5. Audience
V(X) = F(AF c)
Format
ClickThru
Pre qualify your viewers before
sending them video content.
Use proven script formulas for
your video ads & content videos.
Proven script formulas for video
ads & content videos.
X
8. Snappy Headline : Engage the viewer with a quick
sentence to reinforce their viewing decision.
Pitch Condition : Introduce the product you’re
going to reference later.
Body Copy: Hit them with value !!
Credibility : Use a Testimonial or Case Study. This is
a great place to have a guest.
Offer : Your call to action.
Music : Creates emotion and frames the mood of
the ad as upbeat, eerie, scary, etc…
Images: Made mostly of stills, the frame is always
moving to simulate live action video.
Text: Totally watchable with the sound off.
Engagement: 13m views to date. This is an
evergreen piece with sharability built in.
11. CASE STUDY : RETAIL OUTLET
5 Point Ad Format
Drive to Pop Up on Website
1,000 organic views in 3 hours
2 Inquiry’s on Website
$1831 in Sale within 48 hours
*His audience is only 5% the
size of Frank’s audience
12.
13. Weird Thumbnail Facts
Increase CTR by 1000%
Facebook Videos Autoplay
Flash for a bazzillionth of a second
Not like YouTube
Appear on Right Side Column
Appear in Newsfeed
Appear in Video Player
14. 5.67
2.32
10.74
Ebook cover. Minimal face time or eyeballs. Text
Lives high on the image so viewers see it. Uses
the word – Download. Image changes 100%
when video starts. This is def an ad.
More human. More eyeballs. More connection.
Text lives lower on the image – less noticeable.
More consistent with the video. Text first then
image.
Now reads left to right. Human first. Text far
more de-emphasized. Lots of contrast when
video starts.
15. • Scripting Templates
• Live Stream Gear
• Production Tips
• Marketing Blueprints
• Bit.ly/VMAtoolkit
The anatomy of a video that converts. What are the proven elements for a successful video formula?
Is there a perfect video length?
Does the ending matter?
We’ll get to that!