Dan Martell - How to Create Video Ads for Your Business

00:00:00.000 Most people forget to sell the solution.

00:00:02.420 This works, literally, for events,

00:00:05.380 it works for lead magnets,

00:00:06.780 it works for direct call-to-actions

00:00:08.400 to a software trial sign-up.

00:00:23.260 Hey there, Dan Martell here,

00:00:24.660 serial entrepreneur, investor, and creator of SaaScademy.

00:00:26.960 In this episode, I'm gonna share with you

00:00:28.340 the specific structure for creating video ads

00:00:31.940 that convert, that finds ready to buy prospects.

00:00:35.860 You won't wanna miss the five strategies

00:00:38.620 that are uncommon, not known,

00:00:41.400 and if you implement today, you will absolutely crush it

00:00:43.960 and stay at the end because I'm gonna tell you

00:00:45.060 how to get access to the exact script that I use,

00:00:48.640 the six box template to outline the videos.

00:00:52.980 Literally, it takes 12 seconds to make sure

00:00:55.360 that every one you do absolutely nails

00:00:58.400 the desired outcomes you're looking for.

00:01:00.180 Let's get into it.

00:01:01.060 If you didn't know this, I love, love, love videos.

00:01:04.040 I love shooting videos to teach things.

00:01:05.880 I love doing webinars.

00:01:06.980 I love speaking on stages.

00:01:09.040 I love sharing everything.

00:01:10.440 I literally sit at my desk and have two cameras on me 24 seven.

00:01:15.680 I'm not at my desk that long, but I'm always recording

00:01:18.540 because to me, I think there's just something powerful

00:01:21.220 around using video and audio to communicate ideas.

00:01:24.480 And when it comes to ads,

00:01:26.580 it is one of my favorite mechanisms

00:01:29.080 to engage with the cold audience,

00:01:31.000 to get them to take action,

00:01:32.660 to move them forward in your marketing funnel.

00:01:35.600 I've shot hundreds of video ads

00:01:38.560 that have generated thousands of leads

00:01:42.960 that have produced tens of millions of dollars in revenue.

00:01:47.100 And not only have I worked with the best in the industry,

00:01:51.600 I've read the books, I've hired the coaches,

00:01:53.880 I've bought their programs.

00:01:55.740 I've looked across all of it to try to distill it

00:01:58.640 into what are the five ideas

00:02:01.360 that I think most people are doing wrong

00:02:03.480 when it comes to video ads that if you implement,

00:02:06.460 I know one of these strategies is going to pay off for you.

00:02:10.700 Meaning that if you follow this,

00:02:12.640 you will absolutely get your video ads to work.

00:02:17.340 So that's what I wanna share with you.

00:02:19.000 Here are the five strategies.

00:02:21.320 Number one, the two-second hook. 0.99

00:02:23.820 Here's the deal, when you start a video,

00:02:26.700 you have to start with the pain.

00:02:28.460 You've got two seconds, literally,

00:02:30.120 somebody's swiping on Instagram, right,

00:02:32.280 in their stories, on TikTok, they're swiping up,

00:02:34.620 and they're deciding if they're gonna even watch it.

00:02:37.200 If you don't speak directly to them, to the person,

00:02:41.700 and really get inside their mind, right,

00:02:44.180 then you're gonna miss the opportunity

00:02:45.820 to hook them on your video.

00:02:47.160 So for example, if I'm selling to a marketer, right,

00:02:50.540 that's having troubles with the iOS 14 changes on Facebook.

00:02:54.800 That's the hook.

00:02:56.040 It's, are you struggling making your Facebook ads work

00:02:59.480 now that face or iOS has changed their version

00:03:02.780 or removed the tracking pixel?

00:03:05.080 Or if you're selling to an HR person,

00:03:07.080 you think what is the pain that an HR person's doing?

00:03:10.900 The two seconds you literally have to open up with that.

00:03:14.240 It's, does this happen to you?

00:03:16.520 Are you dealing with this?

00:03:18.600 Have you ever experienced this?

00:03:20.400 I know you might flip around the infomercials

00:03:22.860 and you see these people say these things

00:03:24.680 and you're like, man, that sounds really gimmicky

00:03:26.700 or markety or whatever,

00:03:28.040 but the reason why they do it is because it works.

00:03:30.520 Direct response, two second hook, pain is,

00:03:35.160 and people would rather pain over desire,

00:03:37.880 that's what's gonna work.

00:03:39.400 So some of you guys are talking about the benefits,

00:03:41.980 you're talking about the features,

00:03:43.820 you're talking about the positive outcomes

00:03:46.120 that they're gonna achieve.

00:03:47.400 They're not there yet.

00:03:49.060 You need to bridge them with the two second hook 0.93

00:03:51.560 that opens with pain.

00:03:54.240 Number two, the pass flow, P-A-S, flow.

00:03:58.780 It is the acronym that is the underlying framework

00:04:03.280 for all video ads that I shoot,

00:04:05.220 which is pain, agitate, solution.

00:04:08.440 That's why it's the flow.

00:04:09.820 It's part of my script, my templates, my worksheets.

00:04:13.820 When I'm sitting down to outline video ads,

00:04:16.460 I'm using this process to make sure

00:04:18.520 that I absolutely nail that two second hook, the pain.

00:04:23.140 Then I agitate it.

00:04:24.300 Well, this is a fun part of agitating for you.

00:04:26.680 It's a little creative,

00:04:27.740 but let's say we take another example.

00:04:29.780 If you're a video marketer,

00:04:31.180 you produce videos for people.

00:04:33.120 Agitate is trying to talk about their reality

00:04:37.500 around the pain.

00:04:38.480 So maybe the pain is your video ads are performing.

00:04:43.160 Okay, so that's the pain, that's the hook.

00:04:45.400 Then you go into agitate.

00:04:46.780 Well, agitate is saying things like what you've tried, right?

00:04:50.660 Tell about your situation, right?

00:04:52.480 You've shot 17 videos and none of them are producing better

00:04:56.160 than your display ads or your ad words, right?

00:04:59.760 So that would be one agitate.

00:05:01.020 I always like to try to do two or three.

00:05:03.440 It's the two or three things that are true

00:05:05.660 that's causing the person to feel the pain, right?

00:05:08.760 And here's the kicker,

00:05:10.000 is to the degree that you can describe the pain

00:05:14.940 that your customer's having with specificity,

00:05:18.220 almost as if you're watching them

00:05:19.800 in their office right now, struggle, right?

00:05:23.140 Like weird stuff.

00:05:24.220 Like you tried, one day I was reading

00:05:27.540 this really great email and he made mention of a person

00:05:32.120 that everybody in the industry would know

00:05:34.380 and their growth hacks, right?

00:05:36.140 So they said, and you even implemented,

00:05:39.040 insert names, growth hack.

00:05:40.520 And because he said that, he created a connection

00:05:43.780 to his potential prospect,

00:05:45.320 because he's agitating with something

00:05:47.940 that they absolutely know that they've probably done, okay?

00:05:51.380 So agitate is number two, and then S is the solution.

00:05:55.440 What do you have that can help them?

00:05:57.580 Now, if you've convinced me,

00:05:59.860 you understand my problem, my pain,

00:06:01.620 you've agitated it, and I'm like,

00:06:03.040 you're right, you're right, you're right,

00:06:04.560 I'm saying this in my head, what's the solution?

00:06:07.060 Is the solution a worksheet?

00:06:08.640 Is it a software product?

00:06:10.320 What is the next step?

00:06:11.540 Is it to get on a call, a discovery call

00:06:14.780 with your sales rep, your product expert?

00:06:18.060 Most people forget to sell the solution.

00:06:20.400 This works literally for events.

00:06:23.400 It works for lead magnets.

00:06:24.780 It works for direct call to actions

00:06:26.580 to a software trial signup, but that is the format.

00:06:30.100 It's the pass flow.

00:06:31.380 So all three have to be in your video ads.

00:06:35.760 Number three, metacopy.

00:06:37.420 So I call it metacopy

00:06:38.740 because it's the copy about the video.

00:06:40.600 It's the meta information about the video.

00:06:42.980 Here's what's unique in today's world that we live in,

00:06:46.460 especially if you're doing TikTok, Instagram,

00:06:48.660 Facebook videos, YouTube video ads,

00:06:51.680 is the description that goes underneath the video

00:06:56.120 is really the sales page.

00:06:58.260 So if you look at the best performing video ads,

00:07:01.840 the description, the copywriters, including my ads,

00:07:05.760 We use that space to essentially write a sales page.

00:07:10.880 So don't diminish or don't forget to write compelling copy.

00:07:15.800 And usually that copy follows the same format,

00:07:18.520 the pain, agitate, and solution.

00:07:22.140 It just does it in a written format.

00:07:24.880 So you could literally, if you wanted to be lazy

00:07:27.440 and it's gonna work better than 90% of the people out there,

00:07:30.120 what they're doing, is you could take your video,

00:07:32.960 transcribe it, and put what you just said in the video

00:07:36.700 into the copy so that it's the same.

00:07:39.160 Because truth is, is most people navigate video

00:07:41.840 on a mobile device, they don't have their volume on,

00:07:44.660 they might see an animated person

00:07:46.800 and some visuals to explain the pain

00:07:48.820 and they resonate with that.

00:07:49.880 They could see somebody typing out a keyboard,

00:07:51.840 banging on their keyboard,

00:07:53.020 or running a bunch of Facebook ads

00:07:54.920 and the ad account says that it's not performing

00:07:57.680 and it's this red line going down.

00:07:59.120 So they might visually see the pain being represented

00:08:02.760 in the video, but then they're gonna click through

00:08:04.800 and they're gonna see the description.

00:08:06.180 A lot of the ads, especially like on Instagram,

00:08:08.980 when you click on the ad,

00:08:10.640 it'll actually pull up the metacopy,

00:08:12.780 the description of the video as the copy

00:08:16.220 that shows on top of that video ad.

00:08:17.820 So to me, you wanna treat it just like a sales page.

00:08:20.940 You wanna put the objections in there,

00:08:22.260 you wanna talk about the benefits,

00:08:23.500 and you wanna make a clear call to action

00:08:26.060 to what they should do next,

00:08:27.180 which is typically some link to download something

00:08:29.960 or give you their contact information.

00:08:32.840 Number four, stamp it.

00:08:34.780 You got to put your brand on the video.

00:08:37.680 Here's why, and this has been true for YouTube

00:08:40.180 for many years, is most people will skip the video, okay?

00:08:44.740 So you can have a true view, which is, I think,

00:08:47.160 the first, and it changes all the time,

00:08:49.280 but maybe the first five seconds,

00:08:51.000 but it doesn't matter where your video shows up,

00:08:53.940 even if the person doesn't give you their email address,

00:08:58.340 click through to learn more, whatever it is.

00:09:00.800 If you have your logo on the video,

00:09:03.600 you can use that impression to build brand.

00:09:06.960 So I always say you gotta stamp the video with your logo,

00:09:10.260 with your business name,

00:09:12.160 so that you create what's called top of mind awareness.

00:09:15.140 So most people, if you ask them, how'd you hear about us?

00:09:18.100 They're like, oh, I heard about you through a friend.

00:09:20.460 The truth is, is I think it's only like 10% of people

00:09:22.860 actually can tell you how they heard of a business.

00:09:25.560 Because it might have been on a radio ad,

00:09:27.220 it could have been on a Facebook ad,

00:09:28.560 it could have been through a friend, doesn't matter.

00:09:30.800 But to me, anytime I have the opportunity

00:09:33.740 to create an impression visually with video,

00:09:37.680 I wanna put the logo on the video

00:09:40.160 so that people can recognize it.

00:09:42.360 Because down the road, I'm at a completely different ad

00:09:45.540 and I want them to associate the fact that they,

00:09:48.580 it's familiar, the top of mind awareness,

00:09:51.300 TOMA is what it's called.

00:09:52.600 They understand it, they hear it, they see it,

00:09:55.020 They feel like it's familiar, right?

00:09:57.400 And the more somebody hears something,

00:09:59.360 the more they're likely gonna trust it eventually

00:10:01.140 and click through and download.

00:10:02.660 That's why the more ads you run,

00:10:03.780 the better those ads will perform across the whole base

00:10:06.480 because you're building this awareness in the market.

00:10:09.700 So you gotta make sure you stamp it.

00:10:11.980 Number five is text placement.

00:10:13.760 So this is text placement on the video.

00:10:16.840 So most people don't realize

00:10:18.340 that there's this like top part of the video

00:10:21.240 where everybody, it doesn't matter what video format,

00:10:23.760 sometimes they call it the golden triangle,

00:10:25.060 which is the top right corner,

00:10:26.440 is where people's eye will naturally go to.

00:10:29.820 It's why I think YouTube puts the information box

00:10:33.360 show up in the top right corner.

00:10:35.040 There's, you know, in every ad platform in the video,

00:10:38.540 that area is the most important.

00:10:40.060 And what you wanna do is put the hook,

00:10:43.440 the thing that you're helping people solve,

00:10:46.880 the problem that they're experiencing,

00:10:48.460 put that in on the text of the video.

00:10:51.820 So you actually want on the video,

00:10:54.340 some kind of text that describes the pain

00:10:58.840 so that they see that again, audio's off,

00:11:01.280 they might only see the visuals,

00:11:02.480 but they'll understand it without clicking through,

00:11:04.280 without seeing the metacopy, the description.

00:11:06.760 You have the opportunity.

00:11:07.760 Most ad platforms allow you to put less than 20% text

00:11:10.540 on an image or a video.

00:11:12.700 So I would encourage you to use that space

00:11:15.560 to kind of say like struggling with your sales demos,

00:11:19.460 need to hit quota by the end of the month,

00:11:23.020 like whatever your hook is,

00:11:24.840 put that visual text on the ad

00:11:27.680 so that people will be able to make another assessment.

00:11:31.580 It's gonna hook them, it's gonna stop them, 0.95

00:11:33.220 they might turn the sound on,

00:11:34.200 they might engage in the ad,

00:11:35.340 they might read the copy and then click through to the page,

00:11:37.960 but you gotta be sure to use the text placement properly.

00:11:41.480 So quick recap, number one is two second hook, 0.92

00:11:44.880 number two is the pass flow,

00:11:47.220 number three is meta copy,

00:11:49.400 number four is to stamp it,

00:11:51.220 and number five is text placement.

00:11:54.400 So those are the five strategies

00:11:56.700 that are absolutely gonna make your video ads convert.

00:11:59.320 As I mentioned at the beginning of this episode,

00:12:00.520 I wanna share with you an exclusive resource.

00:12:02.900 It's literally the video ad templates.

00:12:05.040 It includes not only the script,

00:12:07.500 I even give you the inception questions

00:12:09.600 to ask yourself about your prospect

00:12:11.140 to get inside of their mind,

00:12:13.480 but I show you the exact verbal script

00:12:16.560 to follow, to shoot your videos with two examples

00:12:20.860 from different SaaS products that you can swipe

00:12:23.840 and copy and try for yourself.

00:12:25.620 Literally change it out, shoot the videos, read the text,

00:12:30.000 and it will perform way better

00:12:31.300 than what you're doing today.

00:12:32.180 So click the link to download your copy of that template.

00:12:35.860 As per usual, if you liked this video,

00:12:37.280 be sure to subscribe to the channel,

00:12:38.780 smash the like button and leave a comment.

00:12:41.320 Let me know what was the most important,

00:12:42.760 valuable thing for you.

00:12:44.800 And as for usual, I want to challenge you

00:12:46.700 to live a bigger life, live a bigger business,

00:12:49.060 and I'll see you next Monday.

Dan Martell - April 18, 2022

How to Create Video Ads for Your Business

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