Summary
Have you seen those celebrity Masterclass ads floating around on Youtube? These masterclass ads are the short professional quality, hard-hitting, and impactful ads that grab you and get you to take action. Youtube ads are bringing in millions of dollars for many businesses and allowing small companies to scale quickly…but you have to have a good video ad structure to be successful with youtube advertising. If you are wanting to learn how to write a video script for youtube or a simple-to-follow video ad template then make sure to check out this video and watch till the end. There is no better time to get into youtube advertising. One good ad can change your life and the masterclass ad structure is a really good place to start.
Resources:
Transcript
The Masterclass Ad Template
Anytime you see something over and over again in your industry, it crosses your desk. Once, twice, three times, you might want to stop and take a look. And over the past week, I have had masterclass ads plastered across my YouTube feed. These ads. You’ve probably seen, they take celebrities and they have them teach their area of expertise.
Pretty much anything you can imagine. And if you see these as a four, they have a very distinct style and they’re running millions of dollars in ad spend to them. So that means it’s time for me to perk up and say, what’s going on here. And then go ahead and give it a shot in my own business. Today, we’re going to break down how to create your own masterclass style ads for your business and create a winning ad that works. Here we go.
All right. So undoubtedly, you’ve seen these distinct ads. They have quick cuts. They have their own stylistic flare and they’re easily identifiable, you know, at the beginning that you’re seeing another masterclass ad. And since they work, we see them over and over again, that brand recognition is going to feed into the advertising loop.
We know that humans respond to this. Anytime we see an ad or a campaign that’s working over and over again, we can take the principles of that. Even if it’s outside of our industry, we can take principles, bring them into our industry, or if it’s already in our industry, we can take elements of that without copying it into our own business, to have success based on what’s already working. So the first thing we gotta look at is the camera shop, right? We’re going to get set up to shoot this ad, which is pretty simple.
How to Film a Video Ad
We can do it with one or two camera still static shot. And there’s going to be a cheap way to do this in a more expensive way. So the elements of style, as far as the shot, we have depth of field, which is those shots where you see the blurry background and it’s focused on the person’s face. We’re going to have multiple angles, usually one straight on angle.
And one from a 45 degree angle, we’re going to have an interesting background. That means it’s usually not just a blank wall or something. There’s usually something more interesting. So we might put a view in the background or bookshelf or something like that. And if you don’t have any interesting backgrounds at your house, you can just go to a public place, go to a park, go to the mountains, whatever, find something that’s actually have nice dress.
Typically these people are not dressed like I am in a tank top, but it is hot here right now. So I’m going to have to change the shoot, my math, the ads, they’re going to be well lit professional style. So usually we’re going have good lighting. And in the face, we’re going to see lots of emotion. It’s not somebody cold. This is an expert in their field. Who’s usually spent 10, 20, 30 years doing what they do and that passion for what they do is going to come out in these ads.
So before we even set up our shot to our old ad, we have to have these things dialed in. We have to get ready to set them up, you know? So find a place that has a cool background and the bus out your DSLR camera. Or if you don’t have one, hire a photographer for a day, dress up, get the lighting, right, and get ready to convey that emotion.
So that’s part one of shooting the master class style ads that is the camera or shocked. So next up we have the format of the ad. It’s going to be about 60 to 180 seconds long, and we’re going to use specific sound design on the dad. So we’re going to just fast paced or chasing music. This is sound that you might see in a package.
When there are things happening. This is gonna keep the viewers interest, keep them watching to find out what happens next. They’re also gonna use sound effects with the title. So anytime those titles come in, we’re going to use a sound effect. Show that title coming i.
How to Edit a Video Ad
After we have a qualifying statement, we’re going to have a title. It says, meet your new instructor. Again, it’s going to be white text, black background,
Then we’re going to teach it surprising or counterintuitive insight. And we’re going to say what I’m going to teach you in this masterclass. And then say something that goes against industry conventions. So if everybody thinks that you need to prospect by cold colon, you might say something like cold calling is the dumbest thing you could do in the real estate industry. So you just want to defy conventions and get people interested in what you’re going to say.
There has to be a guessing game going on. Okay? You have to break their guessing machine. If they already know exactly what you’re going to say, what the ad’s about. If they’ve heard it before, they’re going to tune out. So again, tip is to break the guessing machine, defy their expectations. Then we’re going to have title number two. Again, black background, white text. It’s going to be your knee
Title three is going to be social proof. This could be something like as seen on entrepreneur magazine or over 10,000 customers serve or known from this movie, whatever it is. We want to grab social proof that people already recognize, and we’re going to put it on the screen so that we’re building trust and credibility. So they believe what we’re saying.
Number four, we have reveal a secret of your trade. You have to realize that the top producers in their field are not doing this, this and this. It’s something nobody likes to talk about, but it’s the truth. So just think into what happens behind closed doors in your industry that most people don’t get to hear. What will the people at the top not talk about?
Because it causes too much trouble in the industry, but behind closed doors, that’s what they’re focused on. So again, this is defined conventional wisdom, but we’re really digging into like the 80 20 of what the top producers are doing and whatever our field is. And we’re telling the truth. Something that they don’t usually hear, because usually the people at the top are not going to tell the truth to the mass market because the mass market usually can’t handle it.
And so we want to tell them a secret of the trait. Again, we’re breaking their guessing machine. We’re telling them another secret and it’s going to get them to keep watching. Now in between this, we’re going to use B roll. So we’ve used talking head up until this point talking head is when you’re in a sitting in a chair and the camera is shooting you straight on 45 degree. Angle B roll is when we’re cutting in relevant background footage.
It’s not of somebody talking. The audio is not sinked up, might be a painting shot of a scene. It might be a scene from outside. It might be a closeup of the speaker’s face. There’s tons of instances of B roll. They use different kinds of B roll. It could be you practicing your craft, whatever that is or working with the customer. So we want to sprinkle in B roll to show our audience a little bit of our world. Okay?
So if I’m making an ad about running Facebook ads, I might show B roll of me, sitting at a laptop on the beach, logged into my Facebook ads dashboard. After we showed them this, we kind of hooked them. We’ve opened up some questions in mind. Now we want to give them a tangible results. Number 500 here, by the time we’re done, you’re going to be able to, and you just want to tell them exactly what they’re going to be able to do by the end of this year,
Talk about connecting with people and asking them questions. I’ll talk about keeping a diary. It begins with a notebook. I’ll be reading few of my published essays. Lisa, you’re a natural I’m often asked. What does your family feel when you write about them? Or I thought I would bring my sister Lisa here and find out from her.
So by the time we’re done in this class, you’re going to know exactly how to go out there and get your first paying client. Or are you going to know exactly how to grow your business by 10 X this year, or you going to know exactly how to learn, how to ride the tricycle or learn how to sing better, whatever it is, whatever industry you work in. Just talk about the result that you’re playing with your customers really helpful. Next, we’re going to have title number four and that’s going to be your name teaches.
So Christian Martin teaches how to ride a tricycle. If that’s what my class is about six, we have tele personal or painful story from your past about your struggle to get a result short and relatable. Now the keyword here is vulnerable. [inaudible] this word came up over and over again in these ads. And what you want to do is humanize yourself. Show that you’re not perfect. And you’re more like your audience.
They think oftentimes we’ll look at an expert in a subject. And we just think that person is super human and they were born. Be good at this. So tell a quick story about your struggle that you had to overcome to get to where you are today. Now, if you can use an enemy, okay. If somebody was trying to hold you back, if somebody tried to sabotage you, but this could be an internal enemy, okay?
It could be in your own self doubt. It could be the nine to five job that was holding you back or student debt. So it can either be a person, an organization society, or it can be something internal that you believed about yourself. So try to create conflict.
The paint, there’s a saying in screenwriting, that character is conflict and we don’t really know what somebody’s character is until they have to deal with conflicts. And their true character is revealed by watching what they actually do when they’re confronted with a difficult situation. So show some of your character by walking through a conflict you’ve experienced.
