Scripted for Success

Mastering Persuasive
Advertising Scripts
in the AI Era

by Coach Eug – Eugene “SEO King” Macarius

 Who is Coach Eug?
Eugene “SEO King”
• Former Digital Director of Standard Chartered Bank, Retail Banking in
Singapore.
• Personal Branding, LinkedIN & AI Coach

• Digital Marketing & Certified Career Coach

• Prior experiences are Implementation of Customer Relationship Systems
and Shopper Loyalty Programmes as well as consulting the lawyers on
PDPA implementation for major shopping mall groups in Singapore.

• Certified Search Engine Optimization (SEO) Principal Consultant & Coach.

- SEO King

• Manages 360 Digital Marketing Campaigns for corporations and Small

Medium Enterprises (SMEs) to create a Digital Footprint to Attract,
Engage and Retain more customers.
Scripted for Success
Mastering Persuasive Ad Scripts
in the AI Era
What is a Media Script
Definition, Purpose & Applications
Components of a Good Media Script
Headline, Body copy, Narration/Dialogue, Scene
Directions & Call to Action (CTA) with Real World Ad
Examples
Research & Creating Mock Up Ad Using AI
Create a Mockup Ai with Advertising Best Practices
Ad Psychology: Why Some Ads Suck
What Makes An Ad Pop & What Makes A Script Valuable
Research & Tailoring Ad Scripts to Audience Problem
Writing Relevant Ads Using AI
Broadcasting of Media Campaigns
Amplifying Your Message with an OmniChannel Approach
What Is a Media Ad Script?
Definition
A media ad script is a structured message
created to promote a product, service, or brand
across various media channels.
It contains persuasive language and a clear
message tailored for a specific audience.
Purpose
The core objective of a media ad script is to:
• Grab attention quickly
• Deliver a clear value proposition
• Trigger an emotional response
• Encourage action (buy, sign up, follow, etc.)

It aims to convert passive viewers into active

customers.
What Is a Media Ad Script?

Applications
Media ad scripts are used in:
• TV Commercials – Visual storytelling with audio
narration
• Radio Spots – Voice-focused, catchy, and time-
sensitive
• Social Media Ads – Short-form, engaging, and
often interactive
• YouTube Pre-Roll Ads – Needs a strong hook in
the first 5 seconds
• Podcast Sponsorships – More conversational
and trust-based
Key Components of a Great Script
Key Components of a Great Script
The Power of a Headline in Advertising
Purpose of a Headline:
• A headline is the first impression — it must stop the scroll, spark curiosity, and grab attention within seconds.
• Think of it like a movie trailer in one sentence.

What Makes a Great Headline? Baseline

• Bold: Confident and assertive A consistent brand message or slogan used across campaigns.
• Clear: Instantly understandable; no complex jargons Think of it as the brand’s core promise or positioning line.
• Catchy: Rhythmic, emotional, or intriguing Example: “The Ultimate Driving Machine.” (BMW)
Unlike taglines, baselines don’t change often.

Pro Tips for Writing Headlines:

• Use strong verbs (e.g., Run, Discover, Experience)
• Address the audience directly (You, Your)
• Include urgency or curiosity (Now, How, Why)
• Keep it short (5–8 words max)

Example in Action:
• “Push Your Limits.” – A Nike-style headline that is emotional, action-driven, and memorable.
Key Components of a Great Script
The Power of a Body Copy in Advertising
Purpose of Body Copy:
• The body copy delivers the full message of the ad.
• It supports the headline and provides deeper insight into the product or service.

What It Should Include:

• Key Benefits: What does the product do for the customer?
• Emotional Hook: Why should the audience care?
• Brand Promise: What value or outcome can the customer expect?

Tips for Effective Body copy:

• Keep it conversational and easy to read.
• Focus on the customer, not just the product.
• Use short sentences and active voice.
• Make the reader feel something — joy, urgency, trust.

Example:
• "Designed for daily runners, our shoes combine comfort with performance — so
you can go further, faster, every time you hit the track."
Key Components of a Great Script
The Power of Narration / Dialogue in Advertising
When it’s a radio, video, or TV ad, you also need:

• Narration Lines: What the voiceover will say

• Actor Dialogue: If the script involves characters
• Sound Cues: Music, background sounds
• Scene Directions: Visual elements and transitions
• Timing: Every second counts (especially in 15–30 sec ads)

Good scripts are written like mini-movies — short but powerful.

Key Components of a Great Script
The Power of Scene Directions in Advertising
Scene directions are instructions in a script that describe what the audience should see or hear during the ad. They help the production team
visualize the story — just like a mini movie script.

Scene Directions Typically Include:

Visual Cues: What appears on screen
e.g., “A runner sprints across a foggy forest trail at dawn.”

Camera Angles or Movements:

e.g., “Slow zoom in on the product as it lands on a table.”

Sound Effects or Music:

e.g., “Energetic background music starts. Distant thunder rolls in.”

Lighting or Mood:
e.g., “Soft warm light fills the room as the family gathers for dinner.”

On-screen Text / Graphics:

e.g., “Text fades in: ‘Now available in stores.’”

Purpose of Scene Directions

To guide videographers, editors, and actors.
To ensure the mood and visuals match the brand message
To make the storytelling cohesive and immersive
Key Components of a Great Script
The Power of a Call to Action (CTA) in Advertising
Purpose of a CTA
A Call-To-Action is the instructional line that tells the audience exactly what to do next.
It's often the final push that converts interest into action.
Think of it as the “Now What?” moment in your ad.

Common CTA Goals Tips for Effective CTAs

• Increase conversions • Use action verbs (Start, Get, Discover, Save)
• Drive clicks or sign-ups • Keep it short and specific (2–5 words is ideal)
• Encourage purchases or engagement • Match tone to brand (formal, casual, playful, bold)
• Guide viewers to the next step (website, app, store, etc.) • Make it visually prominent (buttons, bold text, color contrast)

Popular CTA Examples

• Buy Now – Urges immediate purchase
• Learn More – Leads to deeper content or product details
• Try It Today – Encourages free trial or experience
• Sign Up Free – Removes cost barrier
• Watch the Video – Invites exploration
• Join the Movement – Adds emotional or social appeal
Key Components of a
Great Script
Key Components
of a Great Script
(Lessons from
Dove Advertising

Let’s Change
Beauty)
Research & Creating
a Mock up Ad
Using AI

MOST People
Use ChatGPT Wrongly!!
 Research & Creating
a Mock up Ad
Using AI
You are an experienced Marketing and Ads Expert.

I am just learning this as a marketing student.

Give me brief descriptions for the following:

1. headlines
2. bodycopies
3. baselines
4. taglines
Research & Creating
a Mock up Ad
Using AI

Can u help me generate a summary table of

one example how the following brands use this
in their ads please?

The brands are Nike, Mcdonald's, Coca-Cola,

Samsung and Dove
Research & Creating
a Mock up Ad
Using AI

Based on these info

[COPY INFO]
can u help me mockup into an ad so that I
understand how to apply this in an advertising
poster please
Research & Creating
a Mock up Ad
Using AI

Generate a visual version please

Ad Psychology: Why Some Ads Stick

FRAMEWORKS
EMOTIONS AIDA, PAS Frameworks
Humor, fear, desire
(FOMO)

STORYTELLING
COGNITIVE BIAS
Narrative creates connection
Leverages decision shortcuts
Hero’s Journey
Ad Psychology: Emotions!!
Ad Psychology
Ad Psychology: Storytelling
Ad Psychology:
Storytelling
Ad Psychology:
Ad Psychology:
5 Script Value Drivers
What Makes a Script Valuable?

Clarity
Message understood immediately

Engagement
Creates meaningful audience interaction

Conversion Rate
Drives measurable sales results
DEMO: Audience Research,
Seeking the Problem, Writing
Impactful Ads
DEMO: Audience Research,
Seeking the Problem,
Writing Impactful Ads
DEMO: Audience Research,
Seeking the Problem, Writing
Impactful Ads

Product to Market
Lenovo Laptop:

https://shorturl.at/QMZEn
DEMO: Audience Research,
Seeking the Problem, Writing
Impactful Ads

Research Prompt
This is the Product that I need to market
[PASTE PRODUCT INFO]

Help me find 5 audience type that will need this laptop.

Generate in a table format with 3 columns

First Column Audience Type
Second Column Problem Faced
Third Column How this laptop Can Address the Problem
DEMO: Audience Research,
Seeking the Problem, Writing
Impactful Ads
Facebook Ad Writing Prompt
I need to write a Facebook Ad for
[PASTE AUDIENCE]

Start with addressing the audience warmly.

Then using the AIDA Framework, write the Ad by asking are they frustrated
that they frequently face
[PASTE PROBLEM]

Also state the Problem and try to Agitate (PAS Framework)

End with
[How laptop can solve this problem]

Include a CTA to make enquiries

Amplify Your Message:
Where do I Broadcasting My
Message?
Ready to share your ad with the world?

You'll need to choose the right channels.

Your options range from traditional TV and radio to digital

platforms like social media and email marketing.

The key is matching your channel to your audience and

campaign goals.
Amplify Your Message:
Where do I Broadcasting My
Message?
Newspapers? Bus Stop Ads? Train Station Ads? TV? Radio?

You'll need to choose the right channels.

How many of you STILL Watch TV

or Listen to RADIO?
What is Omni-Channel Marketing?
Be Everywhere That Matters Because
Your Audience is Out There!

Your AUDIENCE IS OUT THERE! Can

You Catch them at where they Hang
Out?

Omni-channel marketing creates a seamless

experience across all platforms.

Your message should sync perfectly across your

website, social media, email, in-store experience, When your messaging stays consistent, you build
and mobile app. trust and boost recall.
Customers should recognize your brand regardless
of where they find you.
Why Omni-Channel Matters
It takes 5

73% 5x 100%
Multi-Channel Conversion Boost Customer
Shoppers Satisfaction
Percentage of consumers Potential increase in Improved experience
using multiple channels conversion rates with when brands offer
before making a purchase consistent messaging seamless transitions
decision across platforms between channels
Bring It All Together
Conversion
Turn interest into action

Channels
Choose the right platforms

Audience
Identify and speak their language

Messaging
Craft compelling scripts
Key Channels in Omnichannel
Marketing
Traditional Digital Owned Media
TV, radio, print, Social, search, Website, email,
billboards display ads app, retail

AI Placement
Programmatic,
dynamic content
Choosing the Right Digital Channels
for Your Campaign

Brand Awareness Traffic & Engagement

• TikTok • Facebook
• YouTube • Instagram
• Instagram Reels • LinkedIn

Direct Sales/Leads
• Google Search

• Email
• WhatsApp
Why Omnichannel Advertising?
Seamless Integration
Connected experiences across touchpoints

Cross-Channel Journey
Non-linear path to purchase

Customer-Centric
Follows behavior, not platform
Matching Scripts to Platforms

Platform Tone Format

TikTok Casual, trendy Hook in 3 seconds

LinkedIn Professional, Problem-solution

informative focused

TV Emotional, narrative Story arc with climax

Email Personalized, direct Clear offer upfront

Case Study: Omni-Channel Campaign
in Action
Facebook Video Ad
Drives initial awareness and traffic to landing page

Email Follow-up
Offers limited-time voucher to interested prospects

Google Search Ad
Captures users actively searching to buy

In-store QR Code
Bridges offline and online experience seamlessly
How AI is Changing the Game

Faster Ideation
Generate 10+ concepts in minutes

Adaptive Personalization
Tailored messages at scale

Real-Time Testing
Instant variation creation and optimization
Key Takeaways
Script Essentials
Persuade and align to brand

Broadcast & Omnichannel Strategy

Create seamless customer experience

AI Integration
Enhance creative edge with technology
Free AI Community

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