How I Write Winning Meta Ad Scripts (from my course) transcript

I've posted hundreds of videos on this channel and many of you have asked, "Fraser, when is your course coming?" Well, here it is. The Ad Creative course is finally live. Inside you'll find frameworks, full ad breakdowns. We're going to be going deep into research, showing you the production process that goes into making static ads, video ads, and more. And we've even got an entire module dedicated to making ad creative using AI, the full system, everything we use at Fraggle every single day.

And the link, of course, to purchase is in the description. But today, I'm giving you one video from the course completely free. This is the scripting framework lesson from the planning module. So, without further ado, let's get into it. So, scripting frameworks, I'm not going to bore you by going through the usual scripting formats that people go through on these courses. Uh if you do want that information, I've made multiple YouTube videos on this kind of stuff, but you know, you have like all those basics like aggregate and you know, solution and all this kind of stuff.

I'm going to go through the ones which actually work, which I've had multiple success stories with. And the first one is problem solution. So, I pulled some examples from didn't make these at Fraggle, but I really thought they were worth going over cuz they're great examples of what a problem solution ad looks like. So, let's have a look at this first one and then let's break it down. But in general, problem solution is the simplest and probably most effective ad script you can have.

Customer has a problem, your product is the solution. So, the first thing you need to do is hook people in with the problem or teasing the solution. You need to break down the problem. What is this? Why is it a problem? You need to aggregate the problem somewhere, make these people feel it. We, you know, they might already be suffering from the problem and in their mind it might not be that bad. So, we want to make them really feel like this is a problem that needs a fix.

And then finally, present the solution. You can do this in many different ways. I don't believe in core like like formats that you need to follow as long as it includes a the problem that you're solving and the solution somewhere in your video, you can really play about with the format. And that's kind of what this ad does. >> If you have chronic pain or arthritis or just >> First thing, if you have chronic pain, arthritis, or just hate bras, >> you have to stop now. >> You have to stop now.

We are calling out the target demographic within the hook. Great way to start a problem solution ad cuz you're getting the right people and you actually care about the product. >> This is the easiest bra to put on. It's the only >> And then straight away we give them a solution, which is really clever because this is quite a visual solution, right? The snap of the bra closed. They can do that as a way to hook them in, but also we call out the person.

If you hate bras, you know, if bras are uncomfortable, we state in the problem here and who the problem affects, then this is the best bra ever. Then we giving them a solution straight away. So, if they want to make the choice to click away, they can do, but if not, they can learn more about it throughout the video. >> Only bra that doesn't cause me pain to put on. >> This is the only bra that doesn't cause me pain to put on.

Again, another problem, another pain point that the customer has. >> And it's so comfy. >> And it's so comfy. How many women do you know that moan about having a bra on? This is If you can promise a comfy bra, I'm sure there's many women which would like jump at the chance. >> I used to hate having to battle with hooks or over the head. >> We're just listing problem after problem after problem here. I used to hate messing about with bras that go over my head or the clasps.

We're making people feel that their current bra is insufficient. >> But then I found this bra, Liberare. It's been in Prevention, in Good Housekeeping, in Vogue, and you can >> Loads of social proof here. This is a really great section of your script to improve where you can do. Include some credentials, whether it's reviews or press outlets or something like that. Include this as social proof and product proof because the user wants to know that other people have tried this before them. >> Even put it on with one hand. >> This is an amazing shot by the way.

Putting it on with one hand. Like, is there another way that you could show how easy this bra is than showing someone who has a visible disability, which would normally stop them from putting on a bra, putting on a bra. Insane. >> Comfortable material. >> So, we've got social proof, we've got product proof going on here. >> Real meat out of this seamless knit. I'm obsessed with it. >> And then, because now we're talking about the product, we can go a bit more into detail about why this is such a great product.

So, we've already discussed this is the best solution for you, but now it's like the little bits which really add to it. The soft material, for example, the support the bra gives you. All these things that might not be a selling point straight away are now becoming part of the solution. >> The back is great, the band is wide and comfortable, the straps are the perfect amount of thickness, they hit me at a perfect point.

This front closure is not going anywhere, trust me. It's got these >> And then, this part I really love, and again, something that you should include here. This front closure is going nowhere. The first objection that women are going to have when they see this is, this is going to come off, this is going to come undone straight away. And they know that, and so they're including a section within their problem solution script, which is knocking down that key objection.

Because if a user has got this far into the video, the chances are they're fairly interested, but also the chances are they have a lot of objections. And so, what we want to do here is we want to knock down those objections, so they have no reason not to buy. And so, they've included that towards the end of the video. That is a great problem solution ad, and that is the type of ad that you should be making. Don't stick to these like direct formats.

So, when you're writing your script, you're like, "Okay, I've done the problem bit, now let's move on to the solution." You need to mix all these different things, like social proof and product proof and objection handling into your problem solution. Because problem solution is an umbrella format, which is you're starting with a problem and then the solution. It's not a script format. Now, let's talk about another format that I absolutely love, and it's the us versus them.

I've spoken about this on my YouTube a couple of times. Also known as like the hero versus villain. This is another spin, this is like calling out a direct competitor or a direct alternative version to your product. The idea here is we want to show in your script that the alternative version of your product is insufficient. It's rubbish. And so, the language that we use here is really important. >> So, what kind of man are you? >> [music] >> So, what kind of man are you?

Great hook here to pair with these visuals. We have Dr. Squatch on one side, which is this like, you know, like chiseled, like super good-looking guy that's like bathing in some like a rock pool. And then on the other side, we have this like dad bod kind of guy who's just dousing himself in like shower gel. Like, we all know which one you want to be in. So, there's a bit of psychology here of being like, "Well, I want to be this side.

So, if I use this product, will I look like that?" >> Body wash, it's full of toxic chemicals. >> Body wash is full of toxic chemicals. It's not really like realistically, there might be a couple of things that long-term are bad for you, but realistically, it's not that bad for you. And so, we're egging it up basically. Whenever in another versus them, when you're talking about the, you know, the them in this scenario, our body wash in this ad, you need to make it seem 10 times worse than it actually is. >> Stuff like parabens, which is linked to infertility. >> And then, they go even harder.

Dr. Squatch go crazy with this stuff. But like, parabens, which is linked to infertility. Obviously, this stuff does need to have some kind of research there, which is why research is so important in your script, because you can find, "Oh, this chemical is actually linked to this." Possibly might not be at the percentage which is in body wash, but technically, it's still linked to it. So, we're using these like really hard-hitting facts.

And oh, we're always using like absolutes. Like, this is linked to infertility. It's not this is linked in small doses to infertility, right? It's absolutes always, cuz we want to make the alternative to your product seem infinitely worse. >> I mean, guys, there's nothing [music] less manly than risking your manhood. >> We're hitting people literally where it hurts here. There is nothing less manly than risking your manhood.

We've just talked talking We've just spoken here about infertility. Now, we're talking about losing your manhood. We've really targeted a certain type of person, and that comes here in the script. >> Dr. Squatch is made of natural [music] ingredients. >> And then we introduce the product like the better, the hero in this piece. Dr. Squatch is made from natural ingredients, none of that chemical rubbish. >> And women can't get enough of how these bricks smell on their men. >> And women can't get enough of how these bricks smell on their men.

If you notice how they're each corresponding points, we're talking about chemicals in your body that were linked to infertility and losing your manhood. Now we're talking about natural ingredients and that women can't keep their hands off you. They're mirror images. That's a really key point here in an us versus them because we've already shown them the bad side, now we want to show them the good side of the same problems. >> Okay, my guy used this and we really shine. >> And now we are on social proof.

Now for Dr. Squatch, they go very heavy on the this makes you more attractive to the opposite sex angle. So when they're talking about social proof, they're not going to all the guys who are talking about how great it is and how nice they smell. Instead, they're going to women who are saying now they're more attracted to their partner. >> together >> [music] >> all the time. >> This would have been covered in your persona.

When you've done your research, you've realized that part of the people that you want to target in one of these ads are potentially men who are a little bit insecure in their masculinity. They want to do anything to be attracted to the other sex. And so they've made sure that they have got the social proof that best applies to that persona. >> That smells really good. Really sexy. Guys, jump on this. >> Really sexy. We're using all these phrases here that the man that watches this, that is a particular type of man, might actually care about. >> You get to choose from over 15 unique scents made specifically for men. >> And now we're on like the CTA section.

You get to choose from 15 unique scents made specifically for men. This is none of that female smelling rubbish. Can you see like all these lines within the script all compare to potentially problems that they've had in the past with the alternative one. Maybe they've got a shower gel that smells feminine. Don't know how that's possible, but you you are egging them on to almost feel insecure for not buying your product. >> Like pine tar.

It's made with natural ingredients like shea butter and sea salt. [music] And it's >> It's made from a natural ingredients like shea butter. Like oh, we we now we're listing. We're going a bit further now cuz again, if people have watched this far into the video, they really do care and they're really interested. So, now we can sell on more of a granular level. >> We've been packed with little chunks of oatmeal for the perfect amount of exfoliation.

Just enough to make your skin touchable without losing your edge. [music] >> Just enough exfoliation to make your skin feel touchable without losing your edge. Again, we're going for that like insecure male here that wants to do everything to be attracted to the opposite sex. So, everything that we say here has to come back to attracting the female. >> Gentlemen, guys are buying this stuff up fast. Better hurry up and grab yours >> Gentlemen, guys are buying this up fast.

So, you better hurry up. Now, we're just using a little bit of social proof here to also add in some urgency because they're selling so fast to make people who've got this far into the video really think like this is it. I need to act now. >> before they sell out. >> This is a fantastic us versus them because the first portion of the video was all about the them, the inferior version of the product. Then the final half is all about selling them on the solution with some social proof, some product proof, all mixed together into this fantastic us versus them style script.

Again, you can play about with these scripts. You can see what works best for you in testing. But overall, the format here, us versus them, absolute killer. So, the next format I want to talk about is like the product showcase and the why us is what I call it. What you'll notice when we go through this is it's very similar to the problem solution and the us versus them format in the fact that it takes different elements to hook people in and explain why this product exists.

But the product showcase section like the last half of the past videos we've gone through is much longer in this one cuz we're really going into detail of why us, like why should you purchase from us? Why do we exist? >> We could be consuming up to 150,000 plastic particles every year. >> We consume up to 150,000 plastical particles per year. We're showing a knife scraping on a plastic chopping board. We're hooking people in with a stat that potentially might scare them, but also links to why their product exists. >> Everyday products like plastic food storage can release thousands of microplastics directly into our food.

At Caraway, we believe small changes are what create the largest impact. >> At Caraway, we believe small changes have the biggest impact. We've now gone from explaining the bad side of things very quickly in about 13 seconds, and now we're talking about the actual product. Like here's why we exist. >> Our non-toxic, [music] third-party tested kitchenware is intentionally designed to reduce >> Going into real detail here.

This is the type of stuff that you don't really have in a top of the funnel ad, and the reason for that is cuz people don't really care about it. They're not really bothered about the non-toxic coating, the third-party tested, the zero forever chemicals. Like all these things that often you want to know when you're further down the purchase timeline, you can now start to introducing these ads. >> Reduce your exposure to harmful microplastics.

From ceramic-coated food storage containers [music] to FSC certified birch wood cutting boards and utensils, we're creating >> the food containers and the plastic that's in them. And now we're showing the brand's version of these, and explaining why they're way better than the alternative. >> solutions that make the health of you and your loved ones the top priority. It's time we quit microplastics. >> I would say this is definitely more of a brand piece and something that you'll find further down the line, but there's elements of this taken from every single other ad that they might have already seen.

They might have seen ads from this brand before about the microplastics. Now they're seeing why you want to quit microplastics and why their solution is better. When you break down pretty much any ad, it all comes down to the same thing. It comes down to those base formats, the us versus them, the problem solution. Most products are born out of a problem, and so your product is the solution. It's pretty straightforward.

So, when we're getting down to more nuanced territory, for example, products that might not have a direct problem, then you need to look at how you're selling your product as a whole. Take True Classic Teas, for example. True Classic Teas is a great example of a product that is essentially something that everyone already has in their wardrobe, t-shirts. So, how do you sell something people already have to them when they already know that they have it?

Well, it's simple. You target a certain demographic of people that want something a little bit different. In their case, it was, you know, bigger men, dad bods. They made t-shirts for dad bods because the dad bods wanted to solve that problem of being chunkier, and so they sell a t-shirt to them. They basically made up a problem, and I see this all the time. Brands that potentially, within their scripting, they can't find a direct problem, will do some research and make up a problem that your product solves.

But often enough with products that don't have a direct problem, you just need to look a little bit deeper into how you can sell this to people. You're selling more of a lifestyle, more of a feel, but often, if you dig deep enough, there will be something there. There will be some kind of motivation. Hopefully, this lesson was really helpful for you. Mostly to think of scripting frameworks as pretty much all the same thing, and you just need to dig deeper and use the correct language within these ads, reading books on copywriting, using AI to help you do the scripting.

All of this to basically give a problem solution in a multiple different formats. Hope you enjoyed that. That is the scripting framework, problem solution, us versus them, everything covered. At the end of the day, no matter what type of script you make, they're all really doing the same thing. You're solving some kind of problem for the customer using your product. And this is just one of the videos from the Ad Creative course, and there is so much more where that came from.

We've got the full research process, review mining, social mining, giving you away some prompts that my team use every single day. Going deep into static ads, how we think about them, how we make them. And of course, an entire module dedicated to data. What do you do with it? What is it? How do you read it? So, if you want to make better ads, you want to build a framework and a system that works consistently, then you need to think about investing in the course.

The link to enroll is down below, and hopefully I'll see you there soon.