How to Create Persuasive Video Ads That Convert
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Welcome to the Social Media Marketing Podcast, helping you navigate the social media jungle. And now, here is your host, Michael Stelzner. Hello, hello, hello. Thank you so much for joining me for the Social Media Marketing Podcast, brought to you by Social Media Examiner. I'm your host, Michael Stelzner, and this is the podcast for marketers and business owners who want to know how to navigate the ever-changing marketing jungle.

Today, I'm going to be joined by Kevin Anson, and we're going to explore how to create persuasive video ads that convert. I'm here to tell you today's interview is for anyone who wants to create any kind of persuasive video, whether it's organic or an ad, but it's especially going to be valuable if you want to create your own ads utilizing your smartphone. I think you're going to find it really, really helpful.

By the way, if you're new to the show, follow us on whatever app you're listening to so you don't miss any of our future content. Let's now transition over to this week's interview with Kevin Anson. Helping you to simplify your social safari. Here is this week's expert guide. Today, I'm very excited to be joined by Kevin Anson. If you don't know who Kevin is, he's a video ad strategist.

His Ads of Fire agency helps B2B businesses create winning ad creative. His course is the Video Ad Formula, and he's also the founder of AdScripts, an AI copywriting software tool. Kevin, welcome to the show. How are you doing today? Doing great. Thanks for having me. I'm excited to be here. Super awesome to have you today. Kevin and I are going to explore how to create persuasive video ads that convert.

And who doesn't want their video ads to convert? Everybody does. Before we go there,

I want to hear a little bit about your story, Kevin. How'd you get into video? How'd you get into ads? Start wherever you want to start. Yeah, so I've been doing videos for about 20 years now, and I was really good at making videos. I made over 10,000 videos. And in about 2016, I got the unique opportunity to work with Russell Brunson. Some of you probably heard who he is. ClickFunnels, for those who don't know him. Yeah, from clickfunnels.com. Really world-renowned marketer at this point.

And so I had the unique opportunity to work with him on his YouTube channel and we edited, you know, a hundred episodes of his Funnel Hacker TV show at the time. What was that? Explain that to people who don't understand what that was. That was pretty much just a very organic vlog of his life where he would carry around a camera and show off, you know, all the moments throughout his day.

everything that he was doing from building the businesses, building the funnels, hanging out with his kids and his family, going on vacations, things like that. And so it was a really fun project to work on. But when somebody drops off 20 hours of footage to you on Dropbox and your job is to take all that and make it into a cool story, it's a lot of work. And so doing 100 episodes of that

I got to a point where I was just burnt out on that. And I always was just intrigued by video ads and marketing and just psychology and actually creating videos that...

You know, the goal of them is to get somebody results. And so I got the opportunity to sit in the room with him for 20 minutes one time. And I said, dude, I would love to make video ads for you guys. Like I pretty much I don't know what I'm doing, but I've made a lot of videos to this point. But I would love to learn ads and start making them for ClickFunnels. And so he was like, yeah, sounds good. Let's do it. So, you know, the first ad that I made.

It didn't get any results and it flopped. And, you know, it was probably like 10, 20 ads down the road before I finally started to understand the psychological components that go into high converting video ads. I mean, this stuff is as old as time. It's not going anywhere. It's like humans are hardwired to respond to certain things automatically.

in messaging and in videos. I mean, you look at TV commercials, you look at videos that stop you from scrolling online. There's something in that video that got you to stop and watch it. We'll talk about this stuff later, but talking about pain points or the outcome that you want, or it has a certain type of a hook in it. And so all these different ingredients that go into video ads, it's very strategic and it's on purpose. And the people behind those videos, the marketers who are putting those videos together,

They have the messaging in such a way in that order for a reason, because they know it works. And, you know, you look at huge companies like whether it's Pepsi or Nike or whatever, the videos or the video advertisements that they're putting out there.

be it on TV or on social media. They spent a lot of time crafting those messages in such a way to get your attention, to get you to buy their products. And so it was always just really intriguing to me to learn how all that stuff works. And so I had the opportunity to work with Russell. And so, you know, fast forward, that was seven years ago that we started working with him and we've made thousands of ads for ClickFunnels and all of his different products. And I've had the opportunity to work with some other amazing monetizers

marketers and influencers and businesses over the years. Very cool. So bring us up to like the last maybe year, right? Because now you've got a whole bunch of, you've been behind the scenes, right? And now obviously you're teaching a lot of people on how to do all this stuff. So tell us what you're doing now. I created a course in 2020, right after the pandemic hit.

And I was keeping a list of all of the 10, I called them ingredients, that psychological ingredients that needed to go into a video ad in order for them to be successful. And I kept the notes on my app, my notes app on my phone. And it was just like, I looked at it and I was like, this is so good. Like, I can't share this with anyone. Like, if I share this with anyone, they're going to know all my secrets forever.

And I was like, you know, the pandemic hit, business slowed down, the world turned upside down. And I was like, you know what? I've always wanted to make an online course teaching what I know. I think this is a perfect opportunity to do that. And so I created the course, created the funnel, all the follow-ups and everything, and sold it to, you know, several thousand people between the year of like 2020 and like in mid 2021.

It was just really cool to see the response from people. Like it was, you know, people were getting results, their videos were doing better. They were like, Oh my gosh, this is amazing. Like I never understood video marketing before, but now I get it. I know what I need to put into my videos. And so, um,

I've been getting into the teaching space, online courses, consulting, coaching, and then built an AI tool that allows you to write these scripts. You just give it information, you answer some questions, and then it spits out a script for you. And so it's just been this really cool, like evolving process of seeing it's not just video creation, but it's really just like what's what's under the hood, like what's making those videos get results and then being able to teach that to other people. So it's been a lot of fun. Very cool.

There are plenty of marketers who are listening right now who do a lot of organic video, right? They're creating shorts and they're creating YouTube content. And they've got all this great maybe library of video content that they've created. But maybe they're not leveraging video and ads. On the flip side, we've got a lot of marketers that do do ads, but they're maybe not focusing on video because it's a little complicated in their mind. So what do you want to say to marketers in general

about video specifically when it comes to ads? Maybe those that aren't focused on it, maybe they should be. Yeah. I mean, it's a lot easier than you think to record videos or video ads because you have your smartphone. We all have cameras in our pockets, but there's a big difference between organic content and paid content. I mean, organic content is great, but

getting the results that you're looking for just goes a little bit slower, right? It's a longer game. And of course, you create videos for social media, for organic, and they have longer shelf life. People are going to be able to find those videos in the future, which is great. It's just that with ads, video ads, I mean, you can test an offer or you can run traffic to a current offer that you have.

almost overnight and be able to just you know to see if that that offer is going to do well or you know if you want to keep continuing it with video ads i mean you look at any of the big marketers online

And even if they're selling a product or an offer on how to get 100,000 followers on Instagram, they're teaching that stuff to you. But those people are also running ads. Why? Because the ads are the things that get the most results the fastest. But any other marketer or business or whatever that you look at online that's doing extremely well, they're all advertising. And so advertising is the best thing.

fastest way to get your ideal customer in front of you and to test some things out. And so if you're not making video ads, it's something that you need to look into, whether it's hiring somebody to help you run your ads or hiring somebody to consult you really fast and learn how to run the ads. But making the video, you can totally do that in your car. I mean, you just pull out your smartphone and if you're touching on

The certain ingredients that I teach inside of your video, even if you mess it up and only cover two or three of the ingredients, your ads are going to do a lot better than if you didn't know that information and you're not talking about any of the things that people actually want to hear in the video. Yeah, I know so many of my audience has a mindset similar to mine, which is that I don't have the budget.

spend money on customer acquisition, or I built such a big following that it's a shame that I should have to pay to get in front of those people, right? Because I've spent years developing that following. But I think what you're saying is true. The benefit of being able to spin up a really good ad and drive it to a product to see whether that product will even convert is

from a test perspective is amazing. But also if you've tapped out your audience on that product and you need to get in front of a newer audience, obviously video ads can be a game changer. So let's assume everybody that's listening is sold on the idea that either A, they need to do video ads or they're already doing video ads, but they're not converting really well. So why

What do we need to know before we actually begin when it comes to video ads? If you're going to sit down and look at your offer, and when I say offer, I'm talking about your product or your service. And what do I talk about inside of my ad? The most important thing that you can do is really just make sure that you address people's pains or their desires. And then you also address the objections that people have, because we all have

when we're watching a video. Like we know when we're watching a video ad, something pops up in our feed and maybe it's about some core

that teaches you how to grow your followers on Instagram, you're instantly going to have objections about that person. You're like, is this person qualified to be teaching me this? Have they done this stuff for other people before? Is it going to take a long time? Is it going to be expensive? And so with any product or any buying decision that you make in your life, you had objections before you actually pulled the trigger and made the purchase. If it's a home, if it's a car, if it's anything in your life. And so buyers,

buyers, and whether it's you're selling to consumers, you're selling to businesses, they all have those objections as well. And so really sit down and make a list of as many objections that you can think about that people would be thinking when they're watching your video.

and make sure to address those. I mean, that's the most important thing, if anything, if you're gonna sit down and record an ad is to talk about that stuff. And there's a whole host of other ingredients that we make sure to include in our ads and we make them for our clients, but that's the biggest thing.

And I don't know if you want me to talk about some of the tools that you can use. Yeah, let's talk about that briefly because, you know, there is one of the big objections, speaking of objections that people have about making video ads is they can't afford to hire a videographer, right? So you're here to say, hey, you can actually do this yourself, right? So talk to us a little bit about that. Yeah, so that's one of the things that holds people back is they think that they can't make a good video ad because they don't have the budget to hire a world-class video editor.

or they might be afraid to jump on camera or they don't think they're gonna be good enough. I mean, I'm here to tell you that I've seen the most awful people who've never been on video before. They figured it out with enough practice. They recorded a video on their phone. - Now they weren't awful people. You mean they were awful videos? Is that what you mean? - No, they were not good on camera. I shouldn't use the word awful, but I mean, that was like their words to me. Like I'm awful on camera. I can't do this right. And so I was like, just record some videos on your phone.

And just because you recorded them doesn't mean you have to show them to anybody, right? Like record a video in your car or in your office and, you know, do some practice takes and delete it when you don't like it, right? But...

The other thing that holds people back is they're like, well, I don't know what to say in the video, so I really can't make a video ad. Right. Or once I record the video ad, I finally get it. Like now, what do I do with it? And so I don't know how to edit or I don't know how to add captions to it. So there's a lot of really cool apps out there that you can really easily do all of this stuff on your phone. And this stuff didn't even really exist two or three years ago.

And the resources out there are amazing. Like record a video on your camera roll on your smartphone, and then you just bring it up into the captions app. Their, their website is captions.ai. I'm not affiliated with them at all, but they have an app for Android and iOS. And they,

It just puts those really cool, like, you know, those captions that kind of pop up on the screen and they're really, it creates those for you within a minute or two. So you upload it into the app. Next thing you know, you have a video with captions and that's really all you need. Like a video, you speaking on camera with captions on it, you're ready to rock and roll.

They're animated captions, right? You're not talking about closed caption. You're talking about those cool little words that pop up like you were talking about, right? Yeah, exactly. It's animated captions. So they're not the boring captions that you see when you're watching TV, but they're animated and they're more engaging. And so the other thing is like people worry about where...

I have this great script that I wrote and I don't know how I'm gonna memorize that. So all you have to do is get one of those teleprompter apps, which I use all the time. There's a company called teleprompterpro.com. They have their app on all the different smartphones. And what's cool about that is because you can record your video while you're reading the script on your smartphone and the script will scroll next to the camera on your phone. So that way people can't tell that you're reading it, which is nice.

And so I use that app all the time. Like when I'm going to sit down and maybe do some social videos for Instagram, I'll kind of write out, you know, a really rough bullet points for the script that I'm going to read and I'll bring it into the teleprompter app and I'll just have that thing up in front of me and I can jam out a 60 second video really fast using the teleprompter app. So I love that. Yeah. There's some amazing tools out there.

So what I'm hearing you say is TeleprompterPro.com and Captions.ai are two cool apps that you can use on your phone if you want to record yourself. And then as far as making ads out of it, recording ourselves vertically or recording ourselves like 16 by 9? What's your thoughts on that? That's a great question because we deliver both sizes to our clients. We do the widescreen and the vertical version.

But I mean, if you're just trying to get started with the lowest amount of friction in the beginning, I would just record it vertical. And that way you can run it on Instagram. You can run it on Facebook. You could even run it on YouTube shorts.

And a lot of people, they're just used to watching content that way nowadays anyways. Well, and you could crop it square and run it everywhere too, if you really wanted to, right? Yeah, you could, you could. And you know, if you have a little bit more experience and you're used to making videos for people then, or for yourself, you could record it horizontally, which is widescreen and just make sure to shoot it in 4k. So that way you can, like, if you needed to crop in on it and make a vertical, then you could. Very cool. So

So this is great, by the way, for anybody who's listening, whether you're recording ads or not. I mean, everything we've just talked about up to this point will be valuable for organic and ad content. So let's get into your formula now, because this is where the video turns into an ad, right? Because there's a certain specific formula

formula that you've come up with. So we're going to cover a lot of things here, but what's the first part that we want to talk about? So the first ingredient that we always put into every single video that we do is the pattern interrupt, which is basically a way to get people to stop scrolling. It's an NLP term, neuro-linguistic programming, where people are used to seeing so many things

on a daily basis if they're scrolling on social media. And so it takes something out of the ordinary to break them out of their pattern of scrolling. And so pattern interrupt helps you do that. And so there's a myriad of different ways that you can put a pattern interrupt in the beginning of your video. It could be, you know, you're waving at the camera before you start talking or, you know, there's a glitch effect or it might look like an old VHS tape on the screen where you kind of see all the, you know, magnetic strips and the white noise on the screen. We do that stuff.

or there's a really cool tool out there and it's free. It's called transitionalhooks.com.

Where have you ever seen those videos that start out and, you know, they're rolling a guy out on a stretcher and then the guy rolls off the stretcher onto the ground? I don't think I've seen those, but I can imagine it. Yeah. So you see the guy roll off the stretcher, the person, which would be you, the listener right now would be, you start off on the ground, you kind of roll on the ground and you make the attic match up. So it looks like it goes from the guy rolling off the stretcher and now it's you rolling on the ground and then you get up and

you start delivering your pitch. Just so we're clear, is this like an AI thing where it's putting you into an existing clip or is it just, it's giving you ideas? Is that the idea? No, it's not AI at all. It's just, they're actual viral clips that people have, you know, recorded over the last, you know, five years. There's another one where,

I think it's an animation of like Spider-Man is hanging on his web and he swings down and he does a backflip and lands on the ground right in front of the camera. And so people use that and they'll stitch it together with themselves. Like they'll just kind of

jump off the ground and land back down and just time it right. So it looks like Spider-Man came in and then now they landed on the ground and they start talking. Okay. Now this is really intriguing. So this transitional hooks.com site has a bunch of clips that you can use in your ads. Is that what I'm hearing you say? And then you can transition into the right posture position right at the beginning. And I'm imagining, what is it like a second? It's really short, right? Yeah. It's less than two seconds.

Or another one, the guy's pole vaulting and he goes up to pole vault and then he messes up and then he starts sliding backwards and he's sliding on the ground. So people have done that where they're in their house and they'll like lay down on the wood floor and slide backwards and just get up and start talking. And so it's really cool. It works really well. And I've known about this before Alex Hermosi started using it, but he's been using it in his ads and they're doing extremely well. So just to work clear, the reason why someone would do something as crazy as this is

is because these ads are generally playing without any sound, right? Or is that the idea? Or they're just scrolling and they're doom scrolling or whatever on the social platform and it stops them enough to see the rest of the ad? Is that the reason this works, this pattern interrupt? Exactly, yeah. So then they might want to click into the ad, right? Like, or I have this, I have a wallet that catches on fire.

You can look it up on Amazon. You get it for like 15 bucks, 20 bucks. And I just pour Zippo lighter fluid on there before I start. And you flick the little flint and the wallet catches on fire. And so I've started ads out like that, where it's like, you could use it for pretty much anything. It's like, Hey, is your ad budget burning a hole in your wallet? You know, just kind of make it so it makes sense for what they're watching. And yeah,

people when they're scrolling, they see a wallet on fire. They're probably going to stop and keep watching your ad. And so it's just a good way to get people in. So that way, they're interested enough to want... They want to hear what you have to say next because they like your pattern interrupt. And then getting into the next ingredient is you're identifying the person. So one of the big mistakes that we see people make is they're... Maybe they are selling SEO services that help roofing contractors and plumbers.

but they just start out their ad by talking about how they can get you on the top of Google, right? You know, we can help you with your SEO, but somebody sees that ad and they don't know that it's about them. They don't know that they specifically help roofing contractors or plumbers, right? So you start out by identifying the specific person that you're talking to. And yeah, it's like, Hey, are you a roofing contractor? We can help you get to the top of Google maps in less than 30 days. I love this by the way. And I can imagine it being on a roof, right? It could be outside on a roof.

Or if you're a plumber, you could be under the sink coming out from under the sink or something like that. Right. And I like how you said get up on top. Right. I mean, you could use a cool little metaphor. Right. You know, and in the case of a plumber, you instead of saying stop the links, you could say get the leads flowing or something along those lines. Right. You totally could. There's a bunch of different ways. I mean, you could even go on YouTube and type in roofer falling off a roof, you know, and you might find the clip of a guy doing that and you can grab it and use it in the beginning of your ad. So it's just.

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four, three, two. Okay. So we've got identify the person specifically by title or name. And why is that so important? I mean, I could guess why it is, but like we have to call it out, right? Even if we're only targeting marketers or we're targeting this specific niche, it doesn't mean that they're the ones that are going to see the ad, right? So if you are a blank, is that quite

quite literally what you recommend we say? Yeah, exactly. The reason why it works really well for ads is because you're screening people in and you're screening people out. So if you're only selling a product to stay-at-home moms and...

And a dad watches that video. It might not just doesn't appeal to him. It doesn't make sense for him. Or if you're a woman in your 50s who wants to get in shape, you just cut out more than 50% of the rest of the world because you're only speaking to women over 50 or more than 50%, right? And so it screens people in, screens people out, saves you money on your ad spend. And it also tells Facebook because they have AI built into the backend now, it tells Facebook who

who you are looking for. You're looking for women over 50 or women if it's only in America or only in Canada or whatever it is. And so it's a really important thing to make sure you add in there. Of course, unlike the flip side, there are times when you don't need to identify the person if you're trying to help people get more subscribers for their software. I mean, you're just simply stating in the hook in the beginning, hey, if you're looking to 10x your software subscribers,

In the next 90 days, you know, we can help. So immediately anyone who owns a software business, they know that that's them, right? It's not about men. It's not about women anymore. It's about, do you own a software business? Just depends on the offer. But even in that case, you could say, are you...

If you take a software company, there's a lot of people that work inside the software company. So you could say you're responsible for growing leads for the software company or for acquiring customers, right? Instead of just the owner, right? So you kind of hinted at the next one. So far, we've talked about pattern interrupt, identifying the person. What's next?

There's seven different hook types that we use the most. I don't wanna take up a ton of time and explain each one and give tons of examples. We can do a few examples, but if you go on Google and you type this in, or you go on ChatGPT, your favorite AI software, and you say, write me this type of hook, it's gonna know what it is. And so I'll give you guys the secret sauce on these. The first type of hook that we use is a fact or a statistic hook. I'll just go through these real quick and then we can back up. Fact or statistic.

Hope you guys are writing this down. The objection hook, the pain or desire hook, the polarization hook, the result hook, the rhetorical question hook, and then the strong statement.

Each of these hooks has a different purpose to it, right? Like if you're doing an objection hook, you start off by presenting an objection that the person has. It's like, are it's usually health, wealth or relationships, right? Like that's what all the world is made up of for products and services. So it's like if you're in the wealth space and you're writing a objection hook, you might be thinking something like, hey, uh,

Are you let's do coaching in the wealth space, right? Like, are you afraid that you're not going to be able to get more coaching clients? Or are you afraid that it's too expensive to run ads or you think Facebook ads don't work anymore for coaching businesses? Well, I have news for you. Like it's working like gangbusters or whatever. I'm just kind of going off the top of my head here. Yeah. So on that objection, when you state the objection,

And then you overcome the objection. So on the wealth management side, it might be, hey, do you feel like you can manage your money better than anyone else? You know, and the truth is that we're often blind to our biases when it comes to investments. That would be an example, right? I just made that up on the fly. Yeah, that's good. So what about polarization topics?

Talk to us about that one because that's intriguing. So those actually work really well because they are almost like a pattern interrupt in their self because you are stating something that is otherwise known as common knowledge. You're basically comparing your offer to a common solution in the marketplace. So if you come out on camera and you say something like, hey, websites are dead. Funnels are the new way, right?

Most people are like, you know, they all know what websites are. So when you're saying something polarizing like websites are dead or webinars are dead or diets are dead, people like immediately they kind of disagree with you. But you just spark their curiosity because now they want to know, well, he's telling me that diets are dead. And what the heck am I supposed to do? Or you're telling me websites are dead. Then what am I supposed to do? Right. And so you can pretty much take this in just about any niche and

and say like, for me, I would say, hey, static ads are dead or image ads are dead. Video is the only way. And then you get into the explanation of why. And so it's a really good way to just kind of

wake people up and get them to listen to what you have to say next because they want to hear your explanation. So polarization hooks, they work really, really well. How is that different than strong statement? The strong statement one is where you're just basically pointing out something that's a really strong statement. Like I'll give you an example of a strong statement. Like AI is going to take away your jobs, right? Yeah, that's a great example. Yeah. Unless, you know, I would imagine unless you're ready for it, right? I mean, that's probably something...

I would imagine a strong statement means a declarative fact that you believe to be true that may or may not polarize. It sounds like some of these things can be combined together, right? Because

It's true that AI is polarizing for some people, but making a strong statement, for example, on the health frontier, you could claim that something that's healthy isn't healthy, right? I don't know. I mean, I'm guessing, is that what a strong statement is? Something along those lines? Yeah, it's a strong statement in the sense that, you know, you're talking about something that most people might not know about or they're not comfortable thinking about it. Or your retirement statement,

is not going to last you for the next 20 years. Your retirement is going to run out. And then it's like, oh, okay. That's a strong, strong statement. And so now you got their attention and they want to know, okay, well, what can I do to fix that? Right. Okay. So here's what I heard you say. I heard fact slash statistic. I heard objection.

I heard pain slash desire. I heard polarization. I heard result and I heard strong statement. I think I might've missed one. Was there another one in there that we missed? Yeah. There's a rhetorical question. Ah, okay. Give me an example of that one. So rhetorical question is something like putting me on the spot here. I'm trying to come up with an example. Yeah.

Well, okay. Yeah. Rhetorical. I mean, I'm, I should know what a rhetorical question is. I'm going to Google search that right now. A rhetorical question is a question asked in order to create a dramatic effect.

So, or a point. So you almost said a rhetorical question, like what would you do if your retirement ran out? Right. Is that a rhetorical question potentially? Right. Or like, why wouldn't you want your website to show up at the top of Google in the next 30 days? Right. So it's kind of like, it's something that people already know that they want. Right. But you're phrasing it in a question. Okay. So let me summarize what I'm hearing us say so far.

So first of all, we've got some sort of a pattern interrupt, which could be something as simple as waving your hands or jumping into the screen or any of these other kind of things. Then we've got...

calling out the person who you are trying to interact with. Like, hey, if you're a roofer or you're a plumber who's looking for blank, pay attention. And then we've got the hook. But it almost seems like the hook and the identification of the person almost should be combined together. Is that correct? So for example, if you are nearing retirement, here's a statement you might not

have fully processed. You probably don't have enough to retire. Something along those lines, right? You kind of combine these into a very quick statement. Is that what I'm hearing you say? A lot of times we do. Yeah. We're combining the pattern interrupt, the identify and the hook into one statement. It's like, Hey, are you currently retired? And you're worried that your retirement might run out. Like here's three ways that you can make sure that your retirement never runs out. Right. So yeah, it's good. It can be combined. Sometimes it depends on

what we're doing with the ad. And it might be separate. Each item is separate where it's like, Hey, stay at home moms. I have a huge warning for you about raising your kids. You know? So it's like identify and then you go into the hook or you can just simply say like, Hey, stay at home moms, listen to this. Right. And then you get into the hook. So this is the very beginning. And this is the part that matters the most because if they don't get through this, they don't see the rest of the ad. Right. So this is just a couple of seconds all in.

I would imagine. Right. So that's really, really, really important. So now let's keep going into the next part of your process. What comes after the hook? So after the hook, that's when you get into the pains or desires. And those are two separate things. So the pains are things that people are experiencing right now. And it's so bad that, you know, it keeps them up at night and it's something that they need help with right now, whether it's like, you know, Hey, they've got back pain or

or they're tired every day, or they're not generating leads in their business. So make a list of all the things that people, your ideal customer is experiencing pains with. And also make sure that, of course, your offer can solve that problem for them, right? And so you're talking about the pains because people are more susceptible to responding to pain than they are desires. So it's like,

It's something that you want to make sure that it's a really strong pain that people have. And then on the flip side, desires is something that people really want. It's more of kind of like the outcome. Like, what is it that they want? They want to grow a six-figure business. They want to grow a seven-figure business. They want to find the love of their life. Like, what's the thing that they really desire? And you say, hey, I'm going to show you how to solve that or I'm going to show you how to get that.

inside of this video ad or inside of this video or whatever it is. - Real quick question. Do you recommend doing pain or desires or pain and desires? - I mean, you could do both. You could say, you could do mix the two. Are you having a hard time getting more leads? We're gonna show you how our students have generated

seven figure businesses within a couple of years, or here's how we've helped our a hundred people generate a seven figure business in less than a year. So you can kind of mix the two together. So you mentioned that pains are more persuasive, I guess, for lack of better words than desires are, which is fascinating for a lot of my audience.

So to really just kind of agitate that, and that is a copywriting principle, you know, that a lot of marketers kind of feel unsure about how to talk about. But I like how you said it, if it's something keeping them up at night, right? Or if it's something stressing them out, you know, if you really know who your customer is, for example, I know my customers well.

are mostly marketers and a lot of them are really stressed out right now because nothing seems to be working. Right. So if I was making an ad where I could solve for that, I would say, Hey, are you concerned about your job longevity that you might be out of a job in a year because it's getting so hard to market? You know, what if there was a way you

you could become the champion inside your business. I don't know. I'm just free flowing with you a little bit, but I would imagine if I had a way to solve for that, that would be an example, right? Exactly. That's, that's a great example. And it goes into the actual next ingredient, which is the results. Most people, when they make ads, they leave out the results that people really want and they don't explain it in such a way that it sounds enticing. It's kind of like, Hey,

We're going to join our program and we'll show you how to lose weight. Right. It's like everyone hears that and sees that all over the Internet. And they're just like, yeah, whatever. It's just another scam to help me lose weight. I already tried all that stuff. It's like but if you can tie like an emotion into it and make it more specific, it's like, hey, we'll we'll show you how to be comfortable in a bathing suit.

Before the summer. So that way, you know, your spouse looks at you with googly eyes again. Right. It's like very specific. There you go. Yeah. And so people leave that stuff out and they don't talk about the result in such a way. It's like, you know, you hear everyone say, hey, we'll help you generate more leads. But that's not specific enough. It's like, you know, we're going to help you generate more.

10 qualified appointments for your coaching business, you know, in the next 30 days or 60 days or whatever it is like, that's the thing that people really want. They don't want to hear all generate you leads because that's just sounds boring. Right. So make sure that the outcome and the result is very, very specific and make sure that you can deliver on it. Yeah.

Yeah, I love that. And one of the questions you could ask yourself as you're crafting something like this is what would it make possible if they had this, right? So if you're struggling to imagine yourself 10 pounds lighter, right, you can ask yourselves, what would that make possible? Well, what that would make possible is being able to fit into your old clothes that are hanging in your closet, right? Or to feel more confident when you're out on

on the town or whatever. Right. Like, and then what would that make possible? And you could just keep asking that question. Right. And then you can decide which one of those things really is the feeling or emotion that people really want. Right. Because so many marketers, they've been told by their department or they've come up with the very basic things, but they don't really think about the thing beyond the thing. And I love that. So the result is,

or the promise or the outcome that is really, and it's really kind of the outcome, right? That happens when they are in this new future state.

that's the thing that we want to imagine, right? So if we look at the financial side of things, right? What if you had more than enough money to last you the rest of your life so that you could be philanthropic, you know, or so that you could give to your grandchildren, right? And you can start to think about the things that people might want in those kinds of scenarios. Exactly. I love it. Okay, good. So we've talked about the pains and or desires. We've talked about the result or the outcome. What's next?

This one is really important. It's your authority and experience. People look at you when you're recording an ad or they're watching your ad and they're like, is this person qualified to even be

selling me this thing? Have they sold this product to X amount of people? Have they helped other people generate revenue with it? Have they helped other people lose weight or whatever the result is that they want, they want to make sure that you're qualified to be talking about it. And so authority and experience does a really good job of that. If you look at Russell Brunson, he still does that in his ads. He's like, Hey, I've sold over a billion dollars online. I'm

you know, blah, blah, blah, blah. Here's my new workshop that I'm teaching. So it's like, you can't assume that people know that you are qualified to be selling what you're selling. And so make sure that you put in, if you don't have any authority and you don't have any experience, you know, it might be something that you have to leave out for a while, but once you do get a testimonial or a great case study, then make sure to include that. It's like, Hey, I was able to

Get so-and-so a hundred new subscribers over the course of six months to their software. Right. And so use a specific case study instead, but make sure that you're sharing. In your case, it would be, I've helped produce more than a thousand videos for Russell Brunson, for example.

right? I mean, that would be your obvious one. And everybody has something, right? You could say, I've got a master's degree in blank, or I've been doing this work for over a decade, right? Just anything to help establish, you have to be comfortable talking about yourself just a little bit, but you say it before you make the offer, right? Because somewhere in here is

is the offer. Does the offer typically come before we establish ourself as an authority or the business? It can come before or after. We don't have a set way that we do every single ad that we do because we have...

10 different ad frameworks that we follow when we're creating scripts or creating ads. So, I mean, it could come before, it could come after, but it's definitely something that's important to make sure that you include in there. Sweet. Okay, good. So, so far, what we talked about in this second group, if you will, is establishing the pain and desires, talking about the result or outcome that will happen when they follow

whatever it is you're selling, and then ultimately establishing your authority. And I would imagine you could choose to reorder something

Or they ought to be in this particular order. Yeah, you can reorder them. I would say the most important things, if it's like, if you're just trying to get in and out and record an ad super fast, you know, you start off with your pound interrupt, you do an identify and then hook, you talk about people's pains, and then you can get into the outcome that they can expect from purchasing your product or service. And then you talk about your authority. And then you could talk about the solution, like how does the solution work? And

And then you can do a CTA, which is called action. And then, then you're good to go. So you don't have to follow this exact process as far as keeping them in that exact order every single time. But I would say the three ingredients that we never change that are always in the front of an ad for the first 20 seconds or so is the pattern interrupt, the identify, and then the hook.

And then the pain points or the desires. And so those are things that just never change. Love it. And if we have a little bit longer time for an ad, let's talk about some of these other things that will be next. So let's talk about objections, right? Because that's something that we've hinted at throughout this today's interview. So talk to us a little bit about why addressing objections in a video matters. Yeah. So the way you do it is objection and then proof. So you're basically presenting the objection that people have, which is usually associated with time, time.

money or safety, right? Like those are the three big ones. Like this is going to take too long. I don't have time for this. This is going to cost too much money or it's not safe.

which is usually in the case of physical products that people are buying. But I mean, it strays out from that. There's a lot of different objections that people have where it's like, I already tried this before and it didn't work for me. And this is where I would imagine the next thing we're going to talk about could come in to address the objections, right? So to give the proof, how do we give the proof? Is it social proof? Is that really what we're talking about here? You can use social proof to back up the objections. So you could say like, if you think that, you know, you don't have the experience to build a successful course,

Like, look at so-and-so. She worked with us for only 30 days. She was able to implement all the systems in our course. And she built an online course and did five figures in her first launch. So now it's like, boom, objection, proof. Like, that's a good, great question because that is the best way to present proof. It's to use other people's

folks that you've gotten a result for because they speak, speaks volumes versus hearing you say it, you show an actual case study. If you don't have a lot of those stories, because maybe it's just a very simple product that,

but maybe it's something new and unusual. That's what I would imagine your proof could also be science, right? I would imagine you could, like if you had something innovative to help people, maybe you could cite a study or something like that that shows that people that embrace certain kinds of activities tend to be more this kind of a person. Or I don't know, what are some other proofs outside of social proof? I'm just curious. Maybe you're selling like a teeth whitener, right? And so a lot of people think that

Teeth whitening is not safe because it's got all these chemicals in it. And so you could say, you know, if you're worried that this teeth whitener is not safe,

Here's a study where we actually have the statistics or we have the research paper, whatever, to show you that our teeth whitener has no chemicals. It's completely safe. It doesn't tear away your tooth enamel. And so you don't have to worry about what do you call it? Decay, like tearing away your tooth enamel, lost for words. But yeah, so I mean, that's an example of where you can just, you can prove it by showing people a study or you can prove it by explaining it to them. Like you might think that this is going to take too long. Well, no,

We've had people come into our program who know nothing, no technical skills. They've never built a funnel or a website in their life. And they're able to use our course because we have a step-by-step course that will actually show you and walk you through the exact steps you can get your website up in two days or less or whatever it is, right? So sometimes it's proof and sometimes it's just explaining it to them. You have this objection and let me explain to you why you shouldn't have that objection. Well, and sometimes the time objection is...

something that can be overcome by saying can't afford not to or the money investment, right? Like, hey, if this, like, for example, artificial intelligence is going to transform the whole marketing world and you can get in now while it's early and really take your time and learn it or you can get in later and then feel like you're behind. You know what I mean? There's ways you can address those things with logic and

you know? Right. That's an example of value perception. Oh, okay. Yeah. Value perception is like, you could have me show you how to do this and watch this course in two hours or less, or you could spend the next six months to a year wasting money, trying to figure out how to make video ads yourself, or you can let me show you in two hours. And so it's like, okay, obviously this is worth, but

$97 or whatever it is for me to let Kevin teach me because he's going to teach me in two hours. Call to actions. Give us a little tips, a couple of tips on how to do a video call to action. So call to actions is basically telling people what to do next. We put that in every one of our ads as well, where it's like, click the link below or register now or whatever it is. So people, because a lot of times people watch a video and if it just ends and

they don't think about taking that action. And so they just walk away with that knowledge of whatever's in the video and then they just go on with their day. So you're telling them like, hey, if you want to attend this thing or you want to buy this thing, click the link below. And then another thing that we use a lot is scarcity or urgency where you have to be honest about it. You can't say like,

attend our webinar and spots are filling up fast, which people know is not true, but you have to make sure that you use some sort of like honest scarcity or urgency where it's like this ad could disappear tomorrow is one that we say in our call to actions or the promo code for 15% off only available through this ad. So make sure to grab a copy of our book

here today, whatever. Right. So scarcity and urgency is huge to kind of drive people over the edge to get them to click and get them to check out your website. Kevin Anson, this has been a really fascinating exploration into the elements of creative, persuasive video ads. And I know we've just scratched the surface of what you have and offer. So two things, if people want to connect with you on the socials,

What's your preferred platform? And if they want to check out your business, where do you want to send them? Yeah, thank you. So they can follow me at Instagram. It's just my name at Kevin Anson, or I'm very active on Facebook as well. Facebook.com slash, I think it's Kevin Anson, but just search for me, Kevin Anson.

Those are the social channels that I use the most. I do have a YouTube channel, but I haven't been uploading videos on there in a while. I used to do lots of video editing tutorials and stuff. So you want to check those out by all means. And then I set up a special page for you guys for all of the SME listeners. So if you go to kevinansen.com slash SME,

You can get a free download of these ingredients that we talked about today. So it has the name of the ingredient with a little explanation and an example of each one underneath. So you guys can download that for free. Awesome. And Anson is spelled A-N-S-O-N, kevinanson.com slash S-M-E. Kevin, thank you so much for sharing your insights with us today. Yeah, you got it. Thanks for having me. It's been fun.

Hey, if you missed anything, because I know we covered a lot, we took all the notes for you over at socialmediaexaminer.com slash 642. Are you new to this show? Be sure to follow us on whatever app you're listening to. And if you've been a listener for a while, would you do me a favor? I would love a review on whatever platform you're listening on. And would you also let your friends know about the show? I'm at Stelzner on Facebook, at Stelzner on LinkedIn, and at Mike underscore Stelzner on Instagram.

And do check out our other shows, the AI Explored podcast and the Social Media Marketing Talk Show. This brings us to the end of the Social Media Marketing podcast. I'm your host, Michael Stelzner. I'll be back with you next week. I hope you make the best out of your day and may your marketing keep evolving. The Social Media Marketing podcast is a production of Social Media Examiner.

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