The Perfect Ad Script (And why everyone is wrong about this one thing).

Key Takeaways

what's happening everybody frank kern here in today's video i'm going to share with you what might very well be the perfect framework for an ad specifically a video ad and before we begin i want to address some controversy that's right for the past couple of videos i've been talking about how this whole um terror around ios 14 point whatever and the potential loss of tracking is overblown and i've gotten a little heat from it because i've given you some examples where i didn't use any targeting at all whatsoever and the campaigns still worked and i just wanted to take a minute to say i'm not even remotely sorry for taking that stance and here's why all right it happened again and this is this is kind of a funny story actually so check this out all right so i like to follow this dude on youtube but this guy's name is kyle sullivan and he is awesome for many reasons um including but not limited to the fact that he has a flamethrower in his youtube intros and he created this um app called vid hoarder all right and so vid hoarder is pretty sweet in the sense that it allows you to do something called uh placement targeting with youtube ads pretty easily so placement targeting means you find youtube ads that are being watched by people that you want to sell stuff to like for example if you're selling gardening stuff it would make a pretty good logical assumption that you would want your gardening stuff to be uh featured you know as an ad in a video about gardening so that's what placement ads are okay so it was a saturday night on the 10th of april everybody was asleep i was still up i couldn't go to sleep i was like you know what man i'm going to i'm going to go get vid hoarder and i'm going to set up some campaigns using placement ads on youtube and i'm just going to be super productive tonight and and so that's maybe kind of almost what i did so i go to the youtubes all right and when you're creating a youtube campaign you can like and you're using something cool like vidhorter you can get all of these videos and when you're making your ad campaign and your youtube's there you can say all right just show my ad for all these videos and you would paste them right here all right and so that that's what i did in in my mind but it's not what i did in real life at all so i pasted them in there but i forgot to hit save because like a dummy i was creating ads in the middle of the night when you know i wasn't fully awake and been a long day i had no business creating ad campaigns in the middle of the night um but what are you gonna do you know so anyway i didn't hit the save button but i thought i did right so the campaign starts running and i'm like okay this is pretty cool and it's running and this is where if i had set it up correctly it would show this it would show all of these videos you know it'd be like this is where your ad is running as it was running on all of these placements but as you can see here i just took the screenshot this morning that it didn't have any at all and what that meant was that once again i was running a campaign with zero targeting of any kind like nothing with the exception of i was showing it to people in the united states that were between the ages of 35 and 55 that that was it and so i thought i was targeting people that were watching those videos but i didn't hit save so you know unintentional experiment right and so i'm like oh my gosh dude but then i was like dang man i thought this campaign was working and the reason i thought the thing was working is because um i was getting leads right and so this is my average cost per opt now this was an ad campaign and still is an ad campaign for roaz.org incidentally if you want us to do marketing for you and even remember to hit the save button uh go to roast.org and watch the little video there and if you want us to do it then the book of time now another thing is you might be thinking good lord dude you're spending a lot of money per lead it i am and one of the reasons why is because i was deliberately targeting just people on desktops with my logic being well they're probably paying attention you know just screwing around it's like in the middle of the night you know so i'm like wow okay so running the campaign here and so the goal of the campaign is to get someone to register you know and so that's what these guys are right and then if they watch the on-demand class and they book a call with us they'll end up on a web page that's got thank you in it right here so we ended up getting six people and it turns out that check this out one of these folks actually ended up buying something all right so this we had we have one uh client so far and potentially two more by the way potentially we'll see you know you can't count potentially but this is a recurring revenue client and so we ended up actually making money on this campaign and will end up you know continuing to make money as long as this person remains a client so once again i think this really proves the point that man like you could literally we could lose all ability to target and if you get the messaging right in your ads you're still going to be okay so the the focus shouldn't be on oh no what if facebook takes away all of our advanced targeting capabilities the focus should be on hey see those guys behind frank there that's that's uh that's backwards in my camera anyway that's david ogilvy and claude hopkins back there they never had any advanced targeting and they sold a gazillion dollars worth of stuff what did they do well i'll tell you what they did is they got the messaging right they said the right stuff in the ad to get people to take action which is what i did in this campaign even though it wasn't targeted at all thought it was right still got people to take action and what's really amazing now this is the third time okay so just to like really well there we go sorry hit the wrong button just to like prove the point for the third time in a row i've also shown you in the past couple of videos where i did the same thing on facebook so here's a campaign this was selling a uh a course like a little four dollar thing with upsells right here spent two grand got back twenty five hundred bucks and 1.26 return on ads but not too bad you know so every dollar i put in i got a dollar 26 cents out not too shabby here's another one this was for an on demand class selling a training spent 449 bucks got back a little almost 1200 bucks every dollar i put in i got back 2.57 cents why it's because i have magic powers no it's not it's because of the messaging right so that's what i want to share with you and the reason i've done all of this build up here is because i just want to prove the point that like dude if you could just get the fundamentals down and not get all scared about the apple update which everything's gonna be fine by the way then you're probably gonna be okay because these dudes had to just like advertise in the newspaper that didn't have a whole lot of targeting i mean the closest targeting they had was all right we're selling menswear maybe we can put a print ad and a men's magazine and that was like the best they had you know so i think we're gonna be okay all right so anyway let me show you the uh what i would consider to be a relatively foolproof scripting framework for video ads this is the framework that i use not only in the ad that i just uh showed you or the campaign that i just showed you uh on youtube which is hysterical but also in uh in these guys right here all right so this is like a super duper awesome um and that's a trademark term uh framework all right so this is like this is your ad all right and we're gonna assume this is being done via video all right and for youtube especially this isn't as important on um facebook but in your first six seconds all right so that little s stands for seconds in your first six seconds someone can skip the ad um well actually no i'm sorry in the first six seconds they can't skip the ad and after six seconds they can so rule number one when it comes to your youtubes is you want to make it abundantly clear who the ad is for in those first six seconds so if they want to skip it they'll skip it right like i the youtube is not the place for for interesting pattern interrupt that like holds their attention and they don't know what you're selling because if they skip it you don't get charged um so you really want to like you know really call out to them so what i like to do typically is like tell them what it's about you know so i just like to say here's the benefit of watching this ad you know so if i were to be like scripting it off the cuff right now i'd say something like hey in today's video i'm going to show you why targeting and other stuff you might be worried about and your advertising really doesn't make any difference at all all right so i'm calling out to people who are advertising if someone has no interest in advertising they don't have a business they wouldn't watch the video you know so it's like blam right there another example would be like hey if you run ads for your business you're going to want to watch this video because i'm going to show you why most of the stuff you've learned about advertising is totally wrong now i would need to say that a little faster probably to get it in the first six seconds but you get it right cool so onward to the next little part here all right so it's mainly this is like benefit okay now what we're going to do is we're going to seed the benefit a little bit and by seeding the benefit is kind of like telling them what to expect you know so for example in mine and i'm doing it by memory i say something like in this video i'm going to be showing you the only four things that matter when it actually comes to getting customers from the internet using advertising and interestingly enough it has nothing to do with targeting has nothing to do with what platform you're on and it has really nothing to do with any of the stuff you might think that it is so it's like a seed or maybe even like a tease right um and so this could be anywhere from like 10 to 30 seconds or whatever you know ideally this little chunk right here you want this to be within that first 30 seconds total right or more accurately uh yeah within that first 30 seconds like you want them to be able to skip so within that first 30 seconds like you really on youtube especially you want to be able to get out of there if they don't like it you know so you don't end up paying for the view all right so that's like our first little little chunk there and this the same is applicable to facebook the only real difference is you don't care as much whether or not they they skip um however it does matter in a retargeting environment which if i remember i'll explain to you in a second let's go back to the little framework though okay so here we go the next part i like to do is b p c which happens to be a very helpful peptide i think that's the code for it there um but also in this particular case it stands for big picture content and this is a big deal all right i've always believed in my experience which dates back now to october of 1999 which is like seven billion internet years if if we can create a campaign that actually benefits the viewer of the campaign and actually helps them in some way it makes everything that happens after the click work better right so like i call it the oldest trick in the book you guys who have followed me for a while you've heard me joke around about this a million times it's like yeah this is how we get them we use the oldest trick in the book which is to demonstrate we can help people by actually helping them trick so in this case i like to do the big picture content but there's a little little tweak okay and the little tweak is right before i do it i'll do a call to action okay and this is especially important for youtube not as much as facebook but especially is important for youtube and what this means is i'll like let's say i'm in the seed section all right so my first six seconds right here so i kind of start from the top hey you know if you use the internet to get customers from advertising you're really going to watch this video because most of everything you've ever learned about advertising is wrong in today's video i'm going to show you the four main things it takes for any internet business to get more customers and scale sustainably and consistently and has nothing to do with targeting or what platform you're on or anything like that okay so i just seeded all right i haven't segued over to my big picture content yet but what i want to do beforehand right after the seed is i want to say something along the lines of okay look in the in this video i'm going to give you the big picture 30 000 foot view of these four core concepts if you want to take a deeper dive click the link somewhere near this video you can register for an on-demand training in that on-demand training i take you in a much deeper dive of these four concepts i know i've interrupted what you're doing right now i know you're busy so i'm just going to give you the big picture right now but if you like what you're watching and you want to go deeper just register for the on-demand training and it's free and you'll love it you know so i'm kind of pitching the click here right and so like you have to be obnoxious i'm just kind of telling them what to do because you know it's the internet and people are easily distracted right so anyway back to the thing so now you give them the big picture content this needs to be usable it needs to be easy to understand it needs to be something that doesn't bog them down it needs to be not boring it needs to be genuinely helpful and it needs to have them wanting more okay and so this could be like from you know 60 seconds to you know like four minutes like it's really it's up to you you know um mine are like the ads that are in that particular campaign that i thought was running in the way that i thought it was but turns out i was running to total strangers um those are like seven minute videos you know and it's mostly content right so the final part of this thing is we now do another call to action right and in this call to action we tell them what to do again but i also like to reassure them all right so i'm just going to do r a here and handle objections in advance and tell them what's next right so i might say something like you know i hope you uh i hope you enjoyed this and i hope you found it helpful and again if you want to take a deeper dive and really get these core concepts and see better examples of them please click the video somewhere near this please click the button somewhere near this video and you can register for my on-demand training all right so that's me telling them what to do next and now what i want to do is i want to reassure them and overcome objections so if you're someone who's used to webinar ads right and you're used to like webinars being put on by internet marketers what what are you tired of you're you're tired of big long sales pitches you're tired of webinars that are all about the person giving the webinar and they have no content you're tired of like the webinar where they're pretending to be live when everybody knows it's not live um right so what i want to do in this particular case is reassure them that that's not going to happen so i'll say something like hey by the way when you when you register for this thing it's an on-demand class you can watch it as many times as you want you don't have to wait it's not one of those fake webinars where we pretend it's live it also doesn't take forever and i'm not going to tell you my life story and this thing furthermore nobody's going to call you on the phone or pester you or anything like that as a matter of fact there's nothing for sale in the webinar my hope is you'll find it valuable and you'll reach out to us and you'll ask us about working together in a client relationship so go ahead and click on this link right now and get registered uh registered for the on-demand class i'm like trying to think about being on camera while i'm being on camera it's messing me up but you know what i mean right so it's important in my opinion that if you're talking to a market that has a yeah but and their their natural stance is going to be like this which our market like the marketing market is for good reason that you need to explain to them you know here's what your experience is going to be like and everything is going to be cool and um and that's it right and so that's essentially if we go back here that's essentially the magic formula um this is extremely important so what this does like if we break down these elements this grabs the attention right and they're like so you immediately got them all right if you're running ads on the internet i'm going to show you why most everything you're doing is wrong boom six seconds grab their attention talking to people who are running ads on the internet and then the 10 to 30 seconds we're just going to hold their attention and sort of wet the appetite to watch the rest all right in this video i'm going to show you four things yada yada yada yada yada all right then our call to action is non-threatening it's super friendly and know it's kind of logical which is like hey you know this is an ad i'm not going to take forever i know i interrupted you especially in a youtube format right it's not like they google ads about marketing you know i mean they're trying to watch a cat video or something up comes me god that would be horrible both of those things sound unpleasant you know so like i know i interrupted you so like this video is going to give you big picture information if you want to take a deeper dive here's what to do so you get your call to action in there and then this is just literally you being cool and actually helping people and just demonstrating the goodwill and then we tell them what to do again and this is really important you know you reassure them you overcome any potential objections they might have and you tell them what's going to happen next right and that's it it it works really really well mine were shot just direct to camera like this i think it was the same view so nothing fancy and we got leads and it even made us money so my position is and my advice to you is not hey don't do any targeting ever that's not what i'm telling you the reason i'm illustrating this stuff about targeting and running campaigns with no targeting of any kind is to show you how important the messaging is all right if you get your messaging right that's the single most important thing you can do in the ad now obviously you know we wouldn't want to say okay i have the perfect message about steak and then we go show it to a bunch of vegans like clearly that's not going to work so that's obvious but as a general rule messaging most important when you're going out with ads all right so i hope you found this helpful if you want me and my company to do your marketing for you go to roaz.org there might be a link hopefully near this video and watch this incredibly incredibly nice and professional professionally shot video on oh here it is on our website here where i look like you know a purple guy who's trying to recruit you into either some kind of a cult or a biker gang or something um but nonetheless ignore all of that far book a call with our office and uh if we can help you we'll tell you how and uh thanks so much for watching this and i hope you found it useful and i'll um talk to you later take it easy