Tag: video

 

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?   

•  Is getting a good night sleep getting impossible?
• If you could look flawless for $19.99 would you?
• Make-up doesn’t have to be expensive to work.
• Women need 24-hour moisture to be active and feel confident.
• This is a true story of a man who informed a nation.
• In an average lifetime 1,500 minutes are spent on the toilet
  

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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.