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💸🎊💸Case Study: How we Used Facebook ads to Increase Sales 5X📈📈📈

Let me give you an example of a real Facebook ads project we recently worked on:

We partnered with a supplement provider who was marketing a vitamin designed to enhance the appearance of skin.

The company has been around a couple years, but they are just starting to get meaningful sales.

As soon as we sat down with them, we recognized that they had been promoting one of the core features of their product. Everywhere you looked, it was feature, feature, feature.

For example, let’s say that the feature was “protecting your skin from the sun”.

Features are really nice. And sometimes features can sell a product.

But we instantly recognized that people don’t care as much about features.

Sun protection is nice, but people only want sun protection for two core reasons:

  • Look better
  • Be healthier

That’s it! If the sun didn’t make your skin look old or cause health issues, NOBODY would care about sun protection.

So “sun protection” isn’t about sun protection, it’s about beauty and health.

So here’s what we did:

  • Created four ad sets and landing pages highlight the following messages:
    • Sun Protection
    • Anti-aging
    • Skin Irritation
    • Skin Glow (general beauty)
  • Measured sales and engagement for each campaign independently

What do you think was the biggest performer?

If you guessed anti-aging, you’re 100% right.

It performed over 5X better than the next closest competitor.

And the worst performer? Yep. Sun Protection.

So what are the lessons from this project?

Here are the main two:

  • First, don’t talk about features, but instead talk about the strongest benefit. In our case, it was that it makes your skin look younger.
  • Second, test your messaging. Outside of our time, we only spent $2,000 on this test. And we knew the best performers before we’d even spent $1,000. We spent the additional money just to get a statistically significant sample size. You could do this same test with as little as $250.

With Facebook ads, we can test messaging quickly and with little upfront cost.

If you’re struggling to get sales, maybe the problem isn’t your business or your ad placement. Maybe it’s your message.

And what if getting your messaging right could up your sales by 5X? Is it worth it?

I think so.

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