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.

Life is Better with Peter

Today’s show is all about challenge and inspiration.  Peter Soby, my right hand, friend and social media master is my guest today.  At the ripe age of 19 years old Peter, already a successful entrepreneur, found himself paralyzed from a spinal cord injury from the neck down, after diving into unknown shallow waters one hot summer night.  I thought it was appropriate to end 2012 with a show dedicated to Peter because he brings to The C Spot a POV on life and it’s challenges, on being an entrepreneur and how face challenges head on to follow your dreams.  Peter’s story about coming to Hollywood and his run ins with famous producers is hilarious.  A writer, producer and director Peter’s true passion is on opening a Donut Shop by 2014.  I know. But that’s what he wants – and I’m sure he will get it!  This is one of those stories that make us look in the mirror and say “What the heck am I complaining about?”   Personally, I believe there is always a light at the end of the tunnel and Peter Soby  reminds me every day of how life is to be celebrated even if it means spending it in a wheelchair.  The most gracious and humble person I know that is truly committed to making the lives of those around him better.  Let the next 50 minutes change your life.  You can contact Peter at petersoby@gmail.com  or find him on Facebook.  Thanks for a great year everyone!