Proof / demo ad playbook

The claim, proven on camera – one test per scene, no cuts.

1. 1

   Pick the angle

   Say it in your customer's words: See it [pass the test buyers doubt] – on camera, no cuts

   Works best for buyers who are solution-aware, product-aware, most aware.

2. 2

   Open with a hook

   • Review, proof & honesty – Lead with evidence, a test or an honest admission.
   • Curiosity & pattern break – An odd image or claim that has to be resolved.
   • Hooks by niche →
3. 3

   Write the beats

   • Demo / proof – Show the claim being proven on camera – one test per scene, no adjectives.
   • 3 reasons – Hook, then three concrete reasons, each with one visual proof, then the CTA.

   3 scenes. Keep each spoken line to 15–22 words for an 8-second clip.

   Every scene is one proof shot from the niche pack (e.g. daylight hairline, tug test, texture close-up, hands-on stress test). The visual shows the test happening in one continuous take; the line says what we are testing in plain words. No adjectives, no 'amazing' – the shot is the argument.

4. 4

   Shoot every scene the same way

   Scene promptCopy prompt

   Character: Relatable person in their late twenties, hands and product clearly in frame.
   
   Each scene: [subject] performs [one action] in [setting]. [shot size + ONE camera move]. [lighting + mood]. [continuity constraint].
   
   Avoid: on-screen text, captions, prices or watermarks, studio commercial gloss, a second product or a changed label, camera moves combined in one shot, jump cuts that hide the test, beauty filter that hides the result.

   Fill the brackets for each scene – one action and one camera move per shot.

5. 5

   Check before you post

   • Product silhouette, label and colors match the product photos in every scene
   • Hands: five fingers, natural grip, nothing fused with the product
   • Same person, outfit and setting in every scene (check against the hero still)
   • Spoken lines fit the clip length – nobody talks faster than normal
   • Captions and offer are added in the timeline, never baked into the video
   • End card shows the right offer, CTA and link
   • Each proof is visible without sound (muted autoplay)
   • A fictional presenter demonstrates or explains – no invented personal customer stories
   • Only claims from the product's claim registry; no cure, guarantee or before/after promises the niche forbids