As many of you know…we love YouTube marketing campaigns. It’s very rare to find a creative YouTube campaign that deserves a post, but we found one.
So let’s walk through this YouTube marketing campaign and see what we can take and use for our own campaigns. (more…)
#1 By 2019, global consumer Internet video traffic will account for 80% of all consumer Internet traffic (Source: SmallBizTrends)
#2 Facebook generates 8 billion video views on average per day (Source: Social Media Today)
#3 YouTube reports mobile video consumption rises 100% every year (Source: Hubspot)
#4 55% of people watch videos online every day (Source: Digital Information World)
#5 92% of mobile video consumers share videos with others (Source: RendrFx)
#6 90% of users say that product videos are helpful in the decision process (Source: Hubspot)
#7 Social video generates 1200% more shares than text and images combined (Source: SmallBizTrends)
#8 Video posts on Facebook have 135% greater organic reach than photo posts (Source: Social Media Today)
#9 Including a video on a landing page can increase conversion rates by 80% (Source: Unbounce)
#10 After watching a video, 64% of users are more likely to buy a product online (Source: Hubspot)
#11 Companies using video enjoy 41% more web traffic from search than non-users (Source: SmallBizTrends)
#12 59% of senior executives agree that if both text and video are available on the same topic on the same page, they prefer to watch video (Source: Digital Information World)
#13 People spend 3 times longer watching a live social video compared to one that has been prerecorded (Source: Social Media Today)
#14 Video in an email leads to 200-300% increase in click-through rates (Source: Hubspot)
#15 Top three most effective types of video content: Customer testimonials (51%); Tutorial videos (50%); Demonstration videos (49%) (Source: Curata)
#16 A whopping 80% of users recall a video ad they viewed in the past 30 days (Source: Hubspot)
#17 67% of marketers found video marketing somewhat successful (Source: Digital Information World)
I’m a huge fan of video marketing, and I spend a lot of time studying what works and what does not. Do you know what makes a good video marketing campaign? Why do some video campaigns succeed, while others bomb?
We’re going to discover this right now. This is going to be a two part series. First, we’ll go over what makes a great video and secondly we’ll set up the actual campaign.
You can’t have one without the other.
I know some of you hate the thought of spending hundreds of thousands of dollars on a video marketing campaign. We do too. We have been on a video set with a fortune 500 company that spent $12 million to create 12 simple videos.
They went nowhere.
Most of you can’t do that, but that should not prevent you from creating a successful video campaign. I am going show you how.
Creating A Video That Works
Who are the Harmon Brothers?
They’re guys that charge $500,000+ for a video marketing campaign because they can. They take on winning products like Chatbooks, Squatty Potty, Fiberfix, and Purple, and accelerate their growth with a video marketing campaign.
They do this by creating a great video and pushing it out through Facebook, Instagram, New Wires, Google, and YouTube. It’s a system that has proven to be very successful.
They don’t just create viral videos. That’s the aftermath of a great video, a great product, and money well spent on ads. We hate the word viral. Millions of views don’t mean that you’re going to sell product.
My kids have a video with 1.5 million views and they’ve never sold a thing or had one person reach out. Forget the word “viral.”
We’re going to focus on sales and growth.
Meaning, we’re able to scale campaigns to where we can spend more on ads and make more money. This should be the focus of every campaign. It’s what matters. It’s not about branding or views, it’s about sales.
Lets assume the life time value of your client is $200 and your video campaign is producing clients at $100. That is scalable. You can increase your spend which will increase revenue. That is the goal. Create a campaign that you can spend $1 in ads and get $2 back.
A great video marketing campaign looks like this;
- Create a video (mobile friendly)
- Launch the video on both Facebook and YouTube simultaneously
- Purchase views, ads, and PR
- Make adjustments according to the numbers
- Scale up
What about your product?
Are successful video campaigns a success because of the product, or does the video campaign make the product successful?
Almost all the companies that Harmon Brothers worked with had some momentum and a budget. Very important!
- Chatbooks is an amazing idea and a great app. Perfect for moms!
- Squatty Potty actually works and was building momentum before their video hit the web.
- Purple has one of the best mattresses.
- Fiberfix is every man’s dream.
There’s no saving grace for a bad product or service. In fact, a video could accelerate the collapse of a business.
So before you even look into a campaign, make sure you have a great product or service.
It all starts with the script.
Everything starts with the video script.
I transcribed 3 different scripts and you’ll notice they have the same basic pattern of every other successful script…with a couple of exceptions.
- Call to action
- Wrapped in a story
- Social proof
- Overall benefit
Daniel Harmon, one of the founders of Harmon Brothers, said their videos are a mix between a branding video (Nike, Apple) and an infomercial (Shark Vacuum). That’s were the guarantee, social proof, and clear call to action come into play. Those are techniques that come from infomercials.
Here’s a simple breakdown of the Squatty Potty script and the Purple script.
H – Headline
P – Problem
S – Solution
G – Guarantee
CTA – Call To Action
S Proof – Social Proof
Squatty Potty Script Structure
You can see how they stick within a simple formula. Their opening scenes and headlines are exceptional. Go back and read the first line of the Squatty Potty Script. It’s a master piece. A Unicorn pooping on an ice cream cone is an attention grabber.
Let’s watch the Chatbooks video so that you can see the formula live.
Something that really stands out in the Chatbooks video is how much randomness is found in the script. If you do a quick break down here’s what you’ll get.
Problem – Making photo books sucks. It takes too much time, is expensive, and hard to do.
Solution – Chatbooks will do the work for you. It’s easy to use, takes no time, and only cost $8.
Their video could have done this in 30 seconds, but it took well over 3 minutes.
They needed you to buy into the story.
This is where the difficulty lies.
When creating a video script you must know your target audience and get them to buy into the story. If you can make this happen in 30 seconds, great. If not, don’t worry about the length. Do what it takes.
The message should dictate your video length. The length should not dictate your message unless the video has a time restriction. Like a 30 second TV commercial. Everyone says our attention spam is getting worse and nobody will watch a 3 minute video.
That’s simply not the case.
Nobody will watch a 3 minute video that is boring and does not apply to them. Big difference!
Creating the right message takes time, collaboration, and a great team.
Who do you think wrote the Chatbooks script? It was written by a woman who grew up in a crazy house with a lot of brothers and sisters. Here she is.
She nailed the message perfectly for mothers. What mother doesn’t see herself in some of those same situations?
Know your target audience and speak to them.
Here’s your takeaway.
- Use the formula above. Headline, Problem, Solution, Guarantee, Call To Action, Social Proof, all wrapped up in a story.
- Grab attention in the first 5 seconds. (woman fully clothed in the bathtub).
- Figure out your exact target audience and speak to them.
- Pick a character or story your target audience would relate to.
Once the script is wrapped up, send it out to a couple of people and get some feedback. Don’t expect to nail it on your first time. You will have to adjust headlines and call to actions. This is how you optimize a campaign.
Now you’re ready for production. I am not going to dive into the production process. We will leave that up to the creators, editors, and producers
The one piece of advice, to owners and CEOs, is to step aside and let the creatives do what you hired them to do.
Your opinion does matter, but at the end of the day, the results matter more. Let them go to work.
Here is a copy of the Chatbook’s script if you would like to break it down. A lot of times it is easier to use a template then try and create a whole new script from scratch.
Once your video is done, it’s now time to start pushing it out to your target audience. We will discuss this in part 2.
To be continued…
Let us know if you like this kind of content. Share it, comment, or reach out if you have questions.
Thanks for reading.
If you need a script or a video let us know.
Duplicating The Video Marketing Success Behind 100+ Million Views and $100 Million Sold In Product.
RLSA for video has finally arrived. Here’s a tutorial on how to set up a VRLSA campaign.
Yesterday, July 13th, two things happened.
- I went to the Soul 2 Soul concert (Tim and Faith Hill)
- Video Remarketing Lists for search ads have finally arrived
What does this mean?
You’re now able to remarket search ads to those who have watched your YouTube Videos. We did a RLSA tutorial a while back, but this is a bit different. We’re now going to implement video.
Basically, it means your YouTube channel and your videos are becoming much more relevant. You are now able to create Remarketing Lists on search for those who have watched any videos on your channel. This is how it works.
- Viewer watches one of your YouTube videos.
- Viewer goes to google to search for the product or service you offer.
- They see your ad at the top of search.
Why should you care?
Because you get more touches with a potential buyer, patient or client. You’re also able to bid higher and have a wider range of keywords that you otherwise might not be able to afford. Bid high and go broad. (I like to get very aggressive on competitor keywords.)
I know this can be confusing. Especially if you are not familiar with RLSA ads. I am familiar with them and I’m still having a hard time explaining this…:)
Let me show you how Video Remarketing Lists For Search works. Let’s set up our first campaign.
RLSA Video Remarketing Video Transcript
Hey, what’s up? Jace over here at Marketing High and today we are going to go over RLSA, ads for videos. This is something that just came out on July 13th, it is new. It has not been around now. RLSA ads have been around for a long time, but, this is a little bit different, because, now you’re able to run RLSA ads to people who’ve viewed your videos.
That’s the difference. Before, you could always run them to people who visited your site, now you’re able to run those to people who’ve actually looked at your videos, been on your YouTube channel. It’s a big, big step.
I want to show you this. Let’s assume that you own an addiction rehab recovery center and somebody is over here watching your videos. Okay, I know, New Roads. Eric does a lot of good videos. We’ve shot a few of them, but if somebody is on their YouTube channel, you can see that they got a lot of videos over here. Let’s say they watch this video here that they just launched three days ago.
Well, this video is just talking about one of their worker’s story. She came to the rehab, got fixed up, I mean, great story. If I watch that video and then I’m over, looking for an addiction recovery center … addiction, recovery, center. So then, if I Google addiction recovery center, because I have watched this video on New Roads, now, they should pop up at the very top. They can bid a lot higher for keywords and I’m more likely to buy.
Whenever you do remarketing, if they’re visiting you at third, fourth, fifth time, it’s just that more likely they’re going to convert. I always tell people they need multiple touches. These new video ads that have come out allow for multiple touches. You really want to do them. I’m going to show you how to set one up.
First thing you want to do is have a good YouTube channel that is step number one. Have a good YouTube channel and this YouTube channel needs to be attached to your AdWords account. There’s just a lot of things you need to have done. You need to have your website attached up here. Make sure you have a good call to action. Then, produce really good videos. People are watching all of these videos.
Now, the next thing you’re going to do is jump over here to your campaign … How bout we do it. I’m just going to set one up. The first thing you’re going to want to do is set up over here on your shared library, you’re going to click audiences, then you’re going to click on your remarketing list right here. You’re going to go to YouTube users and viewed any video from your channel, viewed video from channel. Okay, we’re going to hold everyone on here for 300 days and then we’re going to create that list.
Now, right here, anyone’s who watching a video … I probably already have those down here, but anyone who watches a video from our YouTube channel is now going to be on this list. Next thing you need to do is jump over here on your campaigns, you’re going to click search network, ’cause remember, we’re now going to create a campaign for search. So, if they type in anything to do with addiction recovery, addiction rehab, we’re going to show up, we’re going to bid high, because we want to make sure that somebody who’s been on our YouTube channel is now seeing our ads.
We’re going to go … Okay, now let’s go through, leave that, we’re not going to use that. I like to do all features. Blast, nope, it’s fine. Got it, got it. I usually click off, I don’t like to be included on their search partners, just don’t. You can go to your locations. Let’s say, obviously we want more United States, you could go down to all the way into each state, zip code, whatever you want to do here. Just depends on your budget, what you want to maximize.
Default, we’re going to go $10 and we’re going to go $20 a day. Click on … I always like to accelerate, just ’cause I want my ad showing and I want to know how often they can show. You will want your locations, you’ll want your … All this stuff, you’ll want to make sure you do. Just develop a good ad. I’m not going to go into that, there’s some other videos out there that will go into that, just make sure the ad is really, really good. Have your extensions, have your call extension, have your call-outs, have your services, those all need to be included. Nope. I’m sorry.
I’m going to come back and create that ad here in a second. This is the big part. Normally you want to be really, really strict on your keywords. Especially in the rehab, you’re going to be paying anywhere from 60 to $100 just to get this keyword. Well, what you can do, since you’re only going to be targeting those who have visited your YouTube channel and watched your videos, you can be very broad here. We can just add almost everything, which, normally you don’t do this. Just to make sure you…
We’re going really, really broad. We’re going to hit every keyword we can or combination of keywords.
Okay. Now, once you’ve saved those, then, what you want to do is jump over here to your audiences. We’re going to click here on our audience and we’re going to go down here to ad group. You can do it campaign. Let’s just do campaign, because it’s set up under campaign. Interest and remarketing, then you’re going to click right here on video view list. It’s updating right now.
I just set up this list a second ago, you’re going to send that over to that side. And then it’s target and bid or bid only. Add these lists or categories so I can set bids on them, but show ads when my other targeting methods.
We’re going to go to target and bid. Show ads only to people associated with these lists or categories. That basically … If you do this, it opens up the door to anyone, so you want to target and bid, that’s important. Then you hit save. That is it. That’s how you’re going to out there and set up a RLSA search ad for your YouTube viewers.
If you have any questions, you can always visit us online. Go to marketinghigh.com. If you are looking for some help for YouTube advertising, any type of AdWords, those types of things we can help. Just go to our website, get in touch with us.
Check out our channel and subscribe to it. If you have comments, if you like videos like these, let us know and we’ll keep creating them, but these should be really helpful, especially if you’re spending thousands upon thousands of dollars on AdWords.
This is going to save you some money. Get you a lot more. More qualified patients, more qualified leads. And, I am out. Talk to you later.
RLSA for video has finally arrived. Here’s a tutorial on how to set up a VRLSA campaign?
Video Remarketing Campaign
Remarketing is good, but video remarketing is amazing. It’s extremely under utilized and simple to implement. This post is going to walk you through how to set up a full video marketing campaign.
Video remarketing is a powerful and cost-effective way to show ads to people who have already interacted with your website and YouTube videos. The benefits include:
- Reminds people about your product or service
- Builds deeper relationships
- Keeps your brand in front of them
- Increases purchases
- Lowers your cost per conversion
- Increases revenue
Here’s quick overview of how it works.
A visitor comes to your website or your YouTube channel and takes a peek into your product or service. They look around, but leave without taking any type of action. Although this is frustrating, 87% of visitors are going to bounce off of your website and never come back.
This does not mean that they are not interested. We just need to be more proactive and keep our message in front of them.
A person like me takes 10 to 12 touches before I decide to make a purchasing decision. Especially, if it’s a big one. A touch is considered an email, video, text, phone call, etc.
We tend to give up way to soon on our prospective buyers.
“Visitors who return to your sites dramatically outperform new visitors. New visitors spend an average of 2 minutes 31 seconds onsite, compared with 5 minutes 31 seconds for returning visitors. This is a difference of over 100%. When looking at pages viewed per visit, we see that new visitors view an average of 3.88 pages per visit, but return visitors look at 5.55 pages per visit.
Return visitors not only spend more time on your site and view more pages, but they are also more likely to make purchases and become evangelists for your brand.” KISSMETRICS
It’s not easy to get a visitor to your website. So why are we willing to let them go quietly? It’s time we make some noise and keep them coming back to your website.
I am going to show you how to keep them coming back with a Video Re-marketing Campaign.
YouTube Display Network (YouTube Video) vs Google Display (Banner Ads)
“YouTube outperforms all other networks and is the only social network that has both better time on site and more pages viewed per visit than the site average. Therefore, video should be seriously considered as a medium for growing brand awareness and for connecting with potential new customers.”
We recommend using both a video remarketing ad and a simple banner ad. It doesn’t need to be an either or. You will get a much higher return on investment with a video ad, but don’t abandon your banner ad campaign.
What Does A Good Banner Ad Looks Like?
I want to show you what a good banner ad looks like. The goal is conversion not pretty.
Banner ads can show up all around the internet on different websites. You can hand pick the sites you want or allow google to pick them for you.
If you allow Google to pick your placement, you’ll show up on kids sites, gaming website, and random anonymous sites. This has always been a huge problem with display ads. You never really know if they are being seen. We know this.
- Half of paid online display ads have never been seen by a human.
- Agencies get kickbacks from display networks.
- Bot traffic is used to trick the advertisers out of more money and to increase the
bottom line of both the agency and the network.
**Marketing Hy did a whole article on the fraud of display advertising. You can check it out here. “You’ve been Scammed. 4 Marketing Scams Marketers Are Selling Marketers That Impact Your Business”**
YouTube Video Remarketing Ads
Now for the fun part. You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns.
Video remarketing requires that you have a really good explainer video. You can get one from Ydraw if you need a good one, or you can create your own. It doesn’t matter.
But what does matter is:
- Your copy (the video script)
- Your Headline (Does it grab attention?)
- The Story (Why should they care?)
- Your Solution (How are you going to solve their problem?)
- Call To Action (What exact step do you want them to take?)
The video can be 30 seconds or 10 minutes. It’s totally up to you. The most important thing is that you have one.
Here’s some examples.
Here’s what Zendesk could do with this video. A visitor comes to the the website and gets a cookie placed on their browser. Zendesk can now run the video above as a YouTube remarketing ad.
So when the visitor is watching a simple music video, they will be served up a Zendesk ad. After the visitor watches the ad, Zendesk could then remarket with another video. Like this one:
That’s 3 touches, 7 more to go..:)
My only complaint is the fact that Zendesk has a lousy call to action at the end of their videos. They never ask the viewer to do anything.
They say it’s “branding,” but it’s a mistake. Ask your audience to take action.
Let’s look at another example. This is something simple that Grant Cardone could do with a Video Remarketing Campaign.
Currently he is pitching his $5000 retreat in Miami.
When it comes to spending $5000 on a retreat, you have to plan on multiple touches.
Step 1. Mr. Cardone needs a video.
Grant could record a simple video that would invite you to come back and take a second look. The video doesn’t need to be some expensive master piece. He can pull out his phone and shoot a video in 2 minutes.
It would be helpful to offer a promotion to visitors that did not buy. Something with urgency.
Step 2: Upload the video to YouTube.
Mr. Cardon would then have to head on over to YouTube and upload the video. All YouTube video campaigns pull from YouTube videos. You need a good YouTube channel.
Step 3: Setup the remarketing campaign. (instruction below)
Do you realize how powerful that is? A personal invite from Grant Cardone right before you watch a Taylor Swift music video.
I love it!
With video ads, you’re able to deliver an exact message to people who have already shown interest in your product or service.
note: This can also be done with a remarketing campaign on Facebook, but that’s for another day.
How To Set Up A Video Remarketing Campaign.
Make sure your Google Analytics code is on your website. You can also use Adwords or tag manager.
I am going to give you the 10 steps to set up your video retargeting campaign with adwords. After, you can watch the video and actually see how it’s done.
- Connect your YouTube account to your Google AdWords account
- Log into your AdWords account
- Click “Shared library > Audiences > View
- Add a remarketing tag to your web page
- Create a remarketing list
- Set-up a new Video Ads Campaign
- Under “Video Targeting” select “Remarketing”
- Select the remarketing list you previously created
- Click “save”
- Watch and adjust according.
You can use remarketing for video campaigns similarly to the way you’d use them for Display Network or Search Network campaigns. There are specific remarketing list types that are tailored to help you show your ads to people who’ve been to your website and have seen your YouTube videos.
**A Note From Google”
It’s important to be careful using multiple types of targeting. If you use more than one targeting method at a time, AdWords will apply them all. For example, if you target a specific keyword, age, and channel, your ads will only be shown when all those methods match your ad at the same time. This can restrict your impressions significantly. Therefore, it’s not recommended to pair remarketing lists with multiple types of targeting, like demographics or interests. It’s best to target broadly, and opt in to all video ad formats.
**A remarketing list must have at least 100 active visitors within the last 30 days before you can show an ad to people on the list.**
The video below will walk you through the steps and you will be able to see how it’s done.
Now it’s time to go out and set up your own campaign. You will love it.
Let me know if you have any questions. I would like to hear how your video remarketing campaigns are doing.
Video Transcript – Video Remarketing Campaign
What’s up, guys. This is Jace over here at Marketing Hy and today we’re going to go over how to set up a video remarketing campaign. This goes along with a blog. It’s going to be quick. If you want to jump over to the blog, you can find that at marketinghy.com.
If you’re here already, great, welcome. I’m going to show you how to set this up.
The reason you want a video remarketing campaign is because with remarketing you’re able to bring those people back to your site. A person like me takes multiple touches before I decide to buy a product or service, especially if it’s expensive.
If you’re getting into the thousands of dollars, you need to always be in front of these customers and get a minimum of eight to thirteen touches before they’re going to buy. The best way to do that is one, not only to show them banner ads, which banner ads really aren’t that effective.
You need to jump over and do an actual video remarketing campaign, so that they can hear your message, they can watch your message, and it’s just cool. I love it when I go to a website and then I’m over on a YouTube video or a music video or something like that, and their message pops up in front. It doesn’t happen that often, a lot of companies are not using this.
I’m going to show you how to actually set up this video remarketing campaign.
Video Ad Campaign
First thing you want to do is set up audience, so over here under ‘shared library’, click your audiences, and we are going to set up a list. So you click here and just say, “I’m going to set up website visitors.” You’ll have to … they’re going to give you a tag. If you haven’t done so already, you need to put that tag on your website, and it’s a simple code, very easy to do. You can do it yourself or have your web guy do it. You’re going to name this list, we can call it ‘video remarketing’.
I already got plenty of these, so I’m not going to do it here. Visitors of a page, you can tell it the exact page you want them to visit. You can extend this out 30 days. What I like to do, I like to set up a 7, 14, 30, 90, 180, I set up a ton of different remarketing campaigns or audiences.
Once that audience is set up, you can just jump over here and go to campaigns. Under ‘campaigns’ we’re going to put a new video campaign. Let’s label this ‘remarketing’, ‘video remarketing’ better.
Scroll down. You’ll want to do it on in-stream or video discovery ads. We’re just going to put ten dollars a day. We’ll leave it here, YouTube search, YouTube videos. Now, the difference here is the YouTube search is going to show up in the right-hand columns or sometimes up at the top. The YouTube videos, this is going to show in-stream.
And then since I am doing a video remarketing campaign, I don’t care, you can leave these ones on. United States, simple, you can put ‘ad delivery’. Always do a frequency cap, so two views a day is fine. You don’t want to bombard people, and impressions you can always say two or three impressions per day. That might be too much for some of you. Save. Remarketing.
Now here’s you’re going to pick your video, so this one actually is a really good one right here. I’m going to do in-stream. Ideally, what you’d like to do is drive them to an actual landing page. With video remarketing ads you always should have a good strong call to action on the end of your video, and then also drive them to a landing page. If you don’t have that right now, great. Just keep them coming back to your site. You can put your site information there. We’re going to go six cents.
Actually, since it is remarketing, I’m going to go higher, 13 cents. Popular videos, don’t mess with that. I will then click over here. Any interest, okay. We don’t want it to pop up to any interest, but that’s … yeah, we’re going to leave it on the interest. Here we go, video remarketing list. Now, a video remarketing list, these are people who’ve watched certain videos. Like if they’ve viewed this video, I’m hitting them up with a cookie.
Video Remarketing Lists
So, there’s a video remarketing list or your AdWords remarketing list. The one we just set up was an AdWords, and I can say, okay, visitors for the last 90 days. Bam, done. Okay? That is it, so very simple. That is how you’re going to set up a video remarketing campaign. A couple of things you want to be aware of, you need to have at least 100 people on your list before it’s going to show. Another thing is, you don’t want to start adding all of these interests, placements and everything into this. Your target is your remarketing. Separate those things out. Don’t put everything on one campaign, that can cause some issues.
Got it? I hope this helps. Go out there, test it, put it to use. If you have questions, feel free to reach out to us, visit marketinghy.com. Subscribe to our channel. We always are putting out new videos, especially if there’s changes with Google or any type of video ads. So if anything comes down the line in video remarketing, we’re usually going to post about it. So you’ll want to subscribe.
“I know thy works, that thou art neither cold nor hot: I would thou wert cold or hot. So then because thou art lukewarm, and neither cold nor hot, I will spue thee out of my mouth.” The Bible
Let me explain.
One of the big mistakes people make when creating a video, especially from scratch, is they don’t POLARIZE. They do not do want to offend anyone so they keep everything general.
Polarity is probably the number one reason why a video and your message fails.
We work with some of the biggest companies in the world and it’s frustrating how much effort, money, and resources are spent trying not to offend the masses. Instead of focusing their message on their fans and users, they get distracted and try and create a message that makes everyone happy.
Not saying you can’t have both…
Well actually, yes I am.
Lukewarm is the enemy.
“Please make sure the drawings include one girl, one black guy, two Chinese people, one gay guy and a tranny. We want to make sure the world knows how diverse we are.”
“Our product or service is for everyone. We have to make sure we include the following features…..”
“We can’t say that. We may offend someone.”
“Hurry take down the video because we had a complaint.”
“But ignoring a portion of our customers needs might backfire. Our complaints could skyrocket.”
Or… “We’re getting calls from some of our customers who find our video offensive. Shouldn’t we create videos that all our customers like?”
I always tell my clients that a great way to know if their marketing works…is by the number of angry responses you get. You will have haters.
“When your messages cause polarity, it attracts attention and people will pay for it. Neutrality is boring, and rarely is money made or changed created when you stay neutral. Being polar is what will attract raving fans and people who will follow you and pay for your advice.” Russel Brunson
This may hurt…
If you’re like me, you hate when people do not like you. It’s actually a real struggle for me. I come across that it doesn’t bother me, but deep down it does. I want people to like me and my intentions are to help them.
Every email sequence I send out, I will get a couple of harsh responses sent back to me. It’s frustrating and can turn into a time suck. I used to respond, but I have learned to let it go and spend time and resources with those who are my fans.
For every 100 people that love you, there’s a few that will hate.
Just move on.
“You see, marketing formulated for the masses is guaranteed to deliver quiet and understated ad copy, and creating a likable ad isn’t your goal. Again, your goal is persuasion. So choose who to lose and let the cash register determine the success of your marketing.”
Here’s a story for you.
Have you ever wanted to admit that you are #2 in your market? Me neither. I would think this would be a formula for instant disaster.
In 1962, Avis was going under and they needed to make a change quickly. Since its inception, Hertz was the dominate player in the care rental space and AVIS was clearly going down.
So the ad agency Doyle Dane Bernbach decided to pitch a different kind of Idea to the executive. They would embrace their second-place status as a sneaky way to tout the brand’s customer service.
I have not idea how they got the executives to buy into this. I can hear the complaints now. I guess when a company is desperate they are willing to try anything.
Here is a screen shot of the ad.
“When you’re only No. 2, you try harder. Or else.”
Within a few years Avis had taken a huge market share and were no longer #2.
Here’s another one of their ads.
“Don’t be afraid to polarize people. Most companies want to create the holy grail of products that appeals to every demographic, social-economic background, and geographic location. To attempt to do so guarantees mediocrity. Instead, create great products that make segments of people very happy. And fear not if these products make other segments unhappy. The worst case is to incite no passionate reactions at all, and that happens when companies try to make everyone happy.” Guy Kawasaki
When can this polarity fire?
When you cross the line into CRAZY.
A good example of this is Kathy Griffin. She has always been polarizing and it served her well. She has made millions. You either love her or hate her. She had a loyal following that produced a lot of money and fame.
Everything came to a screeching and pathetic halt with her latest stunt. Kathy Griffin crossed the crazy line. Even her loyal fans have deserted her.
This seldom happens so do not let Kathy’s story be an excuse on why you should not push the line.
A video that is trying to target everybody: skinny, fat, big, small, old, young. May not offend. But, it’s just another flavor of vanilla. If you don’t polarize your audience, you don’t create a following.
If you do not create a following, you will not have enough persuasion to get them to purchase your product or service.
“Forget the haters cause somebody loves ya!”