Closing the Credibility Gap

By PPC Hero Ally | @Hanapin | guestblogger

Given the attention-grabbing challenges that Facebook ads face, some companies go with the straightforward strategy of making a deal that’s simply too good to ignore.

Unfortunately, if a deals too good to ignore, it’s assumed to be too good to be true, and (paradoxically) ends up ignored. Here’s an example:

Now Oakley is a premium brand of sports sunglasses, and usually sell for between $125 – $350.  Getting a popular model for under a hundred dollars would be a really good deal.

Getting them for under $30 simply becomes too good to be true.

But what if the ad didn’t just make the offer, but tried to close the loopholes and answer you most likely objections?  What if the ad copy didn’t just repeat the offer made in the headline, but said something like:

This copy would give readers a reason to believe the unbelievably low pricing.

First, the price is only for older models that were probably bought out in an auction or discovered in a warehouse or something, hence the “New Old Stock” designation.

Second, the price is on lower-end or entry-level model sunglasses, with the Frogskins line of Oakley Sunglasses coming in at the $120 mark rather than the $200+ price point.

Third, the buyer is limited to one frame color and only one lens color. If you want that great price, you can have any color you want as long as it’s clear frames w/ fire irridium lenses.  Want something else?  Then fork over $120 bucks, babycakes!

Also, the crdibility of the ad is further enhanced buy a picture of thep roduct with the original packaging, to include he box and the microfiber bag that Oakley provides with every pair of sunglasses. This picture matches the ad copy that promises the sunglasses will come “complete w/ original packaging.”

So what’s the point?

Closing the loopholes and verifying claims is important for any Facebook ad that makes a sales offer, not just ads for discounted sunglasses. And credibility is important for all ads, online or offline.

Bottom Line: assume your Facebook readers will view your ad with suspicion, and make your copy works to close that credibility gap by substantiating claims, closing loopholes, and giving as many credibility cueus as possible with your imagery and words.

Rob Lenderman is the Co-Founder of BoostCTR, a marketplace for copywriters.  You can find him on Twitter @BoostCTR or at