This week, I want to bring you behind the scenes.
Not of a client project.
But of my own.
Because before I ever started running ads and building funnels for clients…
I had to fix my own business first.
I had to figure out how to generate sales on demand…
Not just by “posting more content” and praying it will bring me sales.
So in this letter…
I’ll walk you through how I scripted and filmed one of my own e-commerce products – the Foldi Piano.
And you’ll see it’s the exact same strategy I teach clients.
Let’s dive in.
Start with the messaging
Whenever I launch a new ad, I don’t start with the camera.
I start with the script.
Because the script is your message.
And your message determines who you attract and what problem you solve.
For the Foldi Piano, I had to be clear on:
- Who I was speaking to
- What problem I was solving
- What outcome I wanted to promise
This product is different from our older Flexi Piano.
That one was targeted at total beginners – kids, parents, people who just wanted to try piano for fun.
It had soft keys and a low price point.
The Foldi Piano, on the other hand, is for real players.
People who already know how to play and want something portable.
It’s a full 88-key digital piano that folds into half.
Still beginner-friendly, but with a real playing experience.
So my first job?
Figure out what problems this solves and what angle will resonate.
Identify the problem then craft the hook
Here’s what I wrote down as I planned the ad:
Problem #1:
“I want to learn piano, but I have no music background.”
Solution:
“With our proven method, you can play and sing your first song in 2 hours even with zero music experience.”
Problem #2:
“I want a piano, but I have no space at home.”
Solution:
“Have you seen a full-sized piano that folds into half? Now you have one.”
Problem #3: “I already know how to play, but I want something portable.”
Solution:
“Bring it to worship team practice. Jam at a friend’s place. Play wherever you go.”
That became the foundation for my 3 hooks.
When filming, I made sure to include:
- A problem-solving hook (“No space for a piano?”)
- A novelty hook (“Have you seen a piano that folds into half?”)
- An outcome hook (“Play and sing in 2 hours, even if you’ve never touched a piano before.”)
Because different hooks speak to different people.
But all of them revolve around solving a real pain or giving a real result.
Show the product, then close with CTA
Once the hook was nailed, I moved into the body of the video.
This is where I show the product – the folding mechanism, the keys, the sound, how it works.
Why?
Because people need to see what they’re getting.
A good ad doesn’t just tell you what the product does – it lets you feel it.
And then, I close with a CTA.
For this ad, I kept it simple:
“Buy now and get $100 off your Foldi Piano.”
I’ve tested different angles in the past.
Early bird discounts, bundle offers, free tutorials.
But the principle is the same:
Hook → Body → Offer → CTA.
That’s the framework I’ve used for every winning ad I’ve run..
Whether for my own products or for clients in real estate, wellness, education, or fitness.
To give this ad the best shot, I filmed 2 different versions:
1. A product-only video: just visuals and text overlay, no face or voice.
2. A talking-head version: me on camera, explaining the benefits and walking through the use case.
Why both?
Because sometimes, a clean product demo works best.
Other times, a personal story or face on camera builds more trust.
You never know until you test.
That’s how I approach all client campaigns too.
It’s not about guessing the best ad.
It’s about setting up 2-3 strong contenders and letting the market decide.
Bonus:
Always sell the outcome
One last thing I want to highlight here:
You’ll hear marketers say “Don’t sell the features, sell the outcome.”
That’s what I try to do in every ad.
Instead of saying “It folds into half”…
I say “Now you can finally own a piano, even if your home has no space.”
Instead of saying “It comes with a free tutorial”…
I say “You’ll be able to play and sing your first song in under 2 hours.”
It’s not about what the product is.
It’s about what the buyer can become.
When you shift your message from feature to outcome, everything clicks.
You stop sounding like just another product…
And you start sounding like the exact solution your customer has been waiting for.
So the next time you’re stuck trying to market your product or service…
Ask yourself:
- What real problem am I solving?
- What outcome can I promise?
- How can I show it in a way that feels real?
That’s the game.
Once you figure that out, it’s hard for your ads to not convert and bring you sales 🙂
