Why you do not need to be entertaining for solar ads to work

▶ 0:00You are the owner of an established solar business and so far you've been put off by solar video ads because you think that in order to make that work you have to essentially make yourself kind of oppressive as an idiot on camera. You have to put a costume off. You have to do silly ideas. You have to do, you know, kind of skit style videos that some people are going to find funny and other people are going to find really embarrassing and cringy. That is not the case.

▶ 0:24And I really want to hammer this home because I think it holds so many people back from presenting their businesses in the way that they actually want to be presented online. Because they think that in order for a social media ad to work, it has to have some sort of corny effect or like, you know, lying to it. And it's just simply not the case.

▶ 0:39In fact, we found some of our most reliable formats are education over entertainment. They are a bit more monotone. You take your time explaining something, you go into the technicals, you go into the detail, rather than just making some cheesy line at the start and thinking that's going to carry the video as the hook.

▶ 0:53It just isn't the case. Yeah, sure. It might get clicked. It might get shares. It might get engagement. But is that what you want? No, it's not. You want leads and you want leads that are actually going to convert to buying customers, which is what the informative style, talking about the specs, the hardware, etc, etc, actually leads itself into.

▶ 1:09And what we found is actually with the skit style, it is primarily better for organic social media. We found that if you run skit style paid ads, you're essentially kind of hoping for the best. You're going to have like about a 10% hit rate. You know, you'll have one that absolutely hits the mark and because of the variety and again, get shared and all sorts of that kind of thing, it will fly, right?

▶ 1:30But the other nine that you've put all that effort into and raise yourself a little comfortable camera for, if that's not your thing, go to waste, right? Whereas you run the more informative style and your success rate is kind of through the roof in comparison. And that's exactly what happened with Jesse from Soloworks.

▶ 1:46He's worked with multiple different agencies and a lot of them have basically pushed a spiel down his throat that, you know, in order for a social media ad to work, it has to be crazy. It has to be fast. It has to have a funny line at the start. And it's just not the case whatsoever. And that's why when we shared his first ad through, he gave us feedback like this.

▶ 2:05You know, yeah, I think that's the first video I've done that I didn't cringe at and actually liked. I normally find it so hard to watch myself back and you guys have done a brilliant job. I'm well happy with that. Now, the reason we've been able to do this because we don't want to actually put words in your mouth. We've been doing video ads for long enough.

▶ 2:22I've done over a hundred shoots that I don't need to prepare a line in advance to know it's going to work. A scripted word for word line in advance. I can be there with you and our videographers can be there with you. And they know how to take what you're already saying and turn it into, with a slight tweak or prompt, something that's going to convert outrageously well on social media.

▶ 2:43So what that enables us to do is, in the shoe brief process, when we're planning your shoe, we take your three best USPs, unique selling points. Basically, why customers choose you, why they love your services, why they come back for more, why they give you a review, etc. Why they chose you over a bigger provider that potentially was slightly cheaper.

▶ 3:00We take those three USPs and we build out the shoe brief on prompts to ensure that we knock those off and we essentially help you convey that to the camera. If you don't know your USPs, essentially we can't help you. Like, I'm not here to tell you why your business is the best. You should already know that. We're here to give you a platform and actually get out your way to present that in the best possible way on social media and essentially make sure it reaches the right people.

▶ 3:26We're not here to tell you why your business is better than the other. So if you want to see a few examples of ads that, to be quite honest, people that aren't interested in Soda would probably find incredibly boring, then actually just reach out to me and I'll send you a couple over. You don't need to go crazy on these ads for these to actually perform.

▶ 3:44So hopefully that's insightful. If you're the owner of a solo business that thought they'd have to flap around in order to actually get leads and do well on social media, and that's reframed your perspective, then book a call. We'll have a chat and see how we can help it with this.