27. What Copy Goes in Ads - Funnels 101

This week, Samantha hands the mic to Melissa Litchfield of Litchfield Media. Melissa is an expert in Facebook and other Meta ads, and helps her clients get exponential ROAS (Return On Ad Spend). 

Melissa digs in to what copy goes where in your ads so that you can write high-converting ads that sound like you, but convert better.

You can find Melissa and Litchfield media:

• On Threads
• On their website

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• Website

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Transcript

0:01

Hey friends. Welcome back to Copy and to the marketing podcast where you learn how to write copy that sounds like you, but converts better. And today I have a super unique episode. This is my first ever podcast takeover. I invited Melissa Litchfield of Litchfield Media to come on it and talk about what copy goes into your ads. This is part of my Funnel's 1 0 1 series, and as I created the series, I did my best to start from the top of funnel. What you remember is those very first pieces of copy that people interact with you at. That's where you take people from problem unaware to problem aware, and then solution aware. However, I started with things like an opt-in page and a lot of times we are using ads to get people over to an opt-in page. We're either using ads, affiliate copy, or organic marketing. And I know that a lot of you are running ads. However, I take a lot of pride in being relatively humble and I take a lot of pride in only speaking to what I feel that I am an authority on. And ads just, isn't it? I've written ads for dozens of clients, sure. But I tend to write ads as part of a greater ecosystem rather than on their own. So I reached out to Melissa Litchfield. Why? Because I know her personally, and we have had a lot of conversations within our Mastermind about how freaking good she is. Not just at running ads, but the ad copy that performs for her clients. Now, I can't name her clients, but I can tell you that you've definitely heard of them. And her results with these clients are exponential growth. Just about every time. So she's the person that I want you to learn about ads copy from. So with that, I'm going to step back and hand the mic to Melissa Litchfield. This episode is prerecorded, so she sent this over to me. I'm pasting it in here and she's gonna talk all about ads. What I want you to take away from this, even if you're not running ads, is that the sales psychology remains the same. The things that I have talked about on this podcast, like keeping your copy super simple, using positive psychology and sometimes actually avoiding the rules of threes. So that your copy stays super clear and easy to interact with, with the goal being a conversion. Those things all remain the same between what she's saying and what I've taught you so far. So listen in and if you'd like to find Melissa, she's absolutely hilarious on threads. She's at Litchfield Media, or you can find her@litchfieldmedia.org. Remember it's dot org, not.com. I made that mistake when trying to find her earlier this morning before recording this podcast. So I'll hand it over to Melissa.

Melissa Litchfield 2:41

Welcome. I am your host filling in for Sam today. I'm so excited to kind of take over Sam's podcast My name is Melissa Litchfield. I have a digital advertising agency and we specialize in advertising, um, specifically on meta, but we do advertise on other platforms for digital entrepreneurs, right? Anybody who has an online. Business essentially. But most of our clients are coaches, service providers, and course creators. So today we are gonna chat all about how to write top of funnel ads that actually work. So when people talk about top of funnel ads, there's often this pressure to make them do everything right, educate, persuade, and pre-sell the offer. And that's usually why they underperform. So today I wanna break down how I actually think about. Top of funnel ad copy what its real job is and walk through some real examples. So this feels practical, not theoretical. So what top of funnel ads are actually meant to do? The biggest mindset shift with top of funnel ads is understanding what they're not responsible for. So they're not meant to close. They're not meant to explain the full offer. They're not meant to overcome every single objection. Their job is simple to create re resonance and earn the next click. So if someone clicks because they feel understood the ad worked, is someone scrolls because it's not for them. The ad also worked. All right, so we're gonna chat about some examples here. So first example I have for you is starting with the buyer's headspace, right? So when I write top of funnel ads, I don't start with features or outcomes. I start with the moment the buyer is already in. So, for example, instead of saying learn how to scale your business with better ad strategy, that's super vague, right? It's true, but it doesn't. Grab them. It doesn't hook'em in. I rather write something like this. You're not bad at marketing. You are just stuck repeating the same strategies that used to work. So that example is not selling anything yet, but it's naming a feeling, right? If that thought hits the right person, pauses okay. If it doesn't, they scroll and that's completely fine. That's what we want our ad copy to do. And a second example I have for you is specificity. Specificity, if I can say that right, without over explaining Top of funnel doesn't mean broad, right? It means relevant to the right person, relevant to the right person that we want the ad to capture. So here's another example. Instead of struggling to get leads from your ads. Which could apply to almost anyone, right? Try something like your ads don't need better copy. They need a clearer point of view. This kind of line immediately filters, right? We're gonna where our job is to just filter out all the people we don't want to necessarily click on the ad. Some people will disagree and scroll, others will feel called out in a good way. That self-selection is exactly what you want at the top of your funnel. All right. Another example I have for you is using one clear angle per ad. Okay. One of the most common mistakes I see is trying to fit too many ideas into one ad. So here's what that usually looks like. If you want more leads, better conversions, stronger messaging, and consistent growth, right? That's a lot. In that one sentence, nothing sticks because everything's competing. We're competing against each other with all these angles that we're trying to stuff in the ad. A cleaner top of funnel ad might say most ads don't fail because of bad writing. They fail because they're trying to say too much at once. So that's one idea, one angle, one takeaway. If someone agrees, obviously they'll wanna hear more. Okay. And last example I have for you is the tone shift that changes everything. At top of Funnel tone matters just as much as structure. Pushy ads trigger resistance, observational ads, you know, they invite curiosity. People wanna know more, they wanna read more. So for example, instead of this proven system will help you fix your ads fast. I want you to try something, like if your ads feel fine but not exciting, that's usually positioning issue, not a motivation problem. So the tone feels a more feels more calm, grounded experience, right? You sound more like, like you know what you're talking about and it doesn't rush the reader. It lets them step forward. So closing thought for you. If I had to sum up my approach to top of Funnel ad copy, it would be this, your job isn't to convince, your job is to connect. Okay. When someone feels seen, they'll take the next step without being pushed, and that's when top of Funnel Ads actually start doing what they're meant to do. So in conclusion I want you to just kind of sit with that, right? Your job is to convince I'm sorry, your in conclusion, wrapping it up, your job isn't to convince your job is to connect, right? Writing ad copy is really about grabbing their attention and. Using your words and your copy to connect with your ideal customer or client. So that wraps it up from here again, I'm Melissa Litchfield, digital Advertising Agency owner of Litchfield Media. You can find me at Litchfield Media on Instagram and or threads, or you can find our website@litchfieldmedia.org. Thanks so much for listening. Bye.

8:53

This has been another episode of Copy, and thank you so much for listening. Again, you can find Melissa online. She is at Litchfield Media on Instagram and Threads, or you can find her@litchfieldmedia.org. If you are interested in working with me or with Melissa, you can reach out to me on Instagram at nomad dot copy. You can find me online@nomadcopyagency.com. And until next week, I hope that you are inspired to go write copy that sounds like you, but converts better.