Sam Miller and a co-host break down a 1:50 LinkedIn ad that generated 102 leads for recruiters. It uses a three-part structure: a hook listing common client methods, a story from twin brothers about inconsistent revenue, and a close offering a free PDF on LinkedIn strategies. They tested multiple videos before this one worked.
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We had an ad that got us 102 leads on LinkedIn, and today we're going to deconstruct that ad and show you exactly how we did it. So here it is, guys. This is the structure. It's very, very simple. There's only 3 areas. There's the hook, which is 0 to 30 seconds. There's the story, which is around 30 seconds to 1 minute 30 seconds. And then there's the close, 1 minute 30 seconds to around 2 minutes. The entire video is only 1 minute 50 seconds. It's really, really short. So let's jump into the hook first, and we'll work our way throughout the structure.
Okay guys, so let's jump into the video, deconstruct it, and we're going to show you exactly what we did. Let's start with the first 30 seconds, and that's called the hook.
Networking, referrals, your little black book, those things work. I'm not here to tell you that they don't. It would be silly of me to do that.
So the first 5 seconds of this film is meant to be a pattern interrupt. It's meant to grab their attention. For our pattern interrupt, Ben and I decided to use the 3 most common ways that we hear our clients generate business. Why did we decide to use that? Well, a lot of people will be listening to that and thinking, that's me. We also made a conscious effort not to sound like every other guy selling online that tends to go straight into pain. We decided we wanted to start with something positive and support their methods. This built instant trust and helped us to stand out.
But the problem with relying on those methods alone is it's not generally that predictable. You know, most people relying on those methods have these massive peaks and troughs in revenue. Some months they could be really, really busy other months, um, completely dead.
Now we deliver the first problem. The goal here is to reinforce the problem and show them what's happening as a result. In this case, unpredictability and inconsistent revenue.
Now we're into the story section, guys. We begin the story by introducing ourselves. I introduce Sam as my twin brother, and a picture pops up in the top right-hand corner of the screen. I work with my twin brother Sam, and we help recruitment firms and search firms Shortly after, we go into the problem in a little bit more detail. We paint a picture of the scenario and help them to understand that we know what they're going through. A lot of our clients have already been using LinkedIn for some time. You know, they use it for brand awareness, they've been testing it, they use it for sourcing candidates. So they're not completely new to the platform, but the problem is they're just not managing to utilize it, to tap into it in the right way that actually allows them to get results. And finally, we introduce some social proof. We tell them that we've helped people exactly like you to get some great results, and this reinforces that what we teach actually works. Not just that, but genuinely transform the way that they do their marketing and the way that they show up in front of their target customers and candidates.
Now we're into the close, one of my favorite bits, because we end with something free and something very valuable. We explain the 3 main areas that they can use straight away to start generating more leads.
What I want to do today is share with you a quick PDF, something that I think you find quite valuable. We go into the 3 main areas of what we teach our clients and how to really leverage LinkedIn to get the best results possible.
And we keep it brief for a reason, guys, because we want to build curiosity. If we put all the juicy bits in the PDF, then they're going to want to find out more. We also remind them why they really need this PDF and the benefits it could bring them.
Download it now, have a read. It's about 10 to 15 minutes long maximum, and we hope that you find it valuable.
And then we finally end with how long it's actually going to take to read this simple but very powerful PDF. Only 10 to 15 minutes. And that covers one of the main objections that recruiters are always telling us. Which is time.
But there it is, guys, a very simple structure that we used with a video that was only 1 minute 50 seconds long, but it got us 102 leads. We're going to leave the same structure in the comments below so you can start creating and start generating your own leads from powerful video content. Sam Miller.
Sorry. Bro, can you give us some behind the scenes of what it was like filming the ad?
Uh, yeah, so, you know, that wasn't the first ad that did well. I actually filmed about 7 videos, and it was only that one that I realized did the best. And it wasn't until I deconstructed like we're doing now did I realize why it was so successful. So I guess the biggest lesson from doing these ads was to test, to do variety, and not just focus on one video. So even with the structure, guys, you know, try and play around with it.
