Goodwill Video Ads (Power Content)

The Laurel Corner I thelaurelcorner.com

The following is an excerpt from The ROAS Accelerator Playbook¹.

Announced at Gray Wolf Summit, Laurel Portié put together this Playbook which will help you zero in, based on where you are now, what your next best step is to executing on paid ads in your business, and, knowing that next step, to identify what's in the way of doing the step so you can progress no matter what with action.

It’s the most concise execution guide to Laurel’s ad strategy that we’ve seen yet.

The excerpt today is all about POWER CONTENT - these are the good will video ads which make up the foundation of this ad strategy². These are the ads which work to build your “invisible list” which you’ll leverage through the rest of your ads ecosystem.

The ROAS Accelerator Playbook is the most concise step by step instruction on getting each piece of your ads ecosystem in place.

If you want the full playbook, it’s available to MBD+ Subscribers:

The ROAS Accelerator Playbook

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CAMPAIGN #1: Goodwill Video Ads (Power Content)

This play teaches you how to create, optimize, and execute Power Content videos that build an “invisible list” of engaged leads while generating bonus conversations to drive results.

The key is to consistently publish content that attracts your ideal audience, offers value, and tracks key metrics for optimization.

Watch the Power Content Workshop here. (The Power Content Workshop is available in The ROAS Accelerator Playbook)

Core Principles:

1. Content: High-value videos designed to “fish” for IDEAL clients

2. Consistency: Publish regularly to stay top of mind.

3. Conversations: While conversations are a bonus, the main goal of Power Content is to build an invisible list of potential leads.

Anatomy of a Power Content Video:

1. Headline: Capture attention, state a problem and repel non-ideal viewers.

2. Promise of Value: Clearly state how watching will solve the problem

3. Call to Action (CTA): Offer a value bomb to accelerate solving the problem

4. Humble Brag: Briefly introduce yourself to build trust.

5. Content: Provide clarity by solving a focused problem.

6. Repeat Call to Action (CTA): Remind them why asking for the value bomb will accelerate the solving of their problem.

Primary and Secondary Goals of Power Content:

1. Primary Goal:

• Build an invisible list of engaged leads by delivering consistent, value-driven content.

• This invisible list is made up of viewers who engage with your content over time, increasing the likelihood of future conversions.

2. Secondary Goal (Bonus):

• Start conversations with engaged viewers. Conversations are a bonus that can fast-track lead nurturing.

Instructions for Setting These Up in Ads Manager

(You can find video instructions for setup in The ROAS Accelerator Playbook)

KPIs for Power Content:

• Hook Rate: (3-second video views ÷ impressions) × 100

  Target: Above 40%

• Hold Rate: (15-second views ÷ impressions) × 100

  Target: 8%-10%

• Cost per Video View:

  Power Content: Below $1 per 25% view

(You can find video instructions for setting up custom ad metrics in The ROAS Accelerator Playbook)

How to Diagnose and Fix Performance Issues:

1. Low Hook Rate (<40%)

• Tighten your hook—make it a "dog whistle."

• Example: "Coaches—don’t use THIS ad strategy if you want to book more calls."

2. Low Hold Rate (<8%)

• Shorten introductions to 2-3 sentences.

• Strengthen the promise of value (e.g., “In the next 60 seconds, you’ll learn X.”)

• Focus on solving one small, specific problem.

3. High Cost per Video View (> $1)

• Get to the point faster.

• Ensure the content aligns with audience needs.

• Simplify the message—address one hurdle at a time.

Power Content Templates

Template 1: The Problem Solver

Template 2: The Action Taker

(To get these two templates for your Power Content, get the full ROAS Accelerator Playbook - available to MBD+ Subscribers)

Why This Campaign Works:

The main goal of Power Content is to build an invisible list of engaged leads by consistently publishing content that resonates.

This list, although invisible, is invaluable—it ensures you’re building momentum with every video.

As a bonus, Power Content can spark conversations that accelerate sales.

By focusing on clarity, relevance, and actionable value, Power Content builds trust over time, ensuring you have a pool of warm leads ready to convert whenever you launch an offer.

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Want The Full Playbook?

Above was just one excerpt from The ROAS Accelerator Playbook.

The full book as available to MBD+ subscribers, and includes video instruction and added insight from workshops. You can find your copy (and read a bit more context about The Playbook) at the article below:

The ROAS Accelerator Playbook

Be Useful. Be Present. Love the Journey.

Joseph Robertson, CMO Man Bites Dog

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Ready to Step Into The Arena?

Ready to engage the field? Man Bites Dog paid subscribers have comment access unlocked below. (They’re also sent a killer welcome package in the mail with all kinds of opportunities that are not available in digital format)

Here are some other options:

• Get on the waitlist to join the Arena: engagethefield.com

• Check out the Engaging The Field Handbook

• Grab your your own copy of the R3 system (it’s a book and it’s not cheap)

1. The ROAS Accelerator Playbook (Full Access)

2. The 7-Figure $5 Ad [The Ad Structure]