3 Unskippable Ad Hooks + a Script Template

I created a ChatGPT prompt for you to steal their formula

What's up, Marketers! This is Aazar.

This newsletter is about leveling up your paid growth marketing skills by analyzing the best brands' paid strategy, tactics, positioning, and value props.

This newsletter is divided into:

  • Sharing what I've learned

  • Sometimes sharing some other performance marketers’ lessons with you (this issue)

  • And I analyze & compare the best ads on the internet

P.S. I have two spots for clients in DTC, education, health, and tech who want to scale their creatives. Book a call here.

My favorite finds

I’m following this brand lately because they must be trying some really proven good viral hooks in their ads. So, I thought about stealing from them. They’re called One Peak Creative. They sell digital courses from $58.

Let’s break down their ads so you can steal the format to make your ads effective (along with templates and ChatGPT prompt to make similar ad scripts).

Note: I recommend you watch the video ads first.

Ad#1 — The Marshmallow Hook

What Immediately Stands Out

  • Engaging Hook: Starts with a bold claim about 12 million views, instantly grabbing attention.

  • Relatable Struggle: Highlights failure humorously with “flopped harder than last year's Secret Santa gift.”

  • Proof of Concept: Shares a relatable success story about the creator’s dad achieving 300K followers, making it believable for any viewer.

  • Humor & Personality: Injects humor throughout the script (“Suck on that, Santa”) to keep it lighthearted and engaging.

  • Visual Variety: Features fast-paced, docu-style visuals with ASMR-like quality to captivate viewers.

  • Audience Connection: Addresses potential objections early (“Even a grandpa can do this”) to resonate with skeptics.

  • Strong CTA: Ties the offer to a seasonal discount (“40% off right now”), creating urgency and relevance.

  • Narrative Flow: Maintains a smooth progression from struggle to discovery, proof, and solution.

  • Emotional Resonance: Positions the viewer as part of the story by making them feel like they’re stepping into the creator’s life.

  • Clear Outcome: Promises tangible results like more views and a straightforward path to success.

The Ad Script Breakdown

(Text written in italics is the script)

Script: The first video I ever posted got over 12 million views, so I thought I had the secret to going viral on social media.

This hook grabs attention by using a relatable and aspirational story of initial success followed by a surprising setback. It makes you curious and adds a touch of humor.

Script: But the next 20 videos flopped harder than last year's Secret Santa gift. 

Cool, Grandma. 

This combines humor and relatability to keep the audience invested.

Script: But I realized the videos that broke out of 200-view jail weren't holiday miracles. They just happened to follow the exact same formula. 

Now they introduce the formula without revealing it immediately, creating suspense.

Script: It was a simple recipe, and in just a few short months, I had over 100 million views, and I was making some serious dough. 

Keeps on building tension

Script: I shared the formula with my 60-year-old dad who had never made a video in his life, and now he has over 300,000 followers and an energy drink sponsor. 

Suck on that, Santa. 

They share personal and family success stories to demonstrate that the formula works for anyone. 

They also subtly talk about two benefits: followers and sponsors. Which psychologically addresses our need for recognition and making money. Along the side, there is a little pinch of humor.

Script: So I put it in a course that you can binge in two hours, which is probably less time than you're gonna spend hiding in the bathroom when the in-laws come to town. 

What? Occupied! 

It's also 40% off right now, so you don't have to feel guilty about getting yourself something that you actually want this year. 

They offer the course as a solution, along with showing how easy and quick it is to follow. They tie the offer to a seasonal discount, making it timely and appealing.

Script: If you're ready to start getting more views than you've ever dreamed, Hit Learn More, and I'll see you in there. 

They’ve again addressed the benefit for more emphasis and offered a clear CTA.

Visual Elements:

  • The visual element reinforces the hook. The ASMR-like quality and multiple cuts make it engaging right from the start.

  • Fast-paced cuts and transitions make the ad feel like a personal vlog.

  • The use of humor and holiday-themed scenarios maintains lightheartedness and relatability.

  • The docu-style format feels authentic and engaging, encouraging viewers to trust the creator.

Key Lessons:

  • Amazing Hook: Start with a big, relatable claim or story.

  • Visual Variety: Use multiple angles and scenarios to keep attention.

  • Relatability & Humor: Address common struggles in a fun way.

  • Authority: Share proof (personal and others’) to establish credibility.

  • Strong CTA: Make the offer clear and time-sensitive.

Thanks to our partners who support this newsletter.

Tools worth checking out:

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Ad#2 — Excuse me?

What Immediately Stands Out

  • Interactive Opening: Begins with a casual scene (“Excuse me, do you mind just taking a quick video of me?”), mimicking a relatable, real-life moment.

  • Relatable Pain Points: Highlights creator struggles like low views, outdated trends, and algorithm myths humorously.

  • Humor & Personality: Uses sarcasm (“your boomerangs aren’t going viral” and “you spelt expresso wrong”) to keep it lighthearted.

  • Debunking Myths: Challenges common misconceptions about social media success (“It’s not because the algorithm hates you”), replacing them with actionable advice.

  • Proof of Concept: Shares personal success (12 million views on a watermelon video) and course success stories.

  • Strong CTA: Ties the offer to affordability and ease of use (“It’s on sale right now for less than $60”), creating urgency.

  • Visual Variety: Incorporates dynamic cuts, humorous scenarios, and relatable moments to maintain engagement.

  • Authenticity: Feels genuine and unscripted, creating trust with the audience.

  • Emotional Resonance: Uses humor and relatability to connect deeply with viewers while inspiring action.

  • Clear Outcome: Promises better results on social media with a simple and actionable solution.

The Ad Script Breakdown

(Text written in italics is the script.)

Script: Excuse me, do you mind just taking a quick video of me? Okay, it's already recording.

The hook instantly grabs attention with its interactive, casual and unscripted feel.

Script: So, you want to start getting more than 200 views on your videos, but your boomerangs aren’t going viral, and you're spending way too much on outfits for your dog.

Uses humor and relatable struggles to instantly connect with the audience.

Script: Let me be clear, it's not because the algorithm hates you, you put your hashtags in the wrong order, you spelt expresso wrong, or you should have posted two hours later. You just haven’t given people a reason to care.

They Debunk myths while building curiosity around the solution. Along with relatable thoughts that go around in prospects’ heads.

Script: I got 12 million views on a video for saying that I could eat a whole watermelon because people were curious if I could actually do it.

They share a funny personal example to show that engagement comes from curiosity, not complexity.

Script: We've had over 60,000 students in every niche imaginable use this course as rocket fuel for their social strategy.

They present the solution while building credibility and showing it works for a wide range of people.

Script: And if you don't think you have the time, we just had a student take the entire course in two hours while on a road trip and get more than a million views in less than a day.

They address time objections and reinforce success with a relatable anecdote.

Script: Plus, they spent more on gas than they did on the course, because it's on sale right now for less than $60. So if this made you realize you could do a little better on social media, hit the link and let’s keep this train moving.

They presents the solution with humor and make it sound affordability, a subtle call towards the benefits and end with a strong CTA.

Visual Elements

  • The casual, interactive opening mimics real-life moments and grabs attention.

  • Fast-paced cuts and transitions keep the audience engaged.

  • Humor-filled visuals reinforce the script’s tone.

  • Everyday scenarios, like taking videos, make the ad relatable and authentic.

  • Simple and clear visuals tie into the narrative without feeling overly produced.

Key Lessons

  • Interactive Hook: Start with a relatable, real-life moment to draw viewers in.

  • Humor & Personality: Keep it light and engaging by addressing struggles humorously.

  • Debunk Myths: Challenge common misconceptions to build trust and authority.

  • Proof & Relatability: Use relatable success stories to demonstrate the solution’s credibility.

  • Clear CTA: Present the offer simply, emphasizing its affordability and ease of use.

Ad#3 — The ULTIMATE VSL

What Immediately Stands Out

  • Curiosity-Driven Hook: Opens with an irresistible statement: “I'm going to share a format you can steal that's gotten over half a million views every time we've used it.”

  • Relatable Success Story: Highlights the transformation of a struggling agency into a viral content creator through an innovative strategy.

  • Engaging Narrative: Uses a storytelling format to explain the strategy’s origins, weaving humor (“bingeing Tiger King and stocking up on toilet paper”) with lessons learned.

  • Celebrity Connection: Mentions Ryan Reynolds and a heist-themed ad, adding credibility and an aspirational element.

  • Proof of Concept: Provides multiple examples of success, from high-performing fake ads to a simple watermelon video surpassing expectations.

  • Audience Connection: Addresses common creator concerns, such as production costs, and shows how the strategy works with minimal resources (“What if we try to test with just our iPhone?”).

  • Strong CTA: Clearly explains the offer and reassures with a money-back guarantee and lifetime access, reducing perceived risk.

  • Visual Variety: Includes quick cuts, multiple settings, and dynamic transitions to maintain attention and tell the story visually.

  • Emotional Resonance: Combines humor, innovation, and relatability to inspire viewers to take action.

The Ad Script Breakdown

(Text written in italics is the script.)

Script: I'm going to share a format you can steal that's gotten over half a million views every time we've used it.

Starts with a bold, curiosity-driven hook that instantly grabs attention and creates intrigue. The phrasing makes the audience feel like they’re being let in on a secret.

Script: It works for any niche and the last student we gave it to got over two and a half million views on his very first video ever.

Builds trust and excitement by presenting the strategy as universally effective. Sharing a student’s success story makes the result feel achievable and relatable.

Script: To explain our weird content strategy, you need to understand where it came from. A story involving Ryan Reynolds and a rotten watermelon.

Transitions into a storytelling approach that combines humor, a celebrity connection, and intrigue. This sets the stage for an engaging and memorable narrative.

Script: In March of 2020, Meg Kahn and I were running a successful video agency. But when the world shut down and we couldn’t work with actors anymore… Business got quiet.

Introduces a relatable problem that many businesses faced during the pandemic. The context builds emotional connection while adding stakes to the story.

Script: Two weeks and ten videos in, a Marvel VFX company, not even shooting you, offered to help us out. So we went big, making a heist-themed ad for Ryan Reynolds’ gin brand. And when Ryan saw the video, he said this.

Highlights collaborations with well-known names to demonstrate credibility and expertise, building trust and authority.

Script: At the heart of our playbook was a dead simple equation that became our north star: higher watch time equals higher views every time.

They reveal the core insight driving the strategy. They present the equation as simple and universal, it makes the solution feel accessible to anyone.

Script: We are so confident in these tools that if you don’t get a thousand dollars in brand offers and over a million views in your first month putting this course into practice, we’ll give you your money back.

They remove hesitation by introducing a risk-free guarantee. This builds confidence in the product and emphasizes the results it promises.

Script: Click learn more, scroll to the bottom of the page, and click on this image to download it now. You’re going to crap your pants when you see what’s in there.

They end with a playful yet direct CTA that encourages immediate action. The casual tone reinforces the authenticity and relatability of the ad.

Visual Elements

  • Quick cuts and transitions maintain engagement and tell the story visually.

  • Changes in location and context make the video visually appealing and relatable.

  • Uses casual, unscripted elements, making the ad feel genuine and approachable.

  • Includes props and gestures to enhance storytelling (e.g., a phone or a watermelon).

Key Lessons

  • Curiosity Hooks: Start with a hook that promises value and sparks curiosity.

  • Relatability: Use stories and humor to connect with the audience.

  • Proof & Credibility: Highlight achievements, recognizable names, and real-world results.

  • Simple Insights: Introduce a clear, actionable takeaway (e.g., watch time = views).

  • Strong Offer: Include guarantees and benefits to reduce hesitations and encourage action.

Template for Creating These Ads

1. Hook:

  • Start with a curiosity-driven statement that promises value.

  • Create intrigue by mentioning a unique format, insight, or result.

  • Example: “I’m going to share a format you can steal that’s gotten over half a million views every time we’ve used it.”

2. Relatable Problem:

  • Share a challenge or issue that resonates with the audience.

  • Use storytelling and humor to keep it engaging.

  • Example: “Business got quiet. So, after bingeing Tiger King and stocking up on toilet paper, we made a plan.”

3. Discovery & Insight:

  • Introduce the solution or strategy with a simple, clear explanation.

  • Build curiosity before you offer the solution

  • Example: “At the heart of our playbook was a dead simple equation: higher watch time equals higher views.”

4. Proof of Success:

  • Share personal achievements, notable recognition, or student success stories.

  • Emphasize how the strategy works across different scenarios.

  • Example: “We’ve had students get over two million views with their very first video.”

5. Offer & Call to Action:

  • Present your product as the solution, emphasizing ease of use and risk-free guarantees.

  • Use playful or direct language to encourage immediate action.

  • Example: “Click learn more, and you’re going to crap your pants when you see what’s in there.”

Key Takeaways from This Brand

  • Every video starts with a strong hook that grabs attention immediately and makes viewers curious. Steal their hooks. 

  • Quick cuts and frequent visual changes keep the story engaging and hold the audience’s attention.

  • Relatable scenarios and everyday moments make the content feel authentic and approachable.

  • Storytelling is used effectively, with each ad following a clear narrative that keeps viewers invested.

  • Humor is integrated naturally to make the content enjoyable and memorable.

  • The structure of the script is logical, with a clear flow that makes it easy to follow.

  • Potential objections are addressed early, reassuring viewers and making the solution feels achievable.

  • Changing settings and locations in the video every few seconds adds variety and keeps it visually appealing.

  • The hook and storytelling elements are combined to encourage longer watch times.

  • Hard work on the visuals, settings, and details makes the videos more enageging.

  • The creator’s personality and authenticity make the content relatable and engaging.

  • Attention is given to the small details. Each video feels intentional.

Happy Growing with Paid Social,

Aazar Shad

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