Make Your YouTube Ads Skip Proof

 

Are your YouTube ads being skipped at 6 seconds?

I am constantly waiting for the 6 second mark so I can hit the “skip” button.  Anyone reading this is no different.

I found this video – so you may want to click on the link above.  It’s a 3:30 video by a Youtuber about ads being skipped on Youtube. Once you open it, make note of the time code when you press skip.  I skipped at :20, and that seemed like forever.

I watch YouTube.  It’s my go-to-platform for everything from meditation and spiritual insight to how to fix the outdoor lights or dishwasher.   I admit, I do love Youtube for all different reasons.  Youtube’s CPC (cost-per-click) ad model is great for any advertiser and the rev share model for YouTubers/ and channel owners is a win win.   What I don’t like are bad ads, and lots of them.

In fact, YouTube has a video service for about $250.00 where YouTube sends a small crew to your home or business to shoot a commercial for you.  Maybe you can find out more here,  I don’t know much, but from what  I’ve seen these videos are nicely produced using a script template,  but are missing the key fundamentals of an engaging direct response ad for your business.

As a direct response television writer and producer for 20 years the basic rules ohave never changed.  The biggest rule is to hit the audience with a BIG BOLD and ubiquitous problem in the first 6 seconds, followed by a life changing solution (product or service) which is then backed-up by a great value/offer.

Ask yourself, what will make your customer sit-up, listen and take action?  Better yet, why not  test different scenarios of the opening first 6 seconds and see what happens.

Here are examples of opening lines in actual commercials.  Two of which grossed  over 40 million dollars in sales.   Can you guess which two?   

  1. SAY IT IN 6 SECONDS:  State the problem.   Offer the solution immediately in the following 6 seconds.  Use  “introducing” the product/service” followed by “here’s why” or “here’s how it works.”
  2. DON’T USE GRAPHICS without a powerful voice over, music and sound-affects  and vice versa.  Graphics alone WILL NOT turn heads to look at a screen, audio does.
  3. HERE’S WHY | INTRODUCING | HERE’S HOW IT WORKS:  The product or service’s USP – unique selling proposition– is its features and benefits.  Example:  A ball with a handle.  Feature:  handle.  Benefit:  it’s easy to carry, won’t roll away and hangs on a hook so it doesn’t get in the way.  Use the rule of 3.
  4. A GREAT OFFER CAN GO FIRST:  In the example above of  “If you could look flawless for $19.99, would you?”  It was the first time a price/offer appeared at the top of the DRTV spot.  Adding value through-out the spot making the price of $19.99  irresistible once to the CTA.
  5. FREE OFFERS:  Nothing is free.  Everyone knows this including the FTC.  It’s a tactic, use it wisely.
  6. TESTIMONIALS:  Use testimonials only when they are genuine and good on camera.  A happy customer that’s bad on camera, hurts more than it helps.
  7.  PROFESSIONALLY PRODUCED:  It doesn’t matter, if you follow the fundamental rules of engagement.

All great viral videos have one thing in common, a powerful first 6 seconds.

The article that Amazon had taken off the internet.

In December of 2017 this article, an interview by an industry colleague and contributing writer for many direct to consumer magazines, Amazon claimed it was riddled with inaccuracies and for that reason to please remove it from the internet.  Unfortunately my colleague complied.

In light of all that’s going on with Amazon, and the fact that the last time I checked free speech was still a constitutional right, I have reposted it.

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FRIDAY FORECAST: LIFE AMID AN AMAZONIAN WORLD:

5 FAST TAKEAWAYS FROM DIRECT MARKETING MASTER WENDI COOPER

Introduction by Rick Petry.
This is one of an occasional series featuring direct marketing leaders who will share five key insights they have learned from their career in marketing and advertising.

This week your Friday Forecaster sat down with direct marketing master Wendi Cooper, a prominent direct marketing industry creative director, marketing director, award-winning content producer, podcast host and speaker.  Currently Wendi is Creative Marketing Director and Branded Content Producer at Lumeni Productions, Inc., an Entertainment Solutions Company in Burbank, CA.  Wendi also owns and operates other companies, one being EGPRO, LLC –  easyGopro – Go time just got easier ergonomic toilet stool, Squatty Potty’s #1 competitor.  easyGopro is made in USA and sold around the world primarily on Amazon.com, generating $1.4 in it’s first 2 years on Amazon.  Launched in November 2014, easyGopro has gone through a lot of the changes Amazon has had in the past 4 years .  Much of our discussion revolved around the opportunities and pitfalls that Amazon presents to product marketers.

One MUST sell on Amazon – that’s the problem

A 2016 study from Bloom-Reach indicated that 55% of consumers start their product research on Amazon. With the growth in Prime membership and its services, it is likely that the number is now even higher. What does it mean? It means that if over half of your prospective customers are initiating their product research on Amazon, you would be foolish to not have a presence on their marketplace. The reason: if you are not on Amazon, (you are not optimizing the ability to leverage the advertising dollars of competitive brands who are driving consumers to Amazon in your category, because prospects will be served up information about competitors which could very well divert a potential sale to you, if you are not on Amazon you cannot leverage that type of tactic, not only competitor’s deep pockets but also Amazon’s SEO for your brand.   The key here is to not waste your SEO/SEM time and money competing with Amazon on your terms.  Sure, as marketers, we’d like to think that our leads, albeit SEM, social media, Instagram, TV ads, etc., will automatically go to our brand website, but it’s very likely that is not the case, Amazon’s ability to optimize search is unparalleled, Amazon has more money than G-D, and controls the algorithms within the Amazon eco-system, which always give them the advantage, period.  Amazon can be your best friend or your worst enemy, finding the balance is the right place to be.

Understand the Differences Between Seller Central vs. Vendor Central on Amazon
So let’s assume you agree that you need to be selling on Amazon. For all intent and purposes I am talking about brands not 3rd party sellers.  Then it’s critical to understand the differences between being a { brand} Seller and a Vendor because each of these classes of marketers have unique opportunities and threats.  Seller Central means you are selling directly to the consumer through the Amazon marketplace whereas Vendor Central means you are effectively a wholesaler to Amazon, which is by invitation only or through Vendor Express which I highly do not recommend and I believe has been discontinued due to being a total debacle and horribly managed.  We launched in November of 2014 when Amazon was more of a partner than a competitor.   However, Amazon’s algorithm allows them to track successful products and work with those  brands, which gives them an unfair advantage.    Being a Vendor will cause you to lose 80% of the control over your detail page, images, offers, etc., and allows 3rd party sellers to list the item also.  (This problem for brands is solved if you can get Amazon to give you Gated Brand Registry).  You can establish MAP pricing with Amazon, but you lose control of everything else.  Plus, you run the risk of Amazon deciding to create an Amazon Basics product after using your product to test the market.  ( I was told this directly from an x-Amazon employee now working as a consultant for Sellers and Vendors.)

As a brand SELLER you are competing with your Distributor, Amazon.
By selling direct-to-consumer on Amazon (Seller Central), you are putting yourself in the position of essentially competing with your distributor (Amazon).  For example, Squatty Potty, our #1 competitor became a Vendor Central supplier last year and easyGopro immediately saw a precipitous drop on our sales, which we never recovered, I mention because I think that is important.  They could afford to do so because they had been showcased on Shark Tank, twice if not three times, and their partnership with home shopping juggernaut Lori Grenier and their clout with BB&B, and retail, left no room, literally, on the shelf for easyGopro.  The key term “toilet stool” will bring up many toilet stools but the one that will always take precedence on Amazon is Squatty Potty because Amazon controls that product and the algorithm for which Sellers bid on key terms.   Remember, that with Amazon, prospects coming to the site are not ‘your’ customer, even if driven by your SEM or marketing dollars to Amazon – they are Amazon’s customer.  While it is an incredible marketplace, one with low barrier to entry, and drives volume, it can be a Faustian bargain where you give up a lot to gain a place at the table.”

Make sure to set-up Brand Registry, Enhanced Content Pages and an Amazon Store Front.
So if you elect to sell directly to the consumer? How do you win what might feel like a rigged game? Set up your Gated Brand Registry which “gates your brand from 3rd party sellers on Amazon, and will allow you to create a dedicated Storefront – which gives you a direct URL, www.amazon.com/easygopro – to be embedded in your ads or social media as a direct link to your “store” without any competition appearing on the page.  Gated Brand Registry prohibits 3rd party sellers from listing your brand on Amazon – which is what keeps one safe from China’s counterfeiters.   Prior to the [new] StoreFront option our marketing dollars would drive consumers to an easyGopro detail page laden with competitor products.  Enhanced Content pages used to be a perk for Vendors, but this year Amazon opened those up to registered brands.  AMS (Amazon Marketing) does need to approve all changes, but this added content keeps Brands par with what was once a perk only for Vendors.  The catch for the storefront is that consumers can only find our dedicated storefront by clicking on a direct link, it does not appear through normal search results within Amazon’s algorithm.  Searching for easyGopro on Amazon will result in our list of items, but also with the competition clearly and prominently placed on the page.  But, at least our marketing dollars are better used. I may want to add that the volume of sales on other retailer sites is very small compared to sales on Amazon, plus with the API’s that Amazon has for its affiliates – a lot of traffic and sales that occur on Amazon are because of their efforts (thank you). In fact, easyGopro was on Walmart.com, HomeDepot.com, and many catalogs, but at the end of the day, Amazon out-sold all of them.  Clearing the legacy online of those partners gave us the ability to drive all sales and control our brand to either Amazon or http://www.easygopro.com.  These are the only two places to buy our product.  Any other place is a 3rd party reselling it, period.   Plus the fees that one has to pay transactional platforms such as Commerce Hub remind me of the days when websites were charging $1.00 a transaction to simply process an order, but that’s a different subject.

 

Fees, Fees and more Fees.

Another challenge with regards to Amazon is mounting fees for Sellers.  Vendors all fees are paid by Amazon – the cost of giving up control of your brand.   For example, as a Seller you always want your product to qualify for Prime, free shipping (under $35.00), which will also give you ranking preference and will not affect your ability to have the Buy Box.  Whilst we may believe as a consumer that the shipping is free, it simply is not.  The Seller pays for it and gets no credit at all.   Fees are broken into:  FBA fee and marketing or listing fee.  Our item that has an average price point of $22.99 and our fees can be as high as $11.00 with FBA (Prime).  If we drop ship for Amazon, our fee is reduced to $4.56 – $5.46 or the average price that Amazon pays UPS | USPS to ship our product to Zone 8 – furthest point in continental USA.  You see, Amazon is not giving free shipping to any consumer, it’s smoke and mirrors to make the consumer believe they are generous and take care of their customers, but there reality is that Sellers are charged each time a customer orders PRIME, it is not Amazon paying, it is the Seller.    Also, to qualify for Prime inventory must be in an Amazon’s distribution center (FBA).  Which then adds FBA fees, monthly storage fees, and longterm fees if the product isn’t moving quickly enough to the level of inventory one keeps.   It’s calculated by the cubic space taken-up.  Our product was designed to stack and nest so it would not take-up unnecessary space on the shelf in the warehouse or on the retail shelf but Amazon doesn’t care.  We are charged for each stool we send regardless of their space saving design.  Our storage fees during the holiday season have been as high as $12,000 in one month taken directly out of our Seller account as our inventory sat on the docks for 6 weeks.  Needless to say that eats into one’s profit.  So inventory control is paramount to profitability, of course, but when one is charged for triple storage fees for their product to be on the docks (unsellable) for 6 weeks, that’s just WRONG.

Then there is the bidding on sponsored key terms to keep your ranking strong as competition grows, and since Amazon controls the algorithm,  how can one possibly bid higher than the distributor controlling it all while selling competitive products, i.e., Squatty Potty and inserting conveniently in places that distract the attention of consumers away from your listing.  Then there are the Lightening Deals or Deal of the Day (by invitation only), one not only pays fees associated that run between $300 to $500.00 one needs to offer an additional discount that is at least 10% lower than the lowest price the item sold for in the past 30 days.  And then of course, you cannot run a deal unless the inventory is in an Amazon warehouse.  Fees, fees, and more fees.   If you want to play on Amazon, then you surely will pay.

There are other programs such as Amazon Exclusives which was Amazon’s attempt at an Etsy type model for “craft brands”, and a total disaster that has been dismantled.  Our experience with Amazon Exclusives was horrible. After attending a special summit for Women Owned Business that were top Sellers on Amazon,  Amazon approached me and promised the world but delivered nearly nothing.  They made it sound like giving them total exclusivity would surely increase our sales as they would put more marketing muscle into our brand for a small additional fee of only 5%.   We removed our product from Home Depot.com, Walmart.com and bought back any legacy product that was on the market form catalogers, because our sales were projected to increase by 15-20%.  Needless to say they did not.   But what was worse, was getting full control back of our listings took nearly 1.5 years, if not longer due to the terrible confusion at Amazon catalog.

 In the end, Amazon has been a brand builder for us, this I cannot deny.  But as Amazon grew and things changed and continue to change every day,  it’s critical to understand that consumers love to shop on Amazon and for that reason it would be unwise to ignore the power they have to sell goods.  Plus, it’s always smart to have your product where  consumers shop, and that’s Amazon.   A dedicated brand site is helpful but consumers want convenience, free shipping and a hassle free shopping experience.   In the end Amazon is that place.  But, that doesn’t make their policies fair nor ethical.

Two Queens – Infomercial that is..!

After 15 years of friendship who would have thought the two “Infomercial Queens” with the same name, spelled exactly the same, would be on a radio show that reaches around the world?   Wendi Rogers has done it all and she is on the phone today for 50 minutes!  Wendi and I go way back that’s for sure.  But, we also share very similar life’s experiences.  In fact, we were both broke – both emotionally and financially – back in 1998 when we first met.  It’s often said that the infomercial business is tainted, I argue that it went through growing pains, but Wendi sees it differently.  Take a trip back in time to the “Wild West ” days of the infomercials when MER’s where through the roof, greed was not necessarily “good” and lives were changed forever.  Wendi Rogers Geisenger is married to Adam {Jay} Geisenger who was on C Spot Talk back in 2012 and together created some really fun and profitable campaigns.  Google Doc Bottom’s A Spray and the infamous “Pocket Chair.”  
 
Listen, download and subscribe as a podcast on iTunes:  https://itunes.apple.com/us/podcast/two-queens-infomercial-that/id513363396?i=252148122&mt=2

“Licking Puddles…”

Alicia Coppola is an actress, author, wife, and mother of three gorgeous little girls.  She is unstoppable, a very funny lady, and passionate about stuff that makes her a ton of fun to have on The C Spot!  I don’t know how to explain this episode other than to hashtag the crap out of what we talked about! So here goes…   #1913NewYorktenements  # strep #mono #Lysol #selfpublishing #returningtochildhood #babysisters #ParenthoodToday #eatingsugar #shovingkids  #NewMoons #Amazon #Pinterest #Oprah #Gratitude #Broccoli #God #Peter #Japenese #Chinese #singingintheshower #conniebritton #screenplay #pregnantbellies #vomit #lefthandedmascara #lemonvodka and a lot more – no kidding!  You can find Alicia’s take on parenting at www.parenthoodtoday.tv and you can download her beautiful book, “Gracefully Gone” on Amazon.  What are Alicia’s life desires?  Listen and learn!  PS.  We really did talk about all this!  Thank for listening and sharing!  

Listen, download and subscribe as a podcast on iTunes:  https://itunes.apple.com/us/podcast/the-c-spot-with-wendi-cooper/id513363396?mt=2

You Smell so Good…for a Girl!

If that show title doesn’t get you to download this episode, nothing will!  Today Peter and I celebrate The C Spot’s first 3 Peat!   Talent agent Blair Taylor of Commercial Talent Agency is in-studio for the 3rd in 2 years.  Why so many guest appearances?  Well, besides being the funniest and most entertaining person I know, Blair is the “Huber” TV Host agent.  Imagine this…he has placed and negotiated deals over  900 infomercials.  But it’s not just about infomercials, Blair placed Bick in the hilarious AT&T “It’s not complicated” commercials – which lead to SNL.  Isaiah Mustafa AKA the Old Spice guy which lead to, hmmm not sure what.  This episode, as well as last week’s with Darla Haun (just seen on Jay Leno (represented by Blair), will give you a completely new POV and  R.E.S.P.E.C.T., for the special talent it takes to sell on TV.  Blair@commercialtalentagency.comBTW Super hilarious show!  

Subscribe to my podcast or just listen to the show here: https://itunes.apple.com/us/podcast/january-23-2014/id513363396?i=241374772&mt=2

Get ready to enter the No Fly Zone!

Daynin Dashefsky, President and founder of The Inventors World Network, Inc., is an accomplished inventor, entrepreneur and one of the most amazing ladies on this planet!  Daynin is packed full of energy, wisdom and experience.  It’s been about 10 years since I first met Daynin as a new inventor with her No Fly Zone at a showcase in Las Vegas.  After mentoring her in 1999 for a short time, Daynin went on to become a successful entrepreneur and inventor advocate.    If you are an inventor or an entrepreneur with a product – like I always say, this is the show you need to listen to!   You can get Daynin’s Inventors World Network DVD series for only $99.00 (usually $399.00) when you mention The C Spot! Just contact her at Daynin@Daynin.com

Listen/download the show here:  https://itunes.apple.com/us/podcast/get-ready-to-enter-no-fly/id513363396?i=221130580&mt=2

ButtTalks with Dr. LaGrasso

From my Thursday, November 19, 2013 show – Dr. Jeffery La Grasso is a world renown plastic surgeon who is Board Certified by the American Board of Plastic Surgery.  He was selected to complete a prestigious Craniofacial and Pediatric Plastic Surgery Fellowship at Children’s Hospital in Los Angeles, a rare honor.  What has plastic surgery got do to with marketing?  Good question.  As it turns out Dr. La Grasso not only shares tips on how to find the right plastic surgeon, but also what makes a great Brazilian Butt Lift, the hottest thing in plastic surgery today,  and the truth behind TV commercials that claim to give you an “instant face lift”, special dollar deals for plastic surgery; and why marketing should be part of medical school!  I really enjoyed this very enlightening interview…and I know you will too!  Www.brushwoodmediagroup.com

Listen/download the show here: https://itunes.apple.com/us/podcast/butttalks-with-dr.-lagrasso/id513363396?i=192723722&mt=2

Just a Genious, Really!

If you have ever wondered what it takes to be the the Senior Executive Producer for Murad Skin Care, wonder no more! Marc Kravets has accomplished the following: Launched and managed $100M automotive aftermarket brands via DRTV; managed $200M+ fitness brands via DRTV. Brands like Lifelock and CitiBank, Bettertrades and Billy’s Bootcamp/Tae Bo, CarMD, The Firm, Nu Wave Oven and StopRepairBills.com. We discuss Social, Youtube, Viral, CRM, and so much more. Find out what Marc’s most craziest moment in his 20 years of producing was, it has to do with battleships, helicopters and aerobics! Murad is one of the leading brands in skincare, located in El Segundo, California. We are all looking forward to see what’s coming next with Marc leading production. Kravets was formerly with EuroRSCG/Havas Edge’s direct response division for 8 years. Follow Marc on Twitter @kravetsm and me @cspotalk @cdirectresponse. Thanks for listening!

Common Denominator Extraordinaire!

Sean Fay!  The remarkably talented (and really cute) direct response powerhouse has been one of the DRTV industry’s most successful producers and marketers having generated over $1 billion in sales. Check out his company , located in Seattle, www.EnvisionTV.com

We all know the Juiceman, Sonicare Toothbrush, George Foreman Grill, Oxiclean, Brainetics and Space Bag storage packs,Kaboom cleaner, Bissell Steam ‘n Clean, Simple Green Aroma Clean, TrafficGuage Mobile Traffic Maps, (flavorwave) Deluxe Oven, Slow Burn Fitness tapes, eMedia’s Guitar Method, and more!  But if you want to know how they went from zero to hero!  It’s all right here!

Listen to/download the show at LATalkRadio:  http://www.latalkradio.com/archives/Cspot-111413.mp3

Fulfillment – first on the Totem Pole!

Today we talk about fulfillment, the most critical piece of a direct response campaign!  Andrea Stuhley, Co-Owner of Motivational Fulfillment and Logistic Services, www.MFALS.com, is my guest – and you will be glad she agreed to this interview. THIS IS THE MOST IMPORTANT SHOW YOU CAN EVER LISTEN TO. With over 1.5 million square feet in Chino, CA, MFALS ships over 50K boxes a day directly to the consumer.  What role do they play?  Why are they 1st on the totem pole?  Who holds your data and who can you trust?  Who is behind the 800 number and customer service of a product?  What to do, where to get started, what to expect – it’s all right here. Just listen!

Listen to/Download from LATalkRadio:  http://www.latalkradio.com/archives/Cspot-110713.mp3