When you produce video ads or creative social content, having a clear formula helps you remain consistent. By following a simple framework, you can generate new script ideas quickly. If you face subpar results in your creative testing campaigns or struggle to find fresh angles, this framework offers a solution.
The Five-Part Video Formula
The recommended formula consists of five parts:
- Hook
- Problem
- Agitate
- Solution (Your Product)
- Action (CTA)
This structure ensures that each stage leads logically into the next. You first grab attention, then highlight a problem, then intensify it, then offer your product as the hero, and finally prompt the viewer to take the next step.
Start with a Strong Hook
The hook is the first one to five seconds of your video. This is arguably the most important part. The hook stops the viewer from scrolling and encourages them to watch further. Consider recording your hook separately from the main body of the video. This approach allows you to quickly swap hooks in and out without affecting the core script. By doing so, you can test multiple hooks easily and see which version yields the best hook rate.
Identifying the Problem
After your hook catches attention, move on to the problem. Ask yourself: what issue keeps your customer awake at night? What challenge does your product solve? Understanding the customer’s problem is vital, not only for product development but also for effective marketing. If you understand their pain points, you can speak directly to their needs.
Agitating the Problem
After stating the problem, agitate it. Make the viewer feel the weight of the issue. Show the implications of leaving the problem unsolved. If your product addresses skincare concerns like acne, emphasize how acne impacts confidence. Maybe the user feels too embarrassed to go out. Maybe they miss social events. Maybe they struggle to feel good at work or in their personal life.
By highlighting these consequences, you tap into emotions. Emotions are powerful drivers of action. When viewers feel the pain, they become more receptive to solutions. Agitation transforms a mild issue into a pressing one that they want to fix.
Presenting Your Product as the Solution
Now that your viewer feels the problem deeply, introduce your product as the hero. Show how it solves their pain. Explain its benefits clearly. For the skincare example, mention how your product cleared acne for thousands of happy customers. Emphasize the restored confidence and relief they can experience. By framing your product as the answer to their suffering, you position it as a necessity, not just an option.
Adding a Clear Call-to-Action (CTA)
Once you present the solution, instruct the viewer what to do next. The CTA should tell them exactly which action to take. If you offer a discount, say “Click here to get 10% off now.” If you want them to book a call, say “Click here to schedule your free consultation.” Also explain what happens after they click. By providing clarity, you reduce hesitation and help them move smoothly down your funnel.
If you need CTA examples, the transcript mentions a resource with 10 ready-to-use CTAs. By choosing a CTA that aligns with your goal—be it a purchase, signup, or call scheduling—you guide your audience toward the conversion you desire.
Testing Variations While Keeping the Structure
You can rearrange sections and test different variations as much as you want. However, it’s often best to keep the core structure consistent. Consistency in format speeds up content production and allows you to test one variable at a time. For example, you can keep the same problem and solution but try different hooks, measuring which hook yields better retention.
By adhering to a stable formula, you streamline your creative process. You produce content faster and with greater confidence that each element serves a purpose.
Putting It All Together
This formula works by leading your audience on a journey:
- The Hook grabs their attention.
- The Problem shows them what’s wrong.
- The Agitation makes them feel why it matters.
- The Solution offers your product as the hero.
- The CTA invites them to act immediately.
Each step builds upon the previous one. The result is a cohesive narrative that moves viewers from passive observation to active engagement.
Pratical Examples for Promoting Gluten Free Sweets
Below are several examples applying the video script formula—Hook, Problem, Agitate, Solution, and CTA—to the context of promoting gluten-free sweets. Each idea follows the dependency grammar approach, aiming to keep related words and concepts close together for clarity.
Example 1
Hook (1–5 seconds):
Show a slow-motion shot of a gooey chocolate brownie being sliced. Add a text overlay: “Craving sweets that won’t upset your stomach?”
Problem:
State directly: “Many people who love desserts suffer when gluten triggers bloating or discomfort. They struggle to enjoy treats without worrying about digestive issues.”
Agitate:
Emphasize the negative impact: “Gluten-sensitive customers often skip their favorite cookies or cakes. They may feel left out at parties, longing for that indulgent moment, but fear feeling ill afterward. Missing out on life’s simple pleasures stings.”
Solution (Your Product):
Present your gluten-free sweets: “Our gluten-free brownies and cupcakes solve this problem. We use top-quality, certified gluten-free ingredients. Enjoy rich flavors without regret. No belly aches. No blandness. Just pure dessert delight.”
Action (CTA):
Give a clear instruction: “Click the link now and get 15% off your first gluten-free dessert box. Taste comfort and sweetness in every bite.”
Example 2
Hook:
Show a woman smiling and holding a cookie. Text overlay: “Tired of skipping dessert because of gluten?”
Problem:
Explain the issue: “Gluten-sensitive dessert lovers face a tough choice: risk discomfort or miss out on treats they adore.”
Agitate:
Highlight the emotional pain: “They watch friends enjoy brownies while they sit empty-handed. They long for that soft, chocolatey bite but fear the aftermath of bloating and pain.”
Solution:
Introduce your product: “Our gluten-free cookies bring everyone back to the party. Crafted with care, they deliver all the sweet taste you crave—no gluten, no worries. Indulge freely, smile wider.”
Action (CTA):
Tell them what to do: “Visit our site now and grab a variety pack. Use code ‘SWEETFREE’ for a special discount. Enjoy dessert again with zero regrets.”
Example 3
Hook:
A quick montage of happy faces enjoying cupcakes. Overlay text: “Wish your treats were always worry-free?”
Problem:
Be direct: “Many sweets contain gluten, leaving sensitive eaters anxious. They want dessert but fear stomach trouble.”
Agitate:
Intensify the feeling: “Imagine craving a slice of cake yet holding back. Imagine special occasions passing by without joining the feast. That feeling of exclusion hurts.”
Solution:
Show your gluten-free sweets: “Our gluten-free bakery offers cakes, muffins, and pastries that taste heavenly without gluten’s risks. We’ve perfected recipes so you never feel left out again.”
Action (CTA):
Guide them: “Tap the link to explore our menu. Order now and enjoy 10% off your first purchase. Celebrate every moment with safe, delicious treats.”
Example 4
Hook:
A quick shot of a muffin pulling apart, revealing fluffy texture. Overlay text: “Gluten-free and delicious—can it exist?”
Problem:
Explain the struggle: “For the gluten-sensitive, desserts often mean sacrifice. They find alternatives dry, tasteless, or too expensive.”
Agitate:
Deepen the pain: “They miss the moist, rich flavors that ‘normal’ sweets provide. They feel denied simple comforts. Every café visit reminds them of what they cannot have.”
Solution:
Present your offering: “Our gluten-free muffins and donuts match classic bakery flavors. Each bite offers full texture and taste, without the aftershocks. Finally, a treat that satisfies your sweet tooth safely.”
Action (CTA):
Be direct: “Order now for doorstep delivery. Use code ‘ENJOYGLUTENFREE’ at checkout and rediscover dessert happiness.”
Example 5
Hook:
Show a bright assortment of pastries with text: “Gluten-free that doesn’t compromise taste?”
Problem:
Address the problem: “Those who avoid gluten struggle to find desserts that meet both dietary needs and flavor expectations.”
Agitate:
Emphasize loss: “They settle for bland, chalky substitutes. They watch others enjoy real pastries, feeling left behind. It’s frustrating to always be on the outside looking in.”
Solution:
Introduce your brand: “Our bakery crafts gluten-free sweets that rival any traditional recipe. Crunchy cookies, creamy cheesecakes, all gluten-free, all delicious. No more missing out.”
Action (CTA):
Tell them clearly: “Click the link to browse our collection. Get free shipping on your first order. Indulge with confidence—start now.”
These examples demonstrate the formula in action for gluten-free sweets. Each script idea hooks the viewer, clearly states the problem, agitates the emotional impact, presents a satisfying gluten-free dessert solution, and concludes with a direct call-to-action, encouraging immediate engagement
Conclusion
This framework offers a clear path from initial attention to final conversion. With careful research, strong hooks, and emotional storytelling, you tap into your audience’s desires and pain points. By presenting your product as a solution and adding a simple CTA, you encourage viewers to move forward and become customers. Use this formula, and watch your creative performance improve