Not getting good results from your Facebook promotions?

This could be why.

I have no idea if the Facebook ad you see here worked, or failed. But it looks pretty typical of thousands of such ads salons & spas use for their promotions all over the world.

One of the mistakes we see often in salon promotions on Facebook is the use of an image which tries to do the ‘heavy lifting‘ of selling the promotion all by itself.

But the only job of an image in a Facebook ad is to ‘stop the scroll.’ That means the image has to nothing more than be an eye-catcher, with the details of the promotion itself contained in the text above the picture.

How do we know? Because we’ve tested dozens of promotions using various different images.

For example, below are two images we used recently in a series of Facebook ads.

image

The only difference in the two ads was the image. The copy, the button, the link were all exactly the same. Which ad pulled the best? The one with the image of the baby!

(Note that the offer in the ad had nothing to do with either of the images!)

The ad using the image of the baby pulled TWICE as well as the one with the image of the blond. 

Working out which image is going to work best for you is a matter of TESTING different images.

But here’s the trick – when you’re trying to compare the effects of one image versus another image, don’t change anything else in the ad other than the images. Otherwise you’re not going to be able to determine which of the changes had the effect.

Sometimes, you can change just a single word in the ad copy, and it changes the outcome.

 

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About The Author

Greg Milner

Greg Milner, CEO & Founder, Worldwide Salon Marketing. Greg is a writer, marketing consultant, direct response advertising expert and former TV producer. Since founding WSM in 2004, he's coached and guided more than 4,000 salons & spas all over the world in all aspects of marketing, both online and offline. The tools and templates he and his team have developed are used by salons & spas on every continent. He is the author of the industry-standard direct response marketing manual, Simple Salon Marketing, and the e-book Rich Salon Owner.