Research: Three Proven Scripts, the Four Areas of a Script That Sells, the Four Phases, the Avatar-Offer-Message Trifecta, Psychographics, and the 37-Minute Immersion Exercise

The 14 Day Filmmaker ad (bundled free 'right here in your content portal') 'is generating us roughly $30,000 a week on average. And in our very first month ever of launching this commercial, we did $120,000 in sales.' The Waltham Pest Control ad, quoted at length ('Do you have a pest problem?... Hi, I'm Peter Rania, owner of the original Waltham Pest Control'), 'is now consistently generating $10,000 a month' because it 'quickly answers all the questions and objections' - pest types, local presence, pet- and family-safe methods - with named testimonials (Marcia, David). Next Level Creators is 'a customizable consulting offer' with no fixed price; its 35-minute video is linked, not shown, and works by 'immediately talking about the biggest frustration for filmmakers... charging what they're worth.' The process 'can be molded to your offer, your audience and your business model' - local service, e-commerce, courses, consulting, phone sales - and 'many of our clients... offer one day script writing as a service using our process.'

The One Day Script & Storyboard Template has four key areas: 'First, we will write an attention getter. Second, we will identify the gap your offer helps your client to solve or satisfy. Third, we will make an airtight, logical and emotional case for how your offer bridges the gap better than anything else in the world. And fourth, we will give the viewer a crystal clear call to action.' The writing process has four phases: Research ('identify exactly who your ideal client is and the core reasons why they want your offer', then prioritise the benefits), Brainstorm ('all about ideas, concepts, getting them out of your head and onto a storyboard template'), Dimensionalize ('I honestly don't know if it's a real word... we're taking your concepts, your ideas, and we're adding dimension to them' to 'break through the white noise'), and Finalize ('one simple, streamlined script that will take a complete stranger and turn them into an overjoyed, overzealous, happy buyer').

'At the top, we have your ideal client avatar, which is the person in a specific set of circumstances with a specific belief system and desires... they are 100% the number one most important thing when it comes to script writing.' Second is the offer: 'all the amazing benefits that it can produce for that client', which must be prioritised 'in terms of importance to the viewers, so that when we call out to them, we share the results they care about most first.' Third is the message: 'where we use the storyboard template to write a compelling ad that resonates with where your ideal client is right now and makes a ironclad case for how and why your offer is the ultimate solution.' The research phase exists to 'build the foundation for... your nerve-striking, heartfelt message by doing a deep dive into your avatar and offer.'

Choosing one avatar 'allows you to create a message that resonates deeply into the prospect's internal motivations'; people 'see some 5,000 ads a day', so a message 'appealing to everyone instead of the people most likely to invest... is a huge mistake. It's hugely costly.' Demographics are 'age, gender, race, income, education, marital status, employment, job title'; geographics are 'where your client lives, travels, or is looking for your product or service in that moment in time'; psychographics are 'the frustrations and desires that your ideal client has that actually lead them to investing in your offer' - the one that matters, 'because without the desire... no one would buy.' Illustrations: 'Both 13 year old kids can want to shoot cinematic videos and 63 year old businessmen'; pest control demand comes from an apartment-complex owner with raccoons and a couple in a cottage with rats alike. The 14 Day Filmmaker avatar: wants to learn cinematic commercials 'in the fastest time frame possible... for a price that doesn't hold them back from investing in quality gear.' Students are sent back to 'the principal modules on direct response versus branding and the 80/20 principle.'

Attributed to copywriter Eugene Schwartz: 'Most people believe that with advertising you are creating demand. That, simply put, could not be further from the truth. You cannot create demand. The power and force that makes advertising work comes from the hopes, dreams and fears and desires that already exist in the hearts of millions of people.' Takeaway: 'Writing ads that sell is all about identifying what people already want and calling out to those desires'; the job is 'identifying and channeling this existing desire... put that onto your offer as the ultimate fulfillment of those desires.'

Purpose: 'transition from selling a product or a service to understanding the results or as we like to call the gap that is in the hearts, minds, emotions of your ideal clients.' Paul answers each prompt for the 1 Day Script offer. Three biggest results: case studies (Jason Jenkins '$50,000 in sales', Steven Root 'roughly a 1200% return'), speed, 'anyone can learn this skill set.' Biggest desire/problem, financial and emotional: 'a marketing asset that truly delivers a roi' vs 'not having a automated marketing system generating sales while they sleep'; 'more control in their business' vs 'uncertainty... spinning their wheels watching on the sidelines.' Humiliation: content that 'gets zero sales or engagement online.' Daily frustrations: 'the same sales conversation day in and day out'; filmmakers who 'feel horrible selling commercials to business owners knowing that they are an expense instead of an asset.' Complaints to friends: not enough time, not enough money, wishing it were as easy as '[insert other person]' (Gary Vaynerchuk) makes it look. Fear: 'will my business survive and thrive this year?' Cost of inaction: 'bankruptcy... closing their business... firing employees'; socially 'seen as a failure to those most important to them.' Ultimate desire: 'certainty that they possess a skill set to create marketing assets that will grow their business' - 'it's not what we have that matters in life. It's how we feel about what we have.' Worth: 'upward of a thousand dollars' against '$498 every day' and a '$198' launch price; scriptwriting as a service pays '$3,000 [to] $30,000 for one script.' No-brainer reasoning is worked twice - for the course and for a '$4,000 health boot camp.' Sacred cow: 'copying your competitors instead of creating innovative ads.' Competitors: 'We don't have any really direct competitors.' Reasons-why: fastest step-by-step process, case studies of 'companies just like mine', 'a funner person to work with.'