The Power of Pre-Framing To Convert More Leads Into Sales
Today I want to talk to you about a very powerful yet simple technique that can help to convert more of your leads & sales on your Meta ads.
But first, a quick story...
If you’ve been following my journey for the past few months, you know that I’ve been traveling quite a bit to attend and speak at different events.
Two of the events I recently went to were in Scottsdale, Arizona.
Both times I went, I had to get a hotel and being the type of person that likes to experience new places, I decided to book my stay at two different boutique hotels. (Way better than a chain hotel IMO)
Both had great reviews online and featured a lot of the amenities that I often look for when booking a hotel.
However, when it came to my experience leading up to my stay, it was very different between the two.
The first boutique hotel that I stayed at sent me 3 emails prior to my arrival.
The first email was a short story about the hotel; How it started, what their mission was, and why guests loved staying there. As someone who owns a business and works in marketing, I really appreciated reading this.
The next email they sent me had an ask; they wanted to know if I was coming to the hotel to celebrate anything such as a birthday, bachelorette party, or anniversary. This really made me feel like the hotel cared to make my stay memorable and special.
The third email let me know about some of the amenities and unique features of the property. Some were pretty typical like the on-site pool and hotel bar but they also mentioned that they had bikes on-site that you could ride for free to explore the city and a speakeasy, which was definitely a first and something that caught my attention.
Because of all of this, I knew before I even arrived at the hotel that my experience staying there was going to be nothing short of amazing. Whereas with the second hotel I booked, I really didn’t know what to expect.
This is the power of pre-framing.
Pre-framing is much like setting the stage before the main act. It's about shaping perceptions, building anticipation, and creating a context that enhances the value of what's to come.
When done right, pre-framing can transform the way potential clients see and value your offer.
HOW TO USE PRE-FRAMING IN YOUR ADS
This potent technique can be applied everywhere throughout your marketing but I want to share some specific examples of how it can be used with your Meta ads to convert more of your traffic into qualified leads and sales.
Use #1 - Leveraging Credibility
Your ideal customer is getting swarmed with hundreds if not thousands of ads every single day. One of the best ways you can get them to listen & pay attention to your message is by leveraging credibility.
You can do this through your ad creative and copy.
In your ad creative, you can feature credibility logos of the outlets you’ve been featured in, use a photo of you speaking on stage, use screenshots of testimonials from clients, or even use a photo of you standing next to a credible expert that your audience would be familiar with.
In your ad copy, I like to include a credibility statement (if you attended my Amplify Your List Workshop you know this) where you introduce yourself and either mention how many years of experience you have in your field, any big accomplishments or accolades, or even a figure around how much you’ve helped clients make in revenue or how many clients/students you’ve helped.
All of these things can help your audience see you in a different light and create instant trust right from the start.
Use #2 - Prime Your Audience For Your Main Offer
A lot of the time with our ads we’re promoting a lead magnet or something of value for free.
Here's the twist: Instead of promoting just the features or benefits of your freebie, craft your message to show how this freebie is a glimpse into the larger transformation that you offer.
One way to do this is to talk about a case study or results that you’ve been able to help your clients with and then tie this back to how your lead magnet will help your audience seeing the ad to take the first step towards achieving the same thing.
Another way I like to do this is to directly mention the paid offer in the ad copy. For example, I had a client recently who was promoting a stock photo membership and giving away 10 free stock photos as her lead magnet. Instead of just saying in the ad, “Get 10 free stock photos to attract more dream clients” we said, “Get 10 free stock photos from the Ultimate Stock Photo membership that everyone is raving about!”
^^^See how this immediately connects the lead magnet to the paid offer and creates a perception of how good it is so the audience will be more receptive to purchase after signing up?
Use #3 - Overcome Objections
The truth is, even if you leverage credibility and prime your audience for your main offer, there still may be cases where your audience has hesitations, doubts, or objections that can be holding them back from taking action.
By addressing these in your ad copy directly, it can help to pave a smoother path towards acceptance and action.
One easy way to do this is using a “without” statement. When you’re explaining the benefit/outcome that your free or paid offer can help your audience with, adding a statement right after that says “without [X,Y, Z hesitation or thing they’ve tried to solve their problem in the past]” can immediately help eliminate this from your audience’s mind.
Here’s another example. If you know that time is a big objection of your audience because they are super busy, highlight how quickly your offer can help them achieve their result or how little time it will require of them each week.
YOUR TURN
Now that you understand the power of pre-framing, think about how you can apply it to your next ad campaign.
Start by asking yourself:
What can I show/tell to leverage credibility and trust with my audience?
What larger outcome does my lead magnet contribute to and how does it reflect the transformative journey of my full offer?
What objections does my audience have that may be stopping them from taking action?
Your answers will guide your strategy and become valuable nuggets that you can insert into your next ad or marketing campaign to easily convert more leads and customers.
WANT MORE SUPPORT? WHEN YOU’RE READY, HERE ARE THE WAYS THAT I CAN HELP YOU GROW YOUR BUSINESS:
1. Ready to create your own high-converting ads? Grab the High-Performing Ad Toolkit that’s helped thousands of business owners create click-worthy ads while saving time and the guesswork.
2. Want help creating your strategy or getting your most pressing marketing questions answered? Book a 1:1 consulting session with me.
3. Looking for Done-For-You support and help getting your ads up and running without paying monthly management fees? Apply to work with me through my VIP Ads In A Day experience.