Vince Reed breaks down a template for ad creatives that stop the scroll. Open with an attention grabber, name the viewer's problem immediately, then use strong visual props like printed pages or money and editing tricks like black-and-white or rewind. The whole sequence takes about 14 seconds.
Let's do this. Let's go through the template so those of you out there that are running ads can kind of see the template. I'll write it down. Yeah.
So the most important thing is to grab the attention that's gonna be. Doesn't matter who. I can get this dang pen out of here. Almost got it. There you go. You put crazy glue.
Number one, attention grabber.
I'll bring the. Bring the mic closer a little bit.
All right, so you got the attention grabber.
All right. So you gotta grab the attention. All right. You always have to remember that people are scrolling when they see an ad. And 99% of the ads are seen on mobile. Most people, when they are looking at their ads, they're looking at it from a desktop perspective. You have to look at your ads from a mobile perspective and realize that people are scrolling. All right, that's right. So in that ad, if you want to pull it back up and go to the beginning. Yeah. And this is be like step one, the attention grabber. And something else, which I'll just go ahead and put point two. So point two that I have here is identify the problem. This ad, I felt, did a great job because we incorporate the attention grabber with the problem immediately. Remember, people are scrolling, so they have to see and want to stop scrolling and understand what the ad is about right in the beginning. And a lot of people go wrong because they're so slow in their ads to get everything going. So people just scroll by it. So let's just watch the beginning and you'll see the lead costs are going up, lead costs are going up, and conversions are going down because this brick wall page keeps blocking 80% of your traffic. Stop it. All right, so the attention grabber, we identified the problem and we slapped the page right in the beginning. And then as you can see, the ad goes black and white right there because it's a piece of that we add in the ad, which we come back to, and then there's a rewind part of this that happens next. And we kind of continue the attention grabbing piece right after this clip. So go ahead and hit play.
So boom. You can see that that's all attention running ads or webinar or BSL designed to stop the scroll. Now, something else that we did, and I don't even know if the team was aware of, like when we were scripting it, maybe you guys were. Tell me if you were. But the props.
100%, the props.
The props are really good at stopping the scroll. But more importantly, they're very, very strong on mobile feed. Right. So we wanted to make sure that the person that was watching this ad knew that we were targeting people that were leveraging webinar VSL funnels and that were running ads. Right. Without having to say it. The second you see the props, right, The. The funnel behind me, you kind of know what's going on. Okay, this is some kind of funnel. The beginning of the ad, he's talking about leads cost, ad costs, conversions going down. We. What we did was, I felt like very quick, how, How. Where are we at in the video? How long has the video.
So this is like 14 seconds in.
So we're 14 seconds in, right. And we've already identified, caught their attention, identified the problem. And obviously the money was. I wanted the money because I know that there's a negative, like, effect with money. Like, people get uncomfortable when they see money. Right.
And the way I counteracted the money, right. To make it. Make it clear that this wasn't about how much money we make. It was more representing how much it cost to get traffic to the funnel.
Right.
But when you initially see it, you're like, okay, here's this guy waving money. So this is part of why. How we try to almost encourage the hate and put that person that's ready to go ahead and start commenting and create the hate in a. In a pickle. He's like, oh, he's like, ready to type at this point. He's ready to comment on the money.
Yeah.
But we put him in a weird situation because instantly, if you hit play, we explain what.
Also, too, we were kind of thinking about, we're going back and forth whether to use, like, digital images of each of those pages or actually print out physical pages of each step. And we decided to print them out because they're so huge and, like, in your face kind of made more sense for that presentation.
