Blog > Meta Ads Copy Tips for Health & Beauty Brands
How to Write Meta Ads Copy for Health & Beauty Brands: Simple 4-Step Framework
By Cullen E
Health and beauty brands are, more often than not, problem-led businesses. You’re made to tackle and solve a real, emotional problem that people face in their day-to-day lives.
In this guide to Meta Ads copy, I help you leverage this fact to ensure you always create winning ads that encourage users to buy your product or service.
And the best news is, it’s a simple 4-step framework that anyone can implement. No need for expensive copywriting training or fancy ChatGPT prompts.
Just a pen and paper (or computer and keyboard) is all you need!
Step 1: The Hook
The ‘hook’ is the opening part of your copy and arguably the most important step in getting users to stop scrolling their busy feed and check out the rest of your ad.
If you look at any great Meta ad, they all have a killer hook that manages to pique your curiosity and make you feel that this ad is for you, within just a second of reading.
Look at this from Athletic Greens for example:
Credit: Athletic Greens
If you’re a gym enthusiast, you know this ad is for you immediately - “Tired of hitting the wall during workouts?”
It’s a very real and specific problem that a lot of gym goers face and want to solve.
If it’s a problem you face too, then it’s likely you’re going to stop and take notice of the rest of the ad.
Which brings me to reinforce the point of the ‘hook’ - it's to get your target audience to stop the scroll and read the rest of your copy.
Here are some tips on how to write a killer hook:
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Start with a question that highlights the problem your product solves
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“Tired of spending so much money just to keep your beauty routine up-to-date?”
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Open with a bold or shocking statement (so long as it’s true)
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“98% of people are applying serum in the wrong order.”
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Agitate the emotion your audience feels before they buy
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Be specific and direct
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“Save up to 30 minutes - 1 hour in fitting time with game-changing hair extension tools and equipment”
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Step 2: The Body
The body copy comes immediately after you’ve drawn your audience in with a good hook.
The options open up here as you now have their attention, and you can begin to position your product as the solution to their problem.
You can lead with your USPs, your value proposition, product benefits, a fantastic discount or offer, or a compelling description of how you solve the problem your target audience is facing.
See in the example below how Glossybox use a value-based hook to grab attention, then deliver context into what they're offering with body copy:
Credit: Glossybox
The goal of the body copy is to give your audience the reason they should buy from you, or at least go to your website to find out more.
Step 3: The CTA
So, you’ve drawn the audience in with a killer hook, and made them want to find out more about you with a compelling body copy. Now it’s time to seal the deal with a clear and concise call-to-action (CTA).
You’d think that human psychology doesn’t work this way, but people do need to be directed towards the action you want them to take.
And we do this with a CTA that specifically tells the audience what they need to do next.
But we need to more than a simple ‘Shop Now’ or ‘Find Out More’.
We need to use specificity to make your CTA unique. Here are some tips:
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Leverage social proof to make your CTA great:
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“Join 10,000+ beauty lovers and subscribe today”
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Incorporate the problem/solution into your CTA
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“Shop online and be hair-free in 8 weeks”
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Add a discount:
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“Buy online today and get 20% off your first order”
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Create urgency:
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“Only 3000 left in stock, buy online today”
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See how Spacegoods use a money-back guarantee to eliminate friction in their CTA:
Credit: Spacegoods
Step 4: The Headline
I feel like we’ve all forgotten how important a good headline is today.
A good headline not only supports the copy, but actively drives engagement on your ad with a short but sweet message.
There are a number of different things you can do to write a good headline, many of which you will have already done in the previous 3 steps.
Here are some pointers:
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Keep it below 50 characters to prevent truncation
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Reinforce the specific outcome your audience will receive from purchasing
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“Results in Just 4 Weeks (Without Harsh Chemicals)”
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Use symbols like brackets, numbers and emojis to stand out
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Tie into the benefit from the hook
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If you’re hook reads “Tired of spending £££ on beauty care”, your headline may read “Save up to 80% on Your Beauty Routine Today”
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Use a short testimonial
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Show off an incredible offer
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“Worth Over £90 (Yours for Just £8.99)"
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Add urgency or scarcity
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“Only 3,000 Boxes Left - Bag Yours Now”
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Bold statement or fact that reinforces your USP
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“UK’s No. 1 K-Beauty Box”
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Credit: Lengbox
Why Use This Framework
This framework is great for anyone to follow as by breaking it down into individual parts, you avoid becoming overwhelmed or hitting a “writer’s block”.
Also, by breaking your copy down in this way, you can write several variations of each step and then mix and match between sections to end up with dozens of unique variations to test against each other.
It works for brands that are just starting out on Meta, or media buyers looking to expand testing for their clients.
Why is This Framework Good for Health & Beauty Brands?
This framework is good for any brand that is problem-led as the core focus is to leverage that problem to make compelling ad copy.
In my experience, this is most common for health and beauty brands. But it can work for most other brands too.
Still Need Help With Your Meta Ads Copy?
I offer free consultation and advice to any online brand looking to improve their Meta Ads campaigns.
Book a 15-minute discovery call now and let me know what you need help with.