and sales tactics such as scarcity offers and deadlines, as well as solving your customer’s pain points and identifying their needs).
When asked what the most underrated skill was for growing your business, serial entrepreneur Ramit Sethiw replied with: “I’d have to say copywriting. I spent years studying it, we’ve generated millions of dollars using copywriting, and I’m still amazed by the masters.”
How does copywriting help sponsored messages?
According to a report by Gleanster Research, only 25 percent of all leads are qualified and ready to do business with you, so copywriting can help bridge that gap.
Good copywriting, including your copy for sponsored messages, can:
- help build trust and credibility with your clients or customers. (Remember, people buy from those they know, like, and trust.)
- make your website, emails, sales funnels, and even your chatbot work like a strategic marketing tool, not a warehouse of information.
- attract clients you actually like working with, or target those who are your ideal buyers.
- nurture your leads until they are ready to make a purchase.
Now that you’ve got the basics, let’s dive into three copywriting tricks you can use to boost your open rates and bump up that ROI.
3 copywriting tricks for your Facebook sponsored messages
1. Use curiosity and scarcity tactics to announce a new product or sale
Curiosity is a powerful tool that compels subscribers to open sponsored messages. Combine that with limited-time offers and scarcity terms and you have a winning formula for your subscribers to take action.
Using a teaser like “I’ve got something for you!” or “Here’s a big surprise!” that alludes to something cheeky, fun, or unexpected in your message will definitely raise an eyebrow and encourage subscribers to click through.
From there, have your “ big reveal” by announcing a sale, launch of a new product, or coupon code.
Innuendos and puns can work wonders as your teaser, as long as you’re clever and it’s appropriate for your brand. (To make sure your message isn’t too saucy, read over Facebook’s advertising policies because they apply to sponsored messages too.)
Why this works
Scarcity makes your subscribers perceive limited quantities as more precious and valuable. Using scarcity terms for your offer such as “limited time,” “today only,” “one week only,” “for your eyes only,” or “only two left” will make your subscribers feel a sense of urgency.
Scarcity is the driver of desirability. Next time you write your message remember the following: People always want what they can’t have.
2. ‘The good without the bad’ tactic to encourage more sales
This persuasive copywriting tactic is used a lot to convey “gain without the pain.”
According to psychologist Daniel Kahneman’s Loss Aversion Theory, losses can be perceived as 2x more painful than the pleasure of gaining.
That’s why this trick is so important.
This tactic helps your subscribers feel confident that making a purchase or enlisting your service won’t diminish their current status, but rather enhance it, implying a sense of prestige (or pleasure) associated with your business.
In this copy example (above), the use of “Want to know the foolproof LinkedIn formula … without feeling like a salesy slimeball?” translates to: you get all the good things (LinkedIn formula) without the bad things (feeling like a salesy slimeball).
In fact, this tactic, along with the offer, made 5X ROI on a single sponsored message.
Why this works
This copywriting trick reels in your subscribers, and shows them how they can achieve the results they’re craving without suffering the roadblocks that stand in their way.
3. Ask a single question in your sponsored message to encourage higher CTRs
This tactic involves creating one well-considered question with multiple answers as a quick reply in your sponsored message, and does wonders for open and CTRs.
The trick here, however, is to make your copywriting short and sharp. You only have one question so make sure you ask yourself, “Is this a burning question my audience would want the answer to?”
Tap into your brand personality with this particular copywriting tactic and it will make writing it a lot easier. Think of an irresistible hook for your first message that your subscribers will really respond to, and have then the answer can open into a flow.
For example, you could create a quiz that opens in a flow from the sponsored message. That way, you can get more information on what your subscribers would like to see from you (if you’re launching a product or service) to help inform your decisions.
Why this works
People love to be entertained. Gamification (like quizzes) works great in Messenger and can be used to boost sales, too.
Remember, Messenger is a fun, relatively untapped channel, so keep it playful and interactive while still being mindful of how the channel can generate sales for your clients.
3 essential ingredients for click-worthy sponsored message copy
- Tell your subscribers what to do
Your subscribers need some direction. Include “tap below,” or something similar, in your message to prompt them to click through. If you tell people what action they need to perform, nine times out of 10, they will do it when given clear directions.
- Make sure you don’t neglect your buttons
People don’t always read the entire message, and humans are notorious skim readers. Ensure your button copy ties into your message copy to ensure both make sense without having to resort to boring “YES” or “NO” answers. Don’t be afraid to play around with your button copy because people really respond to something when you interrupt the norm. (Watch your CTRs improve, too.)
- Get personal
Remember, in the first message of your sponsored message the [firstname] field doesn’t always populate. Emojis really make up for it, and add a personalized touch. For example, a waving hand emoji 👋 or smiley face 😊 ensures you come across as friendly and approachable when you can’t actually personalize the first message with the customer’s name.
Final pro tip: Don’t reveal too much too soon
When it comes to sponsored messages, don’t reveal the entire purpose of your message in the first 150 characters; it’s best to make your copywriting short and snappy; and don’t send your subscribers a message about something that isn’t strictly tied to your business.
For instance, to improve the message above, change it to: “Want to make sweet music together?” before implementing curiosity and scarcity tactics.
With all of these tools, you’re ready to try out these proven copywriting tactics for your sponsored message campaign. Be sure to test a few variations to find the one that converts the best for you, and watch your click-through rate and ROI improve.