When I onboard a client I make my own brain dump 🧠💩
And I go deep!
Problem: It’s very time-consuming…
…but if you want to level up in 2022 this is a must.
You need to know the product, offer, and target audience inside out.
This is my flow👇
Very in-depth 🧵
1/8 I have my own content questionnaire where I get a lot of very interesting information very quickly.
Some of the questions:
What is your elevator pitch?
Your target personas? Their pain points, desires.
Primary/secondary problems.
How do they FEEL about these pain points?
2/8 Then I go through their website and internet research
👉Homepage
👉Product page
👉Our story page (very important so you can understand the brand even more)
👉Amazon reviews of the product or competitor
👉Reddit analysis of the deep pain points
3/8 Then I look at the client FB ads manager and Tiktok ads manager.
This is my advantage as I am also a media buyer for over 6 years and I know how to look at the data.
I look into:
Hooks ratios
Hook content
Script structure of the best ads
And much more
4/8 Then I have an excel sheet where I make notes about:
👉Angles
👉Benefits
👉Pain points
👉Objections
👉Deep emotions
👉Bad alternatives
👉Creative styles
👉Hook ideas
👉Other visuals
5/8 Once I gather all the information I prepare a creative strategy.
It’s a ton of ideas. For at least 6 months
I split the hook into 3 segments:
👉Visuals
👉Main headline
👉Sound/voice
Let's dive into every segment🤓
Another 🧵
1/3 - Visuals
The most important part of the hook. People consume so much more information through visuals than reading.
Best visual examples:
👉Product in use
👉Reaction/facial expression
👉Point out the pain point
👉Showcase the benefit
[read more]👇
2/3 - Main headline
Lately, I test between two different styles:
👉White banner style where the white background can fit seamlessly in IG newsfeed
👉Native look caption design
I have my own library of headlines that I update weekly.
Here are some examples👇
Quick creative analysis of one of my favorite brands Waterdop🔥
They have a heavy focus on UGC (sorry AGC @herrmanndigital 🤣)
You will see some interesting elements and patterns.
Ready?
Let's dive in👇👇
1/5 Thumbnail analysis:
👉Face. It always grabs attention.
👉"Ask Me!" Headline - It's native and it points out one of the BIG problems of the target audience
👉They show the product
👉Subtitles point out the same problem
2/5 Hook analysis👇
Visuals:
They start with the talking head but immediately switch to "how to" use a product and then they switch back to the model.
Text:
They point out the problem and EASY transition to the solution.
I like how they point out that this solution is easy.
I get a lot of DMs on how I write scripts. So here is my template & this is how I work👇
👉First I work on the voice-over segment which sets the tone for a whole video
👉Then I support that voice with various visuals. I'm trying to have at least 3 camera angles
[read more]👇
👉Captions are sometimes just keywords or full subtitles. Sometimes "native" sometimes "on brand"
👉Then I include feelings. This is for a content creator. This video is pretty happy so it's really straightforward
[there is more]👇
Most of the b-roll footage is done in my studio but sometimes I want my creator to try something unique.
I shoot my ideas where I position the camera as I want it and send them examples.
Then I screen-record myself and send my ideas to the creator.
I am overlooking 35 accounts right now and I analyzed the best hooks [stop scrollers] in the last 30 days💪👇
P.S:
No5 is really interesting 🙂
👇
Hook 1: 52.24%
Product: Ergonomic chair
Visual: A model sitting on a chair and adjusting it
Camera angle: Directly in front of the camera. Office in the background
The main headline in the first frame: The office chair redefined!
Angle: Clear product explanation
Hook 2: 61.09%
Product: Ergonomic chair
Visual: A model is holding his lower back and he is in pain
Camera angle: Directly in front of the camera. Sitting behind the office desk.
The main headline in the first frame: How to fight lower back issues?
Angle: Lower back problems