You're making a video ad to generate leads for a cleaning services company. How should you present the ask for viewers to take action?

Analysis of Correct Answer(s)

The correct approach follows a fundamental and effective video advertising structure. This method is designed to guide the viewer on a clear path from awareness to action.

• Introduce the product or problem: This first step captures attention and establishes relevance. For a cleaning service, this could be showing a common problem (a messy room) and then presenting the service as the perfect solution.
• Follow up with a relevant call-to-action (CTA): After demonstrating value, you must provide a clear, direct instruction on what the viewer should do next. For a lead generation goal, a relevant CTA like "Get a Free Quote" or "Book a Cleaning Online" tells the viewer exactly how to engage, making it easy for them to convert. This structure creates a logical and persuasive narrative.

Analysis of Incorrect Options

• Humanize the ad with customer testimonials: While testimonials are excellent for building trust and social proof, they are a creative element within the ad, not the fundamental structure for presenting the "ask." A testimonial can support the main message, but it doesn't replace the core sequence of problem/solution followed by a CTA.
• Convey multiple messages to resonate with the masses: Effective ads have a single, focused message. Trying to communicate too many things (e.g., affordability, speed, eco-friendliness, special offers) in one short video will confuse the audience and dilute the ad's impact.
• Provide multiple options for how viewers can take action: Offering multiple CTAs (e.g., "Call Us," "Visit Our Website," "Download Our Checklist") can cause choice paralysis. When viewers are given too many options, they are less likely to choose any. A single, clear CTA is more effective at driving a specific action.