MOF Video Scripting Framework

FRAMEWORK OVERVIEW MIDDLE OF FUNNEL (MOF) RETARGETING ADS ARE DESIGNED FOR PROSPECTS WHO HAVE ALREADY ENGAGED WITH YOUR BRAND BUT HAVEN'T CONVERTED YET. THESE ADS NURTURE WARM TRAFFIC BY ADDRESSING OBJECTIONS, BUILDING TRUST, AND MOVING PROSPECTS CLOSER TO BOOKING A CALL. UNLIKE COLD TRAFFIC ADS THAT NEED TO GRAB ATTENTION, MOF ADS ASSUME FAMILIARITY AND FOCUS ON DECISION-MAKING SUPPORT AND OBJECTION HANDLING. MOF AD STRUCTURE TARGET: WARM AUDIENCES (WEBSITE VISITORS, VIDEO VIEWERS, EMAIL SUBSCRIBERS, PREVIOUS AD ENGAGERS) GOAL: ADDRESS OBJECTIONS, BUILD TRUST, CREATE URGENCY, MOVE TO BOOKING HOOK (3-7 SECONDS): ACKNOWLEDGE EXISTING RELATIONSHIP/INTEREST TRUST BUILDING (10-20 SECONDS): SOCIAL PROOF, CASE STUDIES, BEHIND-THE-SCENES OBJECTION HANDLING (5-10 SECONDS): ADDRESS COMMON HESITATIONS URGENCY/SCARCITY (3-5 SECONDS): CREATE REASON TO ACT NOW CTA (3-5 SECONDS): CLEAR NEXT STEP MOF VIDEO SCRIPTING TEMPLATES TEMPLATE 1: ACKNOWLEDGMENT + SOCIAL PROOF [ACKNOWLEDGMENT HOOK] SINCE YOU'VE BEEN [ACTION THEY TOOK]/CONSIDERING [YOUR SERVICE]... [SOCIAL PROOF SECTION] I WANTED TO SHARE WHAT WE'VE BEEN DOING WITH OTHER [TARGET AUDIENCE]... [2-3 QUICK CASE STUDIES WITH SPECIFIC RESULTS] [OBJECTION HANDLING] I KNOW YOU'RE PROBABLY THINKING [COMMON OBJECTION]... HERE'S WHY THAT WON'T BE AN ISSUE: [SOLUTION] [URGENCY] THE [TARGET AUDIENCE] WHO MOVE FAST ON THIS ARE [BENEFIT]... [CTA] [CLEAR NEXT STEP - CALL BOOKING/LANDING PAGE] TEMPLATE 2: DECISION SUPPORT [DECISION-FOCUSED HOOK] YOU'VE PROBABLY BEEN [EXPLORING/RESEARCHING/CONSIDERING] WORKING WITH US, SO LET ME HELP MAKE THIS DECISION EASIER... [TRUST BUILDING] HERE'S WHAT SETS US APART: [UNIQUE DIFFERENTIATOR] [SHOW BEHIND-THE-SCENES OR PROCESS FOOTAGE] [CASE STUDY PROOF] TAKE [CLIENT NAME] - [SPECIFIC SITUATION SIMILAR TO PROSPECT] - [SPECIFIC RESULT] [OBJECTION HANDLING] LOOK, I GET IT - [ACKNOWLEDGE THEIR FEAR/CONCERN]... BUT HERE'S THE REALITY: [REFRAME THE RISK] [CTA] [NEXT STEP WITH URGENCY ELEMENT] TEMPLATE 3: ELEPHANT IN ROOM [DIRECT ACKNOWLEDGMENT] LET'S ADDRESS THE ELEPHANT IN THE ROOM. YOU'VE PROBABLY ALREADY [SPOKEN TO US/SEEN OUR CONTENT] AND ARE WONDERING [COMMON QUESTION]... [DIFFERENTIATION] HERE'S WHAT MAKES US DIFFERENT: [UNIQUE MECHANISM/APPROACH] [PROOF STACK] [MULTIPLE QUICK CASE STUDIES OR TESTIMONIALS] [RISK REVERSAL] [ADDRESS INVESTMENT CONCERNS OR GUARANTEE ELEMENTS] [CTA] [SPECIFIC ACTION WITH BENEFIT] HOOK VARIATIONS FOR MOF ACKNOWLEDGMENT HOOKS: "SINCE YOU'VE BEEN LOOKING INTO..." "YOU'VE PROBABLY ALREADY SPOKEN TO SOMEONE FROM OUR TEAM..." "THIS AD IS ON YOUR FEED BECAUSE YOU'VE BEEN CONSIDERING..." "AFTER OUR CONVERSATION, I WANTED TO SHARE..." "FOLLOWING UP ON YOUR INTEREST IN..." DECISION SUPPORT HOOKS: "YOU'RE PROBABLY ON THE FENCE ABOUT..." "LET ME MAKE THIS DECISION EASIER FOR YOU..." "I KNOW YOU'RE WEIGHING YOUR OPTIONS, SO..." "SINCE YOU'RE CONSIDERING WORKING WITH US..." "YOU'VE BEEN EXPLORING [SOLUTION], SO HERE'S..." PROBLEM AGITATION HOOKS: "WHILE YOU'VE BEEN TRYING TO FIGURE THIS OUT..." "EVERY DAY YOU WAIT TO [SOLVE PROBLEM]..." "YOU'RE PROBABLY STILL STRUGGLING WITH..." "I KNOW YOU'RE TIRED OF [PAIN POINT]..." "LET'S ADDRESS WHAT'S REALLY HOLDING YOU BACK..." TRUST BUILDING ELEMENTS SOCIAL PROOF OPTIONS: CASE STUDIES WITH SPECIFIC METRICS CLIENT TESTIMONIALS (VIDEO PREFERRED) BEHIND-THE-SCENES FOOTAGE TEAM CREDENTIALS/EXPERIENCE INDUSTRY RECOGNITION PROOF STACKS: MULTIPLE QUICK CASE STUDIES (3-5) REVENUE/GROWTH NUMBERS TIMELINE ACHIEVEMENTS INDUSTRY VARIETY EXAMPLES "AND MANY MORE LIKE THESE..." AUTHORITY POSITIONING: YEARS OF EXPERIENCE NUMBER OF CLIENTS HELPED INDUSTRY VERTICALS WORKED IN UNIQUE BACKGROUND/CREDENTIALS MEDIA MENTIONS OR SPEAKING URGENCY/SCARCITY ELEMENTS TIME-BASED URGENCY: "EVERY MONTH YOU WAIT..." "WHILE YOU'VE BEEN THINKING ABOUT THIS..." "YOUR COMPETITORS AREN'T WAITING..." "THE MARKET IS MOVING FAST..." OPPORTUNITY COST: "EACH DAY WITHOUT [SOLUTION] COSTS YOU..." "MISSING OUT ON [BENEFIT] WHILE..." "STAYING STUCK IN [CURRENT SITUATION]..." SOCIAL PROOF URGENCY: "OTHER [TARGET AUDIENCE] ARE ALREADY..." "COMPANIES LIKE YOURS ARE MOVING TO..." "THE SMART ONES ARE IMPLEMENTING..." CAPACITY/AVAILABILITY: "WE ONLY WORK WITH X CLIENTS AT A TIME..." "OUR CALENDAR IS FILLING UP..." "LIMITED AVAILABILITY FOR [TIME PERIOD]..." CTA VARIATIONS CALL BOOKING CTAS: "READY TO SEE IF THIS WORKS FOR YOU? BOOK A CALL BELOW" "LET'S DISCUSS YOUR SPECIFIC SITUATION - GRAB A TIME THAT WORKS" "WANT TO EXPLORE THIS FOR YOUR COMPANY? SCHEDULE A CONVERSATION" LANDING PAGE CTAS: "SEE THE FULL CASE STUDY BREAKDOWN HERE" "GET THE COMPLETE SYSTEM OVERVIEW" "WATCH THE DETAILED PROCESS WALKTHROUGH" SOFT CTAS: "IF YOU'RE CURIOUS ABOUT [SPECIFIC ASPECT]..." "WANT TO LEARN MORE ABOUT [PROCESS]?" "INTERESTED IN SEEING IF THIS APPLIES TO YOU?" MOF AD TESTING MATRIX VARIABLES TO TEST: HOOK STYLES: ACKNOWLEDGMENT VS. DECISION SUPPORT VS. PROBLEM-FOCUSED DIRECT VS. INDIRECT APPROACH QUESTION VS. STATEMENT FORMAT TRUST ELEMENTS: CASE STUDIES VS. BEHIND-THE-SCENES VS. TESTIMONIALS SINGLE STORY VS. MULTIPLE EXAMPLES PROCESS FOCUS VS. RESULTS FOCUS OBJECTION FOCUS: INVESTMENT CONCERNS VS. CAPABILITY DOUBTS VS. PAST EXPERIENCES DIRECT ADDRESS VS. INDIRECT HANDLING SINGLE OBJECTION VS. MULTIPLE OBJECTIONS URGENCY TYPES: TIME-BASED VS. OPPORTUNITY COST VS. SOCIAL PROOF SOFT VS. HARD PRESSURE LOGICAL VS. EMOTIONAL APPEAL PLATFORM-SPECIFIC CONSIDERATIONS FACEBOOK/INSTAGRAM: USE NATIVE EDITING STYLES INCLUDE CAPTIONS FOR SILENT VIEWING OPTIMIZE FOR MOBILE VERTICAL FORMAT TEST STORIES VS. FEED PLACEMENT LINKEDIN: PROFESSIONAL TONE AND EXAMPLES BUSINESS-FOCUSED METRICS INDUSTRY-SPECIFIC LANGUAGE B2B APPROPRIATE CASE STUDIES YOUTUBE: LONGER FORM ACCEPTABLE (UP TO 2 MINUTES) EDUCATIONAL ANGLE WORKS WELL BEHIND-THE-SCENES CONTENT PERFORMS END SCREENS FOR ADDITIONAL CTAS SUCCESS METRICS FOR MOF ADS ENGAGEMENT METRICS: WATCH TIME PERCENTAGE (TARGET: 60%+) CLICK-THROUGH RATE (TARGET: 2%+) COST PER CLICK (TRACK IMPROVEMENT VS. COLD TRAFFIC) CONVERSION METRICS: COST PER LEAD (SHOULD BE LOWER THAN COLD TRAFFIC) LEAD QUALITY SCORE CALL BOOKING RATE SHOW-UP RATE ATTRIBUTION METRICS: ASSISTED CONVERSIONS VIEW-THROUGH CONVERSIONS MULTI-TOUCH ATTRIBUTION CUSTOMER LIFETIME VALUE MOF CREATIVE BEST PRACTICES VISUAL ELEMENTS: USE CLIENT LOGOS (WITH PERMISSION) INCLUDE RESULT SCREENSHOTS SHOW BEHIND-THE-SCENES FOOTAGE USE PROFESSIONAL BUT AUTHENTIC STYLE AUDIO ELEMENTS: CLEAR, CONVERSATIONAL TONE APPROPRIATE BACKGROUND MUSIC PROFESSIONAL RECORDING QUALITY CAPTIONS FOR ACCESSIBILITY EDITING STYLE: QUICK CUTS FOR CASE STUDIES SMOOTH TRANSITIONS TEXT OVERLAYS FOR KEY POINTS MOBILE-OPTIMIZED FORMATTING