Scriptwriting Mastermind: How We Use Storytelling to Outperform 80% of Meta Ads

Most brands creatives live at the bottom of the funnel, battling over the same small pool of ready-to-buy customers.

But 80% of our best-performing ads? They start much higher up.

In this episode of D2C Diaries, Loukas shares the exact internal training we run with our creative strategists on the hardest skill in paid social: storytelling.

You’ll see how we script for unaware and problem aware audiences (the stages most brands ignore) and why they’re the biggest unlock for scaling cold traffic.

From building 15–40 second setups to weaving human desires into scripts, this is the framework we use to turn good ads into top performers.

This session was too valuable to keep behind closed doors, so Loukas re-filmed the whole thing for our channel.

Watch the training now and learn how to tell stories that sell.

00:00 Storytelling as the hardest paid social skill
02:53 Evolution of the funnel
04:40 Funnel stages & messaging
09:58 Hooking cold audiences without the product
12:50 Pitfalls that kill storytelling
18:55 Cutting fluff in scripts
24:00 Ditching jargon
28:12 Using human desires
39:10 Messaging by market sophistication
51:00 Curiosity loop techniques
56: 45 Best-in-class examples
1:01:30 Recap & key takeaways