TCC Podcast #206: Writing Facebook Ads with Sarah Sal


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By Kira Hug and Rob Marsh, Kira Hug, and Rob Marsh. Discovered by Player FM and our community — copyright is owned by the publisher, not Player FM, and audio is streamed directly from their servers. Hit the Subscribe button to track updates in Player FM, or paste the feed URL into other podcast apps.
Facebook ads are one of those copywriting deliverables that neither of us focus on in our business. But we want to know more. So we invited copywriter and Facebook Ad Specialist Sarah Sal to share what she knows about the dark arts of Facebook ads. Here’s what we talked about: • how Sarah went from math and IT to writing Facebook ads • the connections between the disciplines of math and copywriting • the basics you need to know about the algorithm to write Facebook ads • what elements (tactics) you should include when writing an ad • the resources she looks for before Sarah starts to write an ad • why you might want to encourage comments on your FB ads • some of the changes that have some to FB ads in the last couple of years • how she looks for the different angles that might appeal to readers • changing ads versus changing strategy • what Sarah has seen is the most effective kind of ad on FB • the investments she’s made in herself to make her more effective • how she structures her packages and why she doesn’t sign on for the long term • the mistakes she’s made along the way • what she’s done to land big clients—and how you can do it too • Sarah’s experience in The Copywriter Underground • cats To hear what Sarah shared—or the extra thoughts Kira and Rob added—click the button below. Or subscribe using your favorite podcast app. For a full transcript, just scroll down. ..... The people and stuff we mentioned on the show: Sarah’s TCC Blog Post Sarah's website The Copywriter Accelerator Laura Belgray Perry Marshall Hootesuite AdEspresso Kira’s website Rob’s website The Copywriter Club Facebook Group The Copywriter Underground Full Transcript: Kira: Facebook ads are one of those copyrighting deliverables that neither Rob nor I do. We've run ads, but it's not our specialty. That's why we invited Sarah Sal to be our guest for the 206th episode of The Copywriter Club Podcast. Sarah is one of our founding members of the Copywriter Underground, and one of the most active members in that group, which is why she was also our Mole of the Month, which is one of our most active and engaged members. And we call her Mole of the Month because most of our members, not all of them, refer to themselves as moles, as in the rodent. Sarah's always entertaining in the group and talks frequently about her cats, and pizza, and entertains all of us, as you'll see in this episode. And this conversation with Sarah gave us plenty to think about when it comes to running our ads on Facebook. Rob: We'll get to our interview in just a second, but first we want to tell you that this episode is brought to you by The Copywriter Think Tank. That's our mastermind group for copywriters, content writers, brand strategists, anyone who is ready for the training, coaching and support that they need to grow their business to, say, $200,000 or more. This is the only place where Kira and I provide one-on-two strategy sessions and coaching designed to help you achieve more than ever. If you're interested in learning more about the Think Tank, drop us an email at or, and we'll tell you a little more. Kira: Let's jump right into our interview with Sarah. Hey, Sarah. Let's kick this off with your story. How did you end up as a Facebook ads strategist and copywriter? Sarah Sal: Curiosity, like a cat that is looking for trouble. Facebook marketing, copywriting have absolutely nothing to do with my background. I studied computer science in university and then I studied applied mathematics. And I really enjoyed research in math. I actually, for my thesis, wrote nearly 200 pages of math theorem, formula, proof, and so on. And at some point, I was. I'm going to do a PhD. I really enjoy math. It's really like meditation for me. But then, I realized once I started that I love math, I love research in math,

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