“Shocking Demonstration” Youtube Ad → Free Book Offer from Jason Hanson

Video Script Copy Structure

Announce 3 Rules And Demonstrate The 1st Rule Provocatively

• Present 3 Rules For Something Extremely Fascinating: The core content of the ad involves 3 rules shared (for surviving a real-world assault).
  • e.g. "Here are Navy Seals three rules for surviving a real-world assault..."
• Start With Rule #1, Which Will Be Demonstrated Provocatively In The Ad: the first rule is demonstrated with a dirty fighting move, which is what grabs your attention.
  • e.g. "Rule number one: always fight dirty. "

Emphasize Real-World Application Over Traditional Methods

• Emphasize the Need for Innovative Solutions: The copy asserts the importance of having a dynamic and adaptable approach.
  • e.g. "In the real world, the devastating moves that are illegal in martial arts are your best chance to survive."
• Use Personal Experience to Build Trust: Personal encounters validate the perspective and add credibility.
  • e.g. "My martial arts mentor proved this point to me by throwing dirt in my face when I was least expecting it."
• Expose the Limitations in Traditional Methods: The copy highlights the gap between formal techniques and real-world requirements.
  • e.g. "If you train in martial arts, you're preparing yourself for a sporting competition, not real-world self-defense."

Detail the R.A.T. Method's Superiority

• Introduce a New Method as Optimal: The copy presents the R.A.T. method as the most effective approach for real-world challenges.
  • e.g. "Self-defense experts agree that the R.A.T. technique is the ultimate dirty street fighting move."
• Highlight the Effectiveness of The New Method: By noting its uniqueness, the method's potency is amplified.
  • e.g. "It could never be used in a Martial Arts Tournament because it could cause permanent crippling damage to your opponent."
• Support with Testimonials: Authentic accounts solidify the method's reliability.
  • e.g. "But hundreds of guys like us have used the R.A.T. to defend themselves against younger thugs who tried to attack or rob them."

Critique the Common Mistakes in Real-World Situations

• Point Out Real-World Pitfalls: Scenarios where traditional methods might fall short are showcased.
  • e.g. "In the real world, the criminal will get up off the ground and attack you again."
• Stress Persistence Until Problem Solves: The importance of being thorough and persistent is emphasized.
  • e.g. "That means you keep striking him until he's completely stopped."
• Reiterate the Need for Flexibility and Innovation: The importance of a nimble, fast, and creative approach is emphasized.
  • e.g. "That's why your response must be simple, fast, and brutal."

Describe the R.A.T. Method's Origin and Broad Applicability

• Detail The Method's Expert Origin: The method's reputation is strengthened by linking it to industry pioneers.
  • e.g. "When Paul Vunak was training the Navy Seals in hand-to-hand combat, he saw immediately that they faced a few important challenges."
• Showcase its Universal Applicability: Both professionals and novices have benefitted from the R.A.T. method.
  • e.g. "We've got numerous emails from older guys who use the R.A.T. to defeat younger, stronger attackers."
• Promote the Available Guide: An offer for a comprehensive guide on the R.A.T. method is presented.
  • e.g. "That's why Paul is offering to teach you the R.A.T. technique for free in his book 'R.A.T. Fight.'"

Highlight the Urgency Due to Evolving Challenges

• Point Out the Changing Landscape: The evolving nature of the industry or field is showcased.
  • e.g. "Listen, if you're watching this, you're smart enough to know we're living in dangerous times. Violent crime, including murder, is through the roof."
• Discuss Potential Limitations of Solely Relying on Traditional Tools: The necessity of being equipped with modern strategies is suggested.
  • e.g. "And even if you do have a weapon with you when you're attacked, it's more likely than not you won't be able to access it."
• Conclude with Assurance and Empowerment: The conclusion re-emphasizes the immense value of the R.A.T. method.
  • e.g. "And as soon as you learn the R.A.T., you'll instantly have the confidence that comes with knowing you can always defend your family."