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How to get good UGC?
First off all, User Generated Content works. UGC content is working exceptionally well in all industries our clients are in which is
everything from fashion suppositories to car care. No exception to the rule that some work better than others. THAT MEANS IT’S WORTH TESTING!!Pre-production:
A good script can make a bad actor good with lots of practice and a solid director. But it’s not even worth it… cast only top tier talent you can get and avoid at all cost iffy actors..Then make them send you a screen test first. You want them to show you that they can talk on camera and look natural, sound authentic, etc. (insider tip – have them make a video of their favorite product in their house)
In our experience the best way to find good creators is FB groups.
Then make them send you a screen test first. You want them to show you that they can talk on camera and look natural, sound authentic, etc. (insider tip – have them make a video of their favorite product in their house)
Crafting the script / talking points:
What is the most important thing they can talk about. Review your testimonials and see what people say (Also check Amazon & other competitions site).Divide what they say in 3 columns;
Green; what do people love about the product
Yellow; position your product as een improvement from previous failure
Red: position your product as how thankful you are it didn’t do the things what went wrong in the pastWhile scanning the reviews look for key patterns:
– How are people mentioning that they heard about the product?
– What verbage do they use
– What was their before state, and what was their after state
– What is their ideal sales conversation –
– What failed solutions have they tried
– Or if they have not tried other product before what was the tipping
point that made them try your product
– Do they talk about getting their family or loved ones involved (This can framed as a “makes a great gift” angle OR how the story can be crafted that they heard about your product in the first place)The script template:
Introduction – Why should they listen to you?
Discuss problem – Talk about the red, previous failure
Introduce Solution – Transfer problem into solution
Why it works so well – Use yellow, how did it improve
Benefits and results – Talk about the green, how it has changed their life
Wrap-up/Closing remarks & Soft CTA – Tell them what the next step isHaving a system for good UGC is the key to success and get predictable profitable results. PM me if you need help sourcing good UGC.
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1 Reply
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Didn’t UGC just take another hit in the last round of Google changes?
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