Grab Attention
» Call Out Your Audience
» Focus on main point / desire of audience
» Use hooks to capture attention
» “Hey, if you’re not a [target audience], skip this ad.”
» “Did you know that [surprising fact]?”
» “In this video, I want to show you how to [insert target desire].”
Build Emotion (Pain & Desire)
» Introduce pain or desire that audience is feeling
» Show opportunity of what life looks like once fixed
» Hint at future solution. (Tease a soft Call To Action if it fits)
» “Are you tired of [pain point]?”
» “Are you looking to [desire]?”
» “What would happen if you were able to achieve [desired result]?”
Emotional Connect (Feel, Felt Found)
» Connect with your audience by relating to them
» What gives you the right to talk about this topic?
» Share an experience that gives you special insight on topic
» “I used to struggle with this same thing, until I discovered…”
» “Our company has been able to [desired results] for hundreds of clients.
Give Value / Solution
» Give 1-3 points that fulfill on the promise of the video
» Share stories, case study, examples, quotes etc.
» Explain Product / Service features & benefits
» “Here are 3 things that most people get wrong when they [insert topic].”
» “We’ve created this [offer name] that will show you how to [insert desire].”
Call To Action
» Challenge the audience to act on the knowledge they’ve been given
» Give a benefit-based Call To Action (Ex: “Click here to download this free
tool that will help you get more leads in less time”)
» Point to the place on the screen where you’d like them to click
» “Click Here to get instant access to our [offer].”
» “If you want [insert desire] click here to sign up for [offer].”
This script should be used for In-Stream Ad with Direct Marketing (Lead
Gen / Sales) objectives.