Meta Creative Strategy | Building Banger Yapper Ads That ACTUALLY Convert

0:00I remember our concepts that we had that did nearly a million quid in revenue for a brand that was literally just someone telling a date story for about three minutes. I wanted to use this episode to talk about probably the biggest trending format and creative style over the start of this year. Yeah, definitely over Q2, Q3. It's absolutely popped off, hasn't it? They're a really great way to open up a funnel. If you get them right, they can spend just so much. It is the antichrist to AI scripting. It's like AI cannot produce these scripts. So this requires people to go back to manually writing, copywriting.

0:32Every yapper needs like an oracle. People think that it needs to be like middle to bottom of funnel. but genuinely like if we layer in objections whether it be within the hook you will just see a higher a better ctr take it build it into long format copy and then pair it with a native ad the click-through rate on it was absolutely mental a strategy that we've then seen just absolutely rip is we're back for part two of what's working what's working now i guess i think we need a better title yeah um if you weren't if you weren't here last week go back and watch that episode because we went through loads of different things that are working right now from like how you should be approaching strategy um and prioritizing strategic levers landing page offer um lots of different like vehicles that are working right now big swings the lot um so yeah if you haven't seen that yet we would recommend doing so but today big focus what is it yappers yapper ads um before we get into that though please make sure you've subscribed if you haven't um it really really helps us and we've got some big things coming um now that uh that we're kind of through the the peak summer period and lots that will be coming especially now that we get closer and closer to black friday and q4 yeah we're going to do another couple of episodes over the next couple of weeks around other other big trends in in in the business and learnings we've taken out of q2 um one being like ai and how how we're continuing to evolve our utilization of ai a business and a team level but i think wanted to use this episode to talk about probably the biggest trending format and creative style over the start of this year Q2, Q3, it's absolutely popped off, hasn't it?

2:32Yeah, and we... God, sorry. We spoke about it briefly again, I think, when we had Alex Cooper on a couple of... It was probably a couple of months back now. And that felt like early in the journey of the narrative around this format of Asset. And before we get into the nitty-gritty of the execution, i guess maybe like let's just start with like what it what is a yapper conceptually uh for those who maybe haven't come across them before aren't aren't creating in the ad account um or haven't read a lot of the twitter content that's doing the rounds yeah i mean if you're going to put it really simply it's like a very organic feeling um vulnerable face to camera where you have one person that is speaking in a very raw authentic natural way delivering some form of message um i think there's we'll go through the the different types of frameworks that you can fit into that but like if we're talking you know holistically as a vehicle um it's it's someone that you know is speaking authentically to camera in a certain setting yeah and i've just i've closed my tab so i need to re-find my um seven million dollars from yapper course sorry yeah and we were touching on this just before the episode and just to show you like obviously we're talking about this within a d2c performance context but i think this is a perfect example of how performance content follows organic formats and like organic trends um and the need to ensure that your formats are presented in a way that that align with what people are wanting to consume or used to consuming on their feed we've seen jesse gene who's uh started off as a content creator herself generated a huge following through yapping organic raw delivery to camera um she pulled in through her yap on camera challenge over 1.2 million initial sales and apparently now she's crossed like seven million dollars teaching people um through the through this challenge to yap um so if there's no better way to show you that that's a medium that's working whether organically or even or unpaid i think that's perfect um just just highlights the trend it's not just a paid trend it's a macro trend on these channels i think the thing to mention as well when we like use the phrase yapping or yap and i think probably one of the most common misunderstandings of what this is or misconceptions is it's like yap yapping doesn't mean like waffling i think is key like these the way that these ads are crafted are done in a way that every every sentence even though usually they're slightly longer in in length every sentence needs to like really earn its place within that script um and needs to have a reason for being there because i think sometimes people hear yapper and they think oh you know let's just go so organic where um you know we just start kind of waffling about things that are unrelated so everything needs to earn its place however saying that there are sometimes things that add to the story and you can do strategically that maybe is a rehook that isn't relevant to the story but that is done with intention for a certain reason yeah 100 um i'm excited to go into the execution what one interesting point on that is is and this has been something we've been chatting about off camera is like it is the antichrist to ai scripting it's like ai cannot produce these scripts in my opinion it's way to expose like a bad copywriter isn't it it can get like it can give you a like a loose framework to follow but like it it just isn't able to create this script it's not able to from what i've maybe maybe other people maybe someone's been able to build a skill to do it but i just i don't think uh certainly claude from expecting from doing extensive testing over the last few weeks i think it's about using ai as an ideator as a as a as a um as part of the process but it can't get that sort of story telling the ability to like really make each line sort of flow and connect together um to the level that that you need it to for these to really work and i think you see it with because it just has this biased like short direct sentences yeah um so this requires uh people to go back to manually writing and copywriting quick one before we get back into the episode.

7:23Most brands think they've exhausted their market, but really they're reaching just a fraction of it. They're producing for the same customer by the same angle over and over with no real idea where the next winner is coming from. It's just hit and hope. The brands with the highest hit rate don't leave things to chance. They know where the opportunity is before they make the next ad. And that's exactly what our creative intelligence report delivers. Complete clarity across your creative process. In four weeks, we show you the personas you're missing, the messaging your competitors haven't touched and the themes about fatigue within your ad account.

7:53Then we hand you a 180-day roadmap of exactly what to test next. It's how Act cut acquisition costs by 59 % and grew new customer orders over 300%. Click the link in the description below and I'll walk you through exactly how this process works. Now back to the episode. Maybe we'll use some muscles that people are using less frequently over the last like six months than maybe previously, which I think is a good thing. Yeah, like I scripted a load of these last week for my brand and I think it's really fun to start doing again because I think it's, you know, I went to film school and like a big thing that I learnt there was like the art of copywriting and script writing and how to, you know, create attention and keep someone engaged throughout a story.

8:46and I think a lot of those principles really matter here. So I think we can definitely go a bit deeper. There's a lot of really great videos online where people go into like the fundamentals of a yaparad and, you know, things to look at and how to approach, but not so much like going into the kind of storytelling theory of how to keep people engaged throughout that. So we can definitely go into that in a bit as well. I do want to give a shout out to Harry Delmage. I think I don't want to get the name. apologies if he watches this and I didn't get that right but I think he's put out some content through Motion we've certainly been referencing it internally and I think he's also very active on Twitter just specifically around this format he seems to just be crushing concepts and been very useful for me I've been like I said on the last episode getting back into some creative strategy specifically in these areas and I think he speaks really well on the approach so I'm going to reference some of the bits that he covers but also hopefully build on some of the storytelling framework some of those frameworks probably the word that aren't covered in as much depth in some of the videos and can maybe go that extra mile into making your concepts stand out even more in an ever more competitive algorithm I think before we do that because I think you shared a really good example before we started but like talking about maybe what some of the how to like approach a yapper ad before you actually get into like the concept or you know the meat of what that concept actually is and i think the different things that you know that makes a good story right you know i think it has to be believable to some degree to the audience audience that we are speaking to and i think the example you shared is a is a good example of that um i think we need to very clearly be speaking to the right problem in a way uh in a way that is is authentic to the persona that we are speaking to but then i also think it's like you know that balance of if you have an x and y axis you know something that's believable but how do you create that shock factor um you know that that intrigue that curiosity that keeps someone bought in throughout that journey um so like talk to the example or like an example about you know how we can approach that and you know i think reddit is is one of the best places to do so but what are your thoughts around that yeah um i think just before i go into that i think what what a lot of these yapper ads are doing in accounts is they're really great at top of funnel um really great for problem and unaware our audiences i think we'll come on to further into this episode how i don't think they're only good there but i think um they're a really great way to open up a funnel like if you get them right they can spend just so much and i think that's down to firstly the authenticity and how that then often drives hook rate and watch time up and therefore every metric down down the funnel subsequent to that and a lot of that is in in the hook and the way you approach that so like being quite broad but still focused on the persona you're going after with the call outs um so examples might be like ladies over 50 as an example like narrow enough to isolate the person give a signal who to deliver to but broad enough to to get quite strong hook rate but it's also like the curiosity loop that you have to open up and i actually think you kind of i think the best best examples almost open up like sequential curiosity loops like rehooks through the video um like luke said like i i really find that reddit and forums quora ad comments um anywhere where people are openly sharing stories uh lived experiences um around a product are really great ways to to find inspiration i actually find that sometimes reddit stories can be a little bit too mad and a little bit like too unbelievable in certain spaces that it's like like sometimes trying to like dumb them down a little bit um so i found one about someone who had got a divorce because they'd experienced this problem it's also quite a brutal story in a way but um i just felt it was a bit too on the nose to to have a like a creator's also not probably going to tell that story themselves so it's like i'm not going to get on camera and be like i divorced my like the creator's not going to get on camera and be like i divorced my husband for this reason but they told this story um and we flipped it into the um someone telling the story around how they saved a friend's marriage because they were on the path to divorce by introducing him to the hero which was the product and i just think it felt like a little bit a little bit less on the nose a little bit more believable when you put it in content but it was ref it was coming from that story so i think it's like you've got to sometimes repackage not just take it and put it into a concept repackage it in a way that makes sense yeah also found one about someone who'd moved house and experienced a problem um and managed to connect that more emotionally to like well what they're experiencing the problem directly but what might that how might that show up in their social life emotional life so like hosting being the center of their community not being able to have the family around because they feel anxious self-conscious about their space because of this problem um but that was a much shorter post just saying that that was a problem it's like how can we put that into a story and make it more emotional um but reddit's a perfect probably the best source for this i think um and you will i'm almost confident certain that all the brands watching will be able to find inspo.

14:59I would say do it manually as well. Like I think we've got scrapers for Reddit and, you know, MCP connectors into Claude. And I just don't think you can beat just like manually going into these places and digging yourself. I think that's where I've always at least found like the real gold. But I would say like lowest hanging fruit, like going into your ad account right now, you know top performers from the last 90 days um where maybe like top three spenders like what persona and what angle are we speaking to and then just just build a list of the keywords associated with those so for example i did this with my brand one of the the biggest um pain points that seem to be resonating like one was like sensory overload one was um you know skin picking nail biting so literally just typing those things in on reddit and seeing what's what's what's coming up what people are talking about the language that they're using and from that alone like three keywords i or two keywords i was able to like you know find so many interesting stories that could be built on yeah yeah i think you've got to do it manually um i think we're going to talk a lot over the next sort of 30 minutes about more of those top of funnel concepts but i've also got a couple of that i've tested that are very sort of lower funnel um so one hook that i think is really good is like i thought this was a scam and then just like going into the narrative around a product um weaving in a lot of those failed objections but doing it through like a story um yeah so but yeah maybe let's go into the structure um in a little bit more detail yeah for sure um and this is like definitely shout out to harry because i think we were thinking through a similar lens but like it i think the way he articulated it was like really interesting and the way he's like that video below as well yeah yeah labeled it but this idea of like every yapper needs like an oracle um which is essentially like someone who introduces the product to whoever the subject is within that video um which i think is is is really interesting and uh you kind of spoke to that idea and what you were just saying and um you know and that that could be as simple as a friend if we want to kind of bring a bit more authority into it it could be your dermatologist your hairdresser you know someone who is an expert in whatever the problem is that we're solving and it creates a bridge between how we uh you know if we're speaking directly to a problem that maybe speaks more to uh the story how what's the bridge into like how we found the solution yeah i like i like the word oracle because expert i think you all automatically think like technical expert but oracle i also think another way to think of it is maybe like authority but in the eyes of the person who's the consumer like who would they see as aspirational or have or not having authority over them within a certain domain yeah i like to think about this like if i think about maybe sort of older demos a lot of them like a lot of a lot of like close friends or people in their community um even aspirational colleagues um people yeah there's loads of ways to think about that i think that's not quite as on the nose of just like dermatologist or doctor or um i don't know x-ray said i think that's where it comes into like going deeper into core human desires you know if you understand someone's fears and motivators like as a consumer it's easier to understand who that oracle could be yeah so for example you know let's say a skincare brand um that is very targeted to you know teenage into adult females that suffer with acne you know through your research that you found that you know what's one of the biggest um what's if we go deeper into the problem not the surface level problem of acne but deeper into the human desire like what what are they worried about you know what what are the what's the fear and it's it's like you know loss of confidence beauty you know some of these areas that are going to feed more into that and then what does that translate into well that could be going on a date some you know you you've got a date so maybe the oracle is uh the person that you were you talk about this date story where i just had the worst day of my life and the oracle was that the person on the date kind of highlighted that problem but actually introduce the solution as an example you know it's it's it's relating it to the core human desire linked to the fear of that individual yeah i think i opened so many different like creative approaches to to deliver in the message as well that's that that's the creativity part of this i think is figuring out different ways to to take that story and put it in front of in front of the audience in slightly different ways yeah definitely um i think as well like it's you we'll go here next because you mentioned it but i think objections is is really important even i think people here you know layering in objections into a creative is it builds authenticity because like you just said it's like i i didn't believe that this was going to work like i don't believe in in this or i've tried you know fail fail stacking failed solutions from previously so you know you need to be you need to be trained or you know persuaded to uh to trying this thing because you're thinking exactly what everyone did and i think with objections people think that it needs to be like middle to bottom of funnel but genuinely like if we layer in objections whether it be within the hook whether it be objection stacking like later and the creative like you will just see a higher a better ctr within your creative even if it is a more problem aware or unaware style yeah i also think that about failed previous solutions it's i actually think it's easier to weave in failed previous solutions than it is objections at times because they can be quite story led yeah it's like i tried turns out he'd he'd been doing x y and z three times a day and that hadn't worked well and then you introduce them to like the real the real fix that the the person has suggested um is very narrative driven um but very authentic and very impactful uh so yeah i definitely 100 agree on objections as well yeah and i think um mechanisms is we're talking a lot um internally at the moment about like unique problem mechanisms like unique solution mechanisms um you know how is there like a unique problem mechanism that we can weave into this creative like what what is the if we were to go a layer deeper into the problem like what is the reason why people uh suffer with that problem is there an aha moment that someone can listen to that's going to get them triggered and bought into that creative and I think an example is that, you know, guys, I was today years old when I found out that X problem is caused by Y.

22:24And instantly you've kind of hooked that person and then you've opened the curiosity loop to close it with the solution mechanism that our problem provides that solves that kind of overarching problem. Yeah, I like that as an introduction. I also know that you've noted down here that questions, asking questions, really like that as a hook as well, hook style. I think the key to those hooks is that directness but broad at the same time, which is a strange thing to say you can balance. But I think most of the examples that you see strike that balance. Yeah, exactly. yeah i think questions uh it's something i'm actually seeing across ad accounts at the moment with hooks like hooks that opening on a question seem to be working really well especially when it's a little bit more raw and authentic and in a ugc format um so yes it's it's you know opening on a question that could be in relation to the problem um i you know that it could be a I don't know about um have do you struggle do you get embarrassed by doing x all the time um and speaking directly to the problem in relation to that um I think another thing that we've spoke briefly about human desires but like I think great storytelling goes much deeper than the surface level problem um and I see sometimes like a lot of yaparads they're very of like last few weeks i've just built like a bit of a library and just like really audited good yappers bad yappers like what differentiates them and i think a lot of the time it's because the story doesn't go deeper into those kind of core human desires and you shared it with the with the example um a minute ago of like okay yeah the the problem is is is x but actually when you go deeper it's that they don't want to bring friends over anymore they don't want to do do you know the the something that ladders into like a deep deeper emotional state that impacts their life in a way that's that's much that is much easier to relate to as a consumer than a surface level problem yeah i gave some feedback to a team member about this i actually think this holds for most content in general in performance is like don't start your hook with i I've been tired for three months.

24:53Start it with like, I feel like I'm failing at work because I can't keep my eyes open at the desk or I'm getting home after a long day and my eyes are shutting in front of my kids at the dinner table and I feel like a failure. Yeah, I was chatting to my boss the other day and couldn't answer his questions. I'm starting to feel really thick because I've been having two hours sleep every night. yeah it's like audit your scripts every time and try and just ask yourself like can I can I take this from like pain point to like emotion I think that's probably the the way to articulate a surface level to to emotive level um because most of the time when you do that you'll just resonate yeah more that's why reddit's great as well because like if you type in a surface level pain point most of the time you're going to be able to uncover you know the impact that that has had on an emotional level in someone's life yeah and that's where you can start going a little bit deeper into it um and yeah that's where you know you and what's really important when you're bringing in human desires or like the uh i guess the collateral damage of that service level problem into a deeper problem is when you close that loop re-referencing that so like if it's confidence and you don't want to look at yourself in the mirror anymore um when we get to the solution we need to talk about you know how um i don't even you know i don't even bother looking in the mirror anymore because i feel so confident in myself i don't you know i don't need to double check myself yeah that makes a lot of sense i just want to one final thing on the reddit point is i think what you've just mentioned there around the surface level to deeper i also think reddit's really good for taking a hook that's quite generic and finding a way that your audience articulates it in a slightly it's almost like you're stepping into their club i'm trying to think an example i used again today is um speaking to someone about parents often reference this concept of parents that i know about the concept of having like two under two and it just been being carnage like if you've got two kids under two it's like this known thing that it's just chaos yeah it's like if like if you were if you use that in a hook um like mums with two under two you'll know about x well you start with that then it's almost like you're using language that only those people think they know i don't know if that makes sense no 100 100 that can just go into general language as well how someone would describe a problem like i've got an example um with my brand where you know the going back to that sensory overload i was like okay but how can you like articulate that in a way that you really feel it and understand it as the consumer and by doing a bit of digging on reddit came across this phrase of like you know um itchy clothing makes me want to rip my own skin off yeah and again like that is like a great example of like you get that instantly and you can relate to it i think we've used an example of like my joints go snap crackle and pop on the on a previous episode around um creating for joints uh i actually saw a really good um tweet i think it was last night i was reading this i'll try and dig it out um about i it's quite hard sometimes to find people articulating their pain in that way but i saw a guy who had spent so like gone on reddit understood the community the audience that he was going after so well that he's that he'd then put a post up written in that subreddit from that audience and then to to initiate people talking about the outcome that they've got to in a way that he'd then be able to like find basically giving him so much more ammo because people had just drilled this post with like how that benefit had appeared in their life then he pulled that into his ads and i thought it was just so smart going the extra mile doing doing sort of things that others aren't to generate that info yeah but yeah that's really smart such a gold mine quick one before we get back into the episode most brands think they've exhausted their market but really they're reaching just a fraction of it they're producing for the same customer by the same angle over and over with no real idea where the next winner is coming from it's just hit and hope the brands with the highest hit rate don't leave things to chance they know where the opportunity is before they make the next ad.

29:28And that's exactly what our creative intelligence report delivers. Complete clarity across your creative process. In four weeks, we show you the personas you're missing, the messaging your competitors haven't touched, and the themes about fatigue within your ad account. Then we hand you a 180-day roadmap of exactly what to test next. It's how ACT cut acquisition costs by 59 % and grew new customer orders over 300%. click the link in the description below and i'll walk you through exactly how this process works now back to the episode yeah talk about loop ledger um that's a new term for me uh but i think it's a good way to think about the concepts of open loops yeah exactly and also like loop sprints almost so you know especially when you're writing a slightly longer script like a yapper that can quite easily fall into there being you know stuff that isn't really kind of adding or you know serving the story within the script it's really important to like try and think about how we're upholding those curiosity loops within each section um so you know there always needs to be a point at each stage and each sprint within that script that the viewer should be like waiting on an answer they should be waiting on on some form of payoff that keeps them bought into that script um and i think that's why like things like timelines work well and yap rads and talking about like you know how on day one this happened now that's quite a basic way of looking at it but it's it's it's a simple way of thinking about you know how you can start um with curiosity and then get the payoff but then re-loop them in after that point um and i think an example was like okay so my doctor said my scalp is stopping my hair from growing you know you're opening a curiosity loop there um and then let's say you go into the story and then we kind of get to the point of but he couldn't actually tell me why uh but then when i went for my hair appointment um like i had no idea there was this secret that my hairdresser knew about.

31:36So you're opening a new one there that then brings us into the introduction of solution. But then the problem that most people have is they're very intentional about their stories until they get to the solution. But then there's no bridge or no way that they can hold attention throughout that period where maybe it does can fall into being a bit more salesy. So there's a lot of language and ways that we can start bridging that more. So for example, you know, but that's not even the crazy part. And this comes into the idea of like language used to re-hook. So for example, like, you know, and that solved the half of it.

32:12So actually there was another part of the solution that we're coming to next, or, but I haven't even told you guys the best part yet. Or, but guys, I'm going to be actually honest with you. So we introduced the solution and say that, we're now opening a new curiosity loop that then they're going to want the payoff for specifically. um but i thought uh but i thought there's absolutely no way this could actually work again you know we're setting it up for failure the the audience wants it to fail so they're going to stay on fast forward three weeks and then uh you know so again we're using time as a way to uh keep people engaged in the next part of the story um another one i like is like withholding the object so uh i think you spoke to this but you know it's almost like the hold on let me let me go grab it or um you bring the solution on screen and then you say but no way but you know it's crazy how it actually works and then you got them bought into the demonstration because they're waiting for some form of payoff so i think like really being intentional about not only those uh loop sprints or ledges that we are going to be building into the script but then also the bridges into the next yeah i like that um i really like the when you've brought in the solution i think that's when you can really anchor those failed previous solutions in as well or even competitive products or cheap knockoffs or um yeah and i also think you could sometimes another way to do that is like almost when you i quite like the idea of like claiming to be a skeptic like when they introduced it's like they told me this and i just couldn't believe it was true um as yeah there's loads of ways to do that creatively and differently based on the concept that you're writing but i think it's about exactly that like fitting the two together which of these tactics is right for that concept and that story um you you've talked a lot about um i guess maybe just touch on the copywriting piece here like yeah there's a couple of just quick bits on copywriting um that i think are just interesting to speak to but again you mentioned this but like not being on the nose and i think it's a balance right when you're telling a story but i think one thing i learned at film school was like great copywriting leaves subtext and and leaves room for the for the consumer the person watching the creative to fill in certain gaps because that actually is like a strategy to keep someone engaged because you're making their brain work in a way that they they have to be they they have to work it out versus just being told um and it also means that we're it doesn't feel robotic you know we're not just ai probably would say in a way that's like very on the nose whereas like our job is to think about actually like you know when i'm out with you um and we're having a conversation about a problem i'm having right now there's going to be subtext there that you're not going to dig into because it's like okay that's you know maybe a bit too sensitive and maybe a bit too close to home so you know my reaction as an example like my reaction to my date telling me my nails were too short was one of disgust um instead you you have the punch line of what he said about her nails and then how do you guys think that actually made me feel like yeah do you know what i mean like you're you're kind of you know and it adds an extra layer um and way that we're kind of getting people bought in to how they are just, they feel like, and that's what a great yapper is.

35:53It's like, you feel like you're in the room with that person. Like you're just kind of having a bounce, you know, a bouncing back-to-back conversation and you're just sat opposite them. So try and like think through that lens. If you read your script back, think, okay, if that was my best mate sat opposite me, you know, would this feel believable? Is this how they would say it to me? Yeah, I think, and I think that's, um why creator quality is really important as well because um you've just articulated how to do that in the scripts but it's also like the emphasis and the tonality that someone says that brings that ability to do that well yeah like the how do you how do you think that made me feel needs to be emphasized it needs to be sending a different tone to the previous line to make that land yeah um but i think that's really important like bringing that like or it brings that authenticity and I think when you when you articulate things like that 100 % even filler words I think you can use filler words tactically to to build a narrative yeah that's like all that's authentic isn't it everyone says ums and you know maybe messes a sentence up here and there and I don't think that's a bad thing yeah um but yeah I think like you know and you don't want to over complicate this too much but I do think you know from analyzing the best yapper ads that have perform the best they they whether it's intentional or not and you most that you know the annoying thing is americans just naturally do this way better than brits that are like more monotone in the way that they speak but the the apparats that really are big on pitch tone and pauses are the ones that always seem to do the best because i think if you're telling a great story you know you pause yeah your voice changes depending on where you're at with the story see what i mean so like you know it's it's it's it's thinking about the way that that is delivered and if there are words in your script for dramatic effect that either we need to put a beat between you know the the the payoff to that curiosity loop or we want to bring in certain you know pitch or tonal changes we don't want to do that too much and over-engineer that but that might be something that we we want to speak to that creator about in advance because i think a great story and to make people feel engaged we are playing with pitch tone and pacing throughout a story and i think i think um we're talking about scripting here and i think um the way i like to do this is like i feel like there's two ways to approach this is some people will be like loose scripts that was alex said that as well freedom and then others are like full scripts um follow the scripts i think give the creator a script and then ask them to shoot a second version after where they ad lib where they think it may work better for them and i think you get to test both um sometimes i've seen the ad-libbed format work better sometimes i've seen the one that i've scripted myself work better so i think it really i think that's maybe creative dependent it could just be the script i'm unsure but um yeah i found that to work really well yeah it was interesting yeah when you said that um because i've always approached it where you'd have and again these are people to be fair like when me personally like i've i've personally done it and executed on it like it's it's creators i know can execute them well so having an example script of how we want it to look or having you know the key areas that you want covered uh i know alex does it in a way that is way more loose um but it was interesting what you said i like i like that idea and you know so you get the best of both then you they can do it in a way that's more you know their own words or they do it in a way that um you know is very specific to the script that we're giving them and I know Harry he prefers more specific scripts versus those that are you know a little bit looser yeah final points to touch on because I like the saying is killing babies I watched I re-watched your script right in Masterclass when I was really starting to do that we'll link that below because I think a lot of that applies to this still a lot of the principles in there applies to I think you need to I think they're like foundational principles that applied to this format maybe even more than some of the some of the more framework driven ugc formats or creative formats um but yeah i think when you yapper and waffle sit in the same could could be maybe seen as similar words um yeah we definitely don't want to be waffling do we no exactly i think and that's why like when we're looking through that lens of like just just questioning everything that is in that script and whether it needs to be there um and also whether that is you know i think killing babies is a phrase used in film where you you kill things that you like but they don't actually add to the story um and i think you know thinking through that lens of like is this not only does this serve the story but is this the way that the this type of person would say this thing because i feel like sometimes when people introduce a solution and go straight into then you know talking about the unique solution mechanism or some of the usps they then they then just like use the same language as how it is said on the website on the pdp whereas actually like you know that's not how the consumer would say it if it's really scientific they're going to say it in a way that that makes sense to them and actually it kind of needs to be done in a way that isn't like if the brand looks at their might cringe a bit you know because this is like a consumer a customer saying this not coming from the brand that is like this perfect polished piece so yeah i i would just like urge people to to really quiz every line within their scripts and make sure that you know it deserves to be there the easiest way i find to do this is to write a script one day and review it the next yeah and don't even bother editing it the first day and just do it like one pass i used to do this at uni as well i just feel like when you've looked at something for an hour or 40 minutes to write a script it's like you just and if you step away come back and read it top to bottom out loud you will 100 find things to cut things to word better and just ways to apply apply what we've talked about differently with fresh eyes so i always try and do that process yeah i've taken like six to six hours or whatever like just a bit of time away and i find that really easy to then just cut things out pretty ruthlessly.

42:44Yeah, I really like that idea. Like doing two sprints where, yeah, you get a load of scripts in. Even if you just go for a lunch, come back later. You know, I think that makes a really big difference. Consure of time. Should we go into some of the frameworks that you can kind of follow with yappers that I've seen and, you know, that we've executed on, I guess? Yeah, let's touch on some of these. Um, you go first. Um, I think like a, um, an obvious one is like the, the, the, the Oracle heroes. So this kind of comes back to the Oracle piece that we mentioned before. Um, so it could open on a specific moment, um, around, you know, I was really suffering with, with X problem and then this person saved me, uh, as an example.

43:37And then it kind of opens that curiosity to loop into the specifics around that. but it's almost like taking that kind of standard problem solution framework but bringing in the hero to the journey that kind of guided you towards the solution essentially. Yeah, I like that. A couple that I've been testing quite extensively is a little bit more like lower funnel. So I really like the things that are like, I thought XYZ was a scam. um there's no way x could really be worth this right yeah and then is this actually hype or does it work but then i read the reviews and it changed everything and then like that's the hook into the video um i thought this was a scam you've probably seen xyz viral i just think there's so many ways you can use those like pretty broad hooks so it's a great way to like tie in social proof yeah it was like you know the uh you might have seen this like crazy viral on tiktok like is it a scam or does it work i'm gonna review it today yeah i think just just to speak to the kind of lower and funnel stuff because as you said like a lot of it is is higher um us versus them i think doing that through the lens of like someone products demonstrating or testing your product and a competitor is that that yapa ad was our uh was all-time top spending ad that we've ran for for my brand um and you know it will speak directly to either a persona and then come in with today i'm comparing x to y so the way that it was done really well in this setting was like practical adhd purchases um had loads of people ask me to do a comparison on this brand versus this we bleep the other brand so you don't actually hear it and and blur it out but then it is an opportunity for them to speak to why ours our product is better than the competitors or speaking to you know that comparison of usps of ours versus theirs and why i think i really like that one because it's it's just lower and funnel and it's a different way to do you know a an us versus them format if you've seen that work elsewhere but two because if if you find it work a strategy that we've then seen just absolutely rip is taking a yapper ad and then recreating it um with a with a creator or the founder green screened over it so for example you would kind of cut key moments of the original yapper get them to like play some moments and then the video would pause and the uh the creator or founder on screen will expand around some of those points and then you would be able to kind of have this quite uh smooth transition where they are saying the key points is almost the point of social proof and then the founder or a creator is is then going much deeper into those and speaking to them and you know so you can either agitate the problems further or you can speak to maybe more specifics around the solution yeah i really like that idea as well of making out to go further.

46:48Again, it goes back to what we were talking in that previous episode about people not going deep enough on iteration once they've found something that's really working. Yeah. I think it's really interesting.

46:59I'm also a big fan of direct objection handling in the hook. I think the example here, my personal trainer tried to tell me taking creating wouldn't make me too bulky. It's quite a good hook. It has a lot of intrigue. It's what a lot of people are thinking. the biggest problem biggest objection for that product i think is a really smart way to just go direct yeah maybe run through a few of the few of these few of the final ones before we before we wrap yeah so i really like this one and it doesn't necessarily need to be a direct expert but we've kind of spoken to this like that upm so that unique problem mechanism so i think you know depending on your you get this a lot in supplementation especially or beauty to some degree there's there's like a reason you know why a problem exists there's a mechanism that drives that so how can we create that aha moment within the hook that then gets the person bought into us then kind of bringing bringing towards that solution so you know for example guys i was today years old when someone told me that women produce 70 less collagen than men because of xyz um and then you know that we can speak directly to that problem um i never understood why people pick their nails when they're anxious but and i can't believe it's because of why um so we are we're kind of bringing to the surface the problem so we're subtly calling out one one person that's suffering with a problem we're creating the aha moment opening that curiosity lube that then gets them bought into the rest of that concept so i think that's one that works really well um i like the this kind of this similar to your one around kind of talking about failed solutions but like the one single change or the last resort so you know if you're a woman over 50 and tried everything for joint pain this was the one thing that actually changed everything for me yeah um those creatives work really well where you kind of are starting with a failed solution you introduce the the thing that could work and then you take them on the journey and the reason for that i also just think like the ones that are really strong are just really just straight in so it's almost like this story time problem agitator so we're going straight in to an off-the-cuff story that holds engagement by kind of highlighting a problem and i saw an example from this us brand that was like I just wanted one person to tell me that night that I actually smelt good, which was like a really interesting opener for, you know, a perfume brand.

49:37And then the follow-up to that was somehow it turned it into the weirdest night I've had in years. I saw that one. Which I just think is like a really cool way to open. And it kind of really sets up the problem, you know, that we can then go deeper into the story. I remember a TikTok shop ad or concepts that we had that did nearly a million quid in revenue for a brand that was literally just someone telling a date story for about three minutes it was a yapper, this was like two years ago perfect example and it didn't get to the products like 50 seconds in but it was just re-hook after re-hook but the re-hooks were like mental things like the first re-hook was the fact that he'd taken it to Costa for the date and it's like yeah yeah and then he was like I made her pay yeah he was like we split the bill because I split on the first day yeah because then you just yeah it's like people it's that thing of like yeah but you're fucking having a coffee yeah yeah people just stick around so smart we've talked a lot about and I just want to briefly touch on this before before moving to before we wrap it's like we've talked a lot about scripting and keeping attention through scripting but I also think you can do it by just dropping in random stuff into the script.

50:55Yeah. A couple that I did, one that I did in a script recently, it was just doorbell goes and she just shouts off the camera, she's going to go get it. Like, oh, sorry, if you can hear my dog barking in the background. Yeah, just like things like that. I quite like getting them in the first 15, 20 seconds. I think when you get them further in, they're just a bit of a waste of time. Yeah. So you want them to be in there at a point when it's going to have a meaningful difference on retention rate. and I think if you get a minute in, people are probably there or they've already heard enough to make a decision are we going to take an action or not.

51:26I like the one where it creates a dramatic pause but at the right time. So for example, they're about to give a payoff but then their phone drops and they have to reset it up. Something like that is interesting because it builds that suspense a little bit further. Yeah, 100%. um one thing that i've tested literally over this weekend just to finish is that i've found working quite well get a good yapper script that worked take it and build it into long format copy and then pair it with a native ad so um divorce one i mentioned turned turned Yapper into long form copy got Claude to generate me a load of Polaroids of a couple and just used that and the click through rate on it was absolutely mental I think this works really well for older demos I don't think it works as well for youngers like native ads in general did that also did like a picture of like someone taking a picture of a couple on a sofa from behind them facing a TV did another one of like um what was there was a few i did like six different assets and a couple of them just popped the one that works on me so this kind of i guess goes against your theory that it only works on older people was a literally just someone taking a picture of like some vellos which is like snus yeah um and yeah they know their target market don't they yeah um and it was literally just that no context as an image and then a massive piece of copy yeah um about a guy that is a health coach that became addicted to velo's and then goes really deep into you know what how it started impacting his life how he then did loads of research into the effects that nicotine has on like dopamine receptors and things like that and then finding the solution which was that got him off nicotine which was you know uh these pouches that are they're not caffeine pouches but they still emulate the feeling of having the uh the nicotine because the habit remains the same but you you have like bcaas and you know things that help with focus in there instead yeah i think um but that that's what that's why i thought i think it's a really like logical step it's like if you found a yapping ad script that works it is the same as that long form story the long form copy prop does tend to need to be a little bit longer like you kind of yeah it definitely does but what i've found you can do is is build a swipe file of other people's great um native ads by demo and then just get claude to analyze the framework for the copy and then use the script to build pair the two things together and it can get like quite far and then the trick is trying to think of the types of images that would show up in someone's organic feed.

54:33A really good one I saw on Twitter was a picture of someone's, a picture of a kid but they'd put like an emoji over the face or they'd scribbled the kid's face out because a lot of people when they put their kid or baby on socials cover the face with an emoji so just felt like it was like some mum's instagram post that is obviously but was being run as a native ad that was a really great example of like weaving the again getting in getting in the shoes of the customer and what their feed looks like and what is like so like in their in their culture that it just can't can't feel like an ad yeah of that good example so yeah i think there's a really i think once you've got a couple of these at work I think that's an interesting way to try and use them to take them into another format and make them work as a static ad as well.

55:24Yeah, 100%. Well, we better end it there because then we're going to get kicked out. I think, hopefully that was useful. We'll tag Harry's video below. Shout out to him. I think he's been putting out some amazing content on these. We'll probably put a little swipe file of some yappers that we've found and we liked in the description as well. please like comment subscribe we'll be back with some more episodes comment down below as well like topics things that you want us to go deeper in because i think um yeah we like to direct what we do based on like what the uh what the community needs and want us to go deeper into so yeah if there's any specific questions topics put them down below and we'll get to them yeah perfect thanks again for watching see you next episode

56:21I'll see you next time.