- The Performers
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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 experimented and learned (this issue)
Sometimes sharing some other performance marketers’ lessons with you (
And I analyze & compare the best ads on the internet
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Let me tell you a painful fact: video ads can be brutal when they flop.
You spend time scripting.
You find the right creator.
You pay for editing, reshoots, and media spend.
And then… nothing.
The cost of a bad video ad is higher than almost any other format.
That’s why I stopped trying to be clever and started doing something that actually works.
I use templates. In fact, I see a video and I see how I can make a template out of this.
I’m not a great scriptwriter or video director.
But I am pretty good at spotting what works, turning that into a repeatable structure, and using it again and again.
That’s my secret: I don’t “write” videos. I just follow a template with a few smart cues.
And honestly, it works ridiculously well.
Some of the best-performing ads I’ve run were basically upgraded versions of other people’s winners. Please don’t tell my clients 😅
So today, I’m sharing those exact templates with you.
I reach for these when I want to launch fast, test quicker, and avoid wasting weeks on a video that won’t convert.
And as a bonus, I’ve added a Poppy board so you can plug in your own product and build a working script in minutes.
Let’s get into it.
#1 The Reaction Video + Street Style Ad Format
1. Hand Over the Product Without Explanation
Start with people trying the product for the first time — no setup needed.
“Here, give this a try.”
[Hand off product]
2. Capture First Impressions Live
Let real, unscripted reactions play out.
“Whoa.”
“That’s actually really good.”
“No way, what is this?”
3. Repeat Positive Reactions for Reinforcement
Include multiple clips of different people giving similar praise.
“Dude, sweet.”
“I love it.”
“These are insane.”
4. Drop the Product Name + What It Is
Cut to a clean VO or text overlay summarizing the product.
“[Product Name] — a daily [type of product] packed with [benefits].”
5. Keep the Energy Natural and Relatable
No hard pitch. Let the reactions do the selling.
[Smile, laugh, grab another, nods of approval]
6. End With a Soft CTA or Brand Tagline
Finish with something low-pressure.
“Try it for yourself.”
“[Product Name] — worth the hype.”
#2 Doing While Speaking Format (Story + CTA)
1. Open With a Wild Result That Sounds Unreal
Start with a jaw-dropping stat or outcome to hook instantly.
“The first video I ever posted got over 12 million views.”
2. Undercut It With a Humble (or Funny) Fail
Follow with a surprising failure that adds relatability.
“But the next 20 videos flopped harder than [funny metaphor].”
3. Reveal a Turning Point or Discovery
Share the realization or pattern that changed everything.
“Turns out, the videos that took off all followed the same formula.”
4. Show the Results Over Time
Back up the insight with serious growth or transformation.
“Now I’ve got [X views/followers] and I’m making real money.”
5. Prove It Works for Others Too
Mention someone unexpected who followed your method and succeeded.
“My [friend/parent/random person] tried it and blew up too.”
6. Package the Solution as a Quick Win
Offer your formula as a simple, bingeable product or course.
“I put it in a course you can finish in 2 hours.”
7. Add Humor or Cultural Timing
Use a seasonal or relatable joke to keep attention.
“Probably less time than you’ll spend hiding from your in-laws.”
8. Soft CTA With a Friendly Close
Invite them to act with a clear, benefit-driven line.
“Click learn more and I’ll see you inside.”
#3 Multiple Shots B-roll Format
1. Open With a Bold Promise + Social Proof
Start with an impressive result that builds instant trust.
“I’m gonna share a format that’s gotten over [X] views every time we’ve used it.”
2. Tease a Big Outcome From a Real Example
Mention a student or user who achieved a crazy result using this method.
“The last person who tried it got [result] on their first-ever video.”
3. Tell the Origin Story With a Twist
Cut to a quick backstory that led to the discovery — make it visual and quirky.
“To explain the strategy, you need to understand where it came from… a story involving [unexpected event or person].”
4. Use Humor + Specific Moments to Hold Attention
Inject moments of casual storytelling and unexpected details.
“After binging Tiger King and hoarding toilet paper…”
“The watermelon was completely rotten.”
5. Cut Between Multiple Speakers for Energy
Use 2–3 speakers to break monotony and keep things dynamic.
Switch voices, settings, and tones while building the narrative.
6. Reveal the Core Principle
Introduce the core idea that everything is built around.
“Our North Star was simple: Higher watch time = higher views.”
7. Show Repeatable Proof
Back up the strategy with multiple success stories and numbers.
“[Name] used it and got [views/followers/brand deals] in one evening.”
8. Offer the Solution + Strong Guarantee
Introduce the course/tool with a bold guarantee or risk reversal.
“If you don’t get [X], we’ll give your money back.”
9. Make It Feel Easy + Accessible
Lower friction with short timelines and lifetime access.
“You can finish this in a weekend. And you get lifetime access.”
10. End With an Irresistible Freebie + Fun CTA
Wrap with a playful final push — give something free to boost conversion.
“Click ‘Learn More’ and scroll to download the format. You’re gonna crap your pants when you see what’s in there.”
#4 Customer Voiceover + Demo Format
1. Open With the Emotional Spark
Start with a feeling the product enables — creativity, clarity, momentum.
“That first spark of an idea… watching it grow.”
2. Describe the Workflow Experience
Explain how using the product feels — smooth, natural, empowering.
“Working like this feels intuitive.”
“Every detail, every plan — seamlessly connected.”
3. Highlight Key Functional Benefits Subtly
Mention how the product adapts to different work styles or locations.
“No matter where I am or how I choose to work… it’s all right here.”
4. Let the Visuals Show the Product in Use
Pair voiceover with clean, focused screen captures or footage of real usage.
Writing, editing, organizing — calm, distraction-free visuals.
5. Keep the Tone Calm and Confident
Avoid hard sells. Let trust build through elegance and resonance.
“It just works. And it works like me.”
6. Close With a Tagline or Product Mention
Fade out with a soft name drop or platform reveal.
“[Product Name] — built for how you think.”
#5 The Skit Format
1. Open With One Character Doing Something Unexpected
Show someone mid-action using a product or tool in a casual or surprising way.
“[Doing something unusual]”
2. Create Curiosity From the Second Person
Second character reacts and asks a question to trigger the explanation.
“What are you doing?”
“Where did you find that?”
“What is that?”
3. Casual Product Reveal
First person explains what it is and what it does.
“It’s called [Product Name]. It helps me [benefit in simple terms].”
4. Highlight Key Features or Benefits
Mention what makes it useful or unique.
“It gives me [X results] based on [Y criteria] — and only takes [Z effort].”
5. Add Personal Reaction or Emotional Payoff
First person shares how it makes them feel or why it matters.
“It makes me feel like I’m finally on top of things.”
“Honestly, it’s been a game changer.”
6. Objection + Reassurance
Second person raises a concern (price, time, effort).
“Sounds great, but I don’t think I can [afford/spend time/etc.].”
First person responds with reassurance or a low-risk entry.
“There’s a [free trial/money-back guarantee/etc.]. Totally worth trying.”
7. Soft CTA From the Second Person
Wrap with a friendly commitment or decision.
“Alright, I’m downloading it now.”
“Okay, I need to try that.”
#6 Relatable + Funny Ad Format
1. Open With a Casual Flex
One person shows off something they’re wearing/using.
“Yo, [Name], check this out.”
“Whoa — how much did you pay for that?”
2. Set Up the Price Shock
Reveal the high price to trigger a reaction.
“Over $200.”
“Oh my god. I spent like a third of that!”
3. Add Playful Tension or Insult
Insert a light, humorous jab to keep the energy high.
“Well, you’ve got [funny flaw].”
“Don’t talk about my [funny flaw], you [funny insult]!”
4. Reveal the Product With a Compliment
Bring the conversation back to admiration and the real product.
“I just can’t believe you got that for a third of the price… and you look damn good.”
5. Drop the Product Name + 2–3 Key Benefits
Deliver the name and main value props in a friendly tone.
“It’s called [Product Name]. No logos, fits great, does exactly what I need.”
6. End With a Friendly Wrap-Up or Inclusive CTA
Suggest it’s accessible, and no need to gatekeep.
“There’s plenty to go around.”
“You should check it out too.”
#7 The Blind Test (Sensory Persona Pitch) Format
1. Start With a Vibe-Based Character Statement
Open with a strange or sensory line to trigger curiosity.
“[Name/Thing] smells funny.”
“He’s good, you guys. He’s woodsy.”
2. List Unexpected Trait Pairings
Describe the person or product using conflicting or layered traits.
“Strong… but works with his hands.”
“Business smart… but grounded.”
3. Associate Qualities With Emotion or Identity
Let each trait cue how the product feels to be around.
“Smells like this person’s put together.”
“It smells safe.”
4. Drop a Quick Status-Driven Price or CTA
End with a price, object, or symbol of value/status.
“Like bass? $180 a year.”
#8 The Enemy Format
1. Start With a Callout Question That Creates Contrast
Challenge the viewer’s current choice by hinting it’s outdated.
“Why are [people] ditching their old [thing]?”
2. Set the Time Context to Justify Change
Use the year or cultural shift to show why it’s time to evolve.
“It’s [Year], and it’s time to leave the past in the past.”
3. Point Out the Problem With the Old Solution
Frame the current version as bulky, slow, or no longer suited to today’s lifestyle.
“A bulky [old product] doesn’t reflect today’s fast-paced world.”
4. Introduce the Sleek, Smarter Upgrade
Name the product and highlight its modern appeal.
“My recommended upgrade? [Product Name].”
5. Highlight 3–4 Smart Features With Clear Payoffs
Use feature + benefit pairs to build desire.
“Minimalist design. 30+ colors. Lifetime guarantee. AirTag compatible.”
6. Emphasize It’s Built to Last
Position it as a one-time investment with long-term value.
“It’s durable, slim, and made to last a lifetime.”
7. End With Strong Endorsement or Superlative
Wrap with a confident, personal take.
“This is hands down the best [product type] I’ve ever used.”
#9 Bird’s Eye View Format
1. Open With a Personal Thought or Feeling
Start with quiet self-awareness or emotional tension.
“Lately, it feels like I want to do everything.”
“I’ve been thinking about how fast everything moves.”
2. List Desires or Small Moments of Beauty
Name specific, relatable things that feel unfinished or longing.
“There are books I want to read. Dishes I want to try. Hobbies I haven’t touched.”
3. Acknowledge the Pressure or Inner Conflict
Gently reveal the tension — ambition vs. time, joy vs. guilt.
“I’m getting stressed out… by things that are supposed to bring me joy.”
4. Interrupt With a Grounding Thought
Pause the spiral with a simple, self-soothing line.
“I have time. I have time. I have time.”
5. End With a Gentle Reminder or Truth
Finish on a line that offers relief, awareness, or calm.
“I need to remind myself of these things, because…”
#10 Unfiltered Rant-Style (Authentic) Testimonial Format
1. Open With a Bold Callout to a Specific Identity
Grab attention by directly naming a niche group or shared struggle.
“If you’re one of my [identity group / pain-specific audience], you need to stay.”
2. Make It Clear This Isn’t a Sponsored Plug
Build trust immediately by stating it’s unpaid or unscripted.
“I’m not paid. I just need to tell you about this.”
3. Describe the Product in Real, Messy Language
Use awkward phrasing, imperfect logic — it adds authenticity.
“It funnels sound into like... a more organized... I don’t know, it just works.”
4. Share a Turning Point Moment
Tell a real, high-emotion story where the product helped when it mattered most.
“After [X traumatic/stressful event], I was so overstimulated... I had to use these.”
5. Reveal the Unexpected Outcome
Show the transformation through a relatable win.
“After an 8-hour shift and public transit, I wrote a whole chapter of my book. My brain works.”
6. End Mid-Thought or Casually
Let it end naturally or even messily — that’s part of the charm.
“I have these things now. I—”
Bonus: Use these templates in seconds to generate winning scripts using AI
Happy Growing with Paid Social,
Aazar Shad
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