[MUSIC PLAYING] It's time to talk about creative; what we're actually going to put in front of the folks who we're trying to get over to our store. And I'm going to give you some of my winning video frameworks. Remember my core principle of advertising that creative is half the battle? Well, one of these pieces of creative that's been working really, really well for me is the testimonial sandwich. I'm going to give you some tips on how to produce these videos later.
But for now, let's talk about the framework of it, the structure of it. The testimonial sandwich is a very powerful model. What it does is it opens with a face-to-camera customer testimonial; someone super excited about your product. You want to make sure that that person looks like the people who are in that avatar, who are buying that product. For example, I was opening with a 45-year-old woman, but I was trying to sell to 65-year-old women and they didn't like that.
I switched the person giving the testimonial to look more like the people I was trying to target, and it worked better. So you open with a customer testimonial, someone very excited about the ownership benefits of the product, the benefit of having this product, what it's done for them, why they like it, why it's good. Then you move into a product demonstration. You just had a glowing review. Now, you go into, hey, here's this product, and look at what it does, and this is how you use it.
And then you close with another customer testimonial, either by the same person, or a new person. It's a testimonial sandwich; face-to-camera customer testimonial, product demonstration, face-to-camera customer testimonial. 85% of my new customer acquisition is using this ad model right now. It's a super powerful one. Any business can use it. Definitely check that one out.
The next one I want to give you is a little shorter. It's simply; what it does and who it's for with a call to action. We do this, oftentimes, with no sound. It's literally just moving pictures with some text overlay and a call to action. You could literally build it in Keynote or PowerPoint. Very powerful formula, very easy to implement, what it does, who it's for, call to action; use that one and it will be effective for you.
So those are some of my winning frameworks. And there's a lot of ways to do it. These are not the only way to go. They're just what's working for me. You can look at what's out there. You can look at other brands. You can feel inspired. You can tell your story. The key is; produce videos that talk about who you are and why your products are good. And in the next video, I'm actually going to give you some production tips if you're on a budget or if you're afraid of getting on face-to-camera.
That's OK. Meet me in the next video where we're going to go over how you can produce videos in an easy way.
