Writing UGC Briefs 101
General Rules:
Keep in mind: you’re writing a voiceover script, not a print copy for email or a sales page.
Conduct the research first. Don’t brainstorm with a blank page.
Focus on the feel of the script, don’t obsess about DR tactics.
Read the script out loud prior to sending it. “Humanize it”.
Use Grammarly.
Angle / Big Idea:
Hook ≠ angle.
Angle = key takeaway. It’s that one idea that the viewers will remember after watching the ad.
Typically it revolves around the product’s USP and contextualised benefits (CB).
Do a brain dump, and write at least 10 Angle ideas.
You’ll notice how every next angle you ideate gets better 
Creative Structure:
Find different creative structure possibilities below:
Hook
Headline = Hook.
You can write multiple Hooks per angle.
Refer to this list of hooks when ideating new ones:
TikTok made me buy this (Part 46)
What I ordered vs what I’ve got
My simplified (niche) routine for (result)
Top TikTok Shopping finds (niche) ******Edition
Crazy TikTok viral products that just SLAP!
How I went from this… to this
Why nobody is talking about this (product)
My personal battle with (problem)
You will look at (niche) differently by the end of this video
Everything you knew on (niche) is 100% WRONG
If you have (problem) then you might want to listen
3 things I wish I knew before my 40’s
The BEST (niche) I’ve ever tried
Calling all (target group) who are tired of (problem)
I tested all of the (niche) products. So you don’t have to…
I can’t gatekeep this one (product) any longer!
You won't believe this
Something you didn’t know
How I got (result) in 24 hours
Don’t believe this (niche) myth
I bet you don’t know this (niche) hack yet…
This (product) will change your life forever
I can’t believe I am sharing this hack with you but here it comes!
This (product) is a GAME CHANGER!
omg don’t you hate when (problem)
Body
Your copy has only 1 goal - to persuade the customer to buy the product.
You can accomplish that by:
Telling a relatable story filled with contextualized benefits.
Showing the undeniable proof (before & after).
Casting stones at the old solutions.
Addressing the skepticism.
Vocalize your market’s objections before them.
Creating an enticing offer.
Review & Edit
Every time your write a brief do a mental exercise, go through these points and make sure your brief ticks the boxes.
ICP is laser targeted.
Balance between <> showing, not telling.
It doesn’t sound too artificial.
It’s emotional / thought-provoking.
5th grader language. Easy to absorb.
Angles - Change concept → Angle everywhere
Marketing your products with different concepts - based on your customer research - is a great way to broaden your market as well as increasing efficiency within your marketing. You can target variety of audiences with different messaging and reasons to buy your product/service.
To do that you should develop multiple creative concepts as you identify how your product entices multiple customers with differing propositions/ benefits/ features.
Here is an example of different concepts for a brand selling a Water bottle:
How to Identify Concepts
You should take a good look into who your customers are (i.e. Parents -working or stay at home / Students / Entrepreneurs / Pet owners/ Young professionals / Outdoorsy people…) and why are they buying your product.
One great way of discovering concepts and why people buy your products is to survey your product reviews. What are people saying about your brand/ products? What are the things that make your buyers happy? This is also a great way to discover great new propositions.
Example: you maybe be selling a water bottle with an attractive design – a customer states how much they love your bottle because now they drink 3 times more water daily since they bought it! – You know have a new proposition ‘Need to drink more water, daily? Get this bottle!’
Create your concepts by asking yourself questions about your products?
What purpose does your product serve?
What problems does it solve?
Does it have USPs that tick the right boxes?
Do some of your products fit an occasion?
What purpose does your product serve?
Could it be considered a fashion accessory? – This water bottle is not only practical but looks so amazing!
Can it be said to improve health? – Now I have this bottle, I drink 3 x more water than I did, daily!
Could it be seen to increase attractiveness? - I'm getting so many comments on my new bottle, everyone loves it and wonders where I got it!
In what way could it make life more comfortable/ easier? - I never have to buy water from a shop anymore, I take this bottle everywhere I go!
What problems does it solve?
Problems with focus? – I am so much more productive in everything I do, and it down to these 2 pills i take every morning!
Problems with a skin conditions like acne? – My skin is so feels and looks so much cleaner/ smoother now, I wish i had found this product years ago!;
Cost efficiency?– I found razors too expensive, i kept shaving with blunt blades and getting rashes - now I've found ****, the razors are a great price, delivered to my door and long lasting!
Problems with sleep - I am so tired, it's so hard to get my baby to sleep and stay asleep - this baby wrap gets him straight off and he stays asleep - life is so much easier!
Does it have USPs that tick the right boxes?
Eco-friendly - I love that I'm able to help the environment by having this reusable bottle!
100% natural - All the ingredients are 100% natural and i know exactly what I7m putting on my skin!
Free of plastic - it's 100% free of plastic, which is a must for me!
Cruelty free - Knowing that no animals were tested on gives me complete confidence in this brand!
Made from recycled material - It's made from recycled/ recyclable materials, so no worries there!
Sourced ethically - Love that they are ethically conscious and help the communities around production!
Do some of your products fit an occasion?
Is it a great gift for any occasions? Can it be cherished? - OMG! I love it, it's so special and unique to just me and my doggy!
Is it ideal for Valentine’s Day? - I never though I would find a gift good enough for him/her, this is beyond my wildest expectations!
Is it great for back to school? – My kid loves his new back pack, it's practical for all their needs but they also said they look so cool!
For a bride/wedding gift? – I got this bridal box from my best friend, it has everything i need to prepare for my wedding and more, I love it, it's so sweet!
Is it for a Vacation? – Finally, a suitcase that has enough room, looks great and offers the protection needed
*Many concepts can be adapted to suit occasions from evergreen products. In the above example the meaningful gift for a dad can be sold all year round regardless of it being targeted for Father’s Day in the example concepts.
Finished up table of concepts for Water Bottle
Communication Structures
What
Simply put different ways you can put your concept across to the watcher — through asking a question, through stating a problem and solution that your product solves etc.. They are directly connected to concepts as one concept can and should have different communications structures to make sure to get your concept across to your ad watcher.
not every communication structure is suitable for each concept possibilities
use best common sense based on your product what type of communication structure to go with
Why
to give the concept multiple ways of getting it across to the ad watcher
people respond to different type of messaging
the way of presenting the products differs from product to product
Types of Communication
When you want to inform people about how your product solves their problems, that is, you explain problems that the audience can relate to, and then offer your product as a solution. That's is through product's benefits, options or features.
People respond to problem/s that they can relate to.
The key components are problem & solution.
Example:
water bottle
💡 Problem & Solution
I used to forget to bring water with me when I left the house, but since I got this bottle, I always have it with me - because it's so pretty!
skincare
💡 Problem & Solution
My eyes are extremely sensitive and so far no product has worked for me. Since this product does not irritate the skin, I can also use it on the eye area and for makeup removal. I am very satisfied!
In case you want to create hype around your product.
Present your product through positive/excited emotions and facial expressions, voice color, and various callouts.
Include attention-grabbing phrases, facts and statements about your product.
Works very well for products that have pretty or unusual packaging, have special features, contain amazing ingredients, are trendy, fashionable or attractive in some way.
The key components are callouts.
Example:
water bottle
📣 Callouts
I have never owned such a beautiful bottle!
This is the most amazing bottle ever!
This water bottle is just my life saver!
Definitely my new favourite bottle!
When I saw it on the website, I just couldn't resist.
skincare
📣 Callouts
These creams are super helpful!
Oh wow, look at this packaging!
The texture feels fantastic!
How fantastic are these ingredients?
All-natural!
When you want to show what results your product brings in people's lives.
If you want to show how your product has improved the condition/situation/problem of something (skin, health, lifestyle, etc.).
Illustrate satisfaction with your product using testimonials from previous users and key benefits of the product.
Presenting how much better your product is, compared to the competition.
The key components are testimonials.
Example:
water bottle
🏆 Testimonial
The product was exactly as pictured. The glass is solid but not overly bulky or heavy. I love the design of the bottle, which is why I chose this one. I would recommend it to others and would buy it again myself. Glass water bottles are hands down superior to metal or plastic bottles, and this one is my favorite so far. It's so pretty that I never forget to take it with me, so I am always well hydrated. Finally!
skincare
🏆 Testimonial
Squeaky clean and so fresh! If you are looking to change up your routine, I highly recommend this new product. It applied well, was not sticky and absorbed well. I have rosacea and it did not irritate my skin either. I was left with a fresh, glowing and clear face.
When you want to address the existing general misconception about your type of products.
Will help you destroy the "myths" that a wider audience might have about your type of product in general.
Backed by strong, positive and attention-grabbing results, features and benefits, you can outline why your product is mutch better but what people expect it to be.
The key components are objection killers.
Example:
water bottle
✋🏼 Objection Killer
I know you are worried about the bottle getting dirty because you always carry it around and keep water in it all the time, but this glass water bottle is dishwasher safe, has a leak-proof cap and does not take any odour.
skincare
✋🏼 Objection Killer
If you are always looking for real results and not just falling for the pretty packaging, this product is clinically proven and recommended by dermatologists.
When you want to highlight special offers in your online shop. These can be year-round offers or special occasions like BFCM, holiday season, Valentine's Day and more.
You can highlight all the additional possibilities/options/discounts that customers can benefit from when they purchase your product.
The key components are offers.
Example:
water bottle
🏷 Offer
Buy 3 and pay for 2!
Free shipping every weekend.
Monthly subscription.
Free return shipping!
Extra bottle when you buy more than 3!
skincare
🏷 Offer
10% discount on your first purchase.
Free shipping for bundles!
Subscribe to our newsletter and receive a $10 gift card.
Free sample with every purchase!
Free shipping on orders over $50!
Buy Cream + Serum to get a free refill next time.
When you are all about presenting your product in the best light. And when you want to highlight how great your product is and how useful/beneficial it has been to previous customers.
It makes the viewer believe that it is a legitimate product and that they need it/that it works.
The key components are testimonials and USPs.
Example:
water bottle
🏆 Testimonial
Just what I wanted! And the sleeve is soft and easy to remove. The bottle feels sturdy and is a real eye-catcher. The handle seemed rather decorative in the pictures, but is actually very useful and convenient when you carry it around.
USPs
USPsComes with a sleeve
Removable handle
30+ different designs
100% plastic-free
Leakproof cap
Scratch-resistant
You can wash it in the dishwasher
Does not take on an odour
You can engrave the cap
Fashionable
Eco-friendly/reusable
Reminds you to drink water
skincare
🏆 Testimonial
It is my favorite item in my skincare routine. This particular formula makes my skin feel so fresh and smooth. It does not feel heavy at all and has a very subtle scent that does not irritate my skin. I also love using it pre-makeup!
USPs
USPsDeeply nourishing
Quickly absorbed
Natural ingredients
UV protective packaging
Two sizes
Different bundles for young and mature skin
Improves redness
Less visible fine lines
When your main goal is to inform people about your product.
When you want to build your presence in the niche and the general knowledge about it.
You can present as many aspects, benefits, features, options and facts about your product as you want.
You can appeal to your target audience and give them different relevant information.
The key components are USPs (features, options, benefits).
Example:
water bottle
USPs
USPsComes with a sleeve
Removable handle
30+ different designs
100% plastic-free
Leakproof cap
Scratch-resistant
You can wash it in the dishwasher
Does not take on an odour
You can engrave the cap
Fashionable
Eco-friendly/reusable
Reminds you to drink water
skincare
USPs
USPsDeeply nourishing
Quickly absorbed
Natural ingredients
UV protective packaging
Two sizes
Different bundles for young and mature skin
Improves redness
Less visible fine lines
If you want to highlight the benefits of your product and show how people will benefit from buying your product and the impact it will have on them or the results it will bring.
For products that will produce some type of result when used.
The key components are your product's benefits.
Example:
water bottle
👍🏻Benefits
Fashionable
Eco-friendly/reusable
Reminds you to drink water
You can take it with you everywhere
skincare
👍🏻Benefits
Deeply nourishing
Quickly absorbed
Improves redness
Less visible fine lines
Connecting Concepts with Communication Structures
Each concept should be presented with multiple communication structures.