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If you've spent a bit more time on YouTube lately (we're as guilty as you are), you may have noticed some really good video ads that made you think, "I want to buy that somehow."

As business owners and marketers, we are difficult to sell. When one of Superman's superpowers is X-ray vision, we see through lead magnets and funnels. We like to buy products and services that make our lives easier … but you really have to sell it properly.

For this reason, we are particularly impressed by these video ads that are holding us up (even if we just wanted to watch our selected video).

What did they do that was so good?

If a video ad can show us what our life is like before and after using the product or service, our ears will get higher.

It all comes down to bringing us from our pre-state (pre-product) to our post-state (post-product).

How to determine the pre-status of your target group

At DigitalMarketer, we refer to the status that someone was in before purchasing your product / service as pre-status. This is the state in which someone desires a solution so much that he dreams of it all day.

This before status describes the problem someone is facing so you can find the solution they are looking for. When you see a video ad that makes you think … "That's exactly the problem I have! And wait … that's the solution I'm looking for!" This is what the video ad did.

It described your problem and showed you the solution.

And so Billy Gene creates video ads that sell. In his worksheet "The Pain Process" he finds out who he is targeting, which three largest colors he has and which solution exists for each of these pain points.

Here is Billy Gen's Pain Process Worksheet::

(NOTE: Download the worksheet here for FREE!)

To find out your audience's before state and the problems they are facing, you want to ask questions such as:

• What problem do you have?
• How do you feel about it?
• What is your average day with this problem?

Once you find out the problem, you can find the solution to this problem.

How to find out their after-condition

Now that we know the problem that our customer avatar is facing without our product or service, we can build the bridge between the problem and the solution. If this problem goes away – how does your life improve?

For each of the three problems you listed in the left column of Billy Gen's Pain Process Worksheet, write the appropriate solution in the right column.

This solution will be the change that customer wants in his life by buying a product or service. To find out what this solution looks like, ask yourself the following questions:

• What does my customer have now that he uses my product or service?
• How do you feel now that you no longer have this pain?
• What is your average day like without this pain point?

And now we can bring everything together.

When you create your video ad, this is the starting point to ensure that your ad is relevant and interested in your customer avatar. By speaking to their pain points, you show how well you know the struggle they are going through. By finding out what it would be like to have this pain relief, show them why they should accept your offer.

For each customer you have, fill out the Pain Process Worksheet so you know your video ads are selling. Remember to define your problem and connect it to the solution.

This way, you can create video ads that will impress even seasoned marketers.