“This Or That Question” Youtube Ad (for Free Book) from Jeff Lerner

Video Script Copy Structure

Disruptive Question to Start

• Question to Challenge Beliefs: The copy starts with a question that juxtaposes two seemingly unrelated items, priming the audience for a paradigm shift.
  • e.g. "A house or a laptop? Which one do you think is worth more?"

Introducing the Unconventional Wisdom

• Challenge the Common Belief: The speaker contrasts traditional beliefs, using financial comparisons to emphasize the novelty of their proposition.
  • e.g. "Well, definitely not the house. Because it not only costs millions to buy, but you also have to pay thousands to maintain it every month."
• Revelation of the Secret: The speaker discloses their own massive success with this unconventional approach, establishing their credibility.
  • e.g. "What if I told you that I've made over 80 million dollars, all from something called digital real estate, on my laptop?"

Addressing the Market Gap

• Spotlight on Market Ignorance: The speaker expresses surprise that the market hasn't caught onto this secret, creating an exclusivity factor.
  • e.g. "I'm surprised, frankly, that nobody else is talking about this right now."
• Option to Ignore: The speaker gives readers an option to skip, emphasizing their confidence in the value they're providing.
  • e.g. "But if you don't want to hear more about it, just skip this video."

Personal Introduction and Credibility

• Speaker's Background: The speaker shares personal background, reinforcing that they did not come from a traditionally affluent trajectory.
  • e.g. "So, my name is Jeff Lerner, and I did not become a multi-millionaire the traditional way."
• Proof of Success: The speaker showcases their success and credibility through achievements.
  • e.g. "I've been on the Inc 5000 list twice, won a bunch of other awards..."

Introduction of the Solution

• Revelation of the Product: The speaker introduces a tangible solution they are offering to the audience.
  • e.g. "And now, for the first time ever, I'm sharing how you can also unlock the secrets of digital real estate and create your own incredible life. All in a simple book called "The Millionaire Shortcut."
• Special Offer: The speaker emphasizes the value proposition by making it seem time-sensitive and cost-effective.
  • e.g. "I'm not going to do this forever, but for right now, "The Millionaire Shortcut" is 100% free."

Education and Persuasion

• Emphasizing Accessibility and Impact: The speaker stresses the value and ease of understanding the product or solution.
  • e.g. "This book is less than 20 pages. You could be reading it in the next five minutes, and you'll be done in the next hour."
• Presenting Wider Trends or Stats: By sharing data or trends, the copy underscores the broader potential or relevance of the product or concept.
  • e.g. "Now, did you know every single day in America, there are over 1700 new millionaires created? And it's more than double that across the globe."
• Rhetorical Questions: Questions are posed to make readers question their pre-existing notions and pique interest.
  • e.g. "But how are they doing it? And more importantly, can an average American do it too?"

Additional Value Proposition

• Bonus Offer: The speaker introduces additional resources that supplement the main offer, adding more perceived value.
  • e.g. "Plus, after you get the book, I'm going to give you access to a free bonus video training where I'll show you how I build digital real estate..."

Simplified Call-to-Action

• Reiteration of Offer: The speaker sums up the offer and encourages an immediate action.
  • e.g. "So with that said, click the link on your screen, enter your email address, and I'll send you a free copy of the book right now."