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.

We need a modern day Robin Hood to save us from Jeff Bezos.

Amazon shipped 5 billion packages worldwide in 2017.   Overcharging in fees, due to errors in Amazon’s FBA methods of intake may be putting an additional 500 million dollars in Bezos’ pocket each year.   Here’s why.

As a brand seller on Amazon I have uncovered fees incorrectly being increased without notice due to an error that was either done by an intake fulfillment center employee who can’t measure properly, or by unauthorized contributions to listings.

Just imagine if 10% of the 5 billion packages shipped in 2017 where erroneously overcharged in FBA and listing fees.  That’s $500 million dollars of Amazon Seller’s money that they make incredibly difficult to get back.

I liken this tactic to  “Money Back Guarantees” that intentionally make it difficult to get a refund.  We’ve all seen them.  It all sounds great until you try to get your money back and it’s impossible to reach customer service for a return authorization number and address to return the goods.   As a Registered Brand on Amazon we are suppose to be able to control our listings, but that is far from what I experience for the past 4 years.  And when an error is discovered, well Amazon makes it as difficult as possible to recoup those lost fees.

One of the companies I own is EGPRO, LLC.  We have a design patent in 5 countries and do not give authorization for any company to distribute our product, not even Amazon Catalog (retail division).   In order to purchase our items you can shop at our website  or purchase on Amazon.com.  Since 2014 we have paid over $800,000 in fees to Amazon.  (This does not include sponsored terms on the ad platform.)  This doesn’t bother me when the fees are fair and correct.

But, here’s what happens.

Today, Sunday, the day before Labor Day Weekend 2018 I wanted to adjust the price (this is the only thing I can adjust without permission) and I find that once again, one of our listings is being incorrectly charged fees to the tune of $3.00 over.  As you can see by the ad, I drive traffic to Amazon as I know this is where consumer will shop – but my Labor Day campaign in now in the “toilet” because I can not afford to put it on sale due to the error in the fees.

As I pulled up my inventory management tool on Seller Central, I notice my best seller (White) as having a sudden increase in fees to $14.24, where as the other SKUS are $10.44 and $10.82.  As you can see they are the same except for color, thus the fees should be exactly the same, but they never are.easyGopro Go time just got easier Brand.jpg

 

EGPRO, LLC has had Brand Registry for 3.5 years.  As a small business and patent owner with a registered trademark, we are able to request Brand Registry so that we can (so Amazon says) “control” our brand on Amazon.  There are certain benefits that come with this for sure – but we have had nothing but problems with our listings having erroneous  “contributions by others”  which is code for  “Amazon Retail Division is controlling your listings, not you”.

In fact, since July 2018 I have had 2 cases open for incorrect category listings and control by Amazon, only to receive every 2 days an email stating:   “We’re working on it”.  In other words, once I report the measurements as being incorrect it will take weeks to fix, and meanwhile they continue to over charge and will refund only if we submit a list of all the orders that we were overcharged.  Instead of taking the responsibility for the error they put it back on to us.

If this is happening to us, it is happening to hundreds, if not millions of sellers worldwide.  Isn’t it time we banned together and found our Robin Hood to take back what is rightfully ours from Jeff Bezos, the riches man in the world? 

Happy Labor Day!

September 18, 2018

Amazon has since adjusted the fees to be nearly correct, but my listings are still being controlled by “other contributions”.   This seems like a never ending problem so perhaps I’ll just give it rest.  Amazon has not given me a remedy to be reimbursed for the $3.00 a unit sold with the incorrect fees, yet.  Can you imagine how much money Jeff Bezos makes if he just takes .10 cents of each item shipped each day because the fees are applied incorrectly?  Thanks a lot of lunch money Mr. Bezos, perhaps you should put our “fees” into a charity called “Amazon Sellers Foundation”.  Just say’n.

 

 

RED is the new color of money!

Saturday mornings on your local stations is filled with infomercials – in fact there are entire stations dedicated to only airing 30 minute infomercials.  Patrick Raymond, Owner, Writer, Executive DR Strategist (I left out the TV as I had that expression) of Raymond Entertainment Direct, {RED} brings 21 years as a creative professional to the table and the microphone.  Today we discuss how direct response creative agencies (now being called branded entertainment) are very different than general market agencies. We’ve been doing performance based marketing for 20 years – so our clients (RED’s and CSRP’s) rely on us for much more than to produce a commercial.  Learn what it involves and how deep the client relationship runs.  Today we dish about using celebrities; what Kathy Ireland is up to; secrets to great testimonials, and much much more.  (You saw that one coming!)  I love when I have one of my close colleagues (and competition) on the show – it’s just so much fun to talk shop and leave some great direct response marketing tips for everyone to enjoy!  The C Spot is unplugged conversation – we just let it flow.  Enjoy the Show!

Listen to the show here:  https://itunes.apple.com/us/podcast/september-5-2013/id513363396?i=165746713&mt=2