I was talking with one of our staff members who oversees our Facebook advertising and he was telling me about an ad we use that does very well.
What I found amazing was that he told me that when he changed the image the clicks DOUBLED!
That's why I say in direct mail and in Facebook ads, testing is our friend.
We test the same ad with different images. We test the same ad with a different headline. We test the same image with different copy.
Because if people aren't seeing the ad and clicking, we're wasting our time and money.