The problem
You want your creator’s video to work like the winners without being a copy. So what stays and what goes?
The rule
The lines that keep showing up across the winners are the constants. Keep them word for word. Change everything else.
Say it to a creator
“These three lines have been proven on this product five times. Say them exactly. Everything around them is yours.”
The example
A collagen product. Five videos above the money line. Their scripts side by side:
| Line | In how many winners | What it is |
|---|---|---|
| 'I'm not saying it's magic' | 4 of 5 | A constant. Keep it. |
| 'give it 30 days' | 4 of 5 | A constant. Keep it. |
| 'you can actually see it here' (with a close-up) | 4 of 5 | A constant. Keep it. |
| 'my mom asked what I was doing differently' | 2 of 5 | Worth trying |
| 'I switched from the powder' | 2 of 5 | Worth trying |
| Everything else | 1 of 5 | That creator's personality. Not yours. |
“Give it 30 days” and “try it for a month” mean the same thing. They do not work the same. One has been proven on this product five times. The other has not been proven at all. Do not paraphrase a constant.
What stays
- The constants, word for word
- The close-up that goes with 'see it here'
- The hook, if the hook is itself a constant
What changes
- The story around them: different person, different day, different reason they started
- The setting and the visual style
- The hook, when it is not a constant
When a creator says 'that's cheating'
It is not. Nobody buys because of the words. They buy because of the person saying them. The words just make sure the person gets a fair shot.
Do this in Verdict
- 1Open Waves on the product. The constants panel lists the phrases shared across the family, with how many scripts carry each one.
- 2The fill-in template below it shows the script with the constants locked and open slots in brackets. Hand the template to the creator. They fill the brackets.