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Your Facebook ad copy is the anchor leg in your Facebook ad ecosystem—so how do you write ad copy that counts?

There are three steps I want you to tattoo into your brain right now when it comes to succeeding with your Facebook ads:

  1. Have a Str-AD-egy.
  2. Optimize your offer, understand your audience, and use sales retargeting to ensure as many people as possible are taking the most purchase actions.
  3. Write amazing Facebook ad copy that counts.

But, first… #rewind

On the blog this month, we’ve talked about the Close phase part of The StrADegy System.

That’s the sales retargeting aspect of your Facebook advertising that allows you to generate revenue to be able to fuel your Facebook ad ecosystem in the first place. ‘Cause if your offer ain’t converting via your Facebook ads, you’ve just got an expensive hobby of giving Facebook dolla dolla bills for fun.

To do that, you’ve got to sell ish that people want.

But once you’ve nailed your offer, what do you tell all those great people out there to actually get them to buy your thing. Aka… what do you say in your Facebook ad copy???

💥 Bombshell 💥 At this point, I typically like to take an opposite stance from most people.

I know what you’re thinking: “Of course you do, Bond. Such a maverick, that one.”

☺️ Why, thank you.

You see, most people are all, “let’s write a bunch of ad copy, then split test the fajitas out of it” so we know what gets the best results.

Well, not me!

I don’t believe in split testing. (At least not the way some people do! 😉)

And I don’t believe you should either.

Why I Don’t Believe in Split Testing

Here’s why…

If you’ve already gone through the process of having a ton of conversations with your customer avatar to understand what your audience really needs, to clarify your offer, and to do the sales retargeting thang, that means you’ve already identified the right people to talk to.

And here’s the thing with that: It is my solemn belief that you can’t say the wrong thing to the right person.

I see a lot of folks who aren’t sure if they’re saying the right things. They go on and try to optimize things through split testing, when in reality they need to start from scratch to fix a broken funnel or offer.

Split Testing is for Optimizing, y’all, NOT Fixing

Remember the leaky bucket analogy I always share, this is the same idea.

Split testing before you’ve nailed the offer is like patching a few tiny pinholes in the side of a leaky bucket while the larger holes go untouched. Say #byebyeROI to the revenue spilling out of the actual problem—the massive gaping holes!

Split testing at this phase is making micro-improvements when you really need to make macro ones.

Doing the work up front to understand your audience and optimize your offer gives you the raw inputs to create quality Facebook ad copy.

But if you haven’t done this work—if your entire system isn’t set up first, you’re wasting your time split testing your copy.

There… I said it.

The Thing You Need MORE Than Split Testing: A Str-AD-egy

If you don’t have a StrADegy—a customer journey where one, single thing won’t make or break your success—you need to build THAT first.

With The StrADegy System, we start with the end in mind. By setting up Close phase ads focused on sales retargeting first.

Why? ‘Cause these peeps are the most likely to buy.

The Close phase ads don’t have to be split testing to the hilt, ’cause the people you’re talking to in your retargeting are primed. One multi-variant headline tested 7 ways til’ Sunday ain’t gonna make or break the opportunity for them to become customers after they’ve been through the entire customer journey.

In the Connect phase of your Facebook advertising, you’ve warmed up and indoctrinated your audience with highly engaging content. They’ve read your glowing testimonials, seen your to-die-for memes, and know how your product helps people.

Then, they’ve gone on to the lead generation Commit phase of The StrADegy System, where you’ve built even more authority with them after they enter into your sales funnel.

By the time they get to the Close phase, they’re super locked in as target customers.

They’re ready, friends!

It is on this riverbed that the waters of great Facebook ad copy will flow.

The Numbers Game

While lots of other Facebook advertisers, trainers, and Facebook ad tools are all about split testing every single thing along the way, Bond’s all about being cautious.

‘Cause split testing your Facebook ad copy is going to lead you deep into a vortex of minutiae that’ll ultimately lead you astray.


Scientifically speaking, I’m talking about statistical significance (or lack of it). A basic reason split testing is out of bounds for a ton of new and young businesses is they simply don’t have the numbers to make split testing make sense. Until you’re sending 10,000 clicks to your ads, split testing at this stage of the game doesn’t give you meaningful data to work with.

To get technical for a moment, let’s take a look at the following equation . . .

Facebook ad equation

. . . which obviously tells us that, uh . . .

. . . just suffice it to say that if you don’t have a big enough sample size, your data is not going to tell you a true story. And if your data isn’t telling a true story, then it goes without saying that decisions you make based on what that data says may not work out in your favor.

One or two different words in an ad will not make the difference between a buy and a bye-bye if the underlying offer is weak sauce.

Until we’re spending at higher budgets, a change in one or two words in our ad copy won’t make a difference to our overall results when you deploy the three phases of The StrADegy System: Connect. Commit. Close.

With these three phases stalked, your ideal customers will take the action we want them to, even if the wording’s not perfect.

Build First, Tinker Later: Strategy Mindset FTW

This all goes back to something I talked about in the earlier post: having a strategy mindset, not tinkering and tweaking things in isolation as an excuse for not doing things strategically.

Once you have your system fully implemented and you’re cranking traffic through it—once you know your audience, you have a great offer, and you’re using sales retargeting to snag those lingering leads—then, and only then, will I grant you the keys to the city. (The city of split testing.)

Once you’ve laid the groundwork, you now have the option to experiment: to split test your copy, add new creative, mock up different versions of ads to see what works.

But here’s the deal, compadre. If things are already working great for you out of the gate—your return on ad spend (ROAS) is positive, and you’re hitting your objective—it’s honestly not crucial to spend a bunch of time tweaking things up the wazoo.

This is the mindset I want you to adopt: Don’t rely on split testing and fine tuning to get you where you need to go. Tinker after you’ve built something that works. And even then, be smart about figuring out whether you really need to go a-testing, or if your time/energy/money are better spent improving some other aspect of your business.

And by the way, if or when you do decide to tinker? You don’t need to turn into Robot McTesterson and split test a ka-trillion (that’s ten times a bajillion) different versions of your Facebook ad copy. There should be no need to create seven different versions of a single ad.

Okay, Bond. What do I do instead? Well, you could create three different ads that all hit on totally different angles—three different potential objections, or case studies, or testimonials.

Sequence of ad creative

Give yourself permission to think a little bigger.

Making Your Facebook Ad Copy Count

To bring things home, here again are those three steps that should be tattooed onto your brain.

  1. Have a StrADegy.
  2. Optimize your offer, understand your audience, and use sales retargeting to ensure as many people as possible are taking the most purchase actions.
  3. Write amazing Facebook ad copy that counts.

Since we covered the first two in depth in the previous two posts, let’s dig in on that third one: making your copy count.

Easier said than done? Yep. But I won’t leave you hanging here.

Your Facebook ad copy is what does the heavy lifting when it comes to selling. And so (assuming you’ve nailed the first 2 things in the list above) that copy should be crafted to convey the brilliance of your pre-vetted offer to a pre-vetted audience.

Like I said before, you can’t say the wrong thing to the right person. (At least, it’s really, really hard to.)

But for some folks who make it this far there’s still a disconnect: they go quickly from woohoo, I have a great offer for my well-defined audience to wait, I don’t actually know how to write an ad to sell this offer.

When it comes to writing ad copy, these people are struggling to get from Point Paw to Point Treat:

To close this beautiful circle, cross this Rubicon, make it that final mile, you need to translate your offer into great copy. How do you accomplish that?

Meet Nick.

The first thing you need is a solid understanding of sales psychology. If you want to talk to your prospective customers in a persuasive way, you need to understand how they think.

With that in mind, I can heartily recommend Nick Kolenda’s Sales Psychology course. This course will make you a better ad copywriter by teaching you all about things like framing, emotional appeals, and persuasion.

What I love most about Nick is that he takes credible—yet often complex—theoretical concepts and translates them from academia into a language the average Joe can understand. Nick does the research (seriously—check out the citations in his course material), and makes it easy as hell for advertisers to turn around and apply it to their own businesses.

He’s brilliant, his course is legit, and it’s also just $47. Check it out.

Once you’ve got a handle on the sales psychology end of things, you can focus your attention on actually . . . writing. But what if you’re not a great writer? Or—crap—a really not good one?

Well, you’re not up chocolate creek without a popsicle stick, my friend.

If you’re not a whiz with words, there are incredibly talented humans out there whose job it is to make you sound good. Personally, I’ve worked with some great copywriters (and some REALLY, REALLY bad ones). A great copywriter is worth their weight in gold typewriters.

Speaking of which . . . Haaaaave you met Sarah?

Meet Sarah.

If you’re looking for a straight-shooting, research-doing wonder woman with words, check out Sarah Temte, my personal copywriter, who helps personality-based brands leverage the power of voice and story to sell more (and sell more easily).

If going it alone is more your style, you’ve got options. For you, intrepid adventurer, I recommend burying your face in the following books, all of which will give you plenty of insight on how to write great Facebook ad copy that converts.

Exactly What to Say: The Magic Words for Influence and Impact by Phil M. Jones

This succinct book will give you actionable nuggets to implement in the first few pages. In fact, I tried one of the tips immediately after reading it, and had a positive response. The “I’m Not Sure If It’s for You, But . . .”

split testing facebook ad copy

CA$HVERTISING: How to Use More than 100 Secrets of Ad-Agency Psychology to Make Big Money Selling Anything to Anyone by Drew Eric Whitman

This book definitely pulls from the old school, direct-response style of copywriting, BUT there are great lessons and hidden gems found within the pages. Use this book, paired with your desire to serve your audience (without being a spammy McMarketerson) and this will help you change your ad copy from you-centric to customer-centric.

This book will teach you how to write better by Neville Medhora

Clocking in at only 54 pages, this book packs a punch and is digestible in under an hour (plus it’s sort of offensive . . . which you know is totally my jam). It’s a book to reference again and again when you’re stuck and needing to get back to the basics. Def’ overlook the occasional spelling mistake along the way. D’oh!

There you have it, young padwan.

Split testing might seem like the cool thing to do because Smoothy McData told you to, but if you’re like most people who are starting to get serious with their Facebook ads, you just aren’t ready for it yet. So hold your horses. Your time/money/bandwidth are better spent getting your StrADegy in place, optimizing your offer, and writing great copy that counts.

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