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how we're briefing video concepts during Q4 (for ecom brands) — Transcript

by Andras · 4,381 words · 641 segments · language en · Watch on YouTube

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0:00What's up guys? This video's going to be
0:01for everyone that is a little bit more
0:02advanced and wants to essentially
0:03improve their creative strategy, improve
0:05their copywriting. My plan and I don't
0:07even want to waste your time is going to
0:09be to actually show you for the biggest
0:11ad accounts that I'm working on
0:12currently essentially what the best
0:14concepts are that are currently working
0:16and so you can take inspiration in this,
0:17you can obviously try to, you know, copy
0:20as much as you want or more so even
0:22better at um essentially try to pull out
0:24every winning variable that you feel
0:25like you're missing for your ad account
0:27and um just try to essentially apply
0:29that for yourself. I'm going to try to
0:30be as transparent as possible. Um and
0:33just to give you a little bit of context
0:34of where that's coming from, these are
0:35three of the most recent case study
0:37videos that I've uploaded on this
0:38channel. Um multiple, you know,
0:40eight-figure brands now that I have in
0:42my client portfolio. So we actually do
0:44have a little bit of substance where it
0:45is coming from. But before I actually do
0:47get into the best-performing concepts, I
0:49do want to actually break down a little
0:51bit of something which is actually super
0:53relevant because you're going to hear me
0:54talk about this specific thing, this
0:56specific term again and again this video
0:58and that's going to be the UMS, okay,
0:59which is the unique mechanism of your
1:02solution, okay? And the definition of
1:04that is really just why your way of
1:06solving a problem is better or superior
1:08than other ways of solving a specific
1:10problem, okay? So it doesn't matter if
1:12you're selling a supplement or whatever
1:13you really are doing, if you're solving
1:15a problem, which I hope you are with
1:16your e-com brand, then you do have a UMS
1:19and the important part is that that is
1:21often times very different from the
1:23unique mechanism of your product because
1:25the unique mechanism of your product,
1:26you will see the definition there is
1:29that why you are then the best
1:30competitor over others solving the same
1:32solution. So why am I talking about
1:34this? Why does this matter now before we
1:36get into the sort of concepts or before
1:38we talk about what works best at the
1:40moment? Well, because you're going to
1:42find a lot of irregular, interesting
1:44winning variables or at least I found
1:46them and I kind of want to share them in
1:47this video that I find super interesting
1:49and that I actually wouldn't have done
1:51maybe a couple weeks or a couple months
1:53back, right? And actually is something
1:54which you can just straight-up copy
1:56paste into your business. So the first
1:57question we have to always ask ourselves
1:59with the UMS or generally with why your
2:02solution is better than other ways of
2:04solving this problem is when is it
2:06revealed? When is that section really
2:07revealed and there's three categories
2:09pretty much in when this is done. First
2:11of all, we have a the first category
2:13being when the hook is problem aware or
2:16unaware. Second one being solution aware
2:18and the third one being product aware.
2:19And so, hence if your hook is a at a
2:22completely different awareness stage
2:23where it all starts at a completely
2:25different awareness stage, obviously the
2:27solution section is going to come at
2:29very different sections. So far, so
2:30good, okay? So, I did attach three
2:33examples of this and you will see that
2:34these here pretty much are shortened
2:36versions or variants of this main script
2:38here. As you can see, we have an unaware
2:40hook. In this case, we're talking about
2:42the wealth desire and a co-worker got
2:45with less experience got the promotion I
2:46wanted, okay? So, it's the I
2:47perspective. It's a story that's being
2:49told therefore unaware. As you can see,
2:53this is here all the section with like
2:55UMP and the education and why they have
2:57this problem, blah blah blah. And then
2:58we have the failed solutions and then we
3:00have the why you are the best solution.
3:03What finally clicked was glycine and
3:04amino acid, blah blah blah, right? So,
3:06just so you know, context, um this is a
3:08sleep product, okay? And kind of the the
3:11the you know, fatigue or the the the
3:14narcolepsy essentially symptoms were the
3:16problems that we were solving, okay? So,
3:18this obviously makes total sense to do
3:20much later on revealing the UMS
3:22essentially when your hook is problem
3:23aware or unaware such as in this script.
3:25of course, if your hook is solution
3:27aware, you're going to obviously do this
3:28much later on. So, you see the hook here
3:30talks about the coffees and the $80
3:32nootropic and so therefore, immediately
3:35after the hook, we actually reveal the
3:36failed solutions and then after
3:38immediately that, our UMS, which is why
3:41we are better, why in this case the
3:42glycine is better than other solutions
3:45or other ways of solving this problem.
3:47Now, the funny thing is and this is good
3:49where it gets a little bit interesting
3:50and tricky is when the hook is product
3:52aware, sometimes it still makes total
3:55complete sense to you know, reveal your
3:58UMS, but not always. And so in this
3:59example, if we read through it together,
4:01it says, "I added Restore Sleep." So we
4:03have a brand name reveal immediately in
4:05the hook. However, as you can see, it's
4:07it's just a super shortened actually
4:09immediate product mechanism reveal where
4:11in this case we actually didn't reveal
4:13the UMS whatsoever. We have no
4:15explanation on why the glycine here is
4:18the best way of solving this problem,
4:20which makes logical sense. You would
4:22think, "Okay, well if someone is already
4:23product aware or resonates with our
4:25brand name, they're already probably
4:27have made the decision that they want to
4:28go with us, right?" And so this is where
4:30it gets a little bit tricky and
4:31interesting because there are two
4:33different ways or categories of
4:35revealing the mechanism of this product,
4:38right? Or separating
4:39um the unique mechanism of your
4:40solution, which we talked about, from
4:42the mechanism of your product. Again, as
4:44a reminder, the definition of your UMS,
4:47which is always coming first, which is
4:49like why your way of solving this
4:52problem is better than other ways of
4:54solving this problem. The unique
4:55mechanism of your product though, and
4:57that's the difference, is why
4:59essentially you are the best competitor
5:02over others selling the same solution.
5:04There's a major difference, okay? One of
5:06them, once again, why are you Why is
5:08your solution better than other ways of
5:10solving this problem? And then on that
5:13solution, why are you the best person
5:15selling that, right? So these are
5:16different arguments that you would make,
5:18okay? So first option is you keep it
5:20separate, right? This is logical, this
5:22makes total sense, and so far we've all
5:24been doing this like that actually. And
5:26the ads just have always been performing
5:28consistently better when have, you know,
5:30when we've essentially applied this like
5:31that. So keeping those two very
5:33separate. In fact, in a lot of scripts
5:35what we've done is we said things such
5:36as, "Hey, you know, um like like this is
5:39the reasons These are the reasons why
5:41our solution is the best, blah blah
5:42blah." And then we said, "Stop. Stop.
5:44Don't go on Amazon and buy the cheapest
5:46one because XYZ because our ingredients
5:49are made here and there because we have
5:51so many reviews because we have doctors
5:52talk about us etc. etc. Okay. So, these
5:55are all product aware variables that you
5:57would reveal and you kind of have this
5:59full stop of you tell them hey, but
6:01wait, right? Don't click away yet. And
6:03otherwise, if you don't do this if you
6:04don't separate this, so logically what
6:06would happen is someone would
6:07essentially immediately either
6:09understand, okay, I need this solution,
6:11but why would I buy from this
6:13competitor? Or the other way around,
6:15right? If you do it too early, if you
6:16skip the UMS and just straight go into
6:18your brand name reveal, what happened a
6:20lot of times is people understood, okay,
6:22well, this guy is the best competitor
6:23for this solution, but why do I even
6:25need this solution in the first place?
6:27That's why the best practice so far,
6:29which is the interesting part in this
6:31video cuz it's actually changed quite a
6:32lot, but so far has always been to
6:35separate these things, okay? And so, the
6:37way that you notice the characteristic
6:38of this separation really here is that
6:40you go into failed solutions first, then
6:42you go into your solution without
6:44revealing your brand name, and then you
6:46reveal your brand name, and after which
6:48you introduce the different arguments on
6:50why your brand is the best or why you
6:52are the best competitor for this
6:54product, okay? Very logical, makes total
6:56sense. However, there actually has been
6:58a new uprising interesting category of
7:01how you can do this, which is that you
7:03treat it as the same as the mechanism of
7:05product. So, you kind of equal or or you
7:08you you skip out on the UMS and you
7:11immediately reveal your brand name, but
7:13you still reveal solution aware
7:15arguments. I'm going to show you
7:15examples of how this can work, okay? So,
7:17the definition is essentially, obviously
7:19as we know, why you're the best
7:20competitor, and we immediately have the
7:23brand name reveal after the failed
7:24solutions, okay? Or the problem section.
7:27So, think of if we're going back to our
7:28example script here, imagine we had
7:31immediately after having this failed
7:33solution section, I try to coffee at or
7:35four coffees a day and eight dollar
7:36neutropic, blah blah blah. Immediate
7:38like imagine we had had this section
7:40here,
7:41the that's when I found Restore Sleep,
7:44the brand name revealing section here,
7:46okay? Immediately after the failed
7:48solutions. Obviously, what would happen
7:50then, logically, is that, okay, why
7:52would someone then still want to
7:53understand or why to buy from our
7:55product? Well, the key part is that we
7:57take this section and we don't actually
8:00remove any of the UMS arguments. And
8:03this is the difference, okay? So, the
8:05way that this works combined is that if
8:07you actually reveal a brand name earlier
8:09on, however, immediately after then
8:11still have arguments on why you are the
8:14best solution and treat these things as
8:16the same sentence, for example, as or in
8:19the same paragraph, in the same section,
8:20essentially, as why you're the best
8:22competitor, but you start with the brand
8:25or you lead with the brand name reveal,
8:27essentially, then we've actually seen a
8:29lot of very interesting changes in
8:30variables with scripts of this kind. And
8:32I actually want to go over the best
8:34concepts now, because, as you'll see,
8:36these are both very interesting and very
8:38different. Um and it's just super
8:40interesting, but you've probably already
8:42seen a lot of these, but I just really
8:43needed to talk about this UMS stuff and
8:46whether it's make sense to treat this as
8:48the same as the mechanism of the product
8:49or treat it differently. You're going to
8:51see how this makes sense and how this
8:53kind of actually leads back to the topic
8:55of the best performing concepts at the
8:57moment. So, the very first one, you've
8:59probably already seen in the ads
9:01library, maybe not, right? It's a super
9:03interesting one and it's, you know,
9:04pretty much super, super profitable.
9:06It's one of the most profitable ones um
9:08ever since the uprise of natives. It's
9:11actually a video concept and it's a
9:13concept that is at least 5 minutes
9:15usually, essentially, in this in its
9:17first original form. A lot of times
9:18people iterate it to be shorter if
9:20needed, but they start at 5 minutes
9:22plus. And it's a story. It's a story
9:25that's being
9:26told. We're going to go over two scripts
9:27example uh script examples here. It's
9:29very conversational, you'll see. So,
9:31there's multiple people involved in the
9:33story. The visuals are usually very much
9:35AI-like, right? But the point is that
9:37it's a story. There's no music, it's not
9:39a song ad, it's just essentially a
9:415-minute plus story, sometimes 10-15
9:43minutes long. However, and this is where
9:46it gets interesting, the UMS is treated
9:48the same or revealed at the same time as
9:51the pride mechanism. And this is why or
9:52this is how it kind of leads back to
9:55this specific interesting
9:56characteristic, which is like
9:58immediately revealing with the brand
9:59name uh leading with the brand name,
10:01starting with the brand name, and then
10:02immediately after that, again, going
10:04back to the topic of why your this
10:07problem is better than others, okay? So,
10:09this is not how we used to do in the
10:10past, but the key characteristic of this
10:12concept is essentially not the fact that
10:15it's 5 minutes long or that it's a
10:16story, but essentially that this UMS
10:18thing is revealed at the same time as
10:21the pride mechanism. And this is what
10:22I'm going to go over in two example
10:24scripts. So, I just want I don't just
10:25want to leave you with all the theory
10:27and then obviously, you know, leave you
10:29with like uh all this blank of of of how
10:32do I apply it? I actually want to give
10:33you two script examples now of literally
10:36realistic things of how this can look
10:38like, okay? The first one is a little
10:40bit longer, and you all as you already
10:41can tell, one of the couple
10:43characteristics here very early on is
10:44that these are very conversational,
10:46okay? So, think of this problem that we
10:49solve here very similar as in the script
10:51before. Again, a little bit of context,
10:53we had the story that someone else got a
10:55promotion because, you know, some the
10:57main person in the story was so sleepy
10:59and um always constantly fatigued and
11:01tired because they could never really
11:03sleep properly, and we sell a supplement
11:05that helps them sleep, hence they
11:06perform better at work, hence they get
11:09the promotion. That's the story, okay?
11:11And so, instead of saying, you know,
11:12voice over is the whole script through
11:14or just kind of like a UGC perspective,
11:16this is actually an AI
11:18uh but a conversation two pri- people
11:20staying next to each other and talking.
11:22In this case, for example, the boss
11:24speaking to a colleague called Tyler and
11:26saying, "Congratulations, Tyler, you
11:28really earned it," okay? So, it starts
11:30with like this scene of someone else
11:33getting the promotion if that makes
11:34sense. That's when I da da da we have a
11:36voice over. My boss stepped in an hour
11:37later. Daniel, are you okay? You seemed
11:39out of in there, okay? Just a long week,
11:41blah blah blah. And I want to go to the
11:43relevant part and want to zoom forward a
11:45little bit when the actual brand is
11:47revealed because you will see it's also
11:50very conversational, okay? So, as you
11:52can see, it's essentially like a dinner.
11:54We have an invite to a dinner, a friend
11:56essentially that saw this situation or
11:57that, you know, knows the guy, the main
12:00guy really well. Um and so he invites
12:02him to dinner and he also already seems
12:04like he's sleeping super well, the
12:05friend, right? The friend who invites
12:07him to dinner. And then he says,
12:09"Marcus, what's going on with you? You
12:10look like a different person." He
12:11laughs, right? You're going to think
12:12it's too simple. I fixed my sleep. I
12:14sleep 8 hours. I'm exhausted anyway.
12:16That's kind of what the main person
12:18says. That was me, too. So, we have a
12:20authority figure, which in this case is
12:22a friend, an anecdotal story that's
12:24being told. 8 hours, no energy, turns
12:26out the hours aren't the problem.
12:28The deep stage is I take Restora Sleep.
12:31In this case, that is the brand name.
12:33So, the interesting thing what you're
12:35going to already notice here if you if
12:37you think about the core idea of what's
12:39going on here, we haven't said anything
12:42about what is in the Restora Sleep
12:44product. We haven't said anything on,
12:46"Hey, you're not trying melatonin
12:48properly. You're, you know, you're like
12:50coffee."
12:51We skip past all of that. We skip past
12:53the entire solution section and
12:55immediately reveal the brand name. We
12:57lead with the brand name. However,
13:00that's where it's different. If you keep
13:01reading here, glycine helps support that
13:03cooling so you settle in there.
13:05L-theanine does this, magnesium
13:06glycinate does that. And we reveal
13:08essentially the reasons on why this
13:11solution is superior over others here
13:13immediately after that product section,
13:15okay? So, or basically after the brand
13:18name reveal. This is a key
13:19characteristic of this product. You'll
13:21see that this kind of 5-minute plus
13:23story, in this case I think it was like
13:247 minutes, um is super conversational.
13:27in fact, really just um, not overall the
13:30entire script, but really if you think
13:31about it, at the hook in the very
13:33beginning, it's a conversation or it's
13:34like a back-and-forth, then it's a bunch
13:36of voiceover,
13:38and then um, when it's about actually
13:40this this combined UMS and unique
13:42mechanism of the product, it's
13:44conversation again. And this is actually
13:46super interesting because I would do it
13:48exactly like this again and again and
13:49again. You can have so many different
13:51ideas of story, so many different
13:52scenarios of where someone can have
13:54essentially an an impact on another life
13:57area, whatever problem you solve, and
13:59then turn it into a conversational
14:01actual story, um, obviously unaware
14:04because it's an I perspective story.
14:06Everyone can really listen to a story,
14:08that's why whatever story is really
14:09being told is usually unaware. But
14:11again, if we go back to what the topic
14:13was, the key characteristic of this is
14:14that the UMS is revealed at the same
14:16time as the product mechanism.
14:18To talk a little bit about why this
14:20works, right? Cuz it seems a little
14:22random. Why would we not just do this
14:24the old way in terms of revealing it?
14:26The interesting thing is is that we
14:28tried. We tried this specific concept a
14:30bunch of times with separating the
14:33solution mechanism from the product
14:35mechanism. And interesting enough, it
14:37actually performs significantly worse,
14:38and I believe the issue or the mechanism
14:40of that, the reason of that, is
14:42essentially that whenever you reveal
14:43your product's mechanism after the
14:46solution mechanism, you have all of this
14:48disqualification
14:50of essentially, "Hey, you already" if
14:52the story, for example, in this case is
14:537 minutes long, it's like half of it, 3
14:55minutes 50 or more, is going to be
14:58isolatedly only symptom resonating blah
15:00blah blah, and then you even start with,
15:02"Why are you the best solution?" You
15:04have a whole maybe 30 seconds or a
15:06minute of that, and then immediately
15:07after that, the brand name reveal. That
15:09comes too late. It delays the product
15:13reveal too much. So, okay, second
15:16question is basically, "Why do we not
15:17just pull the whole section forward?"
15:19Again, same thing happens, CTR breaks
15:22because what happened then is there was
15:24not enough story. So, the whole
15:25characteristic of this concept is that
15:28at least half of it is story, and the
15:30issue is if we then separate solution
15:32and product, the pride reveal is delayed
15:35too much. It's barely anyone that even
15:37sees that, and so the conversion rate
15:39breaks. So, it's either the CTR breaks
15:41if we do this too early, or it is the
15:43conversion rate that breaks if the pride
15:45reveal comes too late. So, we were
15:46forced to test this concept um in a
15:50shape or form where the pride reveal
15:52happened at the same time as the
15:53solution reveal, meaning brand name
15:56before the arguments for your solution.
15:58And funny enough, that's how this
15:59concept actually performed the best,
16:01okay? So, this is more or less why this
16:03concept really works so fantastically
16:05well at the moment, and I think it will
16:06keep working super well. Um I want to go
16:09over very quickly another example, just
16:10so we really have it in front of us. Um
16:13"Sir, sir, you're okay?" My mom was
16:14knocking on my car window behind him,
16:16horns are going off. So, this is a
16:17situation, little context, um where we
16:19have someone that fell asleep in their
16:21car on their way home, right? Pretty bad
16:23story that's being told, um and so we
16:25have a conversational hook again, then a
16:27bunch of, you know, voice over. And when
16:30we go into the second half, it's another
16:32conversation with a friend that already
16:34solved the problem.
16:35Again, deep stage was "I take
16:38restorative sleep.
16:39Body drops, da da da, temperature at
16:41night. Glycine helps support that
16:43cooling, you settle and stay there." And
16:45so then, once again, as a very key
16:47characteristic, you will notice first
16:48half is always the story and problem and
16:51whatever, and the second half at the
16:53same time is, you know, or or you reveal
16:56the solution mechanism, the product
16:57mechanism at the same time. This is
16:59really the key characteristic of these
17:01scripts. I would If I were you looking
17:02at this video, um I would immediately
17:04test something like this. Again, they
17:05would really have nothing to lose. Um go
17:07ahead and write like a story like this
17:09with AI or whatever. Make sure because
17:11AI will mess this up in terms of like
17:13actually get like revealing solution
17:15mechanism, product mechanism at the same
17:16time, um and like having the
17:18conversational sort of aspects of the
17:20story only at the hook and at the reveal
17:23of the product and solution.
17:25It will mess this up pretty much every
17:26prompt. So, make sure to actually edit
17:28the word scripts that you're getting
17:29with AI, but I would immediately test
17:31this concept. This is concept number one
17:32that is super doing super well. Second
17:35one is very different. You will see also
17:36much shorter. You see that already. It
17:39is a ingredient and mechanism name
17:41reveal and a problem aware body, right?
17:44So, this is another thing that is super
17:45surprising. It didn't really make sense,
17:47which is if we go back to this topic
17:49here, when do we reveal the UMS, right?
17:52We talked about the product aware hook.
17:54We talked about a product aware hook
17:55where we either immediately reveal your
17:58brand name or for example, the name of
18:00your ingredient, which is essentially in
18:02all cases product aware. Where after
18:05which we just have a product aware body
18:07and then a call to action, right? Very
18:09logical, very chronological as well. It
18:11just makes sense. In these concepts
18:13here, you will notice that we kind of
18:16messed up the things a little bit and
18:18it's actually not actually actually
18:19works fantastically like this because
18:21you have a product aware hook. But then
18:24you go back in the awareness stage and
18:26you have a problem aware body. Okay, so
18:28this is how that makes sense.
18:30For example, in this case, five things
18:32nobody tells you about glycine before
18:33you buy it. Okay, so essentially a five
18:35reasons why I kind of like a listical
18:37style ad. And the reasons that we reveal
18:40in this case are super problem aware.
18:43So, one it's not a sedative. It supports
18:44your body's natural drop in core
18:46temperature. So, this has nothing to do
18:48with why we're the best competitor, even
18:49though the hook is product aware, not
18:52solution aware, not problem aware. It's
18:54product aware. And so, it's not a
18:56sedative. It supports your body, blah
18:57blah blah. So, essentially a problem
18:59aware body. Those matters, right? Most
19:01cheap capsules, this is much more
19:02product aware. It's here an argument,
19:03but we kind of jump back and forth. We
19:05don't have a chronological awareness
19:06stage to the awareness stage and
19:07actually works fantastically well.
19:09Another sort of example is much more
19:12straightforward because it's not like
19:13this, you know, story or or body style
19:16of one, two, three, four, right? It's
19:18much more so something that is actually
19:20a very classic product aware. Before you
19:22buy Glycine off of Amazon, read this.
19:24Okay, so pretty much imagine this is a
19:26whole section cut out of a, you know,
19:28whatever, you know, unaware script and
19:30this is just the last section. The way
19:32that it's different though is that
19:33essentially the body once again has a
19:36very different characteristic, which is
19:38that it is product aware and it goes
19:39back essentially chronologically into
19:41that stage and says, "Two years ago I
19:43was rereading the same email three times
19:45a day and couldn't figure out where my
19:46focus was gone." "I've finally learned a
19:48Glycine blah blah blah. So the idea is
19:50we have a product aware hook.
19:52In this product aware hook, we
19:54immediately reveal the name of our
19:56mechanism or the name in this case of
19:58our main ingredient and then we go back
20:01to a problem aware unaware stage and
20:02talk about all that rest. Okay? So this
20:05is essentially why that works.
20:07Um
20:07I want to mention one quick thing cuz
20:09that's what's pretty much it for this
20:10video. You can obviously start and take
20:11screenshots and whatever. Try to
20:13actually execute that in your business
20:14as well. However, if you actually need
20:16my help or you actually want to have
20:17someone that looks over this type of
20:19stuff that helps you with copywriting
20:20that also can help you hire people and
20:23then pass on that skillset to them to
20:25actually apply that in your business as
20:27well, then you can actually go and click
20:28the first link in the description down
20:29below and I want to say thank you so
20:31much for giving me your most important
20:32asset, which is your attention. I wish
20:34you a beautiful day.

About this transcript

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