Here are 3 of the top ads from this campaign – these are the exact videos we’re using on Facebook. And together they resulted in $700,000 in purchases.

And they all start the same way: with a face-to-camera customer testimonial.

Why do all of our ads start this way?

Most of the ads I see on Facebook focus on the wrong message, like the product’s features, ingredients, or size.

The key to advertising — especially to cold traffic that isn’t familiar with your products — is that you must communicate the ownership benefit.

What resonates with people is not what your product looks like, or even what it does; it’s how your product will solve a problem they have or otherwise change their life for the better. This is the ownership benefit.

We found that the best way to communicate this to our prospects is to find a customer who has experienced the ownership benefit for themselves, and let them do it for us.

That woman from my top-performing ad? That’s Kim, a real customer who my social media team found on Facebook. They saw how enthusiastic she was about our products, so they reached out to her for a testimonial.

The videos she gave us not only produced one of our best ads ever, they also provided sales copy that we’ve used in our ads and throughout our funnel.(We just discovered a new way to get the best testimonials we’ve ever had at almost no cost. I’m about to tell you how.)
And in addition to resonating with your prospects, Facebook’s algorithm also loves this kind of creative. It’s an ad that doesn’t look like an ad (plus it gets a ton of engagement), which seems to help it get more impressions.

In part one we introduce the ownership benefit. In part two we actually show how our product delivers that benefit through a product demonstration:

In this example Kim’s makeup demo is quite long, almost 3 minutes. But as she demos the makeup, she continues to talk about the ownership benefits that matter to her: In her case, getting compliment-worthy makeup without spending a lot of time on it.

And you can use a video like this in multiple ads. Once you have several customer testimonials (part 1), all you have to do is swap them out to create new introductions.

That’s all we did to make our second best ad, and it generated $138k and got 12k likes, 1.7k comments and over 2k shares.

Note: In the video above, you’ll see that Kim’s product demonstration transitions to another, more-professionally made product demonstration.

But part 2 of your “Love-Demo-Love” ad only needs 1 product demo. The other clip adds story about our brand so we threw it in, but you don’t need that for a great ad.

Another name for this formula is “The Testimonial Sandwich” because each ad begins and ends the same way — with a customer testimonial.

The only difference is that we start with one long-form testimonial (as seen above) and end with multiple short-form testimonials:

Each of these testimonials is only 10–20 seconds long.

Why? Well, the testimonial from part 1 is meant to communicate the ownership benefit, but these testimonials are meant to show your prospect that a lot of people like your brand. So it’s better to keep them short and include more of them.

And to make the creative process easier when building our “Love-Demo-Love” ads, we usually keep parts 2 & 3 the same and just switch out the testimonial in part 1 to create new ad iterations.

And that’s the whole formula: a long-form customer testimonial, followed by a product demonstration, followed by several short-form testimonials! This year marks the 10-year anniversary of my business, and thanks to “Love-Demo-Love” we’re off to our best start ever.

Now, like I promised, I’m going to show you the new method we discovered for getting amazing customer testimonials (that costs you almost nothing).