Shownotes
Feeling frustrated with creating video ads that seem to be ignored? Need ideas on how to captivate and engage your audience? We have the solution! Join Regina Bellows, the executive director of StarterPPC, as she guides you through the essentials of crafting impactful 1-minute video ads that immediately intrigue your audience and hold their attention till the end.
This straightforward script will show you where and when to incorporate crucial components like your value proposition, impact statement, and CTA. Moreover, she'll help you establish a smooth narrative to build a powerful bond with your viewers.
It's time to move away from dull, unmemorable ads and embrace video content that can turn your audience into customers. Tune in now and start producing video ads that no one would want to skip over!
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0:00 Mastering Video Ads: The 1-Minute Script for Success
0:36 Maximize Your Video Ad Success: Try this 1-Minute Ad Script Today
1:55 The challenge of creating video ads for eCommerce
5:00 Why the first 5 seconds of video ads is crucial
5:46 Need help starting with Google Ads? Let StarterPPC help you!
7:09 The hook
7:49 The impact statement
8:25 Functionality
8:57 The results
9:39 How it works
10:04 The CTA
12:22 Example of a great video ad
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Transcripts
Hi everyone.
2
:It's Regina from starter PPC.
3
:Today.
4
:I want to talk to you about videos.
5
:Okay.
6
:Videos are gold.
7
:And when you are a small business,
you're just starting out.
8
:Unfortunately.
9
:The amount of videos that most
small businesses have is zero.
10
:and oftentimes when they do get
videos that we can use they're
11
:not made in an ideal way.
12
:So I thought I would put together a
quick video that talks through Some of
13
:the common questions that come up with
clients when they're considering making a
14
:video or when we ask them to please make
us some videos that we can run ads with.
15
:And I'm also going to run through a quick
like a very basic one minute script that
16
:you can swipe and use in your videos.
17
:All right.
18
:So first things first, we have
service based businesses, right?
19
:Lead generation.
20
:Businesses.
21
:And we have e commerce businesses.
22
:So if you're running a service
based business, you might have
23
:several different services.
24
:And you also might have several
different target customers, right?
25
:And so it might be that with this
script I'm about to lay out, you
26
:might say to yourself, okay, I have
Three services and two target markets.
27
:So I'm gonna make six versions of
this same video because you want
28
:to talk about each service and you
want to talk about each service
29
:in two different ways depending
on who you're speaking to, right?
30
:It could be the same target customer,
but they're searching with different
31
:ways, different keywords, right?
32
:Different pain points.
33
:Some people might be focused on the fear.
34
:Some people might be
focused on the solution.
35
:you might decide, okay, there's.
36
:A few different ways
I can talk about this.
37
:So I'm going to make six
versions of the same video.
38
:And that's perfectly amazing.
39
:Okay.
40
:If you're an e commerce company, you
have some tough decisions to make.
41
:Oftentimes what we see with e
commerce companies is they don't
42
:just sell one product, right?
43
:So you can't just make a video about
that product and call it a day.
44
:It's not that straightforward.
45
:Most e commerce companies have.
46
:20, a hundred, 2000 products.
47
:And so they come to us saying, well,
what kind of video do you want?
48
:For this, I usually say, let's
make a couple of videos as always.
49
:First video that I want you guys
to make is the one that talks
50
:about your business as a whole.
51
:And unfortunately, this is the hardest
one to make because you're going to
52
:be talking about, the pain point.
53
:That kind of sums up all the products
in one general pain point and a solution
54
:that kind of sums up all the products
you're talking big picture here.
55
:You know, what is your brand do?
56
:Who does it speak to?
57
:What does it solve for?
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:The reason why I want that video
first as a marketing agency, it's
59
:nice for us because we usually
want to run remarketing ads.
60
:And so we have that kind of that
fallback video that can just kind of
61
:remind people everybody who came to the
site, reminds them to come back to the
62
:site, tells them we're still around.
63
:And so that's just essential to have.
64
:However, I wouldn't stop there.
65
:I would also make about
six versions of the same.
66
:Video template that I'm about to give you.
67
:and so what you do after you make
that base brand video is you start
68
:thinking about, okay, does it make
sense to do like a category of products?
69
:Or do you want to like hone
in on like the star product?
70
:Because the rest of the products
on your site are just upsells.
71
:So you kind of have to think about
how you have your business laid out.
72
:Nine times out of 10, we always suggest.
73
:Pick a category of products that gives
you the highest profit margin on average
74
:when those products sell and Make a
video about that category of products.
75
:So now you're talking about a group
of products, a pain point that
76
:applies to all of them, a solution
that applies to all of them.
77
:So I hope that gives you a
better idea of where to begin.
78
:Again, if you have two different target
customers buying the same product, but
79
:they're searching for things in different
ways, it is a good idea to make again, two
80
:versions of that same video, just speaking
to the different target customers.
81
:So they're different pain points.
82
:You can't have too many videos, you guys.
83
:if you're recording videos, don't
just record one, record six record
84
:20 if you want, but I would say start
with six and they can be identical
85
:videos, but have different, the first
five seconds should be different.
86
:I say that, we're about to get
into the one minute script that
87
:you can apply to your videos.
88
:I say that the first five seconds
should be different because nine
89
:times out of ten, people don't
watch past the first five seconds.
90
:Right?
91
:Whenever you see a commercial, how many
seconds of that commercial do you watch?
92
:You watch until the skip ads button shows
up on YouTube and then you click it.
93
:That's five seconds.
94
:So you have five seconds to capture
their attention and either hope that
95
:you got the message across even if
they didn't click or hope that you
96
:got attention enough for them to
watch beyond the first five seconds.
97
:Usually they're not going to click on
a video ad but it will remind them to
98
:open another tab and go back and shop.
99
:Or to shop for that thing that
they forgot to finish buying.
100
:Right.
101
:Or that they're thinking about.
102
:Okay.
103
:Let's get into the one minute video.
104
:that you can swipe and
apply to your videos.
105
:So the first five seconds is the hook.
106
:I just talked about why it's important
to fit this into five seconds.
107
:So all you need to do in the first
five seconds is think about what is the
108
:pain point and what is the solution?
109
:That's the first five seconds, right?
110
:If you have this problem, you
need my product or service.
111
:If you are this type of person, you need,
product or service was made for you.
112
:If you do this thing, you might find
that buying this product or service
113
:will change everything for you.
114
:Right?
115
:So that's five seconds.
116
:That's the hook.
117
:Okay.
118
:Moving on.
119
:The next 20 seconds of the video
is called the impact statement.
120
:So the first half of the impact
statement describes what the product
121
:or service or category of products.
122
:So product or service is insert
one sentence description here.
123
:So I'm sure you've summed up what
the product or service is before.
124
:That's all you have to do.
125
:Just write one sentence
that describes what it is.
126
:Again, this can be identical
from video to video.
127
:If you make six of these
videos, this doesn't change.
128
:One sentence description
part two is functionality.
129
:How do they use it?
130
:And what is it like to use it?
131
:Right.
132
:So you just got finished saying
this product or service is this now
133
:you're saying and it does X, right?
134
:So not necessarily what it does, but
also what it's like to use it, right?
135
:So you're just kind of describing the
product or service a little bit more
136
:elaborating on it this is what it does.
137
:This is how it works.
138
:This is what it's like to experience
it and then part three of this 22nd
139
:impact statement is the results.
140
:So now you're going to describe what
is their life like after they've
141
:used the product or service, right?
142
:So you just got finished saying
my product or service does X and
143
:this is what it's like to use it.
144
:Now you're saying once
you're done, you have.
145
:What more time, more beauty
less headaches, less cost.
146
:What is the solution and what
does their life look like?
147
:Paint a picture if you can.
148
:You have 20 seconds to
do these three things.
149
:write it down, rehearse it and hit record.
150
:The last 15 seconds I'm sorry.
151
:There's.
152
:There's two more sections of the video.
153
:So the next 15 seconds is
called the how it works section.
154
:So we've got part one where we're
restating the benefits, right?
155
:So we're saying We're kind of reaffirming
how it's going to change their life.
156
:And part two is the value proposition.
157
:This is where you get to distinguish
yourself from the competitors.
158
:So you're saying their life will be
changed in what way, how is your product
159
:or service different from the majority
that's going to make their life that
160
:much better than the competitor would.
161
:And then the last 20 seconds, you have 20
whole seconds to do the call to action.
162
:Now, this is often the hardest
part for business owners.
163
:You have to decide, okay, do I want
them to try it out, try something
164
:for free on the website, opt into
the email list, or do I actually want
165
:them to head over to the site and buy?
166
:I would say 9 times out of
10 for your first few videos.
167
:Probably the answer is that you want
them to head over to the site and buy.
168
:The only exception is if you're selling
a very high priced product or service.
169
:It's probably a better idea to get them.
170
:Into the top of the funnel, right?
171
:So you would say schedule a
consultation, give us a call to ask
172
:your questions sign up for the free
lead magnet that we have on the site,
173
:that's going to get you started and
provide value to you right away.
174
:you guys know what's best based on what's
worked for your sales funnel in the past.
175
:make a decision on what the call
to action is and you have 20 entire
176
:seconds to elaborate on that call
to action that gets you to one
177
:minute and you now have a video.
178
:Now you just have to hit record five
more times and finish all six of these
179
:videos, which again are identical except
for the first five seconds, because in
180
:the first five seconds, you're talking
about a slightly different pain point.
181
:Right.
182
:And you're talking about a
slightly different solution.
183
:Well, I guess not all
six will be identical.
184
:If you're talking about different
categories of products in each
185
:video, you're going to have to
rewrite the script for each one.
186
:The only time these scripts
would be identical is if you're
187
:talking to two different target
customers about the same product
188
:or service or category of products.
189
:Okay.
190
:That's it.
191
:Oh, and what What I have pulled up
on my screen right now is actually
192
:a really great example of a monday.
193
:com commercial where
they do this exact thing.
194
:So, what I'm going to do is I'm going
to link you guys to this monday.
195
:com commercial in the description
below so that you can check
196
:it out and see it in action.
197
:Okay.
198
:Good luck!
