Briefing A Longform Explainer Ad For Bambu Earth Live (With Dave Rekuc) transcript

[Music] a couple weeks ago on this show I told you that I think the most consistently powerful ad type I run for meta ads is the long form explainer and I had a lot of feedback from that episode asking for examples and one and just with a bunch of follow-up questions in general and so today I decided to do something special today I got my friend Dave recook on the show president and COO of bamboo Earth to make a long form explainer ad live on air so today what this episode is Dave and I prepping for an upcoming shoot of his working exactly through the content and structure of a long form ad and we did that including screen sharing a document in which I lay out the exact content and the exact hierarchy of information the exact order of how I would build a long form ad for bamboo Earth and Dave and I did it together we worked through all of these things and now the thing is this episode is long it is a couple hours long I expected it to be much shorter in fact it was so long that in the middle of it we had to break and reschedule a couple days later to finish up the episode because we just kind of kept going on all this stuff but I think it will be helpful to you because I hope it will because what we do is really show you the exact process by which I would start from scratch blank page and end up with the brief and script of a long from explainer ad that Dave is then going to go shoot and of course make sure now to subscribe to this podcast and to this show wherever you're watching or listening because I will follow up at some some point and tell you if this ad worked or if it did not work at all and we'll figure out why Etc that said I have tried my best throughout this episode when recording it to make everything easy to follow if you are only listening to the show but it may be useful to you to watch or to bookmark parts of it so you can come back and watch the video because like I said I screen shared the almost the entire time the actual document Dave and I were building the ad on anyway you get the idea Dave rook and I building a long Fromm explainer for bamboo Earth we're going to talk talk about all the details of the product today on the interferes podcast thanks in advance for listening for watching all those things I think you will find this very helpful and I would love your feedback about this episode either way let's not delay it let's jump in a few weeks back I recorded on this show an episode about my belief in the long form explainer as a type of AD content that I think is uniquely powerful for direct response advertising online and I had a a lot good feedback on that episode people were seemed to be really helped by it but also they wanted some examples of that content and while there are certain things that I can and can't share from various clients and all those things I thought instead of giving you an example of content What If instead I actually got together with my great friend and former colleague from bamboo worth 4400 Dave rook and we just made one of these ads we briefed one of these ads live on the show and you could just sort of see the process and then go follow it yourself so Dave Rook president and coo aka Mr margins of bamboo Earth is here on the show today Dave is a super experienced Advertiser you've heard of on my show before talking about the financial side economics of running a DDC business we did a whole episode about cash conversion cycles and really good episode you should go back and listen to that if you haveen not listen to it I'll go watch it but today on the show what we're going to do is we are going to work through a bamboo Earth long form explainer ad Together live we're just going to create the ad together and screen share a Google doc noting all of the layout of the ad so that you can if you are watching this episode follow along and see the screen share yourself so you can see exactly how we're laying out the content in this ad if you are only listening to this show and you are not watching it that's okay too we're going to do our best to walk you through it anyway and think about the different sections of the ad and all those things but if you can watch today you might get some help by seeing the screen share as we go so Dave recook president COO of bamboo Earth making an ad together with me that will surely smash the universe and make it so that bamboo Earth and revenue and Dave prints dollars and laughs in his Scrooge McDuck pool of money let's do it right now what's up Dave what's up how you doing doing well excited to swim in a pool of money yeah this will be really good for you by the end so guaranteed guaranteed results that's what I do with all my clients actually I just say guaranteed absolute results or I'll pay you back yeah yeah yeah all right let's let's frame this up a little bit more thanks by the way for doing this this is very transparent and I appreciate it got to give the people the content that they're looking for you know goes and yeah do you want to give any background on what bamboo Earth is for people who don't know and some of that people who are listening to watching the show may be familiar with that but look with the massive reach of the Andre Ferris podcast you know I'm just piling up new people all the time so they probably don't know all the whole detail yeah you've got a huge footprint so anyway first before I say bambor I the reason I came on the show we actually have a video shoot happening next week and and I'm in the process of Ian and I are in the process of creating a script for that and getting lines that we want and you just reached out to me and said hey let's go make an explainer together and I said let's roll it right into a shoot that we're already doing so so actually get to make this content and then see how it performs yeah maybe we'll even do an update episode once it's done and just be like did it work you know so yeah yeah but anyway so quick background on bamboo Earth is we're a natural skincare brand that primarily sells to women and I would say that our positioning is truly natural skincare because there's a lot of call it or clean washing out there where people like that positioning because they like the credibility that comes with it but don't like doing the hard work of making truly natural or clean products so that's our positioning in the market and and we do pretty well with it we're a low eight figure brand just cracked into that and and still growing so hopefully this will obviously take us to midate figures once we get this add in the account oh yeah easy yeah cool okay that's helpful and of course if people don't know you and I used to work together with bamboo worth and some other brands in for 400 and aggregator that shaved down to just bamboo worth because the opportunity was so outside Rel to the other on that we were working on so so you and I have known each other for a while and worked together for a while okay so here's the basic idea of this as I said in the intro right I want to just take some time and essentially brief out this ad and I basically did this with a kind of coaching client of mine recently and I've realized this is really my process for this kind of AD format every single time I do it which is I start briefing the content and eventually that typically turns into like a full script where I'm as I start briefing things it just turns into actual language of a script and so I've just gotten to the point I do that and often it will also include pretty detailed instructions to an editor about like hey this is the B- rooll I want in this place Etc but the idea here is and if you have not gone and listened to or watched my episode from a few weeks ago about I think it's called the best performing ad creative I make or something the link is in the show notes but basically talk through why I think this part this kind of content is so powerful the idea here is that with direct response advertising I think there's unique power in just speaking really clearly and directly about what the what makes the product good and essentially not trying to be too creative about it really just trying to get very good at honing in on focusing on here's why you should pay attention here's what the product is here's why you should believe me when I say that and here's what you should go do right now and I'm gonna go through back through those four points in a second but that's essentially the layout of these ads and I call it long form explainers but I actually don't really care about the length I more mean long form to say you shouldn't care about the length either and if it happens to be long it's fine I was actually just looking at one of these last night that I did for a client that that was 3 minutes long and and I remember making this ad and thinking like I'm just going to keep adding information I'm just going to keep adding information and many people like I ended I was getting a $3.50 100% view cost right so some large portion of people were sitting through the entire three minutes of the ad and then was getting a 67 Cent cost per 50% view so some large portion of people were dropping off but they were still watching a minute and a half of the video and the point to me is like you shouldn't care too much about whether or not the video is long you should care instead about the information being good and if it requires more time to make the information good fine many people will stick with you through it some people will ditch it and be ready to click that big old shop now button and jump right into to go by because I've got enough information already Etc so that's kind of the layout of what I want to do and so what you and I can do now is just kind of work through what that content could be so let me just pause you look like you're gonna say something well I the only thing I was gonna say is what you just described is actually I heard an old saying from actually company called the conversion rate experts and it was about landing pages and they said there's no such thing as too long of a landing page only too boring yeah that's right and I think the same applies to the ads we have a two- minute or three minute ad that that smashes it in our account as well so I I agree it's just keep giving them the information and the content that they want and they're going to continue to watch um yeah well when I was there like I remember that we had that customer content that it was like 5 minutes long and it like totally unedited and it was like a massive gigantic super winner and it's because the content was good so you know for the right customer people like that so yeah so that's really the point about saying long form it's less about it being long per se and more about not worrying about how long it is all right so I'm going to screen share now and let's see here there we go all right and we have here the beginning of this document the document is broken out into four sections one of them is the hook that's section one section two is the body or education portion of the ad that's where the core of the product information is going to go then validation and guarantee is section three offer and CTA is section four the basic idea like I just said right is capture people's attention with a hook the body is where the core of the product information is then you have to validate that information is worth listening to that the person telling this information is trustworthy and then give somebody some something to do with the offer on CTA all right so here is how I want to think about this first let's start by talking about what product we want to focus on Dave so tell me the answer what product are we going to focus on what we typically focus on is our skin quiz and our custom mini kit uh that we sell through that so this the product that we sell is really a kit and it is our most successful is commonly focused on Aging or prematurely aging so women in the like 30 to 55 range that are concerned with like signs of aging wrinkles and Fine Lines bags into their eyes things like that okay so the customer is probably a 35 to 55y old woman yeah okay and her concern specifically is about say that again wrinkles Fine Lines bags under the eyes those would probably be your top top three all right and then what is when after she clicks on this ad you talked about custom mini kit and a skin quiz can you just talk through that a little bit more like what is this person going to get to and what are we going to attempt to sell them at the end of this yeah we land them on a our skin quiz page so they land on the page they see that is going to take about a two minute to three minute skin quiz and ultimately we tell them we're GNA we're going to fit you with a product uh that matches that afterward very often we'll say that in the ad copy in the CTA too so that they know that what they're going to is a is some level of personalization or customization for for them and they'll answer it's about 20 screens long we collect their email optional collection of SMS through there and then they go to one of 16 unique kits that is basically based on their I'm sorry one of 16 unique skin types which there's only like five or six unique kits out of it but basically it takes into consideration some of the major factors of their skin and then fits them with basically a full routine for them to get started and we sell it in two sizes the mini and the full the mini lasts about two weeks the full lasts about three months okay great so the Mini version is a two-e trial basically versus the full version which is a 3mon fuller treatment okay and then let me ask a question about the pricing on those so the offer difference what how are those two position the mini versus the full yeah so they're on the same page and they're both 20% off the difference is the full has a gwp with it a gift with the purchase with a about a $100 value and it actually the yeah it's the our products so they our eye products don't fit like a standard routine they're kind of outside of additional to routine and so they're kind of a bonus value ad when you go up to that that full size yeah okay do you know what the percentage is you might I actually probably wouldn't even ask most people this because they wouldn't have this number but I bet just knowing you you have some sense of like who take who takes what and how do they take them oh I know yeah it's it's about 5050 we've gotten it to about 5050 and the gift is part of the big reason why that goes all the way up to 5050 they're also shown very clearly that one last two weeks and one last three months and so it's very clear that the value by volume is much better on the full okay and then that makes sense and then I don't think this is going to matter for ad but just in case we think about where we want to direct people to what about the LTV difference on those customers or the value of the customer to you are we trying to guide them towards the mini versus the large no they I I've actually tried to eliminate the mini and see if it worked as a page or eliminate the full and the page is just less efficient without both and as a dollar amount their LTV is similar as a percentage it's obviously going to be higher for the mini because you just decrease the denominator but the it's actually slightly higher for the full size as a dollar amount so there's really no you know make a little bit more margin up front versus realize some of the revenue on the back end faster it really just doesn't matter yeah so in that respect what we care about is just total efficiency and acquisition then right they both work really well okay all right that's really good this helps Frame Up The Challenge I think of kind of what we want to do so let's let's just walk this back then through so we're talking probably to a 35 to 54 year old woman that's the core customer concerned about aging which they have they experience as an issue of wrinkles Fine Lines bags under the eyes and our product is a custom kit a custom skincare kit for a daily routine correct yeah yeah for a daily routine to address that with a potential gift with purchase that might sort of take that to another level the eye products more of an ad hoc product and then okay and then as they are experiencing those things they have a million skincare options in the market so let's do this now for a second and talk about what makes this stand out you talked about n truly natural skincare so let's just kind of frame up how we address those issues okay so yeah so let's see the product solves the problem with said so it's truly natural can you just expand on that a little bit more yeah and so what the one of the fastest ways to say that is all natural whole ingredients only so meaning that there are no synthetic ingredients in here so they're they're whole as they're found so to speak in nature included in the product there are no preservatives all never mind parabens which is just a specific kind of preservative there's no preservatives at all and part of the way that's possible is there's no water in the form so 99.9% of skincare contains water and then contains a preservative to make sure that water doesn't wind up growing mold and growing bacteria and so without water you have oils and various materials that are shelf stable so you're able to be shelf stable without needing preservatives so those are really the main ways that that we mean it the catchiest is to say whole you know all natural whole ingredients okay you think people know what that means that phrase whole ingredients I pulled people postp purchase with no Commerce what they like about our brand attributes and just shy of 90% said they like that specifically and that's the way I phrased it all natural whole super interesting because okay so that suggests to me that we are talking to somebody who they're probably are they already using skincare products almost always yeah okay do we have you let's see in fact I would just upgrade that to just assume always these are skincare buyers we are not the kind we're not a Gateway brand into skincare yeah both price as well as complexity of routine and things like that okay great so they have some education probably in this and really we're we're not saying use skincare it will prevent this problem what we're saying is use our skincare instead of other skincare correct okay that's okay so that's actually really important positioned against let's say it's positioned against other skincare products not as a first skincare product okay so that's very important and we think this customer is fairly educated in this they understand each of these products they understand what they do in a routine they understand the ingredients to some degree yes to varying levels the what they do in a routine slightly changes because natural is different like the concept of a cleansing oil you will only find in natural products everyone else would just call that a cleanser and that is like a foaming cleanser very often but we have a cleansing oil and a water cleanser that's like one step that they're familiar with broken into so there's let me say there's a level of understanding of what a routine generally is or some of the major parts of it like I know what a Serum is I know what a cleanser is I know what a toner is I know what a moisturizer is they may not know the order and it may be different with our brand okay that's good okay so they know the basic categories but we may also say some things that are different to them in those okay that's helpful what about do you think the main thing then that is appealing to this customer is that we are more natural than other customers or excuse me than other products more natural and are genuinely effective so I think those two things yes in skare you sell a benefit you sell a result you do like the ingredients I don't want to say the ingredients don't matter but it the details of the product don't matter nearly as much as the result the result is what you sell okay that's good so sell the result so they work right this is a big part of it what you're selling here how this product solves the problem is it solves the problem like that's the main way it solves the problem is it's actually effective problem solution it's actually effective and it does so while being really natural yeah I've had this conversation with other brands in sort of natural clean space where we say this is really clean this is really natural except that as we say that we also have to make a point of saying but also don't worry it actually does work because nobody wants clean products and then to like act you know to smell bad after or for their skin to still not look good or you know what I mean whatever the issue is that is is that people are people want natural but only if it's really works yeah and and what I would I would add three quick things to that so one every time you say natural that is an unqualified claim like you have to be specific natural is such an overused term that customers don't believe you or it's not differentiated enough to say natural it doesn't really clarify our Market position just to say the word natural and that's where things like whole ingredients no preservatives Etc come from two is that every time you say natural you have to say that well this actually works it's not just water on your skin okay because cu that's like you said that is the Assumption or that's the connotation that natural products have gotten and then three this is I I don't know that this is a customer perception but I I have a saying now internally about products that we develop and I say no cloth diapers and no cloth diapers what that means to me is people want natural in so far as it is convenient and cloth diapers is a perfect example of a natural product that is terribly inconvenient relative to just tossing the poop out okay yeah right right so and and we have the cost of going natural there is just too high yeah we had a mask that is and we still sell it we're just clearing out the last of the product it was it's dry powder that gets mixed into a wet mask and the repeat rate on that is half of our other mask that just goes directly on your face yeah and it's just I don't need to do prep work so like again I don't know how much that bleeds into the ad but it is true that's what our customer wants and the user experience breaks down when we don't fulfill that okay that's so what I think though is that like those things are really helpful for developing this so the reason to like draw out in this conversation a bunch of that stuff is because what we have to do is now take that information and drop it into the ad in a way that makes sense because I think that no cloth diapers thing is really helpful it's probably the case that some people have tried some natural skincare ingredients and are like it's just too much of a hassle right and they probably know about that so okay so here's what I want to do I want to take this information put it into the ad itself so let's just quickly before we do that hammer away the overall message of the ad okay and I'm going to say there are number of ways to do long- firm explainers and you can use them with like more focused sort of quote unquote angle thinking where you think about the angle but I actually think the the place to start with this content is to just try to make the most clear and direct ad possible and then you start making tweaks where you kind of come in and try different inroads okay so for the overall thing here the overall message of this ad if I'm going to summarize back to what I think I hear is this our natural skincare products are truly natural and Incredibly effective and still incredibly effective let's see actually let me walk that back natural SK Care Pack products slow down the process of Aging of your Skin's aging this is going to be very summary so obviously we'll say this differently in the ad but overall slow down the process of your Skin's aging while being truly natural uh relative to the rest of the market relative to the skincare Market basically sure something like that so that's the basic idea so okay anything that we need to change there I think what you had first was too broad in skincare you have to be more specific so when you made it more specific about that our natural skincare process slow down the process of your Skin's aging or help prevent you know premature aging or you know signs of aging reduce signs of aging or you know nourish your skin so you age gracefully various different ways you could say that but that's ultimately the claim that they have to believe and then how we do it is truly natural skincare okay and the thing I like to focus on with a lot of these ads is to think about like what is it that actually makes this brand Stand Out relative to others right so yeah I worked with one brand recently that does single serve pourings of single serve bottles of wine it's like something like that right and so there's a lot you can say about wine that makes it good but the thing that's different about this brand is that single Surf and right so like you just have to be able to say that and so the one thing I want to make sure we get in here is this claim around naturalness that needs to be strong because that actually is the major differentiator here relative to other skincare Brands is that lots of skare Brands claim to slow down the process of your aging the different thing about bamboo Earth is that it's like more natural while still being really effective and so so that means that has to be in focus in this ad is to like why you should pick this product right yeah no I 100% agree and also you and I have talked about this before how the creative winds up doing your targeting like we're all set broad right so like I want to find somebody who's in market for skincare and who thinks like net positive on the concept of natural so like yes right so I want both those things you're not trying to convince someone you're not trying to convince someone to go to Natural you're trying to take somebody who already wants natural skincare and assume the growth of that category is a category that you can tap into basically and say here we're the best option for you if you want natural candidly I think everybody wants like I would say in a market 90% want natural everybody wants effective and the only thing that changes is the doses and tradeoffs that you're willing if for each and so the amount of the market that would prefer a natural product is enormous the only question is how much they believe they have to make a trade-off versus effective yeah that makes sense that makes a lot of sense I like that framing a lot actually and I might be overshooting at 90% but it doesn't matter it's a big enough Tam that like yeah we'll never touch it that actually makes me think that like one of our hooks here that we can come up with is potentially something the effect of like everybody wants natural products the problem is that they usually just don't work basically right like give yourself the if you had the choice between something synthetic and lab made versus natural a skincare product or synthetic and lab made versus natural and they both work the same which one would you pick basically right so I'm actually just going to note that right now and as you're going to see here in the Google Doc I'm going to write down hook one because one of the things that I want to do here is create multiple hooks off of this so that when you go to the edit process we're actually going to make sections two three and four education validation offer those sections are all going to be the one going to be one thing there but then when we present the ad when it's done I want to have it with between probably four and six hooks that we go with and could be more than that if we have good ones that we believe in and that way we can go to the end and because you like me are committed to cost caps and to being able to test creative effectively without really much cost we can actually go and produce ads that have a whole bunch of different hooks on here we could create 12 versions of this launch them all into the ad account with no risk of overspending on bad performing ads we could test basically as much as we want because if it's not work it just won't spend so so let's make hook one that we just while we're on the subject hook one will be we'll just kind of paraphrase this hook one will be everyone wants given the choice between Naturals and artificial skincare products everyone wants natural but they don't work okay something like that we can hone that in later but that gives us a start I mean you can make that way punchier and just say everyone wants natural skincare but they don't work great like done and that that's s that is super catchy the only so the only problem the only itation I would I would throw in there if we were sitting here with my uh with my team is I would say great you got one of the two qualifiers that I like to get in every hook so in the next hook I want you to write a qualifier that says that they're concerned with aging in some way in addition to the word natural so like everyone wants natural products they just don't believe that they prevent aging or they just don't believe that they prevent you know or slow down your Skin's aging process or yes they don't believe they prevent and we can fill in the blank with what if we just get rid of the word skin and say anti-aging skincare products or I know anti-aging is not a phrase that you use is that correct or do you use it yeah we don't no we typically say aging gracefully yeah yeah okay I'm gonna I'm gonna put anti-aging here and you and I'm gonna put it in quotes yeah and around it yeah right exactly and in just given the for the sake of time I'll let you kind of think about final word smithing on the actual way you say that every everyone wants natural skincare products for aging like isn't like just move it aging something like that okay to address aging maybe something like that okay great again you can Wordsmith the final one but I just want to note the hook and this is the way I end up writing a lot of these is actually is that kind of as we talk things will come up which will say like which will those things will come up that will be like that's a hook that's an intro to this whole concept right but I like the way you're thinking about that which is this like try to get natural and aging both in into that hook one of the things I also think about building these ads this way is that the beauty is that once you have this work done it really you know people maybe know about recook law right the idea that the ad that you're most excited about is the one that is least likely to work and the idea that you're least excited about is the one that you're that was it will most likely work and I really take that into my ad creation process for these explainers because of the way that you can test without any cost because of that it means that like and because there's very little cost to doing additional edits when you add hooks like I just want to basically like so may maybe you don't need to say anything about aging in one of these Hooks and the others I was just going to tell you I I would hook number two I would still write the same thing minus the Aging just because it was so Punchy prior to us adding that why on Earth would I not try that we're talking about two words and I can run it yeah right and we can talk about aging in a little bit right okay so let's okay great one one second one thing I I do think about for hooks is I just talked about this with my team is let say I have a 1% click-through rate and I'm gonna screw up the math in my head real quick a 1% click through rate means that out of 100,000 Impressions I'm getting a thousand clicks right yes and so if the signal I'm sending back to meta is on my site I'm sending back a thousand signals that qualifies the buyer so 00 made it 500 didn't if the signal I'm sending back to meta to qualify my buyer happens in the first one two seconds of my video I'm sending it 100,000 signals so if I want to send 100 times more signals I put it in my hook and if I want to send 100,000 signals about it being natural or aging I put it in the hook because just the raw number of signals I send it it will be more efficient at finding my customer well what I'll say about that is my experience running these ads is that part of the reason these multiple hooks is that I actually think that the body and education component of this is not very hard like if we just take with the time that we've already taken right now and take the conversation we just had and put it into the education once you do the work of sort of clarifying your thinking about what the actual education needs to be you do you generally do pretty well as long as you stay relatively focused on the product and clear and on the problems and solutions it's not rocket science right like people kind of get it but the hook is I think where there's the most who knows element of this like people have done this sort of test with headlines right where you like you know media companies who do you know live headline testing which I think you know BuzzFeed has always done or something like that where there's sort of dynamic headline testing and it picks winners people are even people who are in that industry are famously bad at at guessing which headlines going to get clicked on the most Etc and so and so what the implication of that to me is create multiple hooks because what ends up happening in the ad account account is that like let's say we launch six versions of this ad where it's literally the exact same except for the first 10 to 20 seconds of the ad based on the based on what we do for a hook what will happen is one of those ads will get 60% of the spend in the ad set another one will get 30% and then all the rest will get 10% comb or something one hook will outperform the others meaningfully very often and so just by giving yourself the options you end up getting somewh and again it can be really hard to predict and so now and then that sort of layers into what you just said which is that now meta is getting tons and tons of signal on that hook and as long as it's converting at or under your cap you know you're in a good spot so yeah all right let's so let's actually jump down to the body section to the education section so if we are going to say that this product slows down the process of your skin is aging while being truly natural relative to the skincare Market let's talk about what should be the first part and we're talking to somebody who knows skin care to some degree they probably already have some level of desire for natural products even granting the caveat you said which is that everybody has some desire for natural products and has a preference for that in that case where do we want to start the education section we want to start about probably something about aging itself right and the and your I think you want to address the like es especially if those are your hooks I think you want to address the effectiveness immediately okay because you you just said they don't work so like the thing that's hanging out there is is this going to help with my aging process you know so let's do that so if you and by the way one of the hooks I'll always end up creating is actually no hook it just goes straight into the education section just literally go straight into that and so this can be a helpful way to think about it like what's the first thing you want to say to somebody about this process so let's address Effectiveness for aging how do we want to address that point in the education section of this ad how do you normally do that if you're talking about aging issues in skin we normally do it by you letting so our typical Historical Method has been by letting the customer say that it really works because in skincare Al along with other Industries like supplements and other industries that are outside FDA regulation if you make specific claims you then come under FDA regulation so without the research backed claims I typically couldn't say something like but this natural routine is reduces wrinkles or something along those lines I actually am doing a perception study right now where I will be able to make claims like that but that'll be based on this study in a couple months down the road when we actually have that so what we've done historically is let customers say it another way that we have said it in the past is we can make claims and attach it to ingredients and so you could say that surprisingly natural surprisingly effective ingredients can be found in nature like frankincense oil like sheaa butter that actually have clinical research that these things do smooth skin plump reduce wrinkles reduce fine lines and so you kind of lean on like just a little bit of language that says surprisingly effective ingredients can be found in nature now you're talking about the ingredients and now we could say a whole bunch of stuff yeah and actually I think that's an interesting opening here and it's worth noting that my expectation for what this ad will look like is it will be somebody talking to the camera directly however you shoot it vertically and that person will be essentially reading this script and then it will be intercut with b-roll to illustrate we needed right so let's say we talk about shea butter or something like maybe you actually cut to some footage of shea butter or something you know in nature or whatever or we cut to a very buttery product like a lot of B works it's like on scan or finger in the goop and like we have our petique grain which is like very obviously a shea butter based product right we' probably do that yeah yeah okay great so let's start with there so let's say like you can slow down your Skin's aging process with natural ingredients something like that let's start there okay so let's talk about what the Skin's natural Skin's aging process is we just referenced them earlier but we said it was wrinkles find lines bag under the eyes so you can so up to you again I'll give you the info and we'll we'll see how you'd like to play this but you can say that like the aging process is that your epidermis or your skin layer thins you produce less collagen it dehydrates and dries out faster so like all those things are true and that is ultimately the process that results in wrinkles sagging skin lack of elasticity FES ETA it's not a mystery why you experience what was it we said sorry Fine Lines wrinkles and bags under your eyes as your skin ages okay what say it again your epider thins out as you age you produce less collagen and your skin loses of your skin okay say it again gets thinner as you age okay it dries out dehydrates faster and dehydrates faster okay we we we I mean we can also say that you produce less collagen as you age which in generally know results in firmer plumper skin and that results in your fine lines wrinkles sagging skin okay fine lines wrinkles and is okay all right so and the result is the fine lines wrinkles and sagging skin so we've got your epidermis the outer layer skin gets thinner as you age it dries out dehydrates faster and you produce less collagen which is what keeps your skin plump right okay the result is the fine lines and sagging skin you experience so then that's basically problem and so so now how do we want to uh how do we want to frame the solution relative to that problem but there are ways to how do you say want to say this treat this slow this down I I I would actually link it to the ingredients so now we can go make a bunch of claims but there are natural ingredients that help slow down or even reverse this process you could say that what if we set it stronger than that like we've built or we've formulated let's say it like this we've formulated our products to slow down this process with like 100% completely natural products something like that what do you think I like that but I would say instead of 100% completely natural products you do 100% completely natural comma whole ingredients whole ingredients great okay so I think we need to tighten this section A little bit more which is yeah not a pun okay so I think you have to lose a little bit of the info I think you have to like honestly the collagen we probably have the worst answer to so like I think we just probably like just drop that so here's my response to that is that's an edit not that's a variation not an edit so my approach to doing these ads is always to put every bit of information I possibly can in there and then if I want in the edit process what I'll typically do is launch with a bunch of hook variations and then once I have a hook winner then I'll go create cutdowns and see if I can move through the information faster so you you may still change that but I almost always like say yes to the information okay so but I still think we're not tight enough here it's not a mystery why you experience Fine Lines no pun intended not tight enough Fine Lines wrinkles and bags under your eyes as your skin ages you're here's the reason why this happens I think maybe we need to start off a little bit differently than that we might want to say we know why this happens is there a better way to is there a better way to address the issue from the start maybe that even nods towards like maybe it's like if you're experiencing Fine Lines wrinkles and under your eyes as your skin ages that's we don't want to say that's normal probably we want to say I mean it is but we want to say probably you know how frustrating it can be or something like that or what do how do people experience this yeah I mean frustrating maybe in a lot of ways nostalgic is the emotion for a skin that wasn't this way you know yeah but frustrated or is an emotion that can come from that that's because let's see let's see if you're experiencing Fine Lines wrinkles bags under eyes as your skin ages want to take like the ner nment angle and say that it that a lot many of the the fine lines wrinkles and backs under your eyes are explained by lack of nourishment for your for what mature skin needs or what maturing skin needs I think that's really good okay so so here's how we just reframed it I really like that if you're experiencing Fine Lines wrinkles and bags into your eyes as your skin ages it's because your skin isn't getting the nourishment maturing skin needs okay now again you may go back and that's a little wordy but like super Titan yeah yeah yeah right and just like just try to say that more directly like about this is we get we instead of like spending like 30 seconds literally being like we know why aging happens and explaining that to people because they don't care we get into the solution faster so like yeah because now instead of just listening epidermis dries out this happens I think you can even just say your epidermis dries out and that means that it needs more hydration and more moisturizing than younger skin does okay and that's true so you're getting into the solution a lot faster with that yeah so what if we say this it isn't getting the nment maturing skin needs as you age your epidermis gets thinner it dries out and dehydrates faster and there was and the fine lines wrinkles and the we can get rid of the collagen part and the fine actually let's keep it and you produce less collagen and the result is the frustrating Fine Lines wrinkles and saging skin there you go okay so that's still a lot that still agitates the problem a little bit more than you're suggesting but I actually like that and the same thing I would say you could cut that if you wanted in an edit of this that's fair like my instinct is to like pull out a problem like this and say your epidemic gets thinner it drives out you dehydrate faster and then solve it right there like I want to it I'm in my instinct would be to solve point B once you introduce it and you might be right agitating might work better well what I think is that especially if the customer has some education around this they might have especially with the collagen thing like they might have heard about this and understand it and right sometimes I think sort of commiserating over the problem builds some trust it it says to the person like listen weing clearly that we know what this problem is okay and maybe what we do is say yeah so I don't necessarily disagree and I think again I think what you have there is a variation like you could be right about that it's really hard for me to guess what's the case but I would just create a variation there where you essentially have somebody read all of this stuff and then just one of the edits this is some of the stuff that you're cutting when you go to a shorter form okay and so would you can still follow that with this idea of a okay go ahead yes so so now I would probably say something like this is wellknown and skincare problems I would say this is welln and skincare uh brands have been trying to solve the solve this for years the problem is that they do it with harsh synthetic chemicals loaded with water and preservatives something like that okay now again that might be like a little over the top but that's the basic idea that I would think of next I don't think the top you don't think so I know there's we talking about people that put Botox in their face right there's many of our customers have previously done that it's like toxic so to say that it's harsh chemicals I and loaded with water and like it's not at all an exaggeration for skincare yeah and so maybe what we say is and and that's not what I want to put on my face maybe we say that's not what I want to put literally on my face you know or maybe we even say that's not what I want to slather literally on my face and you know again you could think about how you do final word smithing there but you get the idea now the only thing is actually I want to stay away from the first person this is a big kick I'm on recently but so I said that's not what I want to slather on my face so maybe we want that's probably not what you want to slather on your face you know exactly but who wants to slather and who really wants to slather that on their face okay okay then we can go to the solution now we've kind of really agitated the problem so now we can go to the solution which would be bamboo Earth solution here I'm gonna just kind of put that in bold bamboo Earth solution is is truly natural skincare so I'm going to put this in italics because it's probably not actually script but it's just sort of a marker of what we want to do here so okay so there's so now we have to say there's a better way in some in so many words how do we say that Dave how do we say there's a better way like but what if you could have so what if instead you could have truly effective skincare products that were formulated with 100% completely natural whole ingredients yeah what do you think about that I I like that interesting the interesting thing is like you introduced you introduced two different problems and this is true both of those are problems that we have to solve as our brand position aging and synthetic ingredients yes right and so you you just quickly answered the synthetic ingredient one and I and honestly I I like I sat back because I wanted to see what order you did things in yeah um and it was interesting you introduced both problems and then you introduced the solution to the second problem and the thing I've been jumping at and dying to do for the last five minutes is answer the a I mean like but I wanted to see how your brain work through this is I was dying to answer the Aging question and so like you know protecting your moisture barrier rehydrating your skin giving it a deeper more intense hydration that's literally in the name of one of our products yes are ways that you nourish your skin good good good yeah and prevent premature aging and that's loaded in the products yeah okay that's interesting so what if we then actually went problem solution problem number two solution number two so what if we went that's what that's what my instinct yeah yeah that's really good okay so okay so let's actually go back up yeah this is what we're getting at right now is that this is I think the hardest work of these ads once we do all of this I bet you and I can bang out hooks in four seconds we can get Five Hooks to test on the front of this the hardest work of this is communicating clearly in a way that makes sense because what you just hit on is that getting all of the information right in the right order is actually a significant challenge because now you have to think about wait a minute do I want to now say the problem is that current solutions for this in the market are bad or do I want to say we know the solution for this the solution is hydrating right what I let's follow your instinct for a second because you're in the brand okay and let's say after talking about the dried out dehydrating skin that results in the problems that people are experiencing now let's talk about the solution to that and the solution and then we'll come back and we'll say the problem is most skincare brands that offer the solution do it with the synthetics that you slather on your face so so we'll go problem solution problem solution okay so let's do let's do solution number one essentially so let's actually let's actually label this way and what I would again actually probably do if I was you is I would start creating versions of this explainer that attempt to handle these in various ways right so like we're going to create one version of it right now but the truth is that you can go back and do this exercise five times and think about rearranging you could do problem problem solution solution right correct yeah yeah aging skin okay so that's what we're going to call problem number one is aging skin solution number one so what is the solution since you the person who knows skincare here better than I do I haven't been in B for a little while now yeah so so the solution is well first of all like deep res restoring hydration in your skin so deeply hydrating your skin okay okay great so what we have then is the result so as you age your epid epidermis gets thinner it dries out dehydrates faster you produce less collagen the result is the frustrating Fine Lines wrinkles and sagging skin the solution I agree let's get rid of the collagen because if we're going to go to hydration collagen needs to go away right and and so one quick so like to me the solution is and very often like one of the brand statements we used to have and use a lot is like restoring your skin to its natural state and that's actually a really like good headline that has that plays into like our approach which is it's going to rehydrate your skin by by giving these products that deeply hydrate right like our mist and our Cactus concentrate and then we're going to protect your natural moisture barrier or what some people call like good oils on your skin like people know that stripping all of your oils is bad they know that roughly but then we protect that and let essentially restore your skin to its natural state we nourish it and restore it to its natural state so that those are the kind of like two things I would try to communicate typically just to kind of lay it all out there for you okay okay so that's good so so it dries out and dehydrates faster the result is frustrating find lines so then the solution is so the solution is actually simple you need to rehydrate your skin as it ages right something like that yeah yeah okay your body okay gosh now we got to get into oils and skin like which is what you just started to unpack and I think you're right about that let's see now I'm starting to wonder if going straight to solution number one is a problem so maybe you can help me out here what do we need to do what information do we need to include right here that was relevant to the product what do you mean exactly like are talking ingredi so let's unpack the Sol yeah right it might be ingredients it might be you need to rehydrate your skin as it ages or you need to hydrate you maybe you need to help your skin naturally rehydrate as it ages what's the way to say that I I yeah I actually think the idea of like helping your skin help provide your skin with more hydration as it Ages which is true or you need to provide your skin with deeper hydration yes as it ages that's perfect as it ages okay you need to provide your skin with deeper hydration as it ages that so so then I would break this down into the two parts and that means basically using products that rehydrate your skin um and that's why people use skincare products right want to hydrate our that's what let's see you want to re you want to rehydrate your skin okay does that work well what I was going to break this down into is you want to rehydrate your skin and then you want to protect your skin long term so that okay great okay you want to re basically like hydrate and protect okay you want to rehydrate your skin and you want to protect it over the long term what is it what are we protecting it from you're protect what you're protecting is your natural moisture barrier is is the the way to say it um protect your Skin's uh natural moisture barrier any okay help protect let's see help protect your skins natural moisture barrier over the long term so do we want to say anything about the natural moisture barrier in the problem section here so if your skin dehy dries out and dehydrates faster is that in part because of like maybe we want to say if we move up like as your EP epidermis gets thinner it dries out and dehydrates faster and your Skin's natural moisture barrier is less effective or something no actually the one of the ways that people most commonly strip their natural moisture Bearer is with other products that's why i' fig like is with like harsh soaps or or chemical so like a lot of like foaming cleansers will Strip This and like and so yeah so okay so what if we what if we actually bring in the protecting your Skin's natural moisture barrier under the harsh chemicals part so what if we say that's why people use skincare products you want to rehydrate your skin and then we say now we go to problem number two which is Harsh synthetic skincare products harsh synthetic skincare products okay and so what we could do then is say so let's say the solution's simple you need to provide your skin with deeper hydration as it ages that's why people use skincare products you want to rehydrate your skin what many people don't realize though do you really oh no finish your thought what many people don't realize though is that those products often work directly against long-term hydration of your skin or something like that often yeah that's good that's good long-term let's call it health and hydration health and hydration okay what were you gonna say I was just gonna say oh jeez I forgot I was like I I'll know because it's written let you write your sentence and then I forgot solution is simple that's why people use skincare products you want to rehydrate oh instead of saying that's why people use skare products don't you like don't you want to say something about our like like you're being kind of generic you're not really even making a claim that we rehydrate your skin so like instead of saying that's why people use skincare products I'd say you want to rehydrate your skin that's why we formulated our collection to you know with Nature's strongest I mean like prickly parasit oil is what we use in Cactus concentrate which yes is like literally from a cactus to survive the harshest conditions of Nature and rehydrate your skin as opposed to like that's why people use skare products like it feels like we should connect to us more no I actually disagree with you here I see what you're saying but I think that what we're essentially doing is because this is true this is why people use skincare products they know about this problem to some degree but what we need to say is because we're talking to somebody who is already using skincare products we need to say stop using the ones you're using use ours instead they are better for this reason and and so I think what we need to do is introduce ours as a better solution to the skincare products they're already using but by do but to do that we have to first take some time to hammer away at those skincare products that they're already using so I think this is like agitation basically so this is where you and I would like would and I'm 100% fine to do this outline like this this is where you and I think through this problem slightly differently and you say long form and I say long form and they mean different things to us because to me I think long form like just keeps solving their problem but I'm so eager to solve this freaking problem in the first five or 10 seconds and you're like let's keep the narrative so that we're queuing it up and that's that that is genuinely a difference in the way we each of us would have prod this ad I would have gotten to the solution way faster if you are manufacturing products in China you are almost certainly leaving savings on the table if you are not working with a true supply chain expert who can help you dial in your supply chain find Savings in all kinds of places I promise you you are not think about places like exchange rates thinking about blanket POs to take advantage of exchange rates thinking about Freight forwarding so that you know how to get your products from 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Talent high quality talent in your business if you are listening to this ad right now and you have not listened to my interview with Lara Gara from more supply chain and more Staffing go back go check that out it's a couple episodes ago link is in the show notes as well if you want a sense of what is possible in your supply chain if you're a Manufacturing in China especially because she is an incredible guide to that and she talks through a lot of that episode you get the idea the point is there are Savings in your supply chain you can get them and you can get a great deal on them by using the code AJF 20 when you go to more now.co to work with my friends at more supply chain more now.co go talk to them there and they will get you what you need 20% off the first 3 months when you use that code AJF 20 go to more now.co and save on your supply [Music] chain all right Dave we were just talking but you look different what happened did you did you go change yeah change real quick sweaty with the anticipation over the script here yeah good okay little Interruption here because Dave and I were working on this and had a lotted a certain amount of time to do this at and I foolishly thought oh this will this will be take about an hour no problem probably less just knock it out but as with all things in my life it I've spoken I've talked for longer than expected so Dave and I are back we're we're back at it after uh taking a couple day break clearing our heads and coming back to it and so we're in the middle of this conversation and it's funny after we hung up Dave you and I very quickly said is this right are we doing the right order of problem and solution we've kind of landed on this place where we've got the layout and I'm going to I'm going to pull back up the screen share here so if you are listening you should be following still the same but if you're watching I'm going to pull the screen share back up we've gotone to this place where we sorted to think about sort of essentially problem in the body of this ad problem number one is the aging skin problem solution number one you need deep hydration to to combat aging skin basically and then what Dave you and I what we were talking about after we kind of hung up and we're sort of kicking around if we need to revisit this and this is where we'll pick back up here is and especially with a couple days to think about it's kind of interesting is do you go from here into the problem of alternative solutions to this which would be basically to say because remember we started with this idea that bamboo worth is not just skincare but it is natural whole skincare and so part of the thing we're selling here is that bamboo Earth is better than other skincare products we're not trying to convince someone to use skincare we're trying to take somebody who uses skincare and say this is better and if you're frustrated with your options this is something that's better for you okay so my my thought here initially was to go to problem two basically so we say the solution is dehydration and the and now we introduce problem number two which is that many of the products that people use to try to solve that problem actually work against that problem and they're harsh for your face and all kinds of things and then we come in and re and introduce solution number two now this would delay for quite some time the idea of actually getting to Bamboo Earth as the ultimate solution for this problem but maybe that is okay so I don't know Dave do you want to like talk through kind of where your head is at with this yeah I mean my again you when you say long form and I say long form we both agree up front and then the devil is in the details where we would differ in some of our approaches so on on this I would my instincts are to move through that problem solution a little faster and introduce the solution with the natural elements wrapped around it so for instance you know you have problem is aging skin well you can do that with deep hydration with these naturally proven ingredients and so you don't even have to worry about synthetics blah blah blah and then maybe I reintroduce problem two back again even though I've basically gotone solution one problem one solution one solution two then maybe I reintroduce problem two to to put an emphasis on it and say you know there's the problem is that you know known existing brands or brands that use synthetic chemicals are loaded with water preservatives one up stripping the oils from your face that's why you really need natural skincare like reemphasize the point of natural skincare but part of me really wants to have that natural wrapped around that first time that I'm talking about deep hydration and solving your aging skin partly because the thing is like we also always think of these things as like end to end narratives but if you ever look at the kind of waterfall chart of like the watch times on these or the number of people that are watching each given second maybe you have I don't know 5% of people watching at 30 seconds and then when we get to the end of fully explaining natural again at 45 seconds you're down to three and a half% of people so you've lost you know a third of the people that that would have tuned in into that first explanation and you may have lost them on a click to your website and so and qualified them a little bit less and so my instinct is to put that natural natural or as we're calling it solution Two element wrapped around solving your aging skin problem Andrew you're on mute though sorry my first time ever recording a podcast so didn't know how to do it so I think the the waterfall chart is a good argument in favor of that I'll tell you what's going through my head while you're saying that at the same time which is that one of my beliefs about explainer content is that it works because it's clear and that it works through the information in a way that actually makes sense and that for that small subset of your customer who is actually going to buy and this is so so important to remember with these ads right is it like a good click-through rate on Facebook is like you know a little better than 1% you get the 2% you're crushing right and so that means two out of 100 people one out of 100 people something like that are gonna click and then of that group who does that now it's only another you know 4% or 6% or whatever it is who actually buy and that means that it's now you're dealing de with let's call it 5% of 1% and so it the so you're actually not speaking to everybody you're actually not speaking to all of these people you're speaking to a very small subset of the people who are going to get served this ad and that's the thing people underestimate and the reason why people worry about it being too long and all those things is that like you actually you actually aren't talking to all the people who are going to drop off in the ad that's fine let them drop off now that's also G to be the case this ad is going to have the words bamboo Earth somewhere around it and so maybe if they know that or something then it it's G to kind of have some idea but I do see your point and so I'm kind of of two minds about this I think it's really hard probably what I would actually do here is I would make two versions I would make one that introduces the product earlier in the body and then I would make another one the education where we kind of draw out the explanation here the way that I'm suggesting that we do it and that would actually be my total recommendation here is like don't you know I say this to my creative Team all the time variations not edits don't sit here and debate which one is going to work just make both and you can do that so we will make one of them today and and you can decide from here if you want to how if you want to go rearrange another version with the more Dave Instinct and see which works and ultimately I don't really care I mean I just have so little ability we talked about this earlier but I have so little ability to predict which one is actually going to be right you know so so if it's not going to be a massive additional load of recording and editing then I would say make both I was gonna debate it here but I was gonna make them anyway like we could debate it but I was gonna make it anyway great that was already happening you should you should follow your instinct on this and this is one of those things where it's like you could do a lot of research and think about it go find the right way to do it but at some point your instinct is just just go use it just go follow it my instinct could be wrong who knows okay so let's go let's do mine because you got me on the podcast and then you can go make your own on your own you don't need me for that yep okay so let's just kind of follow this line through so so aging skin you've experienced Fine Lines wrinkles bags under your eyes as your skin ages it's because your skin isn't getting the nourishment it needs the primary issue there is dehydration we introduce a solution which is deep hydration and then we say that's why people use skincare products you want to rehydrate your skin except what many people don't realize that those products is that those products often directly work work directly against long-term skin Health what are we going to say there's one one thing we left out of the solution it's actually the solution deep hydration is important there's there was two parts of this is like rehydrate your skin or dehydration and then protect your skin ongoing and it's important because the way you frame solution 2 is actually around that protection long term okay so let's clarify that so the solution simple you need to provide your skin with deeper hydration as it ages then protect uh your natural moisture barrier protect your Skin's natural moisture barrier okay great so you protect your Skin's natural moisture moisture barrier okay now that actually makes me think okay well that's fine that's why people use skincare products you want to rehydrate your skin Y what many people don't realize though is that those products could we say something like oh what if we put this into person's experience so if you've ever experienced short-term good results with your skin care but then it stops working f fast or something or like irritation or something like what how would people experience that yeah I mean like that's what I was going to actually say is like short-term results like they might rehydrate their skin but like very often a lot of these cleansers are stripping those oils which means they're losing that hydration and actually their skin overproduces oil so what you could wind up saying is that you see some short-term results but have trouble maintaining them in the long term or something to that effect great or your skin just dries dries out immediately after that or something like that great okay so I'm going to say it like this and look many of them work at least at first but have you ever noticed that over more time they often dry out your skin or what else would they how else would they experience it I I mean your yeah or your body starts overproducing oils isn't yeah or your face starts to get oily or your face starts to get super oily squiring don't worry about it I'll come back okay and now you're back to where you started yeah that's because that's because okay so we'll say let's AR like this go ahead if you want a term I've used around retinol is borrowing youth from tomorrow like like a concept of like that's so good like a shortterm gains with long-term like health health or nourishment implications do you want to do you want to name check retinol I don't not this late in an ad it's super I don't know I don't know is that ingredient is an ingredient that people know a lot are they've heard a lot about right they have yeah retinol's super popular it's one of the rare cases where it just gets called out as an ingredient and people already know what add your you uh what what kind of product it is yeah I guess you could yeah you could throw it in there okay great so let's say okay that's because here we'll get rid of this line that's because many of those products including some that claim to be natural so we'll kind of seed that idea actually use a combination of harsh synthetic chemicals let's say yeah harsh chemicals tons of water and preservatives let's say that okay preservatives so maybe we won't reference retinol here let's see that's because many of those products claim to be natural just well I guess I guess the question is I mean maybe I would think of this as its own angle sort of an anti- retinol angle where you actually make an entire ad where you basically take this format this is one of the nice things about doing these by the way is that once you build the first one of them you've got all the language built and now you can sort of make it like I actually like to build them with these kind of with this outline style that using here where it's like these different little points and sub points and they're relation to each other because now you can sort of move those sections around and plug them into different other kind of Concepts so maybe I would say that maybe make the angle about retinol because it we'll just do this we'll just say harsh chemicals like retinol there you go we'll just do that tons of water and preservatives and those very often help short term but strip your Skin's natural moisture barrier your Skin's moisture barrier long term term that's or even just yeah natural oils that's would be fine too natural oils okay great so strip your Skin's natural oils those very often help short term to strip your Skin's natural oils we'll say this plus who really wants to slather all that on their face there you go so now we have to like go for the hero solution here so yeah so we have a line already here so solution to truly natural skincare from bamboo Earth okay and so now we're going to say what if instead you could have truly effective skincare products that rehydrated your skin and nourished your natural moisture barer I just reh rehydrated and nourished your skin rehydrated and nourished your skin let's say like this nourished your skin in the short and oh whoops your skin in the short and long term and we're formulated with 100% completely natural whole ingredients that's what bamboo Earth is Boom okay now here's what we have to do so I'm going to let's leave that section behind because it basically gets there you may have to rewrite that transition a little bit tighten it a little bit but you basically there okay that's what bamboo Earth is now what I want to actually do here and this is I think the section that is really important because again you could actually basically take this section we're about to write and punch it up higher in an ad if you wanted you could do a cutdown where you eliminate a lot of this stuff and get there but this section to me is really crucial because what we're ultimately going to say is like whatever else we've said so far this is why this product is so much better than everything else is that's on the market okay so how do you want to frame what makes bamboo Earth so good good we talked about this a little bit earlier in the notes that I put on the top of this page but like I think we have to unpack what we mean by natural and whole that is different than others natural and whole like I would say something like somewhere in here this may not be where it eventually lands but something like we are like incredibly serious uh when we say the when we use the word natural or something so here's what we mean by that so how would you unpack that yeah I mean I would start with natural whole ingredient so I think ingredients being natural and whole if I were to like the make the pillars of this no water yep and no no preservatives that's those three things really like frame up like what you mean you know so the first is I would even say like in a kicker and it even comes in like glass jars and yeah you know I agree we should definitely put that in there yeah so we're also sensitive so let's just drop that in here now we're also sensitive to environmental we also want to treat the environment well or let's see or else want to care for the environment let's say care for the environment which means we use well that's actually it it's actually both like people don't want their actual skincare products sitting in plastic in addition to the environments so it's like some people care about them for different concerns so let's do it like this glass bottles let's just do it like this we even use glass bottles both so that we care for the environment let's actually put first let's say so that your skincare products aren't sitting in plastic right okay aren't in plastic for months on end aren't leeching any M microplastics right aren't great plastic and leeching microplastics I think that's great for months on end and we care for the environment and aren't wasteful there we go okay great so you could you honestly could even if you wanted to show the bottles there you could honestly could even like say we even see some people reuse them as little faces or something like that you know and show there like I don't I don't hate it I don't hate it so because people like having things that are cute and some of that so okay so that's like the that'll be like the last note on this so we're incredibly serious when we use the word natural here's what we mean what do we mean number one whole ingredients every bamboo every ingredient in our products in our products is totally whole or is is a whole natural ingredient whole natural ingredient that means what does that mean so no synthetics yeah there are zero synthetic labade ingredients okay right instead there are things like what we should name check some of them raw shea of butter ra butter raw organic raw organic Shea but sha butter and our moisturi I'm trying to hit prickly pear do you want to say that yeah it's probably less like commonly you know I say organic essential oils yeah we use a real wide variety of essential oils okay great let me ask this so yeah when we say whole ingredients what you mean by the term whole we talked about this earlier but the term whole is that we get it from nature like can we unpack that process a little bit more what do that get me from the farm to the bottle well that's actually a phrase we use Farm to face that's great is like yeah oh that's actually used that here's what we mean by so we're incredibly serious when we use the word natural we call it let's say let's say like this we call it Farm to face skin care there we go so we can actually cut a little section here let's see that means there are zero I actually think Farm to-face skincare is a good hook this is great so I just used AI I went to to Bard with Google bard and I said please explain to me whole ingredients versus synthetic just so I'm just like looking at some kind of inspiration for this yeah so yes they come directly from nature without significant processing or alteration okay great far face that means there are zero synthetics instead let's Okay so instead our ingredients come straight from nature without any significant processing or alteration plus we use things like you might need a different word than things but we use things like raw organic shea butter and our moisturizer organic moisturizer organic essential oils any what else what else should we say what other what other ingredients are crucial here yeah a lot of them are let's see Frank you know frankincense oil coconut oil lot a lot of different oils yeah organic essential oils we've already said give me one more we could say what about uh Rose what's rose water let's see because I know there's yeah what about Rosemary what what are yeah I'm trying to avoid oil because there's there's so many that are like prick Paras mango butter would be a good one maybe cool what it has a different what product is that in Cadence than oil Cactus concentrate okay butter let's say this organic and mango butter and organic essential oils let's just say like that that'll work yeah and and we could show our Cactus concentrate because that has all three of those what if we actually went almost product by product here so we said some not all the way through but we said our moisturizers are made with so we said that means our moisturizers are made with Organic shea butter and what else I would actually go I would go back I I like you saying generic part of the reason why I like to to stay want shot here I want to be able to show each product up close I want be we could show the products but like I I like you just saying that means like the brand uses one two three because I send them to a skin quiz and the actual products that each customer gets varies a bit Yeah based on their based on their skin type so like I basically I don't want to show them a product they fall in love with in an ad that doesn't wind up being in their kit so that make sense yeah I think that there's a visual component here cuz you've got a bunch of b-roll don't you of somebody like scooping out sh but oil moisturizer and Stu like that and people are also going to know these categories like give me like three of them I think I I think we gotta I'm overriding you our moisturizers are made moisturiz yeah organic Shea of butter mango butter and essential oils something like that okay so I'm gonna actually just put a note here cut to b-roll of each of these products as we go through them okay so organic shea butter and what else mango butter and essential oils butter mango butter and essential oils our toner is made with okay hold on uh Rose Rosemary or is it yeah it's the Rosemary toner yeah what is it yep lavender lavender hydrol apple cider vinegar apple cider although that's yeah that's a polarizing ingredient yeah controversial because it doesn't smell that great can we say lavender Rosemary and lavender lavender Rosemary essential oil essential oil and lavender witch hazel witch organic witch hazel oh that's good yeah that's a that's a commonly searched one yeah lavender and organic witch hazel and our cleanser is made with what it's rosewater hydrol organic Rose waterer hydrol and I mean there's only three ingredients in that one yeah vegetable glycerin and tea tree essential oil okay I'm going to just use the ones that sound the best tea tree essential oil organic rose water and tea tree essential oil okay great and then we'll just rip rip these off there is and there is absolutely no water right uh we'll say plain water right no water let's say water no water which means we also don't need any preservatives don't need or use any preservatives and we even use glass bottles so that your skincare products aren't sitting yeah that so now we need to say the result okay that's great the results are products that are made from nature that do everything you want your skin care to do again you can you could tweak that if you want it to do but are made entirely from from what Nature has provided us so let's see we actually should say they're effective yes okay so the result are are the result in fact what I would do the results are I wish I could say that our products that have beenen to but I can't until my clinical study but I could I could say ingredients um the results are products you could say products Laden with ingredients proven to drive Real Results yeah Laden with completely natural ingredients that drive real that drive drive I would say Pro proven proven completely natural ingredients proven to drive Real Results can we say that yeah the ingredients are oh oh proven to drive because the claim is around ingredients yeah okay great they're like there's real I have clinical studies on ingredients so okay okay completely natural product ingredients proven to drive Real Results you don't have to let's say it's just a myth that you have to sacrifice let's say it like this it's just a myth that you have to sacrifice n let's not do that let's not do that ala products Laden with completely natural let's let's do it like this the result of products lad with complete natural ingredients and the best part they drive they're proven oh there is tough because it sounds like it's referencing products because the FDA concern here and the best part they actually do drive real they really do drive go go back to Natural ingredients proven because you say they who's there they refer to well let's say this that's are handcuffing okay yeah that drive Real Results okay great that gets us there again you may go back through this and tweak it all but now what we've got is the body section of an ad that goes through why you experience the problems you experience explains to them see and this yeah this is the whole point of this format is that you're actually just I call it like the essay type of ad I always think of like advertising and there's two different kinds of approaches to ads one of them is like creative creative That's What I Call that's what people think of as advertising a lot of times like think about liquid death or something like that where like everything is built around really creative ideas I mean liquid death could never do this because it's just water so like they can't do something to say how much better they water or something the whole thing has to be built around creative and it's about the idea in the whole game in this is to do something that's really creative super interesting I think that can totally work first of all I'm the wrong person to do that typically the kind of person to generate the kind of ad is is actually like a creative type you know what I mean by that and then secondly what I'll say is that indirect response advertising in particular which is what we're doing performance advertising Performance Marketing that so much of the battle is just driving Clarity and and so the goal here is to just walk them through this whole process of exactly what the issue is here's exactly what our product does to solve the problem we're going to be really honest about it I I always think of like Amber who founded this brand did all of this work she did all of this work to formulate these products she put real care into making it putting it these products together requires all of these little decisions to be made along the way how much essent how much teach Tre essential oil do I put into this she had to make that decision at some point and she made that decision because she wants to serve her customer well like I know Amber like she's not a Shyer like she's she's she didn't just want to make a buck she was actually trying to think through formulating these products in a way that do that does this and now all of the people at bamboo Earth from you all the way down through somebody formulating these or you know making these products at the facility and you know are doing that and they're all they're all going through these detailed instructions to make this kind of thing happen all to serve the customer and all we're doing here all we're doing is telling them about that we're just telling the customer we did all this work we made all these decisions we're doing it for you here's what you end up with and so now here you go now let's round out the rest rest of the ad did you want to say anything about that no no I I mean I agree it's it's actually like the video form of a sales letter so that's exactly what it is that's exactly what it is yeah yeah and you even used to see people refer to in e-commerce I don't see this language as much anymore but the vsl the video sales letter you know that whole idea was like really popular for a while and drr advertising so okay let's go to the valid validation guarantee section and then we're going to come back and rehook the top okay so validation and guarantee so now what we have to do is go from the education to the point where we just validate people validate that people are going to validate that you should trust us for all of these things so what are the different things that we can do to say that somebody should trust us so there's a couple of them that you can do for every brand and I should just check check those number of orders what put the largest number you can yeah well I I was I've been Rec using customers over 100,000 or 150,000 over 100, over 150,000 customers yeah so we'd say that's why over 150,000 customers have trusted us with their face with their let's say with their skin faces tressed us with their skin what about number of reviews yeah 12,000 reviews or 10,000 fivar reviews let's say over 10,000 festar reviews okay do we have any PR or any third party been featured anywhere or do we have any thirdparty certifications we're actually working with ewg for certifications environmental working group which will be a like I would actually put it in here and we'll collect it in a month or two we'll have it and we can say that we're ewg verified our products are ewg verif why we've been certified or verified verified verified our let see that's why our products are let's see over 15 let's put it here over 10,5 star reviews we're also ewg verified okay anything else like that have we been featured anywhere no yeah okay no PR's PR is extremely light but question I would ask you about this section if I want to provide validation I have like hours of customer footage that we typically use in this spot for an ad I would probably is that is like I typically go pretty fast here and I also want to reduce risk I I think one thing you could do also is like show the customer footage as b-roll throughout the ad basically to kind of imply that show a bunch of different women putting stuff on especially you're talking about some of the issues related to like hydrating let's see it's a little bit tricky on the aging skin dehydration section yeah you're gonna be a little Boll light on a few parts do you ever break the vo like it meaning like you could does your I've never tried it but you could oh actually I have with Shark Tank footage with Shark Tank footage I've done it I'll split between them and and you can sometimes seed lines so if you're going to cut to another piece that is going to change the audio you could kind of you could have the the the Vo be something like that's why customers say things like this you know and you could and you could do that um 150,000 uh customers have trust us with their skin and they say let's see let's see they say things like this you I'll just put this in here yeah transitions yeah and we'll just note here we'll put it in a comment intercut add in customer videos okay great we're also ew you verified Etc and then now let's add a guarantee so that's basically validation but let's do the same thing so what's the money back guarantee for B bamboo 30-day money back guarantee there's ALS so this is something I think always has to be in these ads there's also absolutely no risk to you if you aren't completely satisfied just let us know within 30 days and we'll give you your money back within and one other thing with absolutely zero questions asked one other thing that is surprisingly common is also just it's worth reiterating that like this is a onetime purchase that there's no subscription attached because like even on our landing pages like you've seen our custom mini kits but like people will will an FAQ that we have to answer is this a subscription it just says at the cart there's no like subscription language but they've been through so many subscription funnels that yeah I actually think it's worth what if we did this let's see so yeah and we're not going to and no we won't like force you into a subscription you don't care about or something right right you don't want uh in fact that's a nice transition to the offer so now let's go to the offer and what I want to do for the offer here is say something to the effect of if you're ready to try truly natural skincare that really does work or that really is effective for yourself you can get two we trial is it okay now I know people might take the other offer but I think you want to make the low bar as low as possible here for entry you can get a twoe trial for yourself twoe trial two we trial of a completely custom and people are so familiar with skin quizzes so I think this would be fine of a completely Custom kit designed for your specific skin type um uh when you take our quiz when you take the quiz take the short quiz on our site on our site plus you'll get and what's the offer how much off it's uh 20% off plus you'll get 20% off when you order when you order all you have to do is follow the link in this ad take the quiz and order today something like that yeah and I I'd probably write like two or three versions like right now we're we're giving a a free Ido on the full size oh yeah it's a little bit complicated to work in on on something of this how about this or if you're or if you're ready to go with or if you're ready to go straight to the to to the three month supply will include our Ido uh completely free what does the ID do what does the ID do in in half a sentence moisturize and revive your tired eyes yeah to moisturize and revive your tired eyes completely free that's a $100 value8 it's $118 value great okay so all you yeah so follow Link in this ad take the quiz and and try bamboo Earth for yourself today great okay that is the explainer ad sections two three and four are done I will tell you like I said you know we did this all live so go back through I I think beef things up where you need to if you need to take if if our if our solution section here is too short and by the way like just for somebody watching or listening I don't always go in this problem one solution one problem two solution two that's not the magic of the format or anything like that it happens to be that we have to not only sell the effectiveness but our naturalness relative to other ingredients here in this particular product and therefore therefore we are having both these sections imagine a world where skincare products didn't exist but people had this concern about bags under their eyes I would basically completely eliminate the naturalness section unless I made it kind of a little add-on because all I would be selling is the effectiveness we can solve your problem right something like that in this case though we don't I mean you know we're in a very competitive market people have seen a lot of different stuff so we want to say here's what differentiates us so that's what we've done here now all we have to do left is go hook these so again just a reminder the way this ad will look and feel is talking head mixed with b-roll and we can use both when you go to record it here's the beautiful thing somebody can record this pretty quickly and when they do if they make a mistake if their eyes wander in a weird way over the teleprompt or whatever no problem just have them keep going start over you can patch all the footage together they do not have to get it right in one take just get each little section at a time you can patch all the footage together any of the places where like I said their eyes wander anything like that no big deal at all you just throw b-roll over that right so it makes it really easy in the edit process because you don't need someone to act really at all you don't need someone to be good A lot of times what I see people do is is just a Founder records this and they just sometimes on their computer record it horizontally with a teleprompter like I said and then you just like be able to cut it vertically right so just like if you sort of if you're watching this podcast right now the way I'm standing in the middle of the screen you could easily just imagine cutting bars right here and now you've got vertical video with my with my video really easily so so you can make that 9 by 16 square whatever so so now you've got all that the last thing we have to do though is build in Hooks and what I see repeatedly happen with these ads is that the B like the ad will generally work in a lot of ways except one version of the ad drastic works a lot better than the others and now we have to we want to add multiple hooks so that we can launch them them all at the same time and and and let meta figure out which one is actually capturing attention the best and also capturing the right person's attention the best right and those are two different problems but we'll design hooks for all of them so okay you look like you're gonna say something while I was talking there but no okay all right no no okay so we have a few hooks so far now let's get there I like to go between four and six that's a little bit because of the fact that I tend to build my ad sets with no more than six ads per ad set so it just kind of makes it convenient you could throw six into one ad set was some old meta documentation somewhere said no more than six ads per ad set in a ba campaign so like I I just do that I actually don't even know if that's like a real thing or not but it's just what I've done for a while in any case that has led me to six and one of them is going to say we're going to say no hook basically straight to the body is going to be one of the hooks so essentially one version of this ad is going to go straight into the education section and you can actually imagine this working right imagine this starting on if you're experiencing Fine Lines right if you're experiencing Fine Lines wrinkles and bags into your eyes as your skin ages it's because your skin there you go boom that actually might get us to the product faster too okay and so hook number one from there is going to be so just yeah try that that almost always is the case when you go write these like straight into it often works it's rarely my lowest performing one because yeah you just direct and go there you go okay hook one we already talked about this earlier but everyone wants natural skincare products to address aging but they just don't work okay that kind of works with our ad now you may need to go rework that hook to everyone wants natural skincare products but they just don't work so what I often which doesn't really get aging as the problem like the first problem and solution is aging yes yeah so that's my problem with that hook um yeah okay so what I'll probably what I probably want to do is actually unpack each of these a little bit so we have to now Bridge these into the other into the actual body so let's kind let's do that really quickly everyone wants natural skincare products to address aging but they just don't work and then we'll say right that's what uh so like the idea here is that like it's sort of counter positioning right natural skincare products don't work right that's the thing now we're going to say wrong uh uh we could even say it like right no that's that's not right and in fact a lot of the products people think are helping their skin are are actually working against their skin or are actually harming their skin in the long term and and so maybe you'd say something like this to understand why you need to know why your skin presents signs of aging in the first place okay something like that again Dave I'll leave it to you to go kind of tighten this as you see fit but and that would then lead us to if you're experiencing Fine Lines wrinkles bags under your skin as your eyes age it's because your skin is getting the nourishment it needs there you go again you may also go back through as you write these Hooks and like slightly tweak some of the body language to make it all fit together a little bit better okay should we cut a hook to you think you just get rid of it let me just say a hook before I forget it if if if you're if you're experiencing fine lines and wrinkles these are clues that your skin isn't getting the nourishment it needs okay these are clues that your skin isn't getting the nourishment and have to say may you know may not be getting the merged I may have to tone that down for claim reasons but like but the idea I was trying to think of something that leads with like your problem yeah and then talks about nourishment or talks about you know the care that we're going to give it yeah and because so that'll frame things up really really nice you may have to go from you may have to actually write this as almost an alternative problem one and for this edit go straight into straight into solution one here but that again what I always do in this process and just for the sake of continuing to illustrate this for someone watching right is like now I'm going to write these hooks with reference to the body and then when I go give this to somebody reading it or editing it or anything like that I'm just going to actively note clearly how I want these things to fit together you may have to do some work to like clarify those things but just just essentially read them all the way through like so jump from Hook three into body into the body and just make sure that it makes sense basically sometimes too like you'll get a round of these back from an editor you be like ah that didn't work as well as I thought it would I need to go rejigger this you know whatever so so there you go okay so I'll leave that there okay hook to so do we want to cut hook to everyone wants natural SK first but they just work yeah okay great I do especially because that goes to the wrong problem solution and I think the M the main thing that typically works is going after your your skinc care problem less so than the you know alternative products yeah okay right okay so let's take hook two there TR there are truly natural we probably want to capitalize it there are truly natural there are let's get rid of truly there are natural whole skincare products that actually work and to understand why you understand why your skin ages in the first place actually that's it we don't need to add anything to that so that just goes hook to straight into problem one okay Farm to face skincare this is that's a concept I actually love this idea okay this this hook would be basically to say there's a level of naturalness in skincare products that is much higher and more serious than what a lot of people think of right that's what we're trying to say here right we call it Farm to-face skincare farm- to-face skincare is is interesting as a phrase that we' probably want to move it very early in the video like Farm to face skincare is probably the thing we want to think of as like as the hook basically that phrase so we need a phrase here this is it's very very easy to start from this hook and write a whole another video because like you could you could very easily write this about how you may like that I ran a survey like why people are disappointed with prior skincare that they've tried and one of the reasons is that it like it wound up actually not being very good for me and and so like basically disappointed experience with something natural is like a great where where that opens the door to like well let's talk about what is truly natural so it'd be very easy to write a hook here that that creates a totally new body so I think if we're going to take this in the context of the video that we're making here you want to keep you want to keep the primary about the hook that is about aging like the aging and the signs of it fin lines wrinkled tired eyes sagging skin those are the things that you want to focus on or even the word premature aging and then and then you're going to solve that with something like Farm to face and use that as like a a way to qualify that it is extremely natural so I think I think that's right in one respect I also just think the phrase is great and like in some respect I just think we want to have it early in the video and because it's just kind of a compelling phrase like really I really like it I think like I actually think you should run some Ste image eyes that say like Farm to face skincare and that's it you know something something like that because try it yeah yeah right low cost to trying it so right uh experience Farm to face skincare something like that some people also might think that sounds gross like I don't know you know but yeah so I just started writing while you were talking you've eaten at a farm table restaurant what if you could have what if you could what if you could have farm- to-face skin care that's what we call Bamboo Earth I don't know if I love that I I might try it as see see my Pro my problem with that is problem one and solution one is basically like you made like a new video no you just have to bridge it so so yeah but all you do is you just make it so there's like a part DN here so it's like so you just say like the best part is that there is that our products are really effective and to understand how that can be you just need to know why you experience signs of aging in the first place something like that and now we've bridged our way there I think you I I'm going to I want to keep moving for the sake of time but I'm going to just like I'm just going to like highlight this soft yellow and say like I think you should do something like one version of this actually could be like could be literally just like like somebody is saying from the start like this is what farm Toof face this is what farm this is farm- to-face skincare holding up a bottle and I actually really like as a hook somebody holding up a bottle as a general rule because because I like I like I like doing that because puts the product there right away um and I'm just going to tell you this is great my my mother-in-law just walked in because she heard me talking about this and with a piece of paper that says from nature to nurture for your skin I think it's pretty good there you go that's pretty good um okay so yeah but Farm to I think somebody holding up a bottle like this is we call this Farm to-face skinc care it puts the product front and center in a way that I think is really interesting and compelling that's the point uh here let's do this holding up a bottle let's see call this Farm to face skin I might even like put those words on the screen in big letters something like that right just like I'm a big fan of doing that yeah yeah right just like there's something here where it's like just make it so people cannot miss the thing that you're saying okay my mother-in-law is a bamboo worth customer by the way so that works too yeah love it yeah she's a fan all right so we got your fine lines and wrinkles one hook four if you're expensing fine lines and wrinkles is a clues that your skin is getting the nourishment needs now you've got a I'm going to put another note here for you which is to say like bridge this to section two below probably okay any other hooks let's come up with one so you would go if you're experiencing Fine Lines wrinkles clusive blah blah you bridge that right to section two so You' skip oh I see because it it's basically already you have to word Smith that some more but we've kind of already gotten that with essentially the non hook hook and all of that okay let's actually do one more and this will be the last one and this is my this is one of my favorite things to always do with these Hooks and I just call this like the be as straightforward as you possibly can hook this is like kind of a control but it's like like it would be the thing here would be like bamboo Earth natural skin care is whole natural skincare again I'm just repeating the phrase but we have to say like yeah um is whole natural skin care that is incredibly effective for treating signs of aging in your skin so again I'm going to highlight that yellow you need to go rephrase that but the basic idea is I'm gonna and I'll put this here hook five this the super straightforward hook the idea here is like to go straight in on what the core value proposition is from from the jump and this partly solves your concern about earlier again I would I would have the person holding up a bottle for this because you just want to show it right away and and this the this solves the concern about like getting to the product too late um yeah something like that okay my my biggest concern being like the qualifying like because like if I spend too long talking about like natural and then I'm at like second 15 that's the first time I say aging right I'm getting a lot of people in this funnel that aren't aging so I like I like having the things qualify up front in the hook so yeah that's that's a good control okay I think we've hit everything that you gave me in your notes I'm looking back through the product info and the customer info that we talked that we started this podcast talking about no preservatives let's see do we want do we need to mention the word parabens is something that's not in there usually usually I don't when I I just say no preservatives at all because it's not worth like naming all the preservatives that aren't in there but you could I know you're a fan of adding the that detail it's a buzzword and people might not know what parabens are right that yeah I was thinking about this yeah so parabens are preservatives I don't know what they are are they preservatives right they are yeah they're used as a preservative okay use great we don't need or use any preservatives or parabens great you just throw the word in there though so I don't think there's so we said Naturals overuse so you have to be specific that was we accomplished being specific below by referencing some of the some of the products specifically with some of the specific you know the farm to farm to face and some of the specific ingredients y natural but it actually works needs to be convenient that that I'm not sure that that that is more like a product development ethos I don't know that that like they assume it's convenient until you demonstrate otherwise I guess I assume it's like other skare they've tried sure we have to yeah yeah I agree I I wonder if there's something in here when you go to this validation section where you've got where you've got people putting it on where part of the video you pull there is people talking about how much they love the smell and just the experience of putting it on because I know you have video of that cuz the sensory element of skincare I think is a real thing and people treat it like it's like a at home Spot Treatment you know yeah so I think that's I think that's like I think that's that's what I would put there like make make somebody get to that section I think that's actually a good idea to use that sort of video of customers there so that you could get to that section have people going like oh I want to experience that you know we use a lot of it and there's I mean there's like four things that the video tells the customer that are really hard for us to say it's one is like they can say it really works like and in their own voice and people believe that more so than like you know officially from the brand they could see the woman's face you know for like like it or not they're going to see their face and go oh they have really nice skin their 40s or their 50s or whatever and then the two other things are like smell feel texture like sensory they can explain that in a way that oh and I just love the way it smells like what what's a narrator GNA do you know like they can't really explain that in a way that makes people believe it yeah all right I think we've done it I think we've got along from explainer here I think you're right I think you should go make another version of this that follows your instincts a little bit more I think you should play with some like the retinol angle is a good idea where you basically take these blocks of content that we've now created and start piecing them together and then adding in little stuff around there the other thing I'll tell you is like when you go to make this make sure to make sure to mention before you send it to an editor what Boll you have in mind if you have it in mind for any specific places and really think about how you can use Boll