These key pillars are exact script formulas that has generated over $120 million on YouTube just 1 year.
Pattern Interrupt / Qualify the Audience
Needs to be both visual and audible. Weird, gross, or curiosity provking imagery paired with the ad copy. Create a pattern interrupt that stops the user from clicking the ‘Skip Now’ button since there are only 5 seconds to stop them.
Example: Weight Loss
“You’ve never seen anything like this for weight loss before! There is a new powerful solution men and women are using to drop weight like crazy”
This example calls out the audience and demographic and introduces something that will keep the visitor hooked in the video.
What’s In It For Them?
We’re telling them why they should watch this video and what benefit they will get out of it if they watch the whole video.
Agitate the Problem and Pain Points
Humans are emotional creatures. We need to poke their pain points and agitate their problems that the offer or product solves.
This point allows us to really capture our target audience and demographic and let the visitor understand we understand the problems that they are facing. The approach is to list all the symptoms, pain points, and problems and combine in the video so every time the video describes the pain point or agitate the problem, the visitor will become more invested and realize that you understand what they are going through.
Provide the Solution and Results
Introduce a testimonial or fact about the solution and how many people have been impacted or helped. Summarize the solution and overall results to convey the benefit.
Establish Authority
Creating authority is often infused in the other point, such as mentioning individuals with credibility like a doctor, scientist, or researcher. Male voices tend to outperform female voices. Even for female based products, internal data shows that male voices are preferred. This is possibly due to a subconscious bias. Write the ad copy in 3rd person, not in 1st person. Also write the ad copy as if you’re an authority on the subject. When people listen to the copy, they will understand that you are coming from a point of authority and inherently develop respect and listen.
New Opportunity
How is this different from everything else they’ve tried before? Use the unique hooks from the offer to explain why this is new. Most people have seen many marketing messages, gimmicks, and offers. Introduce a unique hook or mechanism in the script so the visitor hasn’t seen this before.
Value Perception
Explain to the visitor why this is a good deal. Let them know that without this, they will waste more time and money when they could’ve already achieved the benefits you are selling. The visitor will compare everything done before to this new opportunity and therefore can see the momentum from new opportunity to value perception. So the flow of the script is very important.
Social Proof
You can include short testimonials here or exclude if already incorporated social proof. What does the solution provide? How does the solution help with the visitor’s problems? Try to avoid claims and leverage testimonials. Example of this is saying X number of people have already used or tried this. Have an image or video of your ideal testimonial demographic on the screen with their testimonial “quote”.
Urgency and Call to Action
Remind the visitor that the offer could disappear at any time, and that there are only a few spots available. This is the final call to action. You can have another call to action in the middle of the copy as well, but must incorporate one at the very end.