How I Script 6 & 7 Figure UGC Ads

Summary

In this video, Justin, the founder of PitAdvertising.com, shares his step-by-step process for creating high-converting UGC ad scripts. He walks viewers through his research phase, including analyzing customer and competitor reviews, understanding product and persona details, and positioning ads based on market awareness levels. Justin explains how to craft compelling ad copy, develop creative scripts, and select the right creators. He also emphasizes the importance of working with creators who fit the brand's persona, and offers insights into creating effective ads that resonate with the audience's needs and desires.

Takeaways

• 😀 Research is the foundation of successful UGC ad scripting. Start by studying customer reviews, competitor feedback, and forums to understand the audience's desires and pain points.
• 😀 The research phase includes gathering insights on the product itself, its unique selling propositions (USPs), and personal research to build a clear understanding of the business and target audience.
• 😀 In the persona research phase, it's important to understand who the target audience is by analyzing their demographics and behavior through tools like Google Analytics and ad platforms.
• 😀 Understanding the 'why', 'what', and 'who' of your ad is essential before moving on to positioning the ad effectively.
• 😀 When positioning the ad, choose how to speak to your audience based on their market awareness level: unaware, problem-aware, solution-aware, product-aware, or most-aware.
• 😀 Different market awareness levels require different messaging strategies. For instance, unaware people need to be introduced to the problem, while product-aware people need information about specific solutions.
• 😀 Once positioning is decided, develop your ad's concept, headline, and copy. Your headline (or hook) should be attention-grabbing and closely aligned with the audience's awareness level.
• 😀 Keep the ad copy short and engaging. The purpose of the copy is to entice viewers to watch the video ad, as the video itself will drive the conversion.
• 😀 Scriptwriting should come after deciding on the positioning, and it must be natural and organic. Use bullet points for flexibility, allowing creators to personalize the delivery while staying on message.
• 😀 When selecting UGC creators, ensure they fit the target persona or reflect the desired image of the persona to make the ad more relatable and effective. Product-seeding campaigns can be a great starting point.
• 😀 Always ensure that creators are compensated fairly for their work. If multiple variations of the script are required, it’s important to negotiate appropriately instead of exploiting creators.

Q & A

What is the first step Justin takes when creating a UGC ad?

The first step is conducting thorough research about the business, the audience, and the product. This research helps understand customer desires, pain points, and other relevant details to tailor the ad effectively.

Why is persona research important in creating UGC ads?

Persona research helps identify the target audience's common characteristics and desires. Understanding the audience allows the ad to be tailored to their specific needs, making it more effective and engaging.

What are the five main market awareness levels mentioned in the video?

The five main market awareness levels are: unaware, problem aware, solution aware, product aware, and most aware. These levels help define how to position the ad and speak to the target audience.

How does Justin suggest speaking to someone who is 'unaware' of their needs or desires?

For someone who is unaware, the ad should highlight an impending challenge or problem that they don't yet recognize, such as an economic downturn or potential job loss, to make them aware of their need for a solution.

What is the difference between an ad copy and an ad headline?

The ad copy refers to the text that appears in the body of the ad, while the ad headline is the bold, attention-grabbing phrase at the top of the ad. Both serve to engage the audience, but the headline is more focused on grabbing attention immediately.

What role does tonality tuning play in the script writing process?

Tonality tuning ensures the ad sounds authentic and natural. It involves reading the script aloud to ensure the tone is genuine and relatable. This step helps make the ad feel more organic and less scripted.

Why does Justin recommend giving UGC creators multiple hook variations?

Giving UGC creators three hook variations allows for flexibility in delivering the message. It gives creators the freedom to express the same core idea in different ways, which can increase the likelihood of producing a more engaging ad.

What is the main goal of a 'problem aware' ad script?

The main goal of a problem aware ad script is to highlight the audience's pain points or problems, moving them from being unaware to realizing they have a specific need or challenge, while lightly introducing the solution.

How should creators be selected for UGC ad campaigns?

Creators should be selected based on how closely their persona matches the target audience's profile. This can involve choosing creators who reflect the audience's characteristics or the desired image that appeals to the target demographic.

What is the advantage of starting with a product seeding campaign for UGC ads?

Starting with a product seeding campaign helps identify creators who are genuinely interested in the brand and its products. By offering the product instead of cash, you attract creators who are more likely to deliver high-quality content, which can lead to better results.