FB Ad Copywriting Tips | Learn to Write in "Plain Language" Communication

Many people make a common mistake when writing Facebook ad copy: they think that as long as they provide a detailed and professional product description, customers will be attracted. But that's not the case! Professional ≠ attractive, especially in the fragmented reading environment of social media. Customers don't want to put effort into understanding your content; they care more about what they can get out of it.

So, how can you write ad copy that customers instantly understand? The key lies in using "plain language"! Here are some simple and practical tips to make your ads more relatable and directly appealing to customers.

1. 1. Use "Plain Language" and Speak Like a Person
      Imagine you're having tea with a friend, and you want to recommend a product. How would you say it?
      • You'd use everyday language, directly address the person's pain points, and introduce the product in a simple and clear way.
      • You wouldn't bombard them with technical terms that leave them confused.

      The same applies to advertising copy:

      • Use a conversational tone:Create a relaxed atmosphere that makes the customer feel like the ad is "real."
      • Minimize jargon:For example, instead of saying "high-efficiency moisturizing agents," say "keeps your skin soft and hydrated all day long."

      Example Comparison:
      ❌ Jargon:
      "This product contains multiple active ingredients that significantly improve skin hydration and enhance barrier repair."
      ✔ Plain Language Version:
      "Is your skin feeling dry? Apply this, and it'll stay hydrated and soft all day long!"

1. 1. Put Yourself in the Customer's Shoes
      Customers don't care how amazing your product is. They only care about:
      "What’s in it for me?"

      When writing copy, focus on the core needs of the customer. Convert your product's selling points into benefits they can immediately relate to, and express it in simple terms:

      • How does your product save them time, effort, or money?
      • How does your service make things easier, more enjoyable, or more reliable?

      Example:
      ❌ Product Feature:
      "This vacuum cleaner has a power rating of 2000W and an intelligent filtration system."
      ✔ Customer Perspective:
      "Got pet hair and dust all over your house? In just 3 minutes, it’ll be spotless—even the cracks in the sofa!"

      he more directly you address the customer’s needs, the higher your conversion rate will be.

1. 1. Use "You" and "I" to Create a Sense of Immersion
      Incorporating "you" and "I" in your copy can create a strong sense of connection, making customers feel like the product is specifically designed for them, which fosters an emotional link to your ad.
      • "You": Makes the customer feel like you're speaking directly to them, creating a personal one-on-one interaction.
      • "I": Using the first-person perspective adds subjectivity, allowing the customer to subconsciously relate the ad content to their own needs.

      Example:

      • "Are you also frustrated with finding the perfect foundation?"
      • "I used it, and my pores disappeared! You should try it too—it's amazing!"

1. The Essence of Advertising Copy: Communication
   Ultimately, advertising copy is the bridge between you and your customer. By expressing their pain points and saying what they want to hear, you can strike a chord with them. Here are some tips to communicate more effectively:
   1. Use Stories to Capture Attention:
      Start with a real-life scenario or user experience: "I used to feel self-conscious about my dull skin, but after using this…"
   2. Provide Clear Call-to-Action:
      Not only should customers understand your message, but you also need to guide them on what to do next:
      "Click 'Learn More' now for an exclusive offer!"
   3. Get Straight to the Point:
      Since ad time is limited, be clear about:
      • What you're selling.
      • What problem it solves for them.
      • Why they must buy it now.

When you’re writing ad copy, it’s not about impressing your customer with how “professional” you sound. It’s about making them feel like, “This product is just what I need.” So,keep things simple, direct, and relatable, and you’ll have customers who understand, connect, and want to buy.


Try looking at your copy through this “plain language” lens from today. Make it feel like a warm, engaging conversation—and watch how the results change!