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No matter what business you're in, a great Facebook ad must demand attention. Users are inundated with thousands of ads each day, so why should they take a second look at yours? Getting consumers to say "yes" relies on many different factors, including persuasion. Dr. Robert Cialdini identified several Principles of Persuasion that can be used in Facebook ads to grab users' attention and, ultimately, get them to click on your ad. We combined a few of Cialdini's principles with our own, and identified how the best brands are using them in their ads.