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
- 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.”
- 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.
- 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.
- 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.
- FREE OFFERS: Nothing is free. Everyone knows this including the FTC. It’s a tactic, use it wisely.
- 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.
- 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.