How To Write Meta Ads That Scale: Copywriting Masterclass – Transcript

00:00In this video, I'm going to teach you how to write a winning ad that will scale in your account. I'm not just going to hand you a framework. I'm also going to accompany it with building a script live so you can see the exact thought process. By the end of this video, you'll know the nine things that every ad that's ever sold anything actually does. You'll be able to read any script from your team, and you'll be able to give them feedback beat by beat.

00:21And you'll know which of the 40 drafts that are put in front of you is the is the one that's actually worth running. Now, nothing that sells in copywriting or script writing has really been invented since 1966. Every ad script that you see these days has core fundamentals and principles that were developed years and years ago. And so, we're going to pull them into this video. We're going to teach you the fundamentals of copywriting so that you can understand where all this theory came from and then how you can actually

00:49go and put it into application. So, here's how this video is going to run. We're going to start off with the buyer and understanding the consumer. We'll then move into the research and the offer piece. Then we go into writing the argument line by line. Then we're going to take that one argument that we write and we're going to put it into three completely different formats. And lastly, we'll finish with what kind of AI scripting can be done to complete it.

01:11We are aiming to make this video the most valuable copywriting, script writing, ads scaling video that exists on YouTube. Tens of hours of prep has gone into this video. So let's dive in. So firstly, 99% of sales theory or copywriting hasn't really been invented since 1966. Kennedy in 1904, Hopkins 1923, Collier 1931, Capable 1932, Reeves 1961, Oglev 1963, Shorts, Eugene Schwarz

01:381966. If you see any copywriting content, if you see any sales content, if you see any sales books that come out these days on how to copyright, it's all just a distillation of these people, okay? Okay, it's all just this stuff reworked.

01:53And I want to say that up front because this video is the same thing. I'm not inventing anything new here in sales copy. We're just taking all of the OG legends and we're distilling it into a consumable format so that you can take all of these lessons and then apply them into your own script writing process.

02:09Now, I want to fix two core concepts that I have said in previous videos that I've said on Instagram reels that I put out. Number one is I have said quite often that the hook is 80% of performance. I said this in my creative strategy video as well. The hook is 80% of performance. This is not true. This wording is actually bad by me. The hook is not driving 80% of performance.

02:31Really, what I should have said here and the correction is that the hook is 80% of the audience. Roughly none of it is persuasion. And so the hook is selling no one. Okay?

02:45No one gets sold by the hook. there's nowhere near enough scripting within the first 3 seconds to actually be able to sell someone. However, it is where 80% of the audience lies. So, that is a slight refinement of on what I've already said. Uh, which is a really important note for when we start building these scripts and thinking through these frameworks. Another thing that I said back on the 29th of Jan in both a YouTube video and an Instagram reel was that I was pushing the fact that you need to move away from frameworks. stop using frameworks

03:12because frameworks are incredibly generic and they don't allow you to actually have top 1% expertise and do something that's outside of the box and that stands out. Correct. I still stand by this. However, the refinement is that frameworks are really good to be able to get competent to be able to become top 20% at a skill. Frameworks will get you there. In fact, they could probably even get you to the top 10%. Now, there's going to be some people watching this that are already really, really good at

03:40copywriting. And then there's going to be a lot of people just by the law of averages that are not very good at copywriting, and that's why you're watching this video. So, we're going to be giving you frameworks. We're going to be giving you ways to be able to create much better copy, much better scripts than you ever would have made before.

03:56Then, once you've become competent, you can break the frameworks because you've earned the right to. Now, a little side note here is in the preparation of putting this video together, I went and scraped 360 YouTube video transcripts on how to write good ads because I want to see what was already out there in market.

04:14What were people talking about? And 75% of the content in like time duration of those 350 plus ads, 70% of it was just on hooks. Now, it makes sense, right?

04:28Hooks is where 80% of the audience is. But the hooks don't sell anyone. And that's really important when we're trying to write a script that sells. If the objective is to sell, to get a return on ad spend, to get a return on investment, to get more leads, you need to actually focus on the other 57 seconds of the 60-second script. And so, yes, we will go into hooks in this video. Yes, we will touch on them. But at the end of the day, your hook can be

04:54terrible. And as long as some people watch past it and then like get into the proper meat of the ad, they will still buy. And so yes, the hook is where 80% of the audience is, but the hook doesn't sell anyone at all unless there's a really prevalent unique mechanism that you can put at the start, which is going to be category specific. All right. So this is a real script that we have anonymized slightly and this is the premise of the entire video. So, as we

05:20move through the video, we are going to be teaching elements to be able to come back to this script and improve it. Now, this is an okay script, but it's not going to sell that well. And so, we're going to turn it into a great script. Let's run through it really quickly. If you're finding more hair in the shower drain, you're not imagining it. Women lose it at the part line first, usually about 18 months before anybody notices, which is why we made Nourish Plus with six clinically studied ingredients,

05:48vegan, cruelty-free, and made right here in Australia. Head to the site and grab yours. A very typical script that I'm sure a lot of you have written before. And on the surface, this is like, yeah, this is good. Go and shoot it. Brand team would approve. Performance marketing team would probably approve.

06:03But if there is one thing that you take away from this entire video, let it be the finished version of this script. So at the very end, we are going to obviously chip away at this script, improve it line by line as we run through frameworks and explain how they tie in to this particular script, and we're going to turn this into a really good app. Two disclosures. Number one, this isn't a real brand. I've anonymized the script. Number two, we are going to change a lot of this script based on

06:30copyrightiting frameworks, but if the stuff that we say isn't true for your brand, don't say it because it's not compliant. Okay? So, I'm going to start to mess with these words and change them into stuff that's a lot more convincing, that sells a lot better. But if I am saying stuff that is not actually true to what the product can deliver, then obviously don't say it. But we are going to assume a particular product here and assume a particular outcome and then we're going to obviously write around that product. Let's dig into a few

06:57things here and then obviously throughout the next one to two hours we're going to continue to dive into frameworks and understand how every single word here can be improved. Let's just dive a little bit into this one because this is very very common used all the time in like every script every ad I see. So this line is making three claims. They're making a claim that it's vegan, that it's crueltyfree, and that it's made right here in Australia.

07:23Firstly, are these legitimate claims? Yes. Okay. We're compliant. Moving on to the next important question, which is, can the tub or whatever this is next to it on the shelf say the exact same thing? And the answer is probably like I imagine a good chunk of the market is vegan, cruelty-free, and made in Australia. And if that is the case, then we have just wasted about seven, eight

07:49words, probably four and a half seconds of this ad on something that is not differentiated within the market. Now, what do you generally want to do towards the end of an ad, towards the end of a script? Generally, if you're using frameworks, you'd want to objection handle. So, we could look at this line and we could say this is an objection handling line. This is a very big mistake that people make, which is that they objection handle objections that the consumer doesn't even have. How many people get to the end of this script and go, "Oh, this is a really good product and yes, my hair is falling out, but uh

08:17better be vegan. It better be cruelty-free." Like, is that really the core objective of most people that have watched through this ad to this point? Probably not. Therefore, we need to understand the consumer intimately before we start going and writing scripts like this, or else we talk about stuff that no one actually cares about and it doesn't actually sell. So, should we go and try to rewrite this? Well, you don't have to rewrite everything. Lesson one arguably of this video is deletion

08:42often is a lot better than uh trying to refine. And so we can just delete this line out. We don't need to replace it. We don't need to come up with new things here. Let's remove it. And the reason why we'll remove it is because we need to replace this with something. But no one yet, me, you guys, no one has actually done any research yet. So if we haven't done research, if we don't know what is actually unique about this product, what is unique about this brand compared to the competitors? We haven't done the competitor research. I don't know what to go and put in here. Like

09:09I'm just going to be also making up stuff that is also not convincing to the consumer. We need to start with the consumer. We need to start with the research. And it is that that is going to build in and potentially give us the capability to rebuild this sentence. Now, that was a quick 90 second script breakdown cuz what I wanted to do was tease what we're going to be doing for the next 2 hours. This is actually I'm not meant to be talking about this right now. This is meant to be in about 60 minutes into the video and we'll go into more detail and start to flesh this out.

09:36Uh, but I wanted to show you the process that we're going to be running through over the next two hours, line by line, lesson by lesson, explaining how we can improve scripts. Now, you might be thinking, ah, I just came here for hooks. I just want some framework. Just give me the swipe file and let's go. Probably the wrong video for you. If you want to become really good at script writing, if you want to become really good at copywriting, if you want to become good at a skill that is actually very difficult to do, a swipe file, couple hook templates, not going to get you there. Like the best copywriters I've seen, the best script writers I've

10:04seen have written a thousand scripts and consumed all of the content from all the people that I showed you at the start, all of the OGs in uh selling and copyrightiting. And so if you just want a swap file, if you just want some hooks, leave the video. Don't continue watching. It's good. It gives everyone else who does watch the video a bit of arbitrage. So let's dive into section one, which is the buyer. Starting off on one of the best copyrightiting quotes by Eugene Schwarz. Copy cannot create

10:31desire for a product. It can only take the hopes, dreams, fears and desires that already existed in the hearts of millions of people and focus those already existing desires onto a particular product. So this is the fact that you cannot create desire in the consumer. You simply need to channel existing desire into your product. So you want to always find the desire and then speak to the desire rather than just writing it. And so people will write what they think but you need to

10:58start from the first principle which is what is the desire that we're actually focusing towards our product. Almost every brief that I get handed starts with the product and then it tries to reverse engineer a reason to care about the product. So you might have magnesium as a product and then you go, "Okay, we need to create an ad for magnesium." But that's backwards and it's the specific thing that ends up producing flat unwanted ad copy that everybody in the audience has seen before and that all your competitors are just producing 40

11:26times a month. The general rule of thumb is that if you can't find evidence for the underlying desire somewhere outside of your own marketing, whether that's in a review, a support ticket, a Reddit thread, a call recording, then you don't have a concept and you don't have a desire that you can speak to. You have a product description where then you're just like slapping on a hook at the start and calling it an ad script and then it never performs well. Most scripts aren't bad because the hook's bad. Most scripts are bad because they