56: Facebook Ads Messaging: How to Attract Better Leads

Fix Your Meta Ads by Fixing Your Messaging

 When two Meta ads with the same offer, creative, and budget perform differently, the issue is usually messaging, not the platform. Broad, “for everyone” messaging feels safe but attracts mismatched leads, wasted clicks, and time-consuming DMs, making ads feel chaotic and expensive. 

I emphasizes specificity clearly calling in the right audience and gently repelling the wrong one, to improve lead quality, reduce confusion, and create more productive sales conversations. 

 Buzzwords and generic, AI-like copy erode trust, especially when the ad voice doesn’t match the business owner’s real personality, creating a disconnect. 

The episode ends by encouraging you amazing listeners to assess whether your messaging targets the right person and invites aligned viewers to join the my Skool Community! GenX Ads Community

00:00 Why Ads Flop
00:32 Generic Messaging Costs
01:44 Get Specific Audience
02:45 Sound Like Human
04:14 When Words Misalign
04:39 Stop Paying Chaos
05:19 Call In Repel Out
05:50 Community Invite Wrap

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Transcript

Copy

  Quick question for you today. If you've ever had two ads that look exactly the same, same offer, same vibe, same budget, one does great and the other one just sits there. That's usually not a Meta hates me problem. It's a messaging problem because messaging is what sets the stage and the ads are the spotlight.

 So if the stage is messy, the spotlight is just showing everyone the mess.

So here's the thing, trying to please everyone attracts everyone or no one. So messaging that's for everyone is nice and I get that. I'm nice too, and I sometimes feel bad when I send messaging that repels people, but.

It is safe, right? It's safe to say, Hey, this is for everyone, everyone. But if the person you're trying to attract to your ad or your audience doesn't feel like you're speaking to them. Nothing is going to happen. So it's safe. You're coming across as a nice person, a nice, welcoming, inviting person. But it's expensive because if you're messaging people with just a generic, broad message, you might get some clicks, but the lead, the leads are gonna be weird and off or confused or a mismatch, and you, and you end up thinking, why are ads bringing me the wrong people?

Well, because the message invited them. If the message is basically I help women grow their online business, it's kind of more like a bumper sticker.

So when you get more specific, your ad will get easier, you'll get better quality leads, fewer time wasting questions, more sales conversations that actually make sense. So specific specificity matters. Be more instead of, I help women. Grow their business. How about I I have a community for Gen X women who are growing their business, want to do ads and are tired of all the bro marketing language. If that sounds like you come on over to my school community, that's a little bit more specific. Right?

. Real people respond to real energy. Buzzwords are, eh, , or copy that sounds like it was pulled from, a generic chat. GBT prompt someone you, you know that you got a template, which is nothing wrong with that, but with AI everywhere.

Everywhere you look, everywhere you go.

Trust. Right now is the real currency. And if someone thinks you just copied and pasted that message, then you are not going to build any trust. It reminds me, oh my goodness, I don't know if anyone did MLM, but it reminds me of my MLM days where gosh, I can't even think what your upline would give you.

Here's what you say. Exactly. And then you would see on Facebook, , a hundred, 200 messages that said the same exact thing over and over and over again, and it was so cringey. So that's kind of what it's like now. It's, it's kind of with chat GBT and everyone using it and. Everyone sounds, again, everyone's starting to sound the same.

 you want to be authentic, which is, I know an overused word, but you want to be authentic. You want people that see your messaging say, wow, that sounds like a real person. I feel safe.  I've seen ads where the setup was fine , the creative was good.

The objective was the right objective. There was enough budget, but the words didn't match how the business owner actually was in real life. So. People that knew the person or , or saw them on social media and thought, who is this person?

, There's a disconnect here.

So what happens if your message is weak? You're gonna end up with leads who want free help. You clicks with no intent. Dms that. Suck the life out of you and people who were never going to buy. And then you're just, it feels like you're paying for chaos. And then, and that's when you show up and you say, ads don't work.

And I see people talking about how ads don't work, and there's so many reasons why it's legitimate to feel that way, but right now we're talking about messaging. And you don't wanna pay for chaos.

So start by asking, does my messaging clearly call in the right person and gently repel the wrong one? I know repel sounds so aggressive, doesn't it? But and mean. But if you're paying for ads, you might as well. Get the most bang for your buck. Call in the people that is, are the right people and repel the people that you don't want spending your ad money.

I hope that you learn something if you fit my messaging, come on over to the school community and hang out with us. It's great and you'll learn more I thank you so much for listening, and I will see you next time.