Hardwood Floors April/May 2024

By Matt Thibeau

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CRAFT A COMPELLING OFFER TO STAND OUT

GRAB ATTENTION WITH IF/THEN STATEMENTS The attention span of online users is short, making

One of the key elements in creating a successful Facebook ad campaign is having an irresistible offer that sets you apart from everyone else. While discounts may seem like

it crucial to grab their attention from the very beginning of your ad. Utilizing “if/ then” statements in the opening lines of your ad can be an effective way to engage your audience. For example, start your ad with a statement: “If you’re tired of looking at your old, outdated floors, then we can help!” This approach immediately addresses the pain points of your target audience and positions your services as the solution they’ve been searching for. However, crafting compelling if/then statements requires a deep understanding of your target market’s needs and desires. You create a powerful connection by aligning your messaging with their concerns, encouraging them to read further and consider your flooring services.

a knee-jerk reaction to offer as a promo, don’t go down that road. Not only does it devalue your brand long-term, but it attracts the wrong type of clientele. Instead, I recommend focusing on value-based offers that appeal to your ideal client. I like extended warranty offers or complementary services thrown in at no cost. Some clients will throw in a free “floor care kit” after they finish the job. Value-based offers resonate with customers who prioritize quality and long-term benefits. By showcasing the unique value your flooring services provide, you position your business as a premium choice in the market.

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OPTIMIZE AD CREATIVES FOR IMPACT The visual elements of your Facebook ads (or the ad “creative”) play a crucial role in capturing your audience’s attention. We find images almost always outperform videos. As for what to show in those images, go for action shots,

before-and-after pictures, and shots of your crew. People like action shots because they can showcase your work’s dynamic nature, giving your prospects confidence in you. Before-and-after pictures provide the necessary proof that you can do what you say. Including a shot of your crew adds a personal touch and helps prospects put a face on who they might be working with. Finally, avoid using stock images at all costs. They break trust and remove any sense of personality. The only images you should be using are original pictures. Don’t overthink it. A well-taken shot on your phone will be fine.

People like action shots because they can showcase your work's dynamic nature, giving your prospects confidence in you. Before-and-after pictures provide the necessary proof that you can do what you say. Including a shot of your crew adds a personal touch and helps prospects put a face on who they might be working with.

the magazine of the national wood flooring association

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