This document provides tips and templates for creating effective video ads and content using a 5-point formula approach. It discusses pre-qualifying viewers, using proven script formulas, and engaging the viewer with a snappy headline, introducing the product or pitch, hitting them with value through body copy, using credibility like testimonials, and including a clear call to action. Templates are provided for scripting video ads and content videos along with case studies and analytics on viewer engagement and sales results.

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4. Grab Attention
Fill the Middle Up
With Good Content
Repeat.
Ask for an Action

5. Audience
V(X) = F(AF c)
Format
ClickThru
Pre qualify your viewers before
sending them video content.
Use proven script formulas for
your video ads & content videos.
Proven script formulas for video
ads & content videos.
X

7. Ready To Buy
Research
Top of Funnel

8. Snappy Headline : Engage the viewer with a quick
sentence to reinforce their viewing decision.
Pitch Condition : Introduce the product you’re
going to reference later.
Body Copy: Hit them with value !!
Credibility : Use a Testimonial or Case Study. This is
a great place to have a guest.
Offer : Your call to action.
Music : Creates emotion and frames the mood of
the ad as upbeat, eerie, scary, etc…
Images: Made mostly of stills, the frame is always
moving to simulate live action video.
Text: Totally watchable with the sound off.
Engagement: 13m views to date. This is an
evergreen piece with sharability built in.

9. Snappy Headline
Conditioning
ASk
TOTALLY PURE
RAGING
CONTENT
0:10
0:25
1:30
The 5 Point Formula

11. CASE STUDY : RETAIL OUTLET
5 Point Ad Format
Drive to Pop Up on Website
1,000 organic views in 3 hours
2 Inquiry’s on Website
$1831 in Sale within 48 hours
*His audience is only 5% the
size of Frank’s audience

13. Weird Thumbnail Facts
Increase CTR by 1000%
Facebook Videos Autoplay
Flash for a bazzillionth of a second
Not like YouTube
Appear on Right Side Column
Appear in Newsfeed
Appear in Video Player

14. 5.67
2.32
10.74
Ebook cover. Minimal face time or eyeballs. Text
Lives high on the image so viewers see it. Uses
the word – Download. Image changes 100%
when video starts. This is def an ad.
More human. More eyeballs. More connection.
Text lives lower on the image – less noticeable.
More consistent with the video. Text first then
image.
Now reads left to right. Human first. Text far
more de-emphasized. Lots of contrast when
video starts.

15. • Scripting Templates
• Live Stream Gear
• Production Tips
• Marketing Blueprints
• Bit.ly/VMAtoolkit

16. Questions?
Owen Video
Thevideospot.net
@owenhemsath