Mastering the Art of Sales Script Structure by Harmon Brothers

Why should people watch your ad?

Sales script structure:

1. HOOK: Stand Out from the Crowd In a world flooded with ads and content, it’s crucial to make your mark. Your HOOK represents the 3 to 5 most critical seconds of your entire ad. During this short span, you must capture your audience’s attention and make a lasting impression.

2. PROBLEM: Address the Pain People purchase products because they have problems that need solutions. Just like opting for a microwave to quickly heat up leftovers, you need to convey to viewers that they have a problem. Remind them of the pain or frustration associated with it, and then motivate them to consider your solution. Until audiences realize they have a problem that needs solving, they won’t truly care about your solution.

3. SOLUTION: Present the Answer Once your audience acknowledges the problem, it’s time to introduce your SOLUTION. What is your product? How does it work? How does it effectively solve the problem? Show viewers how their lives will improve by owning your product. Your task is to make people look at your offering and think, “Yes, that will solve my problem.” When viewers have this response, you have successfully sold them on your solution. There should be no confusion or uncertainty—just a decision on whether they are willing to make a purchase.

4. CALL TO ACTION: Ask for the Sale Many businesses invest heavily in creating ads, only to neglect the critical step of asking viewers to buy the product. Don’t fall into this trap. Make a clear and direct Call to Action (CTA) in your script. Without a CTA, potential customers may feel confused or frustrated, and confusion never leads to sales. Make it easy for them to take the next step.

5. DOUBTS & CREDIBILITY: Build Trust To assure customers that they’re making smart and rational decisions by purchasing your product, you need to address any doubts and establish credibility. There are several effective ways to accomplish this, such as incorporating authoritative sources (news publications, high-star reviews, endorsements from famous individuals) or sharing testimonials. Employ any means necessary to build customer trust and make them truly believe that you are telling the truth.

6. SECOND CALL TO ACTION (again): Provide a Gentle Reminder Some people need an extra nudge or a subtle reminder. Including a second Call to Action in your ad can be highly effective in reinforcing the message and encouraging viewers to take action.

7. OUTRO: Facilitate Action Give your audience the time and space to act upon what they’ve seen in your ad. Your OUTRO should be engaging enough to hold their attention without being distracting. Keep the focus on clicking your link or engaging with your product. This final moment is crucial for driving conversions.

The Power of Benefits Over Features

When it comes to selling your product or creating an ad for your clients, one crucial aspect often gets overlooked: focusing on the benefits. While features provide valuable information, it’s the benefits that truly sell.

Benefits create an emotional connection with your audience, allowing them to envision how your product or service can enhance their lives. By highlighting the positive outcomes and experiences that your offering can deliver, you tap into the desires and aspirations of your target market.

Let’s take a moment to examine a remarkable example of a benefit-focused ad: Apple’s AirPods. In this captivating ad,

the emphasis is not on technical specifications but on how wearing AirPods makes you feel. It evokes a sense of freedom, convenience, and elevated experiences, showcasing the transformative power of the product.

When someone finishes watching your ad, you don’t want them to think, “Wow, that product has a lot of great features.” Instead, you want them to be captivated by the idea that their lives would be significantly improved by owning your product. Benefits sell the vision and the outcome, leaving a lasting impact on viewers.

While we’ve touched upon the importance of benefits over features, there’s so much more to explore on this subject. In our opinion, this serves as a fundamental principle for effective advertising. However, if you’re eager to delve deeper and unlock the full potential of benefit-driven marketing, we highly recommend exploring the Harmon Brothers’ course, Sales script structure.

In conclusion, remember that benefits sell while features merely inform. By understanding the profound impact of benefits on your audience, you can create ads that inspire and resonate. Embrace the power of benefits and unlock the full potential of your advertising efforts.

Thank You for reading!