Singapore Facebook Marketing Part 3: How Text Affects Your Ad

Text can make a big difference in your Singapore Facebook marketing.

While most Singapore business owners understand the importance of Facebook Marketing. They know the importance of taking the time to create great copy for their Facebook ads, few truly understand the significance of the text they use.

The words you use in your ad copy can have a huge psychological impact on your target audience. In the last part of our Facebook marketing series, we will delve into how text affects the success of your ads. We’ll examine five words that can create an emotionally charged Facebook ad. We’ll also discuss how brand names, as well as dollar values, can fit into your social media marketing.

What is text psychology and why is it important?

Text psychology refers to the study of a how words affect people. There are certain words that have the ability to create both emotional and physiological reactions. And this can be extremely helpful when it comes to online advertising. This means that with just one word, Singapore advertisers can catch their audience’s attention communicate a specific idea and encourage them to take action.

Why is this? Well, a word can have two different natures, one that is denotative or one that is connotative. Words with denotative natures are those that have a specific meaning. Words with connotative natures are those that have meanings that are more complex. The connotative words are far more effective in advertising.

For example, when you think of the word ‘father,’ Denotatively, this word simply means ‘a man in relation to a child to his child’. However, connotatively, the word ‘father,’ can mean something more or different to each person.

Let’s take a look at a few effective words.

1. Get the audience’s attention with the word ‘You’

When it comes to advertising on Facebook, users love to be the center of attention. For instance, I may get your attention by guaranteeing to increase business profits by 50%. But I will most definitely get your attention if I guarantee to increase YOUR business profits by 50%.

There is hardly any other word that grabs people’s attention that, ‘you.’ And that’s because it’s as close as you can get to calling people by their name. If you were to yell the word ‘you’ in a crowded room, it’s likely that almost everyone would turn to see if you were talking to them.

2. Tap into what customer with the word ‘New’

These days everyone is interested in the newest thing. In fact, over 70% of Facebook users are on their new phones. In many cases, people want new things before anyone else can get it. And this is a great way to keep people coming back.

The catch is, you offer needs to be something that is actually new. Within seconds Facebook users are usually able to tell whether they have seen your product before. So make sure that you quickly highly what is new about it. You can also use this word ‘New’ when you’re targeting your existing contacts.

3. Communicate value with the word ‘Save’

People love to save money and Facebook is an excellent place to offer savings with discounts and coupons. You may even consider exclusively advertising with discount or deal propositions as this can help to increase your click-through-rate. So advertise what percentage they can save by purchasing your latest product now or within a certain amount of time.

4. Establish trust with the word ‘Proven’

It can be difficult to get people to try a new product. This is mainly because people have no proof that it actually works. People tend to rely on the endorsement of others. Here’s where the word ‘proof’ comes in handy.

By using this term in your Facebook ad, you can persuade people to make a purchase and it will also bring more awareness to your brand. It can be as helpful as an endorsement. It’s somewhat like a trust symbol. So tell your audience that they can get proven results now. Tell them that you can offer proven savings.

5. Encourage clicks with the word ‘Free’

There is no better way to grab your audience’s attention than with the word ‘free.’ This is one of the most powerful words used in advertising. ‘Free’ is an excellent value proposition because it ultimately means that you will get your money’s worth–something that is important to most consumers. This is social media marketing companies suggest that they clients hold contests and giveaways.

According to research, the term, ‘Free’ can increase your conversion rates by as much as 28% and decrease your CPA by as much as 35%. So offer your first-time buyers free shipping.
Offer buy one get one free discounts. Create free ebooks.

Emotional Advertising Language

People have a tendency to respond to their own emotions. So when you appeal to emotions in advertising, it can be very effective. We see this with charities. They tend to evoke pity so that the viewer wants to change what they are being shown. We also see this in humorous commercials where the brand wants to encourage recognition and establish their persona.

There are even some cases in which advertisers use fear. Fear can be used to encourage people to take quick action. No one wants to miss out on a chance to save money. So create a product and let people know that they could potentially miss out if they don’t take action within a certain time frame.

Brand Names

If you want to make sure that your customer associates your business with a certain idea or feeling, then you need to push brand recognition. This means associating your business with a certain reputation–whether you want to be considered as reliable, credible, or competent. If done well, upon seeing your name, your customers will instantly associate you with the sentiment that you encourage.

Dollar Value

Money definitely has a connotative value. Most people don’t think about the actual money when they see it, they instead think about the things that they can purchase with the money. They sew new clothes, a new home, vacations, or even education. So it’s no surprise that money is often attached to certain emotions. They symbolise a variety of different desires.

So you should use this knowledge in your Facebook advertising. Consider the ROI in terms of how much money the customer will be able to save. So hold a sweepstake and attach a large dollar value to the title. Instead of saying the customer will give 50% off, tell them that they can save $250.


As you can see, there is a lot of think about when it comes to creating your ad copy. It’s more than just getting the audience’s attention. It’s actually getting in touch with their emotions. You need to be able to elicit a feeling when creating a value proposition.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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