Facebook Video Ads

4-Part Framework To Write, Script & Create

Author: Adam Erhart

There’s no doubt that adding more video to your marketing in the form of Facebook Video Ads is a pretty good idea.

After all, year after year after year the percentage of the population actively consuming as much video as they can get their hands on continues to rise.

And with platforms like Facebook prioritizing video and offering a few nifty little features, video ads are quickly becoming one of the more powerful advertising options available online.

But unlike using a text and image ad, video presents a very unique set of challenges.

Specifically, the video part.

But what's the best way to make a video ad?

Well one option is to join the “just wing it crowd” by jumping in front of a camera and hitting "record:.

But rarely do you just want to jump in front of a camera without a plan because more often than not you'll find yourself a little bit tongue tied, or worse, starting to ramble with whatever pops into your mind.

Freestyle video ads may make for an interesting and entertaining video but the odds of it converting into leads, clients, and sales, is pretty slim.

The alternative then is a more strategic approach.

This involves planning, writing, and creating the perfect script for your Facebook Video Ad.

But the odds are good that up until now this process has seemed overwhelming at best, and impossible at worst.

After all...

  • Where do you even start?
  • How are you supposed to know what to say?
  • And in what order?
  • And how do you put everything together in a way that actually works?

I appreciate it can all feel pretty complicated at first. But it doesn’t need to be.

Even though TV was still in its experimental phase back in 1928, the potential to create video ads to sell goods was already being predicted by this magazine cover from September of that year.

Facebook is still, easily, the biggest and most important social media network on the market right now.

With over 2 billion monthly active users and 60 million active business pages, it’s clear they’re not going anywhere any time soon.

And video, as I’m sure you know, is one of the most powerful marketing tools available to you today.

Next to being in person or face to face nothing else even comes close in its ability to build trust, rapport, and create a connection with someone. 

And with platforms like Facebook prioritizing video and offering a few nifty little features, video ads are quickly becoming one of the more powerful advertising options available online.

Whether you’re using them for straight up lead generation or brand awareness, or as a way to cheaply and incredibly cost-effectively increase touch points with your clients and customers, Facebook Video Ads are an amazing tool.

So let me show you how it's done using my proven 4-part Facebook video ad framework.

The 4-parts are:

  1. Hook
  2. Intro and Problem
  3. Product/Service Presentation
  4. Call To Action

So let's start at the top with the Hook and work our way through the script step by step. 

Part 1: Hook

Part 1 of any successful video ad is always The Hook. This can sometimes be referred to as the attention capture or call out phase, but whatever you want to call it the objective is always the same… To get someone’s attention and get them to pay attention.

But here’s the thing. You don’t want just anyone’s attention. You want only your ideal target markets attention, and the best way to do this is simple, but effective, and that is to call them out with a question.

You see this does two very interesting things. First off, when they hear their name, industry, position, or something they’re interested in being said out loud their brain starts to pay attention automatically.

Next… when you phrase your hook in the form of a question their brain will automatically want to try to answer it making your ad even more engaging and making them even more likely to keep watching.

It’s not magic, it’s just science. Also, you want to make sure to do this in the first 3 to 5 seconds of the video.

Part 1: Hook (Script & Example)

Script

Are you a (target market) who’s struggling to (desired result)? If so, you’re not alone.

Example

Are you a (business owner or entrepreneur) who’s struggling to (grow your business using online marketing)? If so, you’re not alone.

Part 2: Intro & Problem

Now that you’ve got their attention, Part 2 is to introduce yourself and more importantly, the problem you’re going to be solving.

Even though we’re only about 5 seconds into the video this is where so many people start to go so wrong. The key here is to keep your intro as short and powerful as possible and then move quickly on to the problem.

An important point to consider here is that the only reason we’re introducing you at all is to humanize, so they get to know you, build rapport, so they like you, and establish credibility and authority, so they trust you.

The way to do this is give your name, title, and a previous but related big achievement, and then dive right into the problem you see and the damage it’s doing. And this is where you want to spend most of your time. On their pain, their problem, and the current reality they’re living in.

You don’t have a ton of time here, but even 30 to 60 seconds of putting a little salt in the wound can go a long way and set yourself up for success in the next part.

Part 2: Intro & Problem (Script & Example)

Script

Hi, my name is (your name) and I’m a (title and previous big achievement) and what I’ve found is that far too many (target market) are struggling to make sense of this crazy and overly complicated world of (your industry or business) which means it’s being used ineffectively, or is being ignored altogether, which ends up (pain they want to avoid) and your ability to (desired result).

Example

Hi, my name is (Adam Erhart) and I’m a (marketing strategist and creator of The Everlaunch™) and what I’ve found, is that far too many (business owners and entrepreneurs) are struggling to make sense of this crazy and overly complicated world of (marketing) which means it’s being used ineffectively, or is being ignored altogether, which ends up (hurting your business) and your ability to (grow your business and attract new clients).

Part 3: Product/Service Presentation

Alright so at this point you’ve hooked them, you’ve given a quick intro, and you’ve presented the problem they’re going through, and hopefully put just a bit of salt in the wound to make it real and make em feel.

So it’s at this point, Part 3: that you want to present the product or service that you’re selling. Now, keep in mind this product or service can be something as simple as a lead magnet or a link to an article or something more robust like an offer to buy, call, or apply.

But whatever it is the point is always the same, and that is that the product or service you’re presenting should be positioned as the solution to whatever pain you dug up in the last point.

Basically, in Part 2 you highlighted a pain they have, and in Part 3 you give them the opportunity to solve that pain with your product or service. And of course, all the usual sales tactics apply here like covering benefits more so than features, making sure your solution is relevant and interesting to them, and most importantly, highlighting how your offer can help them bridge the gap from where they are right now to where they want to be.

Part 3: Product/Service Presentation (Script & Example)

Script

That’s why I created (product or service) which was designed to help (target market) just like you (achieve desired results) by providing (list multiple offer benefits). The end result is a (recap of benefits and desired end result).

Example

That’s why I created (The Everlaunch™) which was designed to help (business owners and entrepreneurs) just like you (scale your business and fill your programs, courses, and services with perfect fit clients) by using a (psychology-driven marketing method that’s proven and extremely profitable). The end result is (more, and better clients without pushing, hard-selling, or sacrificing your integrity in the process).

Part 4: Call To Action

Finally we come to what may be the most important part of the entire video, the call to action, or CTA.

The goal here is to do the thinking and heavy lifting for your viewer by spelling out exactly what they should do next. That ever important next action step that will move them one step closer to solving their problem.

Now is not the time to get creative and let them know about all the things they could do and all the ways you could help them, instead, you want to pick one single call to action, make it clear, and make it direct. When your call to action is confusing or worse, doesn’t even exist, your viewer is left hanging and trying to figure out what’s next on their own and that’s not good for anyone. 

Part 4: Call To Action (Script & Example)

Script

(Your offer and call to action. Be sure to include the ONE single action you want them to take at the end of the video, ie click the link, call today, sign up now, etc) See you soon!

Example

(The Everlaunch™ is the most effective, profitable, and automated way to acquire more, and better clients today. To learn more about using it in your business click the link below now) See you soon!

BONUS: YouTube, Instagram, and LinkedIn Video Ads

Alright so at this point you’ve got your video scripted, recorded, and up and running on Facebook, so what’s next?

Well, the next step is to take that very same video ad and leverage it on YouTube, and Instagram, and LinkedIn. And whatever other social media network your ideal target market is present and active on.

You can use the video organically by just posting it to your channel or page, or you can take things one step further, put some money behind it, and turn it into an ad.

The beauty here is that the hard part of creating the video ad has already been done, so it only makes sense to use it anywhere that makes sense.

Whatever the case, combining both the power of Facebook Ads and video is an amazing combination to help you reach, attract, and convert more clients, customers, and sales for your business.

Next Business Article: How To Get More Clients For Your Service Based Business

Next Success Article: When All Is Said And Done, More Is Said Than Done


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