# Meat Format Reference

Detailed structures, length guidelines, and tips for each of the five meat formats. Each meat must be self-contained — it should work when paired with any hook and any CTA.

## 1. Demonstration Meat

**Structure**: Problem → Show product in action → Highlight key moments → Result

**Length**:

- Video: 20-45 seconds
- Text: 4-8 sentences

**Tips**:

- Use screen recordings, before/after clips, or live walkthroughs
- Focus on the "aha moment" — the point where the product's value becomes obvious
- Show, don't tell — let the product speak for itself
- Include a specific metric or visual proof of the result

**Template (text)**:

> Here's what [product] actually does. [Brief problem setup]. When you [action], it [specific feature]. Watch what happens: [result/transformation]. That's [metric improvement] in [timeframe], without [common sacrifice].

**Template (video)**:

> [Screen recording / demo begins] → "Let me show you exactly how this works." → [Walk through 2-3 key features] → "And the result?" → [Show outcome/metric] → [Transition to CTA]

## 2. Testimonial Meat

**Structure**: Who they are → Problem they had → What they tried → Found solution → Result

**Length**:

- Video: 15-30 seconds
- Text: 3-6 sentences

**Tips**:

- Use specific numbers and real names (with permission)
- Include emotional moments — the low point before the solution
- Keep it conversational, not polished or scripted-sounding
- One story per testimonial, not multiple vague endorsements

**Template (text)**:

> [Name/role] was stuck at [specific problem with numbers]. They'd tried [1-2 alternatives] but nothing worked. After [timeframe] with [product/method], they [specific measurable result]. In their words: "[direct quote]."

**Template (video)**:

> [Customer on camera] → "Before [product], I was [problem]." → "I tried [alternatives]." → "Then I found [product] and [specific action]." → "Now I'm [result with numbers]." → [Transition to CTA]

## 3. Educational Meat

**Structure**: "Here's the framework/method" → Step 1 → Step 2 → Step 3 → "This is what happens when you do this"

**Length**:

- Video: 30-60 seconds
- Text: 5-10 sentences

**Tips**:

- Teach one thing well — do not try to cover everything
- Make it actionable — the viewer should be able to start immediately
- Create an "aha" moment that reframes how they think about the problem
- The teaching should naturally position the product as the best way to execute

**Template (text)**:

> Most [audience] approach [problem] wrong. They [common mistake]. Here's a better way: Step 1: [actionable step]. Step 2: [actionable step]. Step 3: [actionable step]. When you do this, [specific outcome]. The easiest way to execute all three? [Product bridge].

**Template (video)**:

> "Here's the [number]-step framework for [outcome]." → [Step 1 with visual] → [Step 2 with visual] → [Step 3 with visual] → "When you put it all together, [result]." → "And if you want to skip the hard part..." → [Transition to CTA]

## 4. Story Meat

**Structure**: Setting → Conflict/Problem → Discovery → Transformation → Current state

**Length**:

- Video: 20-45 seconds
- Text: 4-8 sentences

**Tips**:

- Be specific with details — names, places, numbers, dates
- Include emotional low points to create contrast with the transformation
- Make the transformation vivid and concrete
- The story should feel personal, not generic

**Template (text)**:

> [Timeframe] ago, [protagonist] was [specific bad situation with details]. They'd [failed attempts]. Then [discovery/turning point]. Within [timeframe], [specific transformation with numbers]. Today, [current impressive state].

**Template (video)**:

> [Relatable setting / old footage] → "This was me [timeframe] ago. [Problem]." → "I'd tried everything: [list]." → "Then [discovery moment]." → [Transformation montage / new footage] → "Now, [current result]." → [Transition to CTA]

## 5. Faceless Meat

**Structure**: Text on screen + voiceover OR screen recording + narration OR b-roll + captions

**Length**:

- Video: 15-45 seconds
- Text: 3-8 sentences

**Tips**:

- Strong visual pacing — change the visual every 3-5 seconds
- Clear text hierarchy — bold key phrases, use contrasting colors
- Engaging background music that matches the tone
- Best format for scaling without a personal brand dependency

**Template (text)**:

> [Bold statement about the problem]. Most people try [common approach]. But the data says otherwise: [surprising stat]. The [audience] who [achieve outcome] do something different. They [key insight]. And it starts with [product bridge].

**Template (video)**:

> [Text card: bold statement] → [B-roll of problem] → [Text card: "Here's what works instead"] → [Screen recording or visual proof] → [Text card: result with numbers] → [Transition to CTA]

## Choosing the Right Meat

| Audience Awareness | Best Meat Formats          | Why                                       |
| ------------------ | -------------------------- | ----------------------------------------- |
| Unaware            | Story, Faceless            | Need emotional engagement before product  |
| Problem-Aware      | Educational, Story         | Need to understand the problem deeply     |
| Solution-Aware     | Educational, Testimonial   | Need proof that this solution works       |
| Product-Aware      | Demonstration, Testimonial | Need to see it in action, hear from users |
| Most Aware         | Demonstration, Testimonial | Need final push with proof and urgency    |
