 Anytime you see something over and over again in your industry it crosses your desk once twice three times You might want to stop and take a look and over the past week I have had masterclass ads plastered across my YouTube feed These ads you've probably seen they take celebrities and they have them teach their area of expertise If you're writing about people you have to be interested in people I I Can teach you how to play drums in about two minutes Everything in life is a negotiation Whether that's Tony Hawk teaching skateboarding lifestyle a sport and an art form all at once Carlos Santana teaching guitar You're bringing light into the darkness Or pretty much anything you can imagine and if you've seen these ads before they have a very distinct style And they're running millions of dollars in ad spend to them So that means it's time for me to perk up and say what's going on here? And then go ahead and give it a shot in my own business today We're gonna break down how to create your own masterclass style ads for your business and create a winning ad that works Here we go all right, so Undoubtedly you've seen these distinct ads they have quick cuts They have their own stylistic flair and they're easily Identifiable you know at the beginning that you're seeing another masterclass ad and since they work and we see them over and over again That brand recognition is going to feed into the advertising loop We know the humans respond to this anytime we see an ad or a campaign that's working over and over again We can take principles of that even if it's outside of our industry We can take principles bring them into our industry or if it's already in our industry We can take elements of that without copying it into our own business to have success based on what's already working So the first thing we got to look at is the camera shot, right? We're gonna get set up to shoot this ad which is pretty simple We can do it with one or two camera still static shot and there's gonna be a cheap way to do this in a more expensive way so the Elements of style as far as a shot We have depth of field which is those shots where you see the blurry background and it's focused on the person's face We're gonna have multiple angles usually one straight on angle and one from a 45 degree angle We're going to have an interesting background that means it's usually not just a blank wall or something There's usually something more interesting So we might put a view in the background or bookshelf or something like that And if you don't have any interesting backgrounds at your house You can just go to a public place go to a park go to the mountains whatever find something Next we have nice dress typically as people are not dressed like I am in a tank top But it is hot here right now So I'm gonna have to change to shoot my masterclass ad. They're gonna be well-lit professional style So usually we're gonna have good lighting and in the face. We're gonna see lots of emotion It's not somebody called this is an expert in their field He's usually spent 10 20 30 years doing what they do and that passion for what they do is gonna come out in these ads So before we even set up our shot to shoot our own ad We have to have these things dialed in and we have to get ready to set them up You know, so find a place that has a cool background and bust out your DSLR camera or if you don't have one hire a photographer for a day Dress up get the lighting right and get ready to convey that emotion So that's part one of shooting the masterclass style ads. That is the camera or shot So next up we have the format of the ad. It's gonna be about 60 to a hundred and eighty seconds long And we're gonna use specific sound design on that so we're gonna use fast-paced or chasing music This is sound that you might see an opportunity for them actually to present you with your deal Only they thought it was there when there are things happening This is gonna keep the viewers interest keep them watching to find out what happens next They're also gonna use sound effects with the title. So anytime those titles come in We're gonna use a sound effect to show that title coming in Then in general the sound is just very cinematic. So we're gonna mimic what movies do to keep our attention in this So we've got the look we've got the sound and now we need the script now real quick before we get into the script So we know what the end product looks like as Stephen Covey says start with the end in mind We're going to look at editing. So these ads again, we're gonna shoot them as a talking head But we want to edit them with black in white titles. That's gonna be white text with black backgrounds We're gonna use jump cuts to my contact. I Cannot think of any line of work that you are not going to benefit by Communicating which means the shot is gonna change to the beat of the music We're gonna use varying angles and zoom so we're changing the shot about every three seconds in these ads It's gonna keep the viewers attention and we can even use black flashes in between cut So if we're cutting a scene, we're cutting to a new angle. We can use a black flash in between All right, so last but not least we have the structure in the script And I will link below this video to the structure in the script so you can go use this in your own business Go ahead and grab that below the video number one We're gonna begin with a statement about your topic and a statement should qualify or disqualify our desired customer That means if we're targeting real estate agents We might make a statement about real estate and the reason we're gonna do that is we want to perk up the Interest of the people who might become our customers and we want to encourage those who are not in our market to skip the ad And that's because on YouTube you only pay for the viewers that actually watch your ad Anyone who skips it right away. You're not gonna end up paying for that viewer So make a statement that makes it real clear. We don't want everyone to watch our ad We want the people that are ideal customers watch your ad We want everyone else to skip it the process of doing your second draw It's a process of making it look like you knew what you were doing all along After we have a qualifying statement, we're gonna have a title that says meet your new instructor again It's gonna be white text black background Nothing replaces a human connection And we're gonna say what I'm gonna teach you in this masterclass and then say something that goes against industry conventions So if everybody thinks that you need to Prospect by cold calling you might say something like cold calling is the dumbest thing you could do in the real estate industry So you just want to defy Conventions and get people interested in what you're gonna say there has to be a guessing game going on Okay, you have to break their guessing machine if they already know exactly what you're gonna say with the ads about it They've heard it before they're gonna tune out so again tip is to break the guessing machine defy their expectations Then we're gonna have title number two again black background white text. It's gonna be your name Statement what fires me up in the morning about real estate investing about being a real estate agent So whatever your field is I'm just using this as an example. I'm not in real estate You're gonna make a passionate statement. Just dig deep emotionally. Why do you do what you do? Why do you care about your customers? Who are you a hero to and what does that mean to you? Make a passionate statement about that and get the viewer hooked They're going to feel your passion and then they're gonna feel passion in return and keep watching This is the foundation of who I am every single piece of me is in these jobs Everything when you play music You're bringing light into the darkness Title three is gonna be social proof This could be something like as seen on entrepreneur magazine or over 10,000 customer serve or Known from this movie. Whatever it is We want to grab social proof that people already recognize and we're gonna put it on the screen so that we're building trust and credibility So they believe what we're saying Reveal a secret of your trade You have to realize that the top producers in their field are not doing this This and this it's something nobody likes to talk about, but it's the truth So just think into what happens behind closed doors in your industry that most people don't get to hear What will the people at the top not talk about because it causes too much trouble in the industry, but behind closed doors That's what they're focused on Okay, so again, this is to find conventional wisdom But we're really digging into like the 80 20 of what the top producers are doing and whatever our field is And we're telling the truth something that they don't usually hear because usually the people at the top are not going to tell The truth to the mass market because the mass market usually can't handle it And so we want to tell them a secret of the trade again. We're breaking their guessing machine We're telling them another secret. It's gonna get them to keep watching now in between this We're gonna use b-roll so we've used talking head up until this point Talking head is when you're just sitting in a chair and the camera is shooting you straight on 45 degree angle B-roll is when we're cutting in relevant background footage It's not of somebody talking the audio is not synced up might be a panning shot of a scene It might be a scene from outside. It might be a close-up of the speaker's face There's tons of instances of b-roll they use different kinds of b-roll It could be you practicing your craft whatever that is or working with the customer So we want to sprinkle in b-roll to show our audience a little bit of our world Okay, so if I'm making an ad about running Facebook ads, I might show b-roll of me sitting at a laptop on the beach Logged into my Facebook ad stack now after we showed them this we kind of hooked them We've opened up some questions in the mind now we want to give them a tangible results number five on here by the time We're done You're going to be able to and you just want to tell them exactly what they're gonna be able to do by the End of this ad what I'm gonna do this master class is teach you how to think The goal here is to train your mind how to see the world different How to question what others say I'm gonna give you all the strategies and tactics that I developed as one of the top Hostage negotiators in the world you're gonna learn everything from bargaining to reading body language To the neuroscience that you can use to literally bend people's reality I'll talk about connecting with people and asking them questions I'll talk about keeping a diary it begins with a notebook. I'll be reading a few of my published essays Lisa. You're a natural I'm often asked. What is your family feel when you write about them? Well, I thought I would bring my sister Lisa here and find out from her So by the time we're done in this class You're gonna know exactly how to go out there and get your first paying client Or you're gonna know exactly how to grow your business by 10x this year You know know exactly how to learn how to ride the tricycle or learn how to sing better whatever it is whatever industry you're working Just talk about the result that you're planning your customers really have next We're gonna have title number four and it's gonna be your name Teaches so Christian Martin teaches how to ride a tricycle if that's what my class is about six We have tell a personal or painful story from your past about your struggle to get a result Keep it short and relatable now the keyword here is Vulnerable this word came up over and over again in these ads and what you want to do is humanize yourself Show that you're not perfect and you're more like your audience than they think Oftentimes we'll look at an expert in a subject and we just think that person is superhuman and they were born be good This so tell a quick story about your struggle that you had to overcome to get to where you are today Now if you can use an enemy, okay if somebody was trying to hold you back If somebody tried to sabotage you, but this could be an internal enemy, okay? It could be your own self-doubt it could be the nine-to-five job that was holding you back or student debt So it can either be a person an organization Society or it can be something internal that you believed about yourself, but try to create There's a saying in screenwriting that Character is conflict and we don't really know what somebody's character is until they Have to deal with conflict and their true character is revealed by watching what they actually do when they're confronted with a difficult Situation so show some of your character by walking through a conflict you've experienced next This class is not just about blank. It's really about so this class is not just about making money online It's really about becoming the person you were meant to be so we know a level deeper here Like what result do they want to achieve and why so it's not really just about learning to ride the tricycle It's about proving to your family That you had it in you all along that you can make it in the circus and this is silly example But this can be applied to anything if you teach singing it can be it's about finding your true voice It's not just about sounding better. It's about finding what's inside of you So we're gonna use the heroes to Germany's here. We call us internal and external There's the external thing. That's the obvious tangible thing that everybody's after and then there's the intangible thing It's the inner journey or the inner desire that we have that we want to achieve could be the respect of our family The respect of ourselves proving to ourselves that we could do it Setting a good example for our children. It could be anything internal anything that drives you beyond Just the external rewards could be what you do for your customer, right? Title five we're gonna have task-eating topic So we just want to have the topic scroll through the screen here And we're gonna show them what we're gonna teach them on our webinar or video whatever comes after the advertising Eight I will equip you to life, but also to blank So just pick out the two big things that you're gonna show them on the webinar So I will equip you to be able to create your first online course and go out there and get paying students But also to take control of your financial destiny and have a scalable asset in your business that works even while you're asleep So show them two things you're gonna show them how to do and again go one step deeper on the second one Why is the first one important? We're gonna talk about that in the second one and after that We want to talk about objections and primary benefit to the viewer So we might say even if you're not sure you're an expert yet We can show you how to create an online course that truly and deeply helps your market Even if you're insecure and you've never taught anything in your life You need that conviction that you are brilliant This is the greatest idea that anybody's ever had and that by writing it you will set the world on fire When you know what your passion is and what your purpose is and you go for it No one and nothing can stand in your way Skateboarding can be a great lesson in your life a lesson in perseverance a lesson in self-confidence a lesson in belief You don't have to be a pro skater, but you can carry these lessons with you throughout your life in so many other ways We're gonna show you how to take the expertise you already have the knowledge in life experience You already have and turn that into a scalable digital asset. Okay, so cover objections What are the five main reasons that people are not gonna work with you? What are they insecure about and what is happening outside themselves that they think is gonna prevent them from getting the result that they're after? Okay, so if we're teaching people to speak on video We can say even if you don't have any fancy camera equipment and you get nervous every time you hit record We're gonna tell them about these objections and how we're going to overcome it And then we want to reiterate the primary benefit to the viewer. So ultimately, what are they gonna get after they click through or add? That's what we want to emphasize. That's what people are after and then finally the last thing we have hi My name is Christian Martin and this is my masterclass. I'm Robin Roberts. I'm meal game. I'm Colin Santana and this and this This is my masterclass. Don't say masterclass That might trigger the copyright infringement on this type of ad so you need to pick your own thing You know, I'm Christian Martin and this is my webinar I'm Christian Martin and this is my blueprint for Selling your online course. I'm Christian Martin and this is my video about how to create masterclass style ads So I just say what it is that you're gonna provide to them and that is the end of the ad we're gonna end Leaving them wanting more that's gonna get them to click through so this whole time. We're building excitement Okay, we're going through a character arc both internally and externally. We're showing them how we come up against conflict We're addressing the objections that they will have to get this result for themselves And then we're encouraging them to come learn more. That's the masterclass ad It's very distinct again. We have the look we have the sound and we have the script now if you're if you've gotten this Document below the video and you're writing your own masterclass style script number one I'd love to see it. Please post in the comments so we can check that out We might even pick the best one and send you some free stuff number two I have some tips for you tip number one be specific not general Don't say it was really hard for me to go into business for myself. That doesn't mean anything You might say I sat down to Thanksgiving dinner with my family and they were all pressuring me about why I hadn't made it yet This is a hard part about entrepreneurship. So that's specific. You're at Thanksgiving You're with your family. You can paint a picture where you eating turkey. Was it cold outside? Was it warm outside? What state were you in? Is it hard for you to visit family? Again, just really really specific any time you can paint it just like it would be in a movie Rather than some general thing that people aren't gonna be able to picture in their mind. You're gonna get a better result Next tip good versus evil people love the interchange of good versus evil So no matter what field you are in again, you can have an enemy I want sort of an ad where the enemy my arch nemesis was the alarm clock five years ago I came face-to-face with my arch nemesis the alarm clock. So if you're setting your thinking, I don't have any enemies There are no villains you're lying to yourself You can always create a villain the villain could be not enough time, right? It could be family pressure It could be the mark is too saturated. It could be whatever you want. There's always a villain There's always conflict think about what annoys you think about what's standing in your way Think about what obstacles you had to overcome to get to where you are now and put those into your advertising Next tip clear outcome Tangible outcome. So don't say something like sing better say something like the next time you step out on stage You feel the power in your chest because you know you're ready for this performance Okay, again, it's all about painting the picture and people do not like general outcomes Okay, don't say I can help you grow your business say I can help you bring in 15 new clients in the next 45 days Okay, really clear about what the outcome is Next tip is to tell a story anytime we can wrap that into a story It's gonna have a bigger impact people learn through experience and if they don't learn through the own experience They can learn through your experience, but only if you tell them about that experience So again, when we're telling them about the trials and tribulations wrapping into a story They're gonna remember that story much better than they remember you just telling them it was hard And the last thing I have on here is be passionate. Why do you do what you do? Why are you in the business that you're in? Why do you care about your customers? Who are you a hero to already or who do you want to be your hero to let that come out in your speech? Let the love and the passion and the enthusiasm you have for your field for your expertise for what you do come out in your ad And it's okay if you're scared the first time you get on camera I promise if you just practice it over and over again your natural self and your natural enthusiasm and passion will come out So if you don't nail the first time if you can't seem to be yourself in camera, don't worry about it Just keep going just keep practicing and you will get there So that is how to shoot masterclass style ads for your business if you want to get more customers more clients more business You want to get more exposure? This is a great style ad to go ahead and give a try on YouTube if you need help running YouTube ads or running ads like this go in the comments below this video and We will post more resources for you to help you My team digital no mind calm is some of the best in the world at this type of stuff We run millions of dollars in ad spend and bring in millions and millions in sales using Online video assets and go ahead and check that out. But again Masterclass style ads one to two minutes 60 to 180 seconds is what I've written down actually so a little bit longer than that You got to get the look right you got to get the sound right and you got to get the script right remember This is a template for you to follow, but you can break the rules Okay, learn the rules so you can break them You don't have to look exactly like a masterclass style ads You don't have to do it exactly like a little out But I would recommend giving him a shot see what you'd like see what you don't like take the parts that you like Get rid of the parts that you don't go out there shoot your ad and make it rain because one good ad can change your life Post your ad in the comments until next time is Christian Martin from digital know my calm and I'll see you on the next video