The video ad script has 3 “acts”…

ACT 1

• Excited. Hopeful, new confidence:
  • Here we need to speak to their right hand brain, the unconscious part of the mind that thinks more creatively and emotionally. This is the part of the customer that actually makes the decision and processes most information visually and looks for patterns.
  • So we need to give them an emotion that will drive decision making behavior. After chatting with you, I think we came to the conclusion that they need to feel excited, hopeful and a renewed confidence.
• It all clicks:
  • Then we landed on that "all in moment". That moment where you realize that everything all of a sudden clicks. The idea you've got fires you up so much that you are ready to drop everything and get to work. You've move mountains to make it come to life, work into the early hours if needed and eat ramen noodles for a month to get this done. It's a feeling like no other and that's what you want to give to people.
  • Because it's this feeling and emotion that you need if you want to make things happen. It makes you look at everything you've done, all the learnings over the years, all the failures, all the mistakes, the heartache all come together and point you in a direction where you become unstoppable. That's what you want for others. Because that's what makes it happen. Success is a by-product of this renewed drive and passion.
• The idea + the tools - They have the knowledge, the talent and the skills. They are in fact a successful business owner, but they've just not been given the right tools or sold the wrong tools in the past.
• They belong in the successful group and deep down they'll believe this.
  • eg "Did you know, there are 2 types of online business owners..."
• transition into your story + why you built your business + my mission
  • It's like your mission is to give people that same drive. To let their dream become realized, even if you experience 6-12 months of a surreal new life where you know you never have to worry about money again. So you can quit your job and get to work on your future

ACT 2

We are speaking to the left hand brain now, the more logical, conscious part of the brain that works from habit. It likes to know you can be trusted and it's possible.

• Show your Credibility
• Explain How the webinar works (eg “heres the 3 things ill reveal”)
• Testimonials - show how many people have loved it already
• What I stand for/against - these will be about standing for simplicity, standing against complexity. So no more funnels. No more squeeze pages. No more old outdated methods.
• New/different way - There is a new way, a DIFFERENT way, where you can build a proper business you can be proud of.

ACT 3

• Call to action (call to being) - It's a call to action to get people to register for the webinar
• Clear instructions
• what they stand to gain if they do and what they stand to lose if they don't join.
• Winners will register for this workshop - put tension on their new found identity. It's the classic, "people like us, do things like this". So we need to align the behaviour of a winner being someone that is able to take decisive action and always learning and sharpening their tools so they are always the best. So that if they do register they are confirming they are a winner (it's their first micro-commitment). However, if they don't and choose to skip the ad, they are confirming they are not a winner. So the tension is elegantly set and this will drastically improve performance.