Brainstorm: The 4x2 Storyboard, Five Hook Formulas, the Point A-to-B Gap, Four Ways to Bridge It, and the Four Keys to a Call to Action

'We are not focused on perfection. We're focused on volume. Brainstorming is all about getting as many ideas down on paper as possible. And then from that list of ideas, we focus in on the best of the best.' The trap: 'It's really easy to revert to the way you feel about your offer and write from that perspective, but you have to remember to write in a way that will resonate with your prospect's point of view' - the point of view established in research.

'We have four total rows, each assigned to one of the major components of our script... Each row has two columns. On the left hand side, we focus on our actual script... On the right hand side, we bring our script and ideas to life visually by outlining how we're actually going to produce these sections and have them filmed.' In this phase the cells hold 'notes, bullet points... a variety of different ways we could approach this script', not copy. Version control by duplication: duplicate the storyboard after brainstorming, keep the original, elaborate on the copy - as many times as needed - so there is 'a visual reference for each previous iteration' to revert to.

'Within the first five to 10 seconds of a video, the human brain makes a decision of whether or not it actually wants to watch a video or simply skip, scroll by, swipe to the next one', so the hook 'determines how many people will actually watch your entire video.' Five tips: (1) be different - 'the average person is exposed to 5,000 ads on a daily basis'; (2) call out your specific audience and 'enter the conversation already happening in your prospect's head' - the bad opener is 'my name is Anthony Gallo and I'm part of the next level creators team... none of that is really relevant to you'; the good one is 'here's exactly how to write a script that will generate millions for your business', or for Costa Rica tourism 'Picking a destination for your next vacation is driving you insane'; (3) use visuals - 14 Day Filmmaker's 'Take your videos from amateur to professional in just 14 days' over a clap from amateur to pro footage; (4) ask questions - 'Do you have a pest problem?', 'So you're trying to learn filmmaking on YouTube?'; (5) offer value - 'no one likes actually being sold to', so 'learn how to shoot cinematic videos' or Masterclass's 'here's exactly how to cook the perfect steak.' Exercise: write at least three hooks (10-20 is normal) with a visual for each.

'Point A. This is their current situation. They have things they struggle with emotionally, financially, socially... with every point A, there is a point B. This is their desired situation... This space in between point A and point B is what we call the gap.' The offer is positioned 'as the vehicle that will bring the prospect from point A... to point B.' Tip 1, state the gap simply: for 14 Day Filmmaker, 'someone wanting to learn filmmaking, but struggling due to the complexity of the skill set and the high barrier to entry.' Tip 2, pain points - specifics inside the problem, found by asking customers: 'YouTube is too overwhelming', 'the main programs... cost too much'; for pest control, treatments that did not work, fear for family and pets, the rising cost of waiting. Tip 3, alternatives they already tried: 'the traps, the DIY sprays, and the other cheap Home Depot options, but each time they fail'; med-spa creams that 'fail to produce the clinical results.' Tip 4, the cost of not bridging the gap, quantified: Next Level Creators' $10,000/month 'becomes $120,000 a year, and $1.2 million over a 10 year period'; heart surgery's cost of inaction is death; childhood shoes' is 'the emotional turmoil of not fitting in.' Tip 5, reinforce every point visually. Exercise: the gap in 1-2 sentences, 4-5 pain points, two alternatives each with why-you're-better, the cost of inaction, visuals.

Tip 1: results and benefits with proof, because 'we need to get them just beyond this threshold of logical certainty... Anything beneath this threshold of logical certainty and we fail to earn their investment' - 'do you have any actual case studies?' Tip 2: pure uniqueness unrelated to performance - organic ingredients, '15% of the proceeds to charity.' Tip 3: why you beat the competition - pricing, speed, guarantees, track record - without 'blatantly bash[ing] on the competition.' Tip 4: help them visualise Point B - a restaurant ad with 'shots of the food sizzling on the grill, dripping with flavor, steam flying off in every direction'; tourism with 'amazing visuals of beaches, the sounds of waves crashing.' Exercise: three benefits, three uniqueness points, three reasons you beat competitors, four visuals.

An ad is one stage: 'someone seeing your ad for the first time on social media, watching the full ad, and clicking the link beneath the video, which brings them to the next step in the funnel, a landing page.' Key 1, specificity: 'Tell your prospect exactly what they need to do, whether that's click the link below, submit a form, call now, buy now' - screen-record the steps if the ask is complex. Key 2, restate the value at the CTA: 'if you want to learn how to shoot cinematic videos, click the link below and enroll today.' Key 3, 'the choice': 'continue trying to learn this skill set by binge watching videos on YouTube' or 'enroll in 14 day filmmaker.' Key 4, no-brainer: 'it has to make so much sense due to everything you've said in the previous portion of your ad that they'd have to be crazy not to click on it and buy that $48 course' - its strength 'stems from everything that you've done prior.'