I’ll be real practical here and lay out how to write a video ad by dissecting a real ad that’s out there in the wild.
This ad is from the company “Lumē”. They’re selling non-toxic deodorants.
Let’s start with the general structure of such an ad.
1. Hook - grab their attention
2. Problem - help them feel the pain
3. Solution - show how the product helps the pain
4. Call to Action - ask them to buy
5. Doubts & Credibility - resolve doubts and establish credibility
6. Second Call to Action - Reminder to buy
7. Outro - Conclude your ad and give time to click
1. It has a story (husband and wife). Telling stories is usually a good idea.
2. The problem is demonstrated understandably.
3. The product has a unique mechanism in terms of how it works (eliminating odor before you stink).
4. The benefits (e.g. water-based, works everywhere) are demonstrated.
5. It’s shown how life looks like after using it (future-pacing).
6. The ad shows how it works and why it works.
7. People have their say about the product.
8. They express a (money-back) guarantee.
9. They handle objections (doesn’t stain your clothes like other deodorants to spend less time doing laundry)
Cheers,
- Alex, the Email Copywriter