Episode 207: 6 Scroll-Stopping Facebook Ad Copy Secrets Every Advertiser Should Know

facebook ad copy secrets

This week we’re talking about one of the most important, and difficult, parts of ad campaigns—the copy.

In this episode, expert copywriter Alex Cattoni sits down with Molly to talk about the 6 copy secrets used by top marketers, how to scale your campaigns by adding different angles, and why all marketers need to understand the basics of psychology.



  • Alex’s copywriting reverse engineering process of defining the features, benefits, pain points, core pain point, and the reason why a consumer hasn’t been able to solve their pain point(s) in the past
  • The 4 emotions to use in your ad copy: nostalgia, history, pride of knowledge, and schadenfreude
  • Why you need to be using visuals and video in your ad creative
  • The importance of brand guidelines and how to use congruence to lower your acquisition cost


Alex on YouTube
Ad Copywriting Tutorial: How to Write Ad Copy for Google Adwords, Facebook Ads & Display Campaigns
It’s Not About the Nail
The 5 Levels of Customer Awareness | Cartoon
Numerologist.com | Facebook
The Cosmo Headline Technique for Content Inspiration by Brian Clark
How to Write Magnetic Headlines by Brian Clark
52 Headline Hacks by John Morrow
Episode 205: The Secret to Hooking the Right Customer

The Tier 11 Copywriting Book List:
Breakthrough Advertising by Eugene Schwartz
Influence: The Psychology of Persuasion by Robert Cialdini
The Wizard of Ads: Turning Words into Magic and Dreamers into Millionaires by Roy H. Williams
How to Write a Good Advertisement by Victor Schwab
On Writing Well by William Zinsser
My Life in Advertising and Scientific Advertising Claude C. Hopkins
Tested Advertising Methods (fourth edition) by John Caples
The Adweek Copywriting Handbook by Joe Sugarman
Positioning: The Battle For Your Mind by Al Ries and Jack Trout
Ogilvy on Advertising by David Ogilvy

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