How to Create Persuasive Video Ads That Convert

Persuasive video ads are easier to create than many marketers think, using readily available tools like smartphones and captioning apps. Kevin Anson shared a formula for crafting effective ads, emphasizing the importance of addressing viewers' pain points and desires, establishing authority, and incorporating compelling calls to action with scarcity or urgency. Marketers can leverage this formula to create ads that convert effectively and reach their target audiences.

Pattern Interrupt

• 00:00:47 The pattern interrupt is a technique to stop a viewer from scrolling by using something unusual or unexpected. This can include waving at the camera, using glitch effects, or utilizing viral clips from websites like transitionalhooks.com to create a transition into the video.

Identify Target

• 00:00:58 The second step is to identify the specific person the ad is intended for. By clearly defining the target audience (e.g., ‘roofing contractors’), the ad screens people in or out, saves money on ad spend, and provides Facebook’s AI with better targeting information.

Hook Types

• 00:00:20 There are 7 hook types to use in the beginning of a video ad: fact/statistic, objection, pain/desire, polarization, result, rhetorical question, and strong statement. Each hook has a purpose and is designed to grab the viewer’s attention and make them want to continue watching. These hooks are often combined with the 'identify target' step.

Pain/Desire

• 00:00:32 Pain points and desires are essential elements of a video ad. Pains refer to current problems that keep people up at night and that the product or service can solve. Desires are the outcomes people want, like a seven-figure business or the love of their life. It's often more effective to focus on the pain points as they are more persuasive.

Result/Outcome

• 00:00:30 Highlighting the specific and enticing result or outcome viewers can expect from the product or service is crucial. Instead of generic statements like ‘lose weight’, focus on specific outcomes, such as feeling confident in a bathing suit or having enough money to be philanthropic. Consider asking ‘what would this make possible?’ to determine the desired emotional outcomes.