Podcast Summary: Social Media Marketing Podcast – "How to Create Persuasive Video Ads That Convert"

Podcast Information:

• Title: Social Media Marketing Podcast
• Host/Author: Michael Stelzner, Social Media Examiner
• Description: Since 2012, this weekly show has guided marketers through the evolving landscape of marketing with insights from top industry professionals. Hosted by Michael Stelzner, the podcast offers strategies and actionable tips to enhance your marketing efforts. Detailed show notes are available at Socialmediaexaminer.com/podcast.
• Episode: How to Create Persuasive Video Ads That Convert
• Release Date: November 28, 2024

Introduction

In the November 28, 2024 episode of the Social Media Marketing Podcast, host Michael Stelzner welcomes Kevin Anson, a seasoned video ad strategist, to discuss the intricacies of creating persuasive video advertisements that effectively convert viewers into customers. This episode is particularly beneficial for marketers and business owners aiming to harness the power of video advertising, whether through organic content or paid ads, using accessible tools like smartphones.

Guest Introduction: Kevin Anson

Kevin Anson, with over two decades of experience in video production, has honed his expertise in crafting compelling video ads. He initially gained prominence through his work with Russell Brunson of ClickFunnels, where he edited over 100 episodes of the "Funnel Hacker TV" show. This extensive collaboration provided Kevin with deep insights into the psychological components that make video ads successful.

Quote:

Kevin Anson [02:46]: "I got the unique opportunity to work with Russell Brunson... by creating thousands of ads for ClickFunnels and various products."

Kevin's transition from video editing to video advertising was fueled by his fascination with the psychological triggers that drive conversions. He emphasizes that successful video ads are not merely creative expressions but strategic tools designed to elicit specific responses from viewers.

The Importance of Video Ads in Modern Marketing

Kevin underscores the critical role video ads play in contemporary marketing strategies. Unlike organic content, which builds momentum over time, paid video ads offer the ability to test offers and reach targeted audiences swiftly. This immediacy allows marketers to gauge the effectiveness of their campaigns almost overnight.

Quote:

Kevin Anson [08:14]: "Advertising is the best, fastest way to get your ideal customer in front of you and to test some things out."

He points out that even marketers who are successful in organic content often supplement their efforts with paid ads to maximize reach and effectiveness. The use of video ads enables businesses to present their products or services to new audiences, driving quicker and more measurable results.

Overcoming Common Hesitations in Video Ad Creation

Many marketers hesitate to create video ads due to perceived barriers such as budget constraints and lack of technical skills. Kevin dispels these myths by highlighting the accessibility of video creation tools available today.

Tools Recommended:

1. Captions AI: An app that adds engaging, animated captions to videos, enhancing their appeal without the need for professional editing skills.

   Kevin Anson [13:12]: "The Captions AI app... it just puts those really cool, like, you know, those captions that kind of pop up on the screen."

2. Teleprompter Pro: A teleprompter app that allows users to read scripts while recording, ensuring a smooth delivery without noticeable reading.

   Kevin Anson [14:45]: "Teleprompter Pro lets you record your video while reading the script on your smartphone, so people can't tell you're reading it."

Kevin emphasizes that with smartphones and these user-friendly apps, creating professional-looking video ads is more feasible than ever. He encourages marketers to practice and experiment, reassuring them that even those initially uncomfortable on camera can develop effective video presentation skills.

Kevin Anson’s Formula for Creating Persuasive Video Ads

Kevin presents a structured approach to crafting video ads, comprising several key components designed to engage viewers and drive conversions. His formula ensures that each ad element serves a strategic purpose.

1. Pattern Interrupt

• Purpose: To capture the viewer's attention amidst the constant barrage of social media content.

• Examples: Unusual movements, visual effects, or unexpected opening scenes.

• Quote:

  Kevin Anson [17:13]: "The first ingredient that we always put into every single video that we do is the pattern interrupt... something out of the ordinary to break them out of their pattern of scrolling."

• Notable Example:

  Kevin Anson [18:11]: "Videos that start with someone rolling off a stretcher or performing a backflip can effectively stop the scroll and engage the viewer immediately."

2. Identify the Target Audience

• Purpose: To ensure the ad resonates with the specific group most likely to purchase the product or service.
• Strategy: Directly address the audience by role, industry, or specific needs.
• Quote:

  Kevin Anson [21:29]: "Identifying the person specifically by title or name... it screens people in and screens people out, saving you money on your ad spend."

3. Hook

• Types of Hooks:

  1. Fact/Statistic Hook
  2. Objection Hook
  3. Pain/Desire Hook
  4. Polarization Hook
  5. Result Hook
  6. Rhetorical Question Hook
  7. Strong Statement Hook

• Explanation:

  • Each hook type serves to engage the viewer by presenting intriguing information, addressing common objections, highlighting pain points or desires, or by making bold claims.

• Quote:

  Kevin Anson [24:30]: "There are seven different hook types that we use the most... fact/statistic, objection, pain/desire, polarization, result, rhetorical question, and strong statement."

4. Addressing Pains and Desires

• Pains: Highlighting the specific problems or challenges the audience faces.

  Kevin Anson [31:35]: "People are more susceptible to responding to pain than they are to desires. It's something that keeps them up at night."

• Desires: Emphasizing the positive outcomes or benefits the audience seeks.

  Kevin Anson [32:45]: "The desire is something that people really want, like growing a six-figure business or finding the love of their life."

• Combination Example:

  Kevin Anson [33:10]: "You could say, 'Are you having a hard time getting more leads? We're going to show you how our students have generated seven-figure businesses within a couple of years.'"

5. Results/Outcomes

• Purpose: To clearly articulate the specific benefits the audience will gain.
• Strategy: Make the outcome detailed and emotionally appealing.
• Quote:

  Kevin Anson [34:04]: "People don’t want to hear, 'We’ll help you generate more leads.' They want something specific like, 'We’ll help you generate 10 qualified appointments for your coaching business in the next 30 days.'"

6. Authority and Experience

• Purpose: To establish credibility and trustworthiness.

• Strategy: Highlight relevant achievements, expertise, or client success stories.

• Quote:

  Kevin Anson [36:35]: "People need to know if you’re qualified to be selling what you’re selling. Share specific case studies or testimonials."

• Example:

  Michael Stelzner [37:52]: "In your case, it would be, 'I've helped produce more than a thousand videos for Russell Brunson,' which establishes your authority."

7. Call to Action (CTA)

• Purpose: To direct the viewer towards the next step.

• Techniques: Clear instructions, combined with urgency or scarcity to encourage immediate action.

• Quote:

  Kevin Anson [43:43]: "Call to action is about telling people what to do next. Use clear directives like 'Click the link below' or 'Register now.'"

• Scarcity/Urgency Examples:

  Kevin Anson [44:53]: "Use honest scarcity like 'This ad could disappear tomorrow' or 'Promo code available through this ad only.'"

Addressing Objections in Video Ads

A critical aspect of persuasive video ads is preemptively addressing potential objections that viewers might have. Kevin delineates a two-step approach: Objection and Proof.

1. Present the Objection:

   • Common objections pertain to time, money, or safety concerns.
   • Quote:

     Kevin Anson [40:07]: "Present the objection that people have, which is usually associated with time, money, or safety."

2. Provide Proof:

   • Use social proof, case studies, or scientific evidence to counter objections.

   • Quote:

     Kevin Anson [40:49]: "The best way to present proof is to use other folks that you've gotten a result for because they speak volumes versus hearing you say it yourself."

   • Social Proof Example:

     Kevin Anson [41:24]: "If you think you don't have the experience to build a successful course, here's a testimonial from a client who built a five-figure online course in their first launch."

   • Scientific Proof Example:

     Kevin Anson [41:52]: "If you're selling a teeth whitener and concerned about safety, cite a study showing your product doesn't harm tooth enamel."

Value Perception: Emphasizing the long-term benefits and comparing the investment against potential losses enhances value perception.

Michael Stelzner [43:20]: "You can address time objections by saying, 'You can learn this in two hours or waste six months trying to figure it out yourself.'"

Practical Tips for Effective Video Ads

• Combine Elements Strategically: While Kevin recommends a structured approach, he acknowledges the flexibility in ordering components based on the specific ad framework being used.
• Keep the Front End Strong: Ensure that the pattern interrupt, audience identification, and hook are prominently featured within the first 20 seconds of the ad.

Kevin Anson [39:51]: "The three ingredients that never change in the front of an ad are the pattern interrupt, the identify, and the hook."

• Utilize Accessible Tools: Leverage apps like Captions AI and Teleprompter Pro to enhance video quality without significant investment.
• Consistency in Messaging: Maintain consistency in addressing pains, desires, and demonstrating authority throughout the ad to build a compelling narrative.

Conclusion and Final Thoughts

In this insightful episode, Kevin Anson shares a comprehensive framework for creating video ads that not only capture attention but also drive conversions. By combining psychological principles with practical tools, marketers can develop persuasive video content that resonates with their target audience.

Final Quote:

Kevin Anson [45:13]: "You can download the free ingredients we discussed today at kevinanson.com/SME, providing a handy reference for crafting your own video ads."

Call to Action from Host: Michael encourages listeners to connect with Kevin on social media for further insights and resources, emphasizing the importance of continuous learning and adaptation in the dynamic field of social media marketing.

Key Takeaways:

1. Understand the Structure: Utilize Kevin’s formula to build video ads that effectively capture attention and drive results.
2. Leverage Accessibility: Use readily available tools to create high-quality video content without extensive resources.
3. Address Viewer Concerns: Proactively counter objections with proof and enhance the perceived value of your offer.
4. Clear Directives: Incorporate strong calls to action with elements of urgency to spur immediate engagement.

By implementing these strategies, marketers can significantly improve the effectiveness of their video advertising campaigns, ensuring they not only reach their desired audience but also convert them into loyal customers.