1
Your emailWe'll email you a copy of your repsonses
example@example.com
2
Your marketing goalWhat phase of your buyer’s journey are you making this ad for? This choice will help you make bold creative choices because your goal is clear.
Awareness - Make prospects aware of their problem, your business and what you offer.
Consideration - Helps prospects who are doing research, comparison shopping, and thinking over their options.
Decision - Reassure prospects who are ready to buy the solution you offer but not sure if you’re the right company to engage.
3
Your single most valuable customerFill out as much as you know about your target audience persona. This imaginary avatar will help you craft a creative video idea that this person will relate to, enjoy and, hopefully, convert with.
Name
Age
What their external problem is
What their internal problem is
What they are hearing about your brand
Facebook
Instagram
LinkedIn
Twitter
Reddit
Pinterest
TikTok
What are their favorite social media networks? (check all that apply)
4
Your core message (1 of 3)

The best video ads focus on one core problem and therefore, one core message.

The core problem is the one that keeps your prospect up at night.
5
Your core message (2 of 3)

For example, say your most valuable customer is an IT leader at a pharmaceutical company. Their list of problems may include:

Downtime

Data governance

Upgrades

Antiquated physical servers

Cybersecurity

Frustrated users

Lack of agility

Any of these problems on their own are big, but they’re probably not the core problem of your most valuable prospect.

The core problem might be something like: “Our IT is a mess and I’m not sure I have what it takes to fix this.”

This problem trumps all other problems in the stack. The other problems aggregate to form this core problem. Notice how this problem isn’t just focused on the thing that is wrong. The problem is so big that it’s overflowing into the personal arena of self-doubt.
6
Your core message (3 of 3)A great way to test if you’ve landed on the core problem is to see if it fits in a short sentence, under 140 characters (without commas and lists). If you can put the problem into a sentence this short and you can make a case for all of the sub-problems adding up to this core problem, you’ve got it. If you can’t, keep the burner on and distill it down some more. Once you have the core problem, simply take the inverse of it and that should be your core message. For example, “Our IT is a mess and I’m not sure I have what it takes to fix this,” turns into, “We give you the tools to take control of your IT.”
Your customer's core problem
Core message (the inverse of the core problem)
7
Competitive analysisCompetitor #1
Competitor name
What they say
How they say it
How we'll be different
8
Competitive analysisCompetitor #2
Competitor name
What they say
How they say it
How we'll be different

Brainstorm

You’re almost there. Here are all of the key ingredients to coming up with a great video concept. Any idea you develop should hold up to your marketing goals, your single most valuable customer, your core message, and how you’ll be different from the competition.

Marketing goal	{yourMarketing24}
Most valuable customer	{ltstronggtyourSingle[1]} is {ltstronggtyourSingle[5]} and their external problem is {ltstronggtyourSingle[3]}. Their internal problem is {ltstronggtyourSingle[6]}. They are hearing {ltstronggtyourSingle[7]} about your brand. They hang out on {ltstronggtyourSingle[8]}.
Core message	{yourCore[2]}
How we'll be different	{competitiveAnalysis[4]} {competitiveAnalysis20[4]}

To help you out, here are some popular ad formats you can think about employing. Think of these almost as templates or skeletons that you can put your messaging/story inside of.

Personification (Maytag) - Make either your product or your product’s attributes into a person and place that person in a story.
Mystery solved (Palms Casino) - the core message is the main idea your product solves
The absence (Got milk) - The absence of your product/service does all of the selling for you. Use this method if you sell something that people take for granted.
Interactive experiment (Prudential) - Instead of an “explainer” video to explain a somewhat abstract concept, use an interactive experiment to make your point.
The film (Apple at work) - Don’t make a commercial. Make a short film where the heroes of the film use your product/service to succeed.
The poem (Facebook “We’re never lost”) - Instead of marketing your product, sell a feeling that your target audience will appreciate. This is definitely bold and risky but can pay off big time!

Should be Empty:

Your core message (1 of 3)

Your core message (2 of 3)

Brainstorm

Marketing goal

Most valuable customer

Core message

How we'll be different

To help you out, here are some popular ad formats you can think about employing. Think of these almost as templates or skeletons that you can put your messaging/story inside of.