Pre-roll like a Boss with this… - Prewrite Breakdown
Breakdown
8 scenes · 7 story beats · 5 characters
Pre-roll like a Boss with this Monday.com ad template
Pre-roll ad
Logline: If you manage teams, you need to try Monday.com.
Theme: No matter who you are or what you do, if you manage a team, you need Monday.com
Credits: https://youtu.be/8ELpzmNeS4M
Monday.com
1.Marker: HookNotes: A simple opener that makes room for a broad business audience. Monday.com defines their market profile in literally three seconds by establishing shots of buildings and an office with an actual team in the background.
ADVICE:
For all paid video ads, you’ll want your logo to appear in the first three seconds. Monday.com also gets this right by including its logo and by doubling with the company’s actual URL in the follow-up shot. Featuring the logo this early also means that, when there are skipped plays, Monday.com still manages to get inexpensive brand awareness.Theme: Explored
2.Marker: Plot Point 1Notes: After setting up a broad audience and introducing its brand, Monday.com then nails a short one-liner about what its product actually does. We typically advise startups to repeat their company name within this one-liner
3.Marker: MidpointNotes: Monday.com specifies market segments early on. If you have a product that’s similar in this regard, simply labelling your audience segments can have a big impact on overall engagement. Each market segment is supported with associated imagery, with “creative production” getting a really nicely timed montage of fabric and jewelry.
It’s worth noting that, at this point in the script, a more traditional route would’ve been to focus on a broader pain-point or problem. While mentioning the problem your product solves is most likely the safer route for your video’s success, it’s worth testing a few different lines on production day, giving you more flexibility in your final edits. You’ll also have the chance to run split tests to see which messages resonate best with your audience.
4.Notes: Now we’re 15 seconds into the video, and we’ve moved from the introduction to the midsection. Here, it’s best practice to support your primary solution with three to four benefits. This is also the part of the video that focuses more on product and less on market profiles, which should’ve been strongly established by now.
5.Marker: Inciting IncidentNotes: If you mention a problem after the 15-second mark, make sure you link it with a benefit to ensure the tone remains confident and in control. Monday.com gets a big tick for this.
When a feature is mentioned, Monday.com pairs it nicely with a benefit. Remember that advantages will always be more relatable to the audience. This is the second benefit that’s mentioned.
6.Marker: Plot Point 2Notes: This is a textbook example of how to manage that feeling of “Our product can do so much more . . . and the audience really needs to know that.” Monday.com does the right thing by dedicating most of the video to a simple and high-level value proposition. If you want to include more features, a quick list in the final 10 seconds of the video closely implies that you didn’t get time to cover everything, which is almost the feeling you want to leave with the viewer. The features themselves are all represented within the same visual. You can either use UI as Monday.com has or a simple list that literally labels everything else your product can do.
7.Marker: ClimaxNotes: It’s important to dedicate one line to a positive feeling that the viewer should have when using your product. Feelings are more relatable than benefits and features. If you’re looking for an emotional or empathetic response, using the very words, “It gives a sense,” quickly ensures you have this area of your narrative covered. The power of that dialogue is also amplified when we see Monday.com’s team literally organizing themselves on the couch within the space of 1.5 seconds. It’s a strong visual and likely the most memorable from the entire video.
8.Marker: ResolutionNotes: Confidence plays a big part in whether a viewer will engage in a purchase, demo, or next step. Ensure that your narrator or talent absolutely nails this last line and get at least four to five different takes on the day to ensure that you’re using the very best resolution. You need to feel like the talent themselves are 100% invested in your product — with almost too much confidence.
Characters
Josie32 · Latinx · FemaleWhat does your character want?: To be more productiveHow will your character attempt to get it?: By trying different management toolsWhat does your character need?: To easily streamline process and organizationHow will your character realize it?: By trying Monday.com