- If you've been wanting (lively rock music)
to run Facebook video ads
but just can't figure out that single most important part,
the video, then today's lesson can help.
Because in this video we're gonna dive
into my proven four-part video ads framework
that'll tell you exactly what to say, how to say it,
and in what order to say it.
I'll even show you where to download
a plug-and-play video ad script
so you'll know exactly what to do
and it'll make creating video ads easier than ever before.
All right, let's get to it.
Hey there, my name is Adam Erhart,
Modern Marketing Strategist,
and welcome to the Modern Marketing Show
where we help you generate more leads, customers, and sales
by making marketing that matters.
So if you're interested in learning about the latest
and greatest marketing strategies, tools, tips, tricks,
and tactics, well, you may wanna consider subscribing.
There's no doubt that adding more video
to your marketing mix in the form of Facebook video ads
is a pretty good idea.
After all, year after year after year the percentage
of the population that's actively consuming as much video
as they can get their hands on only continues to rise.
And with platforms like Facebook
continuing to prioritize video,
well, video ads are going to continue to dominate
as one of the most valuable and efficient forms
of advertising available today.
But unlike using a text and image ad, well, video ads come
with their own unique set of challenges.
Specifically, the video part.
On one side of the spectrum you have the just wing it crowd
who advise just jumping in front of a camera
and spew it out stream of consciousness
and whatever you think of.
Sure that might make for an interesting video
but the odds of it converting into leads,
customers, and sales is pretty much slim to none.
On the flip side, you've got the strategic approach
which is planning, writing, and creating the perfect script
for your Facebook video ad.
Probably not surprising, this is the camp
that I tend to fall into and tend to advise
for most of my clients and students.
But the odds are good that up until now this process
has seemed overwhelming at best and impossible at worst.
After all, where do you even start?
How are you supposed to know what to say?
And in what order should everything go?
It can seem pretty complicated but it doesn't need to.
So let's change that now.
Also, make sure to stick around to the end of the video
because I'm gonna show you exactly where to download
a plug-and-play video ad script that'll make creating
your very own Facebook video ads easier
than you ever thought possible.
All right, let's dive in.
Part one of any successful video ad is always The Hook.
This is sometimes referred to as the attention capture
or call out phase, but whatever you wanna call it
the objective is always the same
and that's to get viewers to pay attention.
But here's the thing, you don't want
just anyone's attention.
Rather, you want your ideal target market's attention
and the best way to do this
is with a simple call out question.
You see when you start your ad
with a simple call out question,
it does two very interesting things.
First off, when your viewer hears their industry
or their market or something they're interested in
their brain automatically tunes in
and starts to pay attention.
Next, when you phrase this call out
in the form of a question, again the brain
automatically wants to answer this question
which will make them even more engaged and more likely
to continue watching the ad.
When you put these together it kinda looks like magic
but it's really just science.
Also, an important point is you wanna make sure
that you include this in the first three to five seconds
of the video at the very latest.
Now that you've got their attention, part two
is to introduce yourself and, more importantly,
the problem you're gonna be addressing
and hopefully solving.
Even though we're only about five seconds into the video
this is where so many people start to go oh so wrong.
The key here is to keep your introduction of yourself
as short as possible and then quickly move
to the problem that you're gonna be addressing.
It's a bit of a shock to the ego
but it's important to remember that the only reason
we're really introducing you at all is to humanize,
so they get to know you,
build rapport, so they get to like you,
and establish credibility and authority,
so they get to trust you.
The way you do this is you give your name, your title,
maybe a previous big achievement
or something you've accomplished
and then quickly move on.
You see their pains, their problems, and their frustrations,
well, this is where you wanna spend most of your time.
You don't need to beat 'em up but it doesn't hurt
to put a little salt in the wound
and make them really come to grips
with where their current reality is.
Now, it is an ad so you don't have
a ton of time here but even 30 to 60 seconds
can go a long way in helping you identify
and then really agitating the problem
which is gonna set you up for success in part three.
All right so at this point you've hooked them,
you've given a quick intro, and you've presented the problem
that they're currently going through.
Hopefully you've also put just a little bit of salt
in the wound to make it real and make 'em feel.
Yeah, that rhymes.
So it's at this point, part three,
where you wanna introduce
the product or service you're selling.
Now, keep in mind the product or service
that you're promoting at this point
can be something as simple as a lead magnet
or a link to an article or to another video
or something a little more complex and robust
as a sales page or maybe even a webinar.
But whatever it is, it's important to remember
that the product or the solution that you're promoting
is a direct response and a direct solution
to the problem that you just uncovered and agitated.
Basically, in part two you identify and really agitate
a pain they have, and then in part three
you present your product or service
as a solution or the next step in solving that pain.
And of course, all the usual sales tactics apply here
like covering benefits more than features,
making sure your solution is relevant
and interesting to them, and most importantly,
highlighting how your offer can help them bridge the gap
from where they are to where they wanna be.
Finally, we come to part four, which may be
the single most important part of this entire video,
the call to action or CTA.
The goal here is to do all of the heavy lifting
and all of the thinking for your viewer
by telling them exactly what you want them to do next.
Now is not the time to get creative and start listing off
all the ways that you can help them
and all the possible actions they could take.
Rather, you wanna pick one single call to action,
make it clear, and make it direct.
When your call to action is confusing or worse,
doesn't even exist, your viewer is left hanging
and trying to figure out what to do next
which is pretty much a lose-lose for everyone.
Now, in just a second I'm gonna tell you
exactly where to go to download your script
that'll spell all this out for you.
But first a bonus tip.
All right so at this point you've got your video scripted,
recorded, and up and running on Facebook, so what's next?
Well my friend, the next step is to take
that very same video ad you made for Facebook
and put it on YouTube.
You can use it organically by just posting it
on your YouTube channel or you can take it
the next step further and actually turn it
into a full-fledged YouTube video ad.
And that's my recommendation.
The beauty here is that the hard work has already been done
by actually creating the video so you wanna use it
and leverage it across as many valuable
and effective platforms as possible.
And right now the two best video ad platforms
are Facebook and YouTube.
Also, as I mentioned in the beginning,
to download your free copy
of the plug-and-play video ad script
all you need to do is head over
to adamerhart.com/videoadtemplate
to claim your free copy.
This is the exact same script that I provide
to my private clients and my students.
And all you need to do is visit the link
to download your free copy today.
All right so thanks (lively rock music)
so much for watching.
I hope you enjoyed the episode.
If so make sure to give it a thumbs up,
say hello in the comments section below,
and subscribe to this channel.
Also for more great marketing strategies,
tools, tips, tricks, and tactics
make sure to head over to adamerhart.com
which is loaded with articles and resources
and more content to help you take your marketing
and your business to the next level and way beyond that.
So thanks so much for watching
and I'll catch you next time
on the Modern Marketing Show.