YouTube Ad expert, Kim Blanc, reveals the perfect formula to script your YouTube Ads
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Video Transcript

Develop a powerful message

Brady: Hi, everyone. This is Brady at TubeSift. Today we are interviewing Kim Blanc, again. I think, is this the third interview that we’ve done, Kim? Do you remember?

Kim: Second or third. Yeah.

Brady: Yeah. Second or third. Kim’s also done a few other guest posts on our blog before. He’s the founder of Adsvisore. They do YouTube ads, but Kim, could you give just a little intro of what Adsvisore does?

Kim: Sure. We help coaches and consultants with their ads. We’re all coaching, hands-on [inaudible 00:00:28] system with your system where we help them to script their ads, record their ads, launch their ads. And of course, scale the ads to get more lead flow and ad flow from over on YouTube.

Brady: [inaudible 00:00:40] Yeah a lot of stuff we’ve been talking about at TubeSift is the importance of crafting a powerful message that’s going to resonate with your target audience, just because there’s so many people running ads, a lot of people have access to the same targeting and stuff. A lot of the problem that we try to help people with is, how are you going to make your offer stand and out and get people to continue watching your ad, learn about it and become familiar with your brand. Then, eventually, become a lead and then a buyer. What do you guys do at Adsvisore? What’s your framework for crafting ads and your ad messaging?

The PUMPP Formula

Kim: Sure. What we do is we literally have clients compile a whole database and list of their avatar. So who they are, what they want, their problems, pain points, desires, all this information. Then we sit down together and we have the ads written out in a script. Now that script, it can go a lot of ways, but all scripts contain these five elements, right? It’s the PUMPP formula, where it’s the promise, the problem, urgency, mechanism, promise and proof.

Kim: Now these five elements, we’ve seen create the highest converting ads every time. Your niche can be weight loss, business, dating. It can be a mindset, right? With these five elements, your ad is always going to work for every ad and every market in a sense.

Brady: Okay, nice. Yeah. So you compile that information about who your customer is, who your target audience is. What’s some of the info that you’d put into that, that would help you then come up with the beginning of an ad?

Compile relevant information to know your ideal customer better. Image by Emily Morter, license under Unsplash
Compile relevant information to know your ideal customer better. Image by Emily Morter, license under Unsplash

The problem

Kim: Sure. Generally we see that the beginning of the ad always works best if it’s the problem or the promise. So the problem being, the thing right now that they’re going through. Whether it’s a bad marriage, whether it’s they can’t scale their ads, whether it is they can’t track their ads. The problem.

Kim: Or the promise of, “Hey, what, if you could find your ideal partner without Tinder, Hinge or Right? The promise. Good intros are either a good promise or they address a very deep problem in a sense.

Brady: Okay. Yeah. That totally makes sense. To capture your audience’s attention you have to relate to them about a problem that they experience regularly in their life, whatever that is.

Kim: A very deep problem.

Brady: Yeah. A deep problem. Then that kind of peaks their interest, but then what’s the second part of the ad once you’ve connected with them about that problem. If you manage to keep their attention, they’re watching the ad, what do you transition into next as you work towards pitching your offer?

The mechanism

Kim: Let’s say our intro is a problem, we then go into the mechanism. Now the mechanism is, what’s the new thing that you use to solve this problem? Mechanisms that we find work best are always, of course, the ones that are honest and real. Not the three step system. Those kind of weird wordings. I would not use those wordings. I would actually be honest with the viewer and explain what we do different to solve this problem.

Kim: Where here, in hell, we use this bridge or this mechanism to not reach heaven or paradise, et cetera. So for example, let’s say you want to, of course, scale your ads. Right now you’re stuck over here on Facebook. You’re stuck in the jail. Right. Ads always disapproved. Ad accounts always shut down. Campaigns always tank after, like what, a week? Now, the mechanism that you’ll use to reach heaven or paradise is now either ads on YouTube, TikTok. This new thing. Because new always inspires viewers to try it.

The promise

Kim: If it’s something old that they’ve done before, it’s been around for years, it’s old. I don’t care. But new things are always going to peak their interests. So again, YouTube ads, ads on TikTok. Those new things. From problem to mechanism, then that leads into the promise of, “Hey, here’s what you’ll get if you use our way or mechanism.” This new thing of, “Hey, maybe you can have your ad scaled.” Right? You can have six figures. You can find the love of your life. You can lose 20 pounds in two weeks. These big grand goals or desires that they have in a sense.

Brady: Okay. Yeah. That makes sense. Then you want to after connecting with the problem, you want to then show them what the strategy is or what the process would look like in order to achieve a desired state, like a goal that doesn’t have, like where that problem is solved [crosstalk 00:05:40]

Kim: We’ll say, never go in depth on the actual mechanism. You want to give the big, broad over-arching strategy, but never tool talk. Like, “Hey, click here. type this.” Because that’s going to lose the viewer in a sense.

Brady: Yeah. You need to continue to connect with them about the value of solving that problem. Yeah. Okay. You don’t want to go too in depth right away, but do you guys do anything with calls to action at the end then? Where you do transition towards pitching your offer product?

Kim: Sure. What we do is, the intro is the problem. That leads into the mechanism. The promise followed by proof that this stuff works. So, here’s our client Brady. Here’s Tyson. Here’s Lee. Right? Here are their results. Then of course, now, if you want the same results, click here to either opt-in to our free trading, case study, class, webinar, whatever you’re going to call it. Or, join our live host events. Or what else can we [inaudible 00:06:46] here? Get our free e-book. That thing that’s going to get the viewer more closer to their desired promise, in a sense.

Brady: Okay. Yeah. That’s really good flow there. It seems like most successful ads that they follow a formula just like that.

Kim: Yeah. Pretty much.

Brady: Yeah. Yeah. That’s really good to break it down that way. If anyone is struggling to write an ad or needs help with their ads, this is great formula to follow.

Use messaging that resonates with your ideal audience in your script for a successful YouTube Ad. Image by Timothy Dykes, License under Unsplash.
Use messaging that resonates with your ideal audience in your script for a successful YouTube Ad. Image by Timothy Dykes, License under Unsplash.

The proven formula for any niche

Kim: Now, Brady, we thought this formula only works for consulting and coaching. We now have clients in e-comm who have followed the same formula and they find the same levels of success following the exact same formula. Problem, mechanism, promise, proof, call to action. Go by now on my site. Pretty much.

Brady: Awesome. Yeah that’s great to break it down. Because I know a lot of people when they start out or even if they’ve been trying to run ads for a while, they can struggle with how to pack the information in there in such a short amount of time and keep the viewer’s attention. That’s great you guys have a framework for that. Yeah. Real quick. You mentioned you started doing that with e-commerce. What are all the niches that Adsvisore helps professionals with?

Kim: In e-commerce or just overall in-

Brady: Just overall. Yeah. Like you said, you work with some other professionals.

Kim: We’ve got a lot of clients.

Brady: Okay.

Kim: A lot of clients. In heavy machinery fields, tractor fields, weight loss, coaching, digital marketing, writing books, for teen writers, mindset, retirement investing for women. Our clients range from niche to niche, but what’s really cool is the results stay the same for every client. Once you have a good ad, of course, a good ad that converts and good targeting and good funnel, the niche doesn’t really matter. You have those three things to succeed over here on ads on YouTube in sense for that.

Brady: Okay. Nice. That’s great to hear. Yeah, we mainly just wanted to go over some of framework for structuring your ads. As Kim has said with Adsvisore, they work with a lot of clients and they’ve found success in different niches. This a great framework to follow. And Kim, if anyone wanted to look you guys up or get in touch with you, where would they go?

Use YouTube Ads to scale up your 2022

Kim: They can go to as That’s

Brady: Okay, perfect. Yeah. We’ll throw a link to that. It will be in the description or on the blog if you’re watching it there. Yeah. Kim, did you have anything else you wanted to add or is there any big projects or anything you’re looking forward to as we finish this year or going into next year?

Kim: I’m looking forward to 2020 for YouTube, because of course, Q4 is a great quarter for e-commerce and the businesses. The Q1 and Q2 are great for pushing and consulting. If you’re a coach or you’re an expert who wants to really scale up into next year, I advise you to get on YouTube. The first of January, you want to get on there, launch your ads, because again, everyone’s trying to reform themselves for the new year [inaudible 00:10:14] they’ll invest in coaching and courses to do so. So, yeah.

Brady: Okay. Yeah. That totally makes sense. Q4 being a good time for e-commerce like with the holidays, people buying gifts for each other or just that’s when all the deals get run. It’s like, “Oh, I want to get this.” But then starting the new year out, coaching or consulting or self help programs or stuff like that, that’s really good in the beginning of the year. That totally makes sense. That’s cool.

Brady: Well, yeah, that was about all we had everyone. Kim, thanks for coming on. Maybe we can do a fourth interview sometime as well down the road, once we start Q1 or something next year.

Kim: Sure.

Brady: But yeah, thanks for coming on and Happy New Year, almost that time.

Kim: Yes. See you guys.

Brady: All right. Bye.

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