You've got 3 seconds. That's it. Three seconds before someone scrolls past your ad and forgets you exist. The difference between ads that print money and ads that burn it? The script. Here are 5 formulas that actually work.
Formula 1: The Problem-Agitate-Solve (PAS)
The classic for a reason. Works for almost any product.
HOOK (0-3s): "Tired of [problem]?"
PROBLEM (3-8s): State the problem clearly
AGITATE (8-15s): Twist the knife. Make them feel it
SOLVE (15-25s): Introduce your product as the solution
CTA (25-30s): Tell them exactly what to do next
Example: "Spending hours on ad campaigns that flop? You've tried the templates, hired the agencies, watched the courses. Still burning budget with nothing to show. AdScail generates complete campaigns in 60 seconds. Click below to start free."
Formula 2: The "Us vs. Them"
Position your product against the old way of doing things.
HOOK (0-3s): Controversial statement or question
OLD WAY (3-10s): "Most people do X..."
NEW WAY (10-20s): "But smart [audience] know..."
PROOF (20-25s): Quick result or testimonial
CTA (25-30s): "Join them. Link in bio."
Why it works: Creates an in-group. Nobody wants to be doing it the "old way."
Formula 3: The Founder Story
People buy from people. Use your story as the hook.
HOOK (0-3s): "I was [relatable struggle]..."
JOURNEY (3-12s): What you tried, what failed
DISCOVERY (12-18s): The moment everything changed
RESULT (18-25s): Where you are now
INVITE (25-30s): "I built [product] so you don't have to..."
Pro tip: Be specific. "I was $50k in debt" hits harder than "I was struggling."
Formula 4: The Demo Hook
Show, don't tell. Let the product do the talking.
HOOK (0-3s): "Watch this..." or "Let me show you..."
DEMO (3-20s): Screen recording or product in action
RESULT (20-25s): Show the output/transformation
CTA (25-30s): "Try it yourself. Link below."
Works best for: Software, tools, anything with a visual transformation.
Formula 5: The Listicle
Fast, punchy, scroll-stopping. Perfect for TikTok and Reels.
HOOK (0-3s): "3 things [audience] needs to know..."
POINT 1 (3-10s): Quick, valuable insight
POINT 2 (10-17s): Build on it
POINT 3 (17-24s): The big one (your product fits here)
CTA (24-30s): "Comment [word] for the link"
The trick: Points 1 and 2 provide real value. Point 3 naturally leads to your offer.
The Universal Rules
No matter which formula you use:
- First 3 seconds are everything. No logos, no intros. Hook immediately.
- One message per video. Confused viewers don't buy.
- Match the platform. TikTok energy doesn't work on LinkedIn.
- Clear CTA. Tell them exactly what to do. "Link in bio" or "Click below."
- Test multiple hooks. Same script, different openers. Let data decide.
Stop Guessing, Start Testing
These formulas are starting points, not gospel. The only way to know what works for YOUR audience is to test. Run multiple variations. Kill the losers. Scale the winners. Repeat.
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