Unless you are targeting clients who are at the decision stage (i.e. a
custom Facebook audience who already knows, likes and trust you)
you should avoid – in most cases – running an ad to an offer.
If you do, the odds are someone will hit the page and bounce right
off – with your ad dollars wasted.
Instead, think through your whole funnel first.
“What do they need to believe in order to trust me enough to buy?”
And then structure your funnel.
It might include testimonials. It might include a soft initial offer so
prospects can taste test your product or service. It might include you
answering frequently asked questions.
But build the funnel first.
Think about it, like you’re on a barstool with your potential customer,
having a beer or wine and a chat.
What would they want to know? What questions would they ask
before they were ready to buy?