If you’ve been spending a little extra time on YouTube lately( we’re just as guilty as “youre gonna” ), you may have noticed a few really good video ads that attained you think, “I kinda want to buy that.”

As business owners and marketers, we’re a hard sell. If one of Superman’s superpowers is X-ray vision–ours is encountering right through lead magnets and funnels. We’ll happily buy products and services that attain “peoples lives” easier…but you’re going to have to really sell it right.

That’s why these video ads that stop us in our ways( even when all “were trying to” do was watch our chosen video) induce us extraaa impressed.

What did they do that was so good?

When a video ad can show us what our lives are like before and after we use the product or service, that’s when our ears perk up.

It all comes back to taking us from our Before State( pre-product) to our After State,( post-product ).

How to Figure Out Your Audience’s Before State

At DigitalMarketer, we call the state that somebody was in prior to buying your product/ service the Before State. This is the state where someone craves a solution so much better that they’re daydreaming all day about it.

This Before State describes the problem that somebody is facing, so you can figure out the solution they’re looking for. When you see a video ad that shapes you think–”That’s precisely the problem that I’m having! And wait … that’s likewise the solution I’m looking for! ” This is what the video ad did.

It described your trouble and presented you the solution.

And that’s how Billy Gene is creating video ads that sell. In his The Pain Process Worksheet, he figures out who he’s targeting, their 3 greatest paints, and the solution to each of these suffering points.

Here’s Billy Gene’s Pain Process Worksheet 😛 TAGEND

( NOTE: Download the worksheet for FREE here !)

To figure out your audience’s Before State and the problems that they’re facing, you want to ask questions like 😛 TAGEND

What question do the government has? How does it stimulate them feel? What’s their average day look like with this problem?

Once you’ve figured out their own problems, then you can figure out the solution to that problem.

How to Figure Out Their After State

Now that we know the problem that our customer avatar is facing without our product or service, we can build the bridge between the problem and the answer. When this trouble goes away–how does “peoples lives” improve?

For each of the 3 problems that you listed in the left-hand column of Billy Gene’s Pain Process Worksheet, you’ll write the correlating answer in the right-hand column.

This solution is going to be the change this customer craves in “peoples lives” from buying a product or service. To figure out what this solution looks like, ask yourself questions like 😛 TAGEND

What does my customer have now that they’re applying my product or service? How do they feel now that they don’t have this pain anymore? What does their average period look like without this pain point?

And now, we can bring it all together.

When you’re production your video ad, this is the starting point to shaping sure that your ad associates and interests your client avatar. By speaking to their pain points you show how well you know the struggle they’re going through. By finding what it would be like to have that suffering degree relief, you show them why they are able to take you up on your offer.

For every customer that you have, fill out The Pain Process Worksheet so you know that your video ads are going to sell. Remember, define their problem and connect it to the solution.

That way you can create the video ads that impress even expert marketers.

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