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03-2. Brainstorming Creative Concepts - Foundr

The document provides guidance on brainstorming creative concepts for video ads, including developing a hook, message, and call to action. It suggests coming up with multiple ideas for each element and testing concepts through split testing. Examples are given of effective hooks, messages, and calls to action from other video ads. Production styles like talking head, live action, and animations are outlined. The key advice is to test messaging before investing heavily in video production.

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Thomas Mack
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117 views

03-2. Brainstorming Creative Concepts - Foundr

The document provides guidance on brainstorming creative concepts for video ads, including developing a hook, message, and call to action. It suggests coming up with multiple ideas for each element and testing concepts through split testing. Examples are given of effective hooks, messages, and calls to action from other video ads. Production styles like talking head, live action, and animations are outlined. The key advice is to test messaging before investing heavily in video production.

Uploaded by

Thomas Mack
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd
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www.getwsodo.

com
www.getwsodo.com

Brainstorming Creative Concepts (Internal)

Hook
● The first 5-10 seconds of your video
● Come up with as many ideas as possible
○ Incorporate the relevant "how-to" keywords for the niche (market research)
○ Speak specifically to your target avatar (and disqualify the rest)
○ Make an outcome statement
○ Social proof: Pull best 5-10 seconds from testimonials and/or product reviews

● Example Hook 1: https://www.youtube.com/watch?v=eZDh-HwDyiQ (Russell Brunson)


● Example Hook 2: https://www.youtube.com/watch?v=JDtH5VygF3s (Drew Canole)
● Example Hook 3: https://www.youtube.com/watch?v=PjvIJcXvQH0 (Drew Canole)

Message
● A conversation that's relevant to your offer
● Come up with as many concepts as possible
○ Results that someone achieved from having whatever you're promoting
○ Weird / unexpected situations or outcomes you can help them re-create
○ The story of a turning point / before-and-after / transformation
○ Social proof: Pull from testimonials and/or product reviews
● Message Length: The more you’re asking for (e.g. purchase), the longer your message
/ conversation needs to be. The less you’re asking for (e.g. opt-in), the shorter your video
ad message can be.

Call To Action (CTA)


● Tell them what to do by telling them to click and how to take the action you want
○ Be literal and directional
○ Be careful with arrows (desktop vs. mobile)
○ Authenticity: Don’t be spammy or ‘guru’-y (avoid high pressure sales vibe)
○ But do be specific
○ Benefits: Tell them what's in it for them
○ Strengthen with a guarantee or big promise

● Example CTA 1: https://youtu.be/65OORYYSzUQ?t=260 (Dean Graziosi)


www.getwsodo.com
www.getwsodo.com

Video Production Style

● Talking Head
○ Face to camera
○ With mobile device, moving around or walking (more engaging than static)
○ Simple using a webcam, or with a full in-studio setting
● Live Action
○ Someone else filming the person in the video
○ Simple with a mobile device, to complex with a camera crew
○ Bringing people into your world
● Powerpoint / Keynote / Kinetic Type
○ Lots of images and text
○ Move slides every 5 seconds
○ Inexpensive to produce or outsource online
○ Great way to test your messaging, before you invest in higher production
● 2D Animation
○ Script + record audio voiceover first
○ Relatively inexpensive to outsource motion designer / animator (Upwork, Fiverr)

Pro Tip: Don’t go breaking the bank on your ad production, until you’ve tested your Message.
Go as “lean” as possible in order to test and make sure your message connects with your
audience -- then iterate later with more investment in production.

Split Testing Concepts

● Test a new video from an original video with a new hook


● Test a new video from an original video in a different style of video
● Test a new version of the script written in 3rd person vs 1st person
● Test a new version with a different voice (man vs woman, old vs young, american vs
british, etc.)

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