Write Scripts Not Copies

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🎭 Your Ads Are Acting: Why Every Campaign Needs a Scriptwriter, Not a Copywriter

You’re not writing ads anymore.

You’re casting, directing, and scripting for the world’s shortest stage: the scroll.

The game has changed. Words aren’t enough. You need scenes. Beats. Emotion. Conflict. Resolution. A performance that makes the viewer feel. And copywriters? They’re not trained for that.

Here’s what separates a forgettable ad from one that grabs the screen like a Netflix pilot.

1. Ads Need Beats, Not Just Bullets

A copywriter writes headlines. A scriptwriter builds tension.

Every great ad today follows a beat structure—just like a movie scene.

Hook → escalation → twist → emotional payoff → CTA.

The flow isn’t accidental. It’s designed. Want to double watch time? Structure your ad like a 15-second drama.

2. Delivery > Words

The exact same script can tank or triumph based on how it’s delivered.

Tone. Pace. Micro-pauses. Facial expressions.

The rise of UGC and creator ads isn’t about authenticity—it’s about believability. And believability lives in performance, not prose.

If you’re briefing creators without line delivery direction, you’re burning money.

This is where tools like Motion’s Expert Agents shine—revealing where your ad’s delivery breaks down before you hit publish. You can get early access to Expert Agents here.

3. Characters Sell, Not Features

Nobody wants to be sold to. But everyone loves watching someone they relate to go through something they’ve felt.

The top-performing ads cast characters who mirror their audience’s exact frustrations—then transform them with your product. That’s scriptwriting 101: create a version of the viewer, then evolve them.

Copy explains. Scripts reveal.

4. Rehearsal is the New Testing

A/B testing copy? Too slow.

Instead, table-read your scripts. Improvise 5 takes. Watch what lands. Tighten the beats.

It’s not about finding the “right” words. It’s about finding the right rhythm.

Ads that win today aren’t written. They’re performed. So stop thinking like a marketer. Start thinking like a director.

Together with Levanta

PPC costs keep rising. Affiliate marketing gives you another path.

If you sell on Amazon, you’ve seen it firsthand—PPC costs are up, and returns are getting harder to justify. But there’s a smarter way to scale without burning through budget.

More sellers are shifting to affiliate marketing—a model that brings in external traffic, boosts your organic rankings, and only costs money when it drives a sale.

How?Amazon rewards sellers who drive traffic from outside platforms—like blogs, review sites, and social posts. That traffic helps your listing perform better and convert higher.

The result:

✅ Lower ad spend
✅ Higher rankings
✅ More sales

Levanta has put together a free guide that breaks it all down:

• How to set up an affiliate program that works
• Which networks are best for Amazon sellers
• How to find quality affiliates
• Common mistakes (and how to avoid them)

Get your exclusive guide now!

🧠 Google Adds Smarter Insights & Landing Page Previews/
Insights from SEL

Google just rolled out two new updates—one in Analytics and one in Ads—that promise to save time and increase impact. 

The Breakdown:

1. AI Explains Your Analytics for You - Google Analytics’ new Generated Insights automatically detects performance spikes or drops and explains why they happened—no digging needed. It analyzes key dimension-metric combos and presents the findings in plain language directly in reports.

2. Makes Data Understandable for All Teams - The feature’s natural language approach helps non-technical marketers grasp analytics faster. Whether it's a sudden drop in conversions or a rise in session duration, teams can now act on insights quickly without needing deep analytics expertise.

3. Demand Gen Ads Get Visual Upgrades - Google Ads now lets you auto-generate a screenshot of your landing page in Demand Gen video ads. For brands with strong visual design, this enhances trust, sets user expectations upfront, and helps increase click quality through more informed decisions.

4. Raises the Bar for Landing Page Quality - Since screenshots are pulled directly from your site, poorly designed or slow-loading pages could hurt performance. Visual previews can be A/B tested against standard ads, giving brands more tools to refine creatives and user journeys.

🚀 Quick Hits

❓ Want more sales without blowing your budget? Affiliate marketing helps Amazon listings rank higher and perform better—no clicks wasted. Levanta’s guide breaks down how to launch a program that actually works. Get your exclusive guide now!

👾 Meta has launched four new Llama 4 AI models—Scout, Maverick, Behemoth, and Reasoning—offering faster processing, reduced latency, and improved performance across tasks. With Behemoth surpassing 2 trillion parameters, Meta is integrating these into its apps and open-sourcing them for developers.

🚩 LinkedIn is testing a new video trends feature that invites users to respond to trending professional topics with their own video takes to increase in-app video activity, especially among younger users.

🧵 President Trump has pushed TikTok’s U.S. sale/shutdown deadline to mid-June, giving ByteDance 75 more days to secure a deal. The extension avoids an immediate ban, but TikTok’s future still hangs in balance amid geopolitical tensions and complex negotiations.

💭 Spotify has launched a range of new advertising tools, including the Spotify Ad Exchange and Gen AI Ads, aimed at streamlining campaign creation, buying, and measurement. The updates offer advertisers more flexibility, automation, and creative support within the platform.

That’s a wrap for today! Tell us your thoughts about today's content as we line up more Shorts! And don’t hesitate to share this with someone who’d adore it. 🥰