{
"columnHeaders": {
"painPoint": "PAIN POINTS",
"pack": "Motivation type",
"totalVideos": "PACK",
"angle": "total n° of videos (including variations)",
"userPersona": "ANGLE",
"concept": "CONCEPT"
},
"bigProblems": [
{
"bigProblem": "YOU SPEND MORE EVERY WEEK, BUT GET NOTHING BACK FOR IT",
"slug": "creative-matrix-1-you-spend-more-every-week-but-get-nothing-back-for-it",
"pageNumber": 1,
"painPoints": [
{
"id": "pp-1-1",
"painPoint": "Everything's getting more expensive, and I get nothing in return",
"pack": "Transactional",
"totalVideos": "1",
"angle": [
"8"
],
"userPersona": [
"Insight-Based"
],
"concept": [
"Day in the Life"
]
},
{
"id": "pp-1-2",
"painPoint": "I shop every week and all that money just disappears.",
"pack": "Transactional",
"totalVideos": "1",
"angle": [
"4"
],
"userPersona": [
"Feature-Focused"
],
"concept": [
"Before/After"
]
},
{
"id": "pp-1-3",
"painPoint": "Brands never ask what people like me actually buy",
"pack": "Emotional",
"totalVideos": "1",
"angle": [
"4"
],
"userPersona": [
"Truth Bomb"
],
"concept": [
"Tutorial/How-to"
]
},
{
"id": "pp-1-4",
"painPoint": "I do the same routine every week and it feels like it leads nowhere",
"pack": "Emotional",
"totalVideos": "1",
"angle": [
"4"
],
"userPersona": [
"Emotional Relief"
],
"concept": [
"Problem/Solution"
]
},
{
"id": "pp-1-5",
"painPoint": "Most apps just want my data and I never know where it ends up.",
"pack": "Rational",
"totalVideos": "1",
"angle": [
"8"
],
"userPersona": [
"Rejection of Norms"
],
"concept": [
"Interview"
]
}
]
}
]
}
I want to work but I don’t have experience or skills
Pain Points
Pack
# of videos *
Angle
User Persona
Concept
Hook
CTA
Pain Points
My CV is contantly shut down, because I don't meet minimum requirements
Pack
4
# of videos *
12
Angle
Pain avoidance
Blunt / Direct
Surprise / Novelty
Fun / Entertaining
Value / ROI
User Persona
Job seeker
Student
Concept
Testimonial / Review
Skit / Comedy
Hook
“Another one: We regret to inform you… bro, I can’t even get a job interview.”
“Entry level job: must have 3 years’ experience 🤡”
“I’ve been going to interview after interview… and still nothing.”
CTA
“No interview, no rejection. Just cash. Download TesterUp today.”
“TesterUp: must have thumbs. Play and cash out with PayPal. Download TesterUp.”
“If your CV’s not getting you anywhere, TesterUp will. Download it today.”
Pain Points
I want to start earning, but I don't know where to start
Pack
4
# of videos *
16
Angle
Surprise / Novelty
Fun / Entertaining
Pain Avoidance
Value / ROI
Truth Bomb
Blunt / Direct
Emotional Relief
Test / Challenge
User Persona
Job seeker
Freelancer / Creative
Student
Concept
Problem / Solution
Explainer
Skit / Comedy
Tutorial / How-to
Hook
“Day 43 of maternity leave… I’ve reorganized the fridge three times. Honestly, it feels like house arrest.”
“So… what have you been doing with your time off?” → long awkward “Ummmmmmmmmm…”
“So I’m just gonna leave this here for my fellow new mothers…” (whispering).
CTA
“At least now my free time pays. Download TesterUp today.”
“They don’t need to know. Download TesterUp today.”
“Naptime has never paid this well. Download TesterUp today.”
Pain Points
My mom tells me that playing video will never bring me any money
Pack
5
# of videos *
12
Angle
Narrative appeal
Fun / Entertaining
Truth bomb
User Persona
Student
Concept
Interview
Skit / Comedy
Hook
“Another one: W“POV: your boss thinks you’re taking notes but you’re making money on TesterUp.”
“10% WORK … 90% HARD AT WERK.”
CTA
“Make downtime pay. Download TODAY.”
“If you’re already hard at werk… TesterUp makes it pay. Download it today.”
Pain Points
I was told that only having prestigious education will bring you to decent salary
Pack
5
# of videos *
16
Angle
Blunt / Direct
Truth bomb
Value/ROI
User Persona
Student
Concept
Tutorial / How-to
Comparison
Testimonial / Review
Before / After
Hook
“Day 43 of maternity leave… I’ve reorganized the fridge three times. Honestly, it feels like house arrest.”
“So… what have you been doing with your time off?” → long awkward “Ummmmmmmmmm…”
“So I’m just gonna leave this here for my fellow new mothers…” (whispering).
CTA
“At least now my free time pays. Download TesterUp today.”
“They don’t need to know. Download TesterUp today.”
“Naptime has never paid this well. Download TesterUp today.”