How to Make Viral Video Ads | Ryan Daniel Moran

This is something that I use in my ads all the time, where I'll just pull out this wallet and I just flick this thing and it catches on fire. Right.

In your mind, what is the purpose of the video that you're making?

So, I mean, the first one that, that it's like my favorite ingredient to teach is the pattern interrupt, or you can call it a scroll stopper. If you guys are scrolling on Facebook or Instagram, there's things that catch your attention. Typically the difference between something that catches your attention and something that doesn't, it's something that's out of the ordinary. Like maybe it's like, you know, somebody setting something on fire. If you see somebody on Instagram or Facebook and they're just standing there talking and that's all it is. I'm not gonna click on that. Like, I'm not even gonna give that guy the turn on the sound because he didn't get my attention. Right. But I mean, it's not over there. Just because you got someone's attention doesn't mean that now they're gonna watch your whole six minute video or whatever.

It's like copywriting where the purpose of the headline is to get them to read the first paragraph.

Exactly.

And what you're saying in the first part of this is if you can capture their attention enough to listen to the first line, that's still better than what most people accomplish.

Exactly. The second ingredient, and it doesn't have to go in order. I mean, you could either do this one or the next one, but the second and third one. But the second one is identify people. Because if you jump on camera, you know, you got your wallet on fire and then you go into it, you're like, hey, are you a stay at home mom? It does two things. One, it hooks them in if they are a stay at home mom. And the second thing is it actually screens people out who are not. It saves you a lot of money on ad dollars if you are screening people out because you don't want people watching your stuff and clicking on your stuff and engaging with their stuff who don't need to be there anyways. So that's pretty simple. There's that one and then the third is the hook. You know, you could do like a question where you could be like, you know, are you having a hard time selling your product on Amazon? Right. The best thing I say is if you had two books on the shelf and one of them just has a picture on the COVID the other one has a headline, and the headline Talks about, here's a way that you can save $1,000 in your next vacation. You're gonna open the book that has the awesome headline that hooks you in, right? Versus the book that just has a picture. So as soon as you kind of tell people what the COVID of the video is using the hook, the they're more likely to stick around and watch the rest of your video. The fourth one is pain points and desires. We kind of already touched on this. But, I mean, you can make it really specific. Like, people are sitting there, like, and it keeps them up at night. I mean, they have the hot sweats. They wake up at 4am because it's bothering them so much. Type of a pain point. It can't just be something that you think is a pain point or that you think that your audience is struggling with. I mean, really, I tell people to do their research, like, go out there and start clicking on some other ads from your competitors or start like, seeing what, what makes these people tick. 5 is the result slash the promise. People want their result from whatever it is that they're getting into because people want it to solve some sort of a problem.

And you could either say this or you could probably show case studies, examples, or testimonials at this point in the process as well. So after you've done the pattern interrupt, you've identified the person and given the hook list of the pain points, you might slot in. Here's what happened with so and so. When they implemented these three things that I'm about to give you so you don't have to just come out and say them. You could show them instead of telling them as well.

And then six is authority. Right? So you can't just jump on and be like, hey, I've got this cool thing you guys should buy. But it's like, people have to know that you have some experience, right.

If you had a celebrity tweet about you or a jacked dude hold your pre workout up in an Instagram post, these are all things that elevate you in the mind of the person.

Seven is the new opportunity. This is how you basically differentiate your product or your service from all the other noise out there in the marketplace.

There's this old kind of phrase in copy. That was when you're summarizing your product, you start with the only blank that. And you fill in the blank.

Yep.

And so it might be as simple as the only spatula made specifically for bachelor dads. And that would be the differentiating factor. So saying who you are, the Only.

Thing for and then 8 is value perception. You know, an example would be if you were to go and learn all these 10 ingredients that I'm showing. If you were to just like not buy my program and just go figure this stuff out on your own, you would spend hundreds of thousands of dollars, probably millions of dollars on ads. You know, you would study stuff for probably the next couple of years to try to figure all this stuff out on your own. Or you can just let me teach you and I'll teach you in less than an hour, right? So that's value perception. So people understand, like if I just buy this product, it's going to save me time or it's going to save me money because it's the quickest route to get to where I want to go. So number nine is of course social proof. We talked about that. I mean, this is just probably one of the most powerful things in the entire formula when it comes to crushing someone's objections or reasons for not buying your thing. I mean, what's the first thing that you do when you go on Amazon or any other e commerce site is you look at the reviews, right? Peer recommendation is the most powerful thing that we have. And it comes like even if it's somebody that you've never met, but they're recommending this product or service to you. When you see that, whether it's in a text form or it's a video form, I mean it speaks. Volume 10 is Call to action. This is where you hit someone over the head and you say, hey, make sure to click the link below. They will watch a video and they'll just click off of it unless you tell them what to do. So I 100% of the time will create some sort of a scarcity or urgency based call to action. When I'm trying to get someone to take action, click a link, go here. So like for Ryan's book for example, this book is only free on this ad right here, right now. Or this product is only 30% off in on this ad right now. Some sort of scarcity urgency that lets people know like if I don't take action right now, I might never see this ad again. I might never see this product for this price again. Or I might never see this promo code ever again. So use scarcity.

I'm Ryan Daniel Moran from capitalism.com we help entrepreneurs build seven figure businesses. When you're ready for us, we'll be ready for you and you can start your journey@capitalism.com start.