When was the last time you saw an awesome online or social video ad? Did it impress you so much that you thought about buying the product or recommend it to someone? These days, a list of truly memorable video ads are few and far between. Today’s guest is Matt Johnston with Guide Social, an agency that creates ads for all kinds of brands and products. Using and understanding the HERO System makes for memorable video ads that resonate.   Some of the highlights of the show include: Common Causes: Why most video ads fall flat or underperform HERO System: Content checklist for social video ads to gain traction Hook Empathy Response Over-deliver 4 Rs Process: Helps people work through video script to mirror customer journey Relate Rile Reveal Release Offer Opportunities: All businesses exist to solve problems Results: Warm leads and increased conversion rates create affinity/PR affect Social Video Ads: Brands that nailed it include Harmon Brothers, William Painter   Links: Guide Social Producing Empathy by Matt Johnston HERO System by Matt Johnston Matt Johnston on LinkedIn Hydroviv Shark Tank Harmon Brothers William Painter ClickFunnels by Russell Brunson Ben Sailer on LinkedIn CoSchedule   Quotes from Matt Johnston: “The biggest mistake that people make is that they focus way too much on features and their product and things like that rather than focusing on the avatar and empathy and trying to connect with that person and tying it back to their pain.” “The reason that someone will buy something from you or sign up to be a lead in your company is - it has everything to do with their own selfish needs and desires.” “If you want to move them to act, you need to emotionally resonate with them.” “Nobody cares about what you sell. They care about opportunities that are available to them to solve their problems.”