- Most people forget to sell the solution.
This works, literally, for events.
It works for lead magnets.
It works for direct call to actions
to a software trial signup.
(upbeat music)
Hey there, Dan Martell here, serial entrepreneur, investor,
and creator of SaaS Academy.
In this episode, I'm gonna share with you
the specific structure for creating video ads that convert,
that finds ready to buy prospects.
You won't wanna miss the five strategies
that are uncommon, not known, and if you implement today,
you will absolutely crush it.
And stay to the end,
'cause I'm gonna tell you how to get access
to the exact script that I use,
the six-box template to outline the videos,
literally takes 12 seconds to make sure
that everyone you do absolutely nails
the desired outcomes you're looking for.
Let's get into it.
If you know this, I love, love, love videos.
I love shooting videos to teach things.
I love doing webinars.
I love speaking on stages.
I love sharing everything.
I literally sit at my desk and have two cameras on me 24/7.
I'm not at my desk that long, but I'm always recording,
because to me, I think there's just something powerful
around using video and audio to communicate ideas.
And when it comes to ads,
it is one of my favourite mechanisms
to engage with a cold audience
to get them to take action
to move them forward in your marketing funnel.
I've shot hundreds of video ads
that have generalate, generelated?
Generated thousands of leads
that have produced tens of millions of dollars in revenue.
And not only have I worked with the best in the industry,
I've read the books, I've hired the coaches,
I've bought their programmes,
I've looked across all of it to try to distil it
into what are the five ideas
that I think most people are doing wrong
when it comes to video ads that if you implement,
I know one of these strategies is going to pay off for you?
Meaning that if you follow this,
you will absolutely get your video ads to work.
So that's what I wanna share with you.
Here are the five strategies.
Number one, the two-second hook.
Here's the deal.
When you start a video, you have to start with the pain.
You've got two seconds.
Literally, somebody's swiping on Instagram, right?
In their stories on TikTok,
they're swiping up and they're deciding
if they're gonna even watch it.
If you don't speak directly to them,
to the person, and really get inside their mind, right?
Then you're gonna miss the opportunity
to hook them on your video.
So for example, if I'm selling to a marketer, right?
That's having troubles with the iOS 14 changes on Facebook,
that's the hook.
It's, are you struggling making your Facebook ads work
now that iOS has changed their version
or removed the tracking pixel?
Or if you're selling to an HR person, you think,
what is the pain that an HR person's doing?
The two seconds, you literally have to open up with that.
It's, does this happen to you?
Are you dealing with this?
Have you ever experienced this?
I know you might flip around the infomercials
and you see these people say these things
and you're like, "Man, that sounds really gimmicky,
or markety, or whatever,"
but the reason why they do it is 'cause it works.
Direct response, two second hook, pain is,
and people would rather pain over desire.
That's what's gonna work.
So some of you guys are talking about the benefits.
You're talking about the features,
you're talking about the positive outcomes
that they're gonna achieve.
They're not there yet.
You need to bridge them with the two-second hook
that opens with pain.
Number two, the P.A.S flow.
P-A-S flow.
It is the acronym that is the underlying framework
for all video ads that I shoot,
which is pain, agitate, solution.
That's why it's the flow.
It's part of my script, my templates, my worksheets.
When I'm sitting down to outline video ads,
I'm using this process to make sure that I absolutely nail
that two-second hook, the pain, then I agitate it.
Well, this is a fun part of agitating for you.
It's a little creative,
but let's say we take another example,
if you're a video marketer, you produce videos for people,
agitate is trying to talk about their reality
around the pain.
So maybe the pain is, you know,
your video ads aren't performing.
Okay, so that's the pain, that's the hook.
Then you go into agitate.
Well, agitate is saying things like,
what you've tried, right?
Tell about your situation, right?
You've you've shot 17 videos
and none of them are producing better than your display ads
or your ad words, right?
So that would be one agitate.
I always like to try to do two or three.
It's the two or three things that are true
that's causing the person to feel the pain, right?
And here's the kicker.
It's to the degree that you can describe the pain
that your customer's having with specificity,
almost as if you're watching them
in their office right now, struggle, right?
Like weird stuff.
Like you tried,
one day I was reading this really great email
and he made mention of a person
that everybody in the industry would know
and their growth hacks, right?
So they said,
and you even implemented, insert names, growth hack.
And because he said that,
he created a connection to his potential prospect,
because he's agitating with something
that they absolutely know that they've probably done.
Okay, so agitate is number two.
And then S is a solution.
What do you have that can help them?
Now, if you've convinced me you understand my problem,
my pain, you've agitated it,
and I'm like, "You're right, you're right, you're right."
And I'm saying this in my head,
what's the solution?
Is the solution a worksheet?
Is it a software product?
What is the next step?
Is it to get on a call,
a discovery call with your sales rep, your product expert?
Most people forget to sell the solution.
This works literally for events,
it works for lead magnets,
it works for direct call to actions
to a software trial signup, but that is the format.
It's the P.A.S flow.
So all three have to be in your video ads.
Number three, meta copy.
So I call it meta copy 'cause it's the copy about the video.
It's the meta information about the video.
Here's what's unique in today's world that we live in,
especially if you're doing TikTok, Instagram,
Facebook videos, you know, YouTube video ads,
is the description that goes underneath the video
is really the sales page.
So if you look at the best performing video ads,
the description, the copywriter, including my ads,
we use that space to essentially write a sales page.
So don't diminish, or don't forget to write compelling copy.
And usually that copy follows the same format,
the pain, agitate, and solution.
It just does it in a written format.
So you could, literally, if you wanted to be lazy
and it's gonna work better than 90%
of the people out there and what they're doing,
is you could take your video, transcribe it,
and put what you just said in the video into the copy
so that it's the same,
'cause truth is most people navigate video
on a mobile device.
They don't have their volume on.
They might see an animated person
and some visuals to explain the pain,
and they resonate with that.
They could see somebody typing on a keyboard,
banging on their keyboard,
or running a bunch of Facebook ads
and the ad account says that it's not performing
and it's this red line going down.
So they might visually see the pain being represented
in the video,
but then they're gonna click through
and they're gonna see the description.
A lot of the ads, especially like on Instagram,
when you click on the ad,
it'll actually pull up the meta copy,
the description of the video
as the copy that shows on top of that video ad.
So to me, you wanna treat it just like a sales page.
You wanna put the objections in there,
you wanna talk about the benefits,
and you wanna make a clear call to action
to what they should do next,
which is typically some link to download something
or give you their contact information.
Number four, stamp it.
You got to put your brand on the video.
Here's why,
and this has been true for YouTube for many years,
is most people will skip the video, okay?
So you can have a true view,
which is I think the first, it changes all the time,
but maybe the first five seconds,
but it doesn't matter where your video shows up.
Even if the person doesn't give you their email address,
click through to learn more, whatever it is,
if you have your logo on the video,
you can use that impression to build brand.
So I always say you gotta stamp the video with your logo
with your business name
so that you create what's called top of mind awareness.
So most people, if you ask them, "How'd you hear about us?"
they're like, "Oh, I heard about you through a friend."
The truth is I think it's only like 10%
of people actually can tell you
how they heard of a business,
'cause it might have been on a radio ad,
it could have been on a Facebook ad,
it could have been through a friend, it doesn't matter.
But to me, anytime I have the opportunity
to create an impression visually, with video,
I wanna put the logo on the video
so that people can recognise it, 'cause down the road,
I might have a completely different ad
and I want them to associate
the fact that it's familiar.
The top of mind awareness, TOMA is what it's called.
They understand it, they hear it, they see it,
they feel like it's familiar, right?
And the more somebody hears something,
the more they're likely gonna trust it eventually
and click through and download.
And that's why the more ads you run,
the better those ads will perform across the whole base,
because you're building this awareness in the market.
So you gotta make sure you stamp it.
Number five is text placement.
So this is text placement on the video.
So most people don't realise
that there's this like top part of the video
where everybody, it doesn't matter what video format,
sometimes they call it the golden triangle,
which is top right corner,
is where people's eye will naturally go to.
It's why I think YouTube puts
the information box show up in the top right corner,
there's you know, in every ad platform in the video,
that area is the most important.
And what you wanna do is put the hook,
the thing that you're helping people solve,
the problem that they're experiencing,
put that on the text of the video.
So you actually want, on the video,
some kind of text that describes the pain
so that they see that, again, audio's off,
they might only see the visuals,
but they'll understand it without clicking through,
without seeing the meta copy, the description,
you have the opportunity.
Most ad platforms allow you to put less than 20% text
on an image or a video.
So I would encourage you to use that space
to kind of say like struggling with your sales demos,
need to hit quota by the end of the month.
Like whatever your hook is,
put that visual text on the ad
so that people will be able to make another assessment.
It's gonna hook 'em, it's gonna stop 'em,
they might turn the sound on,
they might engage in the ad,
they might read the copy and then click through to the page.
But you gotta be sure to use the text placement properly.
So quick recap.
Number one is two-second hook.
Number two is the P.A.S flow.
Number three is meta copy.
Number four is to stamp it.
And number five is text placement.
So those are the five strategies
that are absolutely gonna make your video ads convert.
As I mentioned at the beginning of this episode,
I wanna share with you an exclusive resource.
It's literally the video ad templates.
It includes not only the script,
I even give you the inception questions
to ask yourself about your prospect
to get inside of their mind,
but I show you the exact verbal script to follow
to shoot your videos
with two examples from different SaaS products
that you can swipe and copy and try for yourself.
Literally, change it out,
shoot the videos, read the text,
and it will perform way better than what you're doing today.
So click the link to download your copy of that template.
As per usual, if you liked this video,
be sure to subscribe to the channel,
smash the like button, and leave a comment.
Let me know what was the most important,
valuable thing for you.
And as per usual,
I want to challenge you to live a bigger life,
live a bigger business, and I'll see you next Monday.
(upbeat music)