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Million-dollar copywriting formula

Video structure guide

Here’s a concise list highlighting what is required and optional for your video structure:

Required Sections (Must Be Included in Every Video)

1. Pattern Interrupt
2. What’s In It for Them
3. Agitate the Problem
4. Provide the Solution
5. Establish Authority
6. New Opportunity
7. Call to Action

Optional Sections (Recommended but Flexible)

• Value Perception
• Social Proof
• Urgency

Additional Notes

• Flexibility in Order: Sections 2–9 can be rearranged to suit the flow of your video.
• Leverage Email Swipes: Use the vendor’s email swipes to align with the message.
• Read Aloud: Always read the copy out loud to ensure it sounds natural and compelling, and to refine edits.

The more sections you include and seamlessly integrate, the better your chances for success.

Pattern interrupt

This needs to be both visual and audible. We want to keep them from clicking the “Skip Now” button. We only have 5 seconds to stop them.

• Have you heard about this strange pink tonic that helps you start shedding belly fat within 24 hours?
• Are you trying to lose belly fat?
• This may seem strange, but if you’re trying to lose weight, stop doing cardio right now.

What’s in it for them

We’re telling them why they should watch this video and what benefit they will get out of it.

• This breakthrough discovery explains the real reason why you can’t lose weight.
• This tonic comes from a remote island where obesity and diabetes type two are unheard of. And where men and women have the longest life expectancy in the world.
• This natural solution has helped millions of people shed unwanted belly fat when nothing else worked.

Agitate the problem

Humans are emotional creatures. We need to poke their pain points and agitate their problems that our product solves.

• If you’re over 40, most diets simply don’t work. Keto, paleo, vegan, juicing… it’s all the same. And you can easily spend 20 years going from diet to diet without seeing the results you’re looking for.
• If you’re tired of feeling like people are always looking at you or judging you when you eat, you will want to hear what I’m about to tell you.
• Are you tired of constantly pricking your fingers and always worrying about where your next snack will come from?
• Do you wish you could eat your favorite foods again like you could in your 20s? Pizza, chocolate cake, pasta… all without worrying about your weight.

Provide the solution

• If 52,593 men and women, just like you, have already used this method, then it can work for you too.
• After testing this on over 2,328 people, scientists have concluded that this is more powerful than any solution before it.

Establish authority

This is often infused in the other points, such as mentioning individuals with credibility like a doctor, scientist, or researcher. Write your ad copy as if you’re an authority on the subject.

New opportunity

• This ancient tonic targets the root cause of a slow metabolism, unlike any diet or exercise plan.
• This sour liquid contains microscopic healing ingredients that reach deep inside the gum pockets and in between your teeth, something not possible until now.

Value perception

• Don’t waste another ten years and thousands of dollars on solutions that don’t work, when you could start feeling better as soon as tonight.
• This method is 10× more effective than any existing solution and means you’ll never have to step foot into a dentist’s office ever again.

Social proof

Include short testimonials here or leave this out if you’ve already incorporated social proof.

• Sarah, a 46-year-old mother of 3 says, “I almost can’t believe it. I lost 42 pounds in 5 weeks without exercising or dieting. How is this even possible? I can’t believe no one told me about this before! I’m fitting into my old clothes from 20 years ago!”

Urgency

• This discovery is costing the big weight-loss conglomerates millions, and they are doing everything in their power to keep you from seeing this video.
• Only 2,000 people will be allowed to see the following video. Depending on when you see this video, there may or may not be any spots remaining.

Call to action

• Click below and watch the video before it’s too late.
• Click below to discover the most powerful, fat-burning secret on the planet.