Most Aware and Highly Sophisticated audiences are among the most challenging to convince that you’re their best solution. However, if your video ads are well-crafted, they are highly likely to convert quickly. Skincare, Fitness Equipment, Health & wellness supplement products often are targeting these audiences. This audience is bombarded with dozens of ads for skincare and collagen supplements daily.
As growth marketers, you’re constantly battling to improve your conversion rates, hook rates, CTR, ROAS, and CAC.
Today, we’re diving deep into five powerful video ad frameworks. With these frameworks, you will craft winning ads to convince these highly aware prospects you are the best product to solve their problem and buy now.
The Challenge: Converting the Converted
Picture this: Your audience knows your product inside and out. They’re familiar with your competitors, and they’ve probably watched dozens of similar ads. How do you convince them that your product is the crème de la crème and that now is the perfect time to hit that “Buy Now” button?
It’s time to level up your video ad game. Let’s explore five frameworks that will help you break through the noise and speak directly to your savvy audience.
| Framework Finder | Highly Sophisticated |
| Most Aware | Frameworks: FABU, SUUP, TEU, FOMO, SUE Highlight the advanced features and superior performance of your product. Offer personalized demos or consultation sessions |
1. FABU: Features – Advantages – Benefits – Urgency
The FABU framework is your secret weapon for showcasing your product’s unique selling points while creating a sense of immediacy or sophistication. Here’s how to identify where they are and what messaging will drive results:
- Features: Highlight what makes your product stand out.
- Advantages: Explain why these features matter.
- Benefits: Show how these advantages improve the customer’s life.
- Urgency: Create a compelling reason to act now.
Why it works: FABU addresses the “what’s in it for me?” question that sophisticated audiences always ask. By clearly articulating the value proposition and adding a time-sensitive element, you’re giving them a reason to choose your product over competitors.
Example: Imagine you’re selling a smart water bottle. Your FABU ad might showcase its precise temperature control (feature), explain how it keeps drinks at the perfect temperature for hours (advantage), demonstrate how it enhances hydration and productivity (benefit), and offer a limited-time discount (urgency).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Key Features | |||
| 3 | Advantages/Unique Selling Points | |||
| 4 | Benefits | |||
| 5 | Urgency | |||
| 6 | Call To Action/Outro Hook |
2. SUUP: Scarcity – Urgency – USP – Proof
SUUP is all about creating desire through exclusivity and backing it up with solid evidence.
- Scarcity: Emphasize limited availability.
- Urgency: Highlight time-sensitive offers.
- USP: Showcase your Unique Selling Proposition.
- Proof: Provide evidence of your claims.
Why it works: Sophisticated audiences are skeptical by nature. SUUP addresses this by not only creating desire through scarcity and urgency but also substantiating your claims with proof.
Example: For a limited-edition skincare product, your SUUP ad could showcase the limited quantity available (scarcity), mention a 24-hour sale (urgency), highlight its patented formula (USP), and feature before-and-after photos or testimonials from dermatologists (proof).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity or Unique Selling Points | |||
| 5 | Social Proof | |||
| 6 | Call To Action/Outro Hook |
3. TEU: Transformation – Exclusive – Urgency
TEU focuses on the emotional journey and the exclusive opportunity your product offers.
- Transformation: Show the before and after.
- Exclusive: Highlight what makes your offer unique.
- Urgency: Create a reason to act immediately.
Why it works: TEU framework with the emotional journey and exclusive opportunity your product offers can be highly effective in capturing the attention of sophisticated audiences. By showcasing the transformation your product can bring, highlighting its unique features, and creating a sense of urgency, you can compel your audience to take immediate action.
Example: Imagine promoting a productivity tool by emphasizing how it has helped thousands of professionals 10x their output and urging them not to let their competition get ahead. Joining the productivity revolution today becomes an irresistible proposition for sophisticated audiences too.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Transformation | |||
| 3 | Exclusivity or Uniqueness | |||
| 4 | Urgency | |||
| 5 | Call To Action/Outro Hook |
4. FOMO: Fear Of Missing Out
FOMO is particularly effective with sophisticated audiences who pride themselves on being ahead of the curve:
- Create a sense of exclusivity or limited opportunity
- Showcase what others are gaining from your product
- Imply the potential regret of not taking action
Why it works: Even the most rational consumers can be swayed by the fear of missing out on something valuable. When done tastefully, FOMO can be a powerful motivator.
Example: A luxury travel company could use FOMO by showcasing exclusive experiences that are booking up fast, with testimonials from satisfied customers who got in early.
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Trend or Popularity Statement | |||
| 3 | Showcase Demand | |||
| 4 | Product Intro | |||
| 5 | Unique Selling Point | |||
| 6 | Urgency | |||
| 7 | Call To Action/Outro Hook |
5. SUE: Scarcity – Urgency – Exclusivity
SUE combines three powerful motivators to create a compelling call to action.
- Scarcity: Emphasize limited availability
- Urgency: Create time pressure
- Exclusivity: Highlight the unique or privileged nature of the offer
Why it works: This framework creates a perfect storm of motivation, appealing to the sophisticated audience’s desire for unique, valuable opportunities.
Example: A high-end tech gadget could use SUE by offering a limited number of devices (scarcity), available for pre-order for just 24 hours (urgency), with exclusive features not available in the regular release (exclusivity).
| Section | Element | Captions & Stickers | Voice Over | Footage |
| 1 | Hook | |||
| 2 | Scarcity | |||
| 3 | Urgency | |||
| 4 | Exclusivity | |||
| 5 | Call To Action/Outro Hook |
Putting It All Together
Each of these frameworks offers a unique approach to engaging your sophisticated, most-aware audience. The key is to choose the framework that best aligns with your product, brand, and specific campaign goals.
Remember, the power of these frameworks lies not just in their structure, but in how you execute them. Be authentic, provide real value, and always respect your audience’s intelligence.
Start implementing these frameworks today and watch your conversion rates soar.
Get Video Ads with These Frameworks Crafted By Growth Experts
In the competitive realm of DTC marketing, these frameworks serve as your secret arsenal for engaging even the most discerning and informed audiences. By mastering and utilizing FABU, SUUP, TEU, FOMO, and SUE, you’re not merely selling a product—you’re creating captivating stories that resonate with your audience’s needs and aspirations.
Your Growth Marketing Team: Partnering with Primer means we take care of everything—strategy and planning, production, reporting, and optional media buying—to achieve your growth objectives. You can focus on your business while we deliver the results.
Creative On-Demand: Access a subscription-based marketing creative platform to request UGC, videos, images, and landing pages crafted by top marketing creative strategists and designers who understand what drives conversions
