There’s a trick to creating videos for advertising, and that’s to not create video ads…create movie shorts.
Reel SEO posted about why videos that weren’t made as advertisements can work so well as advertisements. I watched their examples and thought ‘Hey, that’s pretty good…Ima write a blog about it.’ So here ya go.
We’re a pretty cynical crowd nowadays. It doesn’t matter if you are the older generation who “used to walk 8 miles in the snow to and from school each day,” or if you are the new generation who has grown up with a cell phone in their hand, we all know when we are being “sold” to.
And we hate it.
It’s the reason we can fast forward television, the reason we don’t stress about being late to the movies–we know the first 15 minutes are going to be local advertisements–the reason we get so angry when YouTube displays an ad that we aren’t able to skip.
You know what ads I skip the least on YouTube? Movie trailers. Why is that? Because they tell stories, because it’s something new–a new movie, a new story–that I haven’t heard or seen yet. And if the trailer is cut correctly, I will sit and watch it because it doesn’t feel like an advertisement to us. It doesn’t feel like we are being sold to, rather, that we are hearing part of a story that we want to hear more of.
This is what we should keep in mind when we create video marketing content. Don’t create marketing content. Create stories. Have good audio. Play on the wide range of emotions we have as humans. Don’t over brand.
#1. Dumb Ways to Die
The most shared video in the world is a video titled Dumb Ways to Die. It’s a simple song with simple animations of some of the dumbest ways people have died. You don’t know who even created it until the very end, and it was Melbourne Metro. While I’m sure Melbourne Metro has a large number of people who know what it is, I’m sure it wasn’t relevant to the majority of the people who shared and watched the video. But that’s because it wasn’t viewed as an advertisement or a PSA message, it was just a funny video with a funny tune that caught people’s attention. And in fact, accidents and deaths were decreased the following year by 21%. The video came with a game and public ads that led to it being the most shared public service announcement in history.
#2. LG Meteor Prank
Have you seen the LG Meteor prank? If you haven’t it’s worth watching. Basically a room is set up filled with hidden cameras, and a television is hung behind a desk. However, it’s framed to look like a window and the cityscape is displayed on it. They bring in new people to interview for a “job” and as they are interviewing a meteor cuts into frame and hits the city. After the lights cut out and I can only imagine the individuals are thanking the high heavens they are still alive, the pranksters reveal themselves and the fact that the “window” was just an amazing LG television. Some handled it well, others…did not.
#3. The Red Button (TNT)
Have you seen the red button? Some nice, quiet, little town in Belgium became the scene of an action movie with the click of a little red button that said “push to add drama.” An ambulance shows up, drops the patient, then loses him out the back of the vehicle. A biker runs into the ambulance and starts a fight, there’s a shootout, and at the end an American football team shows up to carry a body back inside a building. At the very end a banner drops that promotes “your daily dose of drama” from the network TNT. Genius.
#4. Chipotle Scarecrow
Everyone has seen the Scarecrow video for Chipotle, right? It’s beautifully animated and set to Grammy Winning artist Fiona Apple’s “Pure Imagination” a cover of the famous song from Willy Wonka & the Chocolate Factory. It didn’t hurt that the video was created by Moonbot Studios, an Academy Award winning studio. This video does everything right. It pulls you in with amazing graphics and an actual story that we all can understand. We all know the horror of our food industry. The way this video plays to our emotions is perfect. It’s not until the very end that you even know that you watched a Chipotle ad. They did everything right.
#5. GoPro
Firemen and kittens. Is there more of a cliché? Maybe not, but GoPro did it perfect. A camera attached to a fireman inside a burned house, finds a kitten on the floor, unresponsive. He takes the kitten outside and puts an oxygen mask on it and cleans it off with a bottle of water. The whole time we are glued to our computers rooting for that little kitten. And then the cat starts moving and mewing. I’m not crying, you’re crying. It tugs on our emotions. And it shows the great thing about a GoPro, you can stick it anywhere and capture amazing moments. At the end of the video the link to two other GoPro videos along with a subscribe. This is a great call to action that the other videos were missing.
All in all, these 5 videos are amazing advertisements because they weren’t created like normal advertisements. You sit and watch them and you don’t feel like you are being sold to. Keep that in mind when you are creating your next video advertisement, don’t create it as an advertisement, create it like a short video.
Did you know that there are 5 Ways Scriptwriters, Marketers, and Advertisers Control Your Life And You Don’t Even Know It?
Scriptwriting and advertising is an art. Some are born with it, but most are not. You are about to learn why and how you can control the masses.
Have you ever wanted something so bad that it is all you can think about until you get it? This is common we all do.
Copy Writers know this and the good ones know the right way to structure their material to have you in full pursuit mode. You are basically eating out of their hands and you don’t even know it.
As for bad copy writers and marketers…They do not have a clue how to turn on the switch.
This goes for advertisers and marketers too. They can manipulate you to buy stuff that may or may not harm you.
For example
We all know that smoking can kill you and every smoker wishes they can quit, but the doesn’t stop them; nor does it stop cigarette companies. There is so much more going on behind the scenes. You’re being controlled a bit.
Have you ever wondered why you buy a certain product or service only to regret it a couple of days later? Or lets say you want a car and finally the day comes that you can afford it. For months every time you saw that car on the road something inside of you screams, “I want it, got to have it!” Then the day comes for you to finally pick it up. You wake up all excited because you are finally able to fulfill your desire yet within a couple of week the happiness has worn off and you are looking for your next big purchase. For some this is an addiction.
Do you ever wonder why two grown men with fight like little boys to get the girl?
Or do you wonder why you continue to do things that harm yourself like drugs, cheating, alcohol, overeating, sugar etc.
Here is your answer:
Dopamine, Oxytocin, Serotonin, Endorphins, and Cortisol
The first 4 are happy drugs and the last one is not.
Let me explain.
We are going to use me for an example. I love massages and for the past 20 months I have received a lot of them. Vegas, Florida, Mexico, California, Arizona, Bahamas, Utah are a few of the places. I have gotten them at high-end spas, to dumps that are infested with diseases—or at least they look like they are.
Black women, white women, Asians, Mexican, Brazilians, old and young ladies have all had the opportunity to massage these bulging muscles.
Lucky them… (sorry, guys are not allowed)
Why do I like them so much?
I just figured this out the other day. It is nothing but a huge chemical injection for me.
Think about
1. Dopamine kicks in and tells me that I need a massage. My body starts to crave it, so I start looking for a place or a therapist. I am now on the hunt, and the anticipation of getting a massage just releases more Dopamine. The sketchier the more Dopamine. (These are therapeutic only. I repeat Therapeutic only)
2. Once I get there and start to relax, dopamine is gone but the oxytocin and serotonin kicks in.
3. If it is a horrible massage, or the massage lady stinks, then I am so let down and I swear off massages for the month. Only to have the craving for another massage come a week later. What the crap? I’m way more discipline than this!
It is a vicious cycle that costs me a lot of money. The same goes with smokers.
1. They crave a cigarette and have a need. Dopamine is screaming at them
2. They go outside and start to smoke with another person who has that same problem
3. Oxytocin is released.
Here is the thing with smokers. A lot of times it is not the cigarette that they are addicted to, it’s the social aspect of smoking. (Oxytocin)
Smokers all belong to a club and can enjoy a nice smoke together, even if they are total strangers. They feel part of something, which is a need most of us have.
I’m telling you…this stuff is powerful!
So what does it have to do with writers and advertisers?
Think about it.
Chemicals control everything we do. It is all part of the genetic code and it is what keeps us alive. Scriptwriters know this, or at least the good ones do.
Dopamine – keeps you seeking what your body needs or craves.
Oxytocin – loves safety, touch and interaction with others. It’s the love drug.
Serotonin – is the security of social dominance and loves respect from others. Think billionaires who continue to want billions.
Endorphins – mask pain and hurt. (Marathon runners are addicted to endorphins otherwise known as the “runners high”)
Cortisol – Makes you depressed and causes bad feelings. It is also what causes stress. “Do something feeling”
So lets look at this from a writer’s perspective and how to really manipulate your audience.
Most scripts are written like this in this format.
1. Headline or introduction
2. Problem, peril, or pain
3. Solutions, resolutions
4. Call To Action or Happy Ending
Think about it this way: Lets use chemical control.
The best Scriptwriters, movie producers, and advertisers all love messing around with your chemicals.
First, they capture you with an amazing headline and they start laying out the problem. They want to hit you with Dopamine and then start injecting Cortisol.
You’re not good enough – you need this – your dreams will come true – be part of our group – everyone is doing it – your life is bad – this product will fix it – do you want to be loved – we can give you power – people will look up to you –
[xt_blockquote author=”Loretta Graziano Breuning”]“When your cortisol flows, it links the neurons active in your brain at that moment. This wires you to recognize those danger cues in the future. When you feel a cortisol alert, your brain looks for a way to make it stop.” [/xt_blockquote]
Take that last sentence and read it again. “When you feel a cortisol alert, your brain looks for a way to make it stop.”
So once a writer has injected Cortisol into your system they will then provide you with a solution. Their solution is a way for you to get Serotonin, Oxytocin and Dopamine back into your system.
Now doesn’t that feel so good?
How does this apply to your business? Take a look at your material and see if it is fulfilling a need of your audience. Does your product or service provide Serotonin? (A way for them to feel important) Apple is a great example. If you have an Apple product you are part of something.
Does your customer service and experience give them a jolt of Oxytocin?
Do they anticipate your next email or product? (Dopamine)
If they do not buy your product or service are you injecting them with a bit of Cortisol?
Find ways to use these happy chemicals and I promise you sales will increase and your customer retention will also improve.
Happy day…
Let’s go get a massage.
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Are you struggling to get the traffic or revenue necessary to grow your business? We have a limited number of spots open for future clients. If you can not implement this strategy, we would love to do it for you. Everything we do is based off of ROI and will help your business. Sign Up and we will get you started right away. We will manager your Video Ads Campaigns, Email Campaigns and Autocomplete Services. They Work and we use them. Sign Up and see if we are a good fit. We may not be…but it’s worth seeing. This could change your business.
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5 Ways Scriptwriters, Marketers, and Advertisers Control Your Life And You Don’t Even Know It
As many of you know I have 6 wonderful kids that keep me pretty busy.
Two weeks ago Camdyn (2) and Taya (4) discovered Taylor Swift. So I have spent the last 336 hours listening to “Blank Space” and “Shake it off” over and over again.
Normally this would drive a Dad crazy, but I am all for it. I love Taylor Swift and her lyrics are amazing. There is nothing better than cruising around in a Mini Van, stereo blasting, listening to two little girls fumble through the lyrics of a song. That is what I call happiness!
Taylor Swift was the 2nd highest paid Female Musician last year bringing in close to $64 Million. Why is that?
Answer: She has created what I like to call the “Attractive Character”
Think about it. Her songs relate to her audience. Taylor writes or co-writes every song on all of her albums and most come from her personal experiences.
People love Taylor because they see themselves.
“A key line in the song (Blank Space) “Ain’t it funny rumors fly, And I know you heard about me,” gives us a glimpse into what it’s like to be miss Swift, but it’s also very relatable to the average person. Many of us have heard things about others and ourselves that aren’t true. The art of a Taylor Swift song comes from being able to take personal experiences and having them translate into the lives of millions of other people. This is the reason Swift can still sell over a million copies of her album the first week and why all of her concerts sell out. She knows how to connect to people’s emotions.”
The point…
When it comes to building a business, writing emails, creating scripts, or interactive with our audience we need to create an “Attractive Character.”
A character that relates to our customers.
Apple = Steve Jobs
Oracle = Larry Ellison
Disney = Walt Disney
Obviously, when building an attractive character you open yourself up to push back and criticism. That is just the way it is.
You will be tempted to return to your old ways of corporate talk and bore the heck out of your audience. A good indicated of progress could often times come in the form of criticism.
Example:
Two weeks ago I sent out an email about my cleaning lady stealing my wife’s camera. It was a great way to introduce our new watercolor videos, but I still get one or two emails where people seem to take offense no matter what I say.
Here’s a response from XXXX XXXX
“No good deed goes unpunished” huh? What a lovely message. Well let me encourage you that I find your email less than a good deed. In fact I found it insulting as the introduction was unnecessary and placed an unbalanced, negative light upon an almost universal spiritual message of giving – whether it is returned and appreciated or not.
So you may be encouraged to find that bad deeds don’t go unpunished either as I have no intention of rewarding such behavior by patronizing your business. How’s that for balance.” XXXX XXXX
Crazy, right? Who is this guy.
I know, I know, I am confused just like the rest of you… Who doesn’t love my emails?
Criticism and push back can be a great indicator that you are heading in the right direction.
Although I get some negative response, they don’t even compare to all the positive ones.
So do not be afraid to go out there and write about you, your experience, your triumphs and failures.
In the coming weeks I will try and do the same, I will share with you guys:
How I lost a million dollars in one day.
How $60,000 cold hard cash show up at my office in a Fedex package (You’re not going to believe where the money came from).
How I gained a net worth of 8 million by age 27 and lost it all by age 28.
How we made $400,000 in one day all because of a simple mistake.
The list goes on. I share these things, in hopes that I can help some business owner improve their business in one-way or another.
I am just like most of you. I am out their searching for my tribe…
We all want to find our tribe.
“A tribe is a group of people connected to one another, connected to a leader, and connected to an idea. For millions of years, human beings have been part of one tribe or another. A group needs only two things to be a tribe: a shared interest and a way to communicate. … Tribes need leadership. Sometimes one person leads, sometimes more. People want connection and growth and something new. They want change…you can’t have a tribe without a leader – and you can’t be a leader without a tribe.” Seth Godin
When you are creating your email sequence, blogs, videos, etc. You will want to make sure you are relating to people and you do this through creating the “Attractive Character.”
Someone whom people relate to.
Attractive Character = You
Here is simple PDF that will help you create the “Attractive Character.” I got this from Russell Brunson.
“If you’re remarkable, then it’s likely that some people won’t like you. That’s part of the definition of remarkable. Nobody gets unanimous praise — ever.
The best the timid can hope for is to be unnoticed. Criticism comes to those who stand out.
Playing it safe. Following the rules. They seem like the best ways to avoid failure. Alas, that pattern is awfully dangerous. The current marketing “rules” will ultimately lead to failure. In a crowded marketplace, fitting in is failing. In a busy marketplace, not standing out is the same as being invisible.”
P.S. I am going to be sending out another email on YouTube Marketing. You are now able to create annotation that will link out to a website.
I will explain in the next email.
Lead Gen, Business Marketing Or Advertising? You Need This!
Recently, I have gone a little overboard with my studies in online marketing. I just love to find little tips and tricks to help my own marketing efforts and yours.
So lets talk about marketing.
I’m big on it.
When I say marketing this includes every bit of interaction your company has with the outside world.
It’s so important to keep up on the latest trends. Yes, most of them are not going to contribute to your bottom line, but some will. If you don’t keep up, you will eventually get burned.
Here are a couple of Jaceisims
A message has to be heard and understood. It doesn’t do you any good to plant confusing seeds. (which most companies do) Simplify your message!
Simple can be harder than complex.
The better you teach the more you sell.
As long as you have material and content. Most customers and clients are 70% sold by the time they contact you.
Stop trying to sell with marketing. Instead, use marketing to help customers buy..
So enough of that..
I wanted to put together a comprehensive checklist.
Here is what everything single company should have in place if they expect to make it online.
[xt_list]
[xt_list_font_item icon=”ok-circle”]Website: clean and mobile friendly. Focused on User Experience[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Explainer Video: Tell your story and the problem you solve.[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Adwords Campaign: PPC, Video Ads, Remarketing[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]SEO campaign: different forms of Content, keyword research, etc.)[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Email Campaign: 12 sequence follow up.[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Facebook ads: [/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Retargeting/remarketing[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Landing pages and sales funnel pages[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]YouTube channel for Video marketing[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Explainer Video: Tell your story and the problem you solve.[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Backlink strategy[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Social Media: facebook, instagram, twitter, google+[/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Analytics, indexing and tracking. [/xt_list_font_item]
[xt_list_font_item icon=”ok-circle”]Customer Love Campaign[/xt_list_font_item]
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Once everything is put into place, you can determine where your highest ROI is coming from and allocate more resources to that avenue.
Now, I always get companies who say that the system doesn’t work with B2B businesses.
As if a B2B business advertise to Aliens…☺
At the end of the day B2B companies are ran by people and they are the decision makers behind a B2B business. The system works for any business marketing to any customer. Especially aliens…
How do I know this? Because it has helped land clients like: Amazon, Ford, Oracle, Google, Disney, P&G..etc.
So the questions is…
What are you lacking?
We are here to help and answer questions.
I would recommend reading our guides and blogs. Overtime we will discuss each one of the 13 steps in detail.
Hey there my fellow readers, you are about to get an ear full about how you can achieve online marketing results. This is going to be very amazing and I can’t wait to show you a few tricks of the trade. This sequence of blogs is going to focus on getting results quickly on a budget anyone can afford. It’s time to spill the beans and reveal some of my secrets, so hold on and pay attention.
For those of you who do not know the Ydraw story, that’s a shame, my feelings are hurt, but I will try to get over it.:) I am not going to bore you with the details, but Ydraw was a success from day one and it all was launched with a simple Youtube video followed by an amazing online marketing plan. There are not too many companies out there that get started with a couple hundred dollars and turn into multi million dollar businesses within a year. Ydraw did and it was all because of our online marketing efforts. Ok, that may not be 100% true. We did have some amazing artists and a bit of luck, but I am still going to give most of the success to our online marketing team.
Online video marketing can bring you a lot of business especially if you have the right product and focus on the right key words. In the beginning, Ydraw was spending a couple hundred dollars a month on ads but it generated thousands in profits. That is what I want to show you how to do. You really can get a huge ROI with online marketing. Take note that the terrain is always changing and what works today may not work tomorrow. So STAY educated! It’s imperative that you read book after book and attending webinar after webinar. That way you can stay on top of the game. I am going to show you exactly how we did this because I think it will benefit your company. This WORKS, so lets get started!
Just Get Started with Online Marketing
You have to decide to get started. This is one the hardest things for most small business owners. They take too long to do things that should take a couple hours. Technology is all about speed. Website, video and pages should be created in hours not months. Here is one of my favorite quotes. Memorize It!
“Whatever you can do, or dream you can do, begin it. Boldness has genius and power and magic in it.” Johann Wolfgang von Goethe
You will find once you begin working certain things will fall into place. This is how success works. Success and money come by doing a few things right every single day. Pay attention to your ideas and act on them and always keep learning. Don’t just sit and think that’s all there is to it, there’s always more to learn, so take advantage of chances to keep improving.
I am going to show you exactly what I did to start driving traffic to my site and I will reveal to you the secret of hitting the number one spot on Google within a couple of weeks. Ha, ha, I fooled you. There is no secret sauce. Google is always changing and you may or may not hit the number one spot, but by doing a few things right you will increase you chances 10 fold and eventually you will hit the top. I did hit the number one spot on Google within a couple of weeks here are a couple of screen shots to show you where I am at on Google. I did this with about 5 different long tailed keywords. (see below)
Website Design, Cost And Development Time
You can check out Yincmarketing.com to see what we have created. Or better yet, take a look a Dropbox, a 4 billion dollar company. Their website is beyond simple and get right to the point. They also added about 70,000+ signups overnight right when they added their explainer video video. This is not rocket science folks, it is real life simplicity at work. Simplify everything and watch the leads roll in.
I hate spending a lot of money on a website. Ydraw cost me $199 to get up and running and Yinc Marketing was no different. It doesn’t take a genius nor do you need to know any type of code. Website design is a lot of tinkering around until you have the look you want. Oh and by the way, a website is never completed you should always be making adjustments and testing.
Step One: Buy your Domain Name, Get Hosting and Load WordPress.
You can use Godaddy, Bluehost or any of the other domain sites. I buy my domain names from Godaddy, but I host my site with WPEngine. Godaddy servers are slow and they have too many people on them. It works great if you do not have a lot of traffic, but I have warned you about their speed. I am not going to go into a lot of details because you can call any one of the companies above to ask any questions or just watch some YouTube videos. 13-year-olds will be able to show you how to do this. Once you have WordPress up you can load your Optimizepress. Once again you can watch the tutorials provided by Optimizepress. This is exactly what I did to get started.
<< Word of Warning >>
Do not get caught up in the design of the site! All you need is an amazing headline, sub headline, a call to action and a video. Make sure it is all above the fold of the site. It is that simple.
Plugins you will need
Get a great SEO (search engine optimization) plugin in. I use Yoast.
Cost: $250 (Estimated high) Time: 1 Day
Step Two: Keyword Research
This is a critical step. You need to find keywords that do not have a lot of competition. With Yinc I chose a couple of keywords that I knew I could get quickly. You do not want to tackle the big keywords first. That can be a disaster and very depressing. Seeing yourself on page one of Google or any keyword and bring a big happy smile to your face even if the keyword was “Loser.”
Here’s the keywords I used for Yinc.
1. Utah Internet Marketing Consultant
a. Yinc is the number one spot and I have two spots on page one
2. Utah Online Marketing Consultant
a. Yinc is the number one spot and I have two post on page one
3. Utah Marketing Consultant
a. I have one spot on page one
4. Utah Internet Marketing
a. I have one spot on page three (soon to be page one)
5. Utah Online Marketing
a. I have one spot on page one
You will want to use keyword tools provided by Bing and Google. Once again do your own research. If you are confused then watch some YouTube videos, they really are a wonderful thing.
Cost: $0 (yeah that is right) Time: 1 Day
Step 3: Get A Video.
Once I had the site up and running the next step was to get a video. Obviously I decided to use a Fast and Easy video created by Ydraw. I did not want any special advantages so I went with the $1299 Fast & Easy Whiteboard video. Ydraw has these amazing videos that can be created in a couple of days. The video is awesome and you can see it right on the home page (you need a video on your home page). Keep your video short and sweet. This particular video has some great stats. The retention rate is 95% until 30 seconds and then it drops off from there to about 75% by the end – which is still amazing.
Once you have a video you need to upload it to YouTube. Now listen carefully! Use your keywords in everything that you do. Meaning you save the video file as a keyword. You upload your video to YouTube and use you keywords in the Title, Description, and Tags.
Cost: $1299 Time: 5 Days (all video production time)
Step 4: Put It All Together
Once I had all the pieces in place I started to put them all together. You will need to do the same. Keep things simple, clean and goal oriented.
Cost: $0 Time: 1 day
So there you have it, the first couple of steps to launching your business online. You are not done though, there are a few more things you will need to do to start driving traffic.
1. Submit Your Sitemap to Google and Bing. (this is not hard)
2. Set up Google+, Facebook, and Twitter. (you can set up other social media platforms if you like.)
3. Submit your video sitemap or use Ydraw Hosting so that Google picks up the Snippet and it shows up in search engines.
4. Create some content.
Don’t worry, this will all be found in Part 2 of How to Achieve Online Marketing Results.
