How To Create The Right Message For You Audience – Moron Monday

How To Create The Right Message For You Audience – Moron Monday

Is your website actually communicating the right message to your audience or turning them away? Don’t let yourself fall into the category of those who are doing things incorrectly! We’ve got plenty of tips that will help guide you to the perfect website and make sure you are sending the right message to your audience.

Take a look at this weeks Moron Monday video to learn what you should and shouldn’t be doing when it comes to your website.

If you missed last weeks episode, you can find it HERE! We talked about how to run successful video ads!


VIDEO TRANSCRIPTION

Hey, what’s up guys? I want to welcome you to another session of Moron Monday.

It’s not Monday, we call it Moron Monday because we just show you the different things that morons do in marketing, and especially video marketing.

Today is probably one of the most important episodes we’ve had. We’ve only had three, but it’s probably one of the most important episodes you’re going to see and continue to see, because we’re going to talk about the words. The words we use and the messaging we use. If you are a business and you are creating a website or you’re creating a new video, it’s really important that you say the right things to get people to take action.

 

 

 

First off, let’s start with what is a USP?

USP is a Unique Selling Proposition.

If somebody comes to your website, they need to know what it is that you do immediately. It needs to pass the five second test.

If you’re creating a video, they need to know “Hey, what is this video about?”. Don’t go into some long old story before you tell them what it’s about. It’s like a trailer.

But you have to have that unique selling proposition and you should take that unique selling proposition across all your platforms.

It needs to be on your social media page, needs to be on your YouTube page, needs to be on your Instagram.

Whatever it is that you are using to get your message in front of people, you need to have your Unique Selling Proposition there.

And then same with your video message, it needs to be in there.

 

 

 

STEP NUMBER 1

This is probably where we see people screw up the most, is with simplicity.

I am a big fan of keeping things simple, and a lot of times when a customer comes to us and they’re like, “Hey, we want you guys to create our script,” (because we do all the scriptwriting when it comes to our videos), most of the time there’s a bit of a clash because what they’re focused on is actually confusing the heck out of the audience.

There’s that knowledge gap where they have been working in that industry, they know everything about it, and then you have a consumer who knows nothing about it.

What happens is they try to take all their jargon, all of their message, all of their features, and they just cram it into a video, and usually it doesn’t turn out good and it confuses the audience.

What we try to do is get them to step back and say, “Hey, let’s keep things simple and do not confuse.” Because if you confuse your audience, you’re going to lose them. They’re going to jump over to somebody else who doesn’t confuse them.

 

 

 

STEP NUMBER 2

 

And then the next thing, everything that you do needs to be customer and problem-solution focused.

Don’t go out there and say we, we, we, we, we.

You need to talk about what it is that you’re going to do for them.

How can you solve their problem? Because people really don’t care about your awards, they don’t care about that kind of stuff.

Now, you do need to show social proof, I’m not saying go get rid of all your awards, go get rid of all your testimonials. No. That comes a little later, like if you’re creating a website, social proof should be down below.

But you don’t want to start off with “we’re the number one lawyer in the world”. And I’m going to show you some examples of different sites.

I’m going to jump over to a simple screencast and give you guys an idea of what to do and what not to do on what makes sense.

So the very first site we’re going to go jump into is a lawyer site.

 

Lawyers are actually notorious for confusing their audience, and they love cramming so much information on above the fold.

It just doesn’t make sense. And people don’t pay attention to it anyway.

 

 

 

 

So the very first one I pulled up was this NevadaDivorce.net. And you will see above the fold, which above the fold is above the crease, you have a bunch of call to actions.

You have a ton of paragraphs. You have no idea what it is that these guys do, I mean they’re divorce attorneys, but it just says Nevada divorce and document service.

Now they have some bullet points, they have a whole paragraph here, paragraph there, and bunch of links on the right, call us … You just don’t know what it is that they actually do here, so most people will bounce.

Compare that to this. Neil Patel. If you don’t know who Neil Patel is, he’s one of the SEO experts out there. He ranks for a lot of different things.

 

 

But on his website he just says “Do you want more traffic?”

Great. You come there and you’re like, “Oh, what it is that Neil does? He gets me more traffic.” Do you want more traffic lead sales? Enter your URL below if you want to grow your traffic and revenue.

And then he has a website. Now, what he’ll do with this website is more of a lead capture. You put your information in here, and that’s it. That’s what his whole website is set up to do.

It’s simple, effective, and I like to use some of his stuff.

Here’s another attorney. I just kind of make fun of attorneys, sorry. But their websites are usually the worst.

 

 

 

So they start off, here’s my number. They’re the 702 Firm.

Now, you have a smiley, a mean, a half-smile guy here, and they’re awarded the best personal injury law firm. That is a hundred percent me, me-focused, it is not consumer-focused.

Best injury lawyers in Las Vegas…personal injuries…

They’re trying to do a lot of stuff with search engine optimization and load it in here, but this whole website does not talk one bit about the consumer.

 

Compared to this. This is StoryBrand.

 

If you don’t know who he is, he actually writes about clarifying your message. So workshops to help you clarify your message, that’s what he does.

He does workshops to help clarify message. And then he just says eliminate confusion, connect with customers, grow your company.

You can see that that is customer-focused and it’s not about him, he doesn’t say, “We do this, this, this, this,” it’s like no, you’re going to eliminate confusion, you’re going to connect with your audience, and grow your company.

And then in the background he actually shows a good image of what’s going on so there’s just no confusion.

 

Compared to this one, this is a mortgage one. So hundreds of mortgage options under one roof.

 

 

Then they have this slider here that is going way too fast. They have nothing here, they just have some images and then this creepy little thing that pops up.

 

 

And then if you scroll down, there’s this long old paragraph here that nobody reads.

If you looked at the bounce rate and just said, “Hey, what happened?”

Now, if you space it out it’s okay to do some paragraphs. I’ll show you what I’m testing right now.

 

Okay, if you jump over onto this page here. I’m testing some longer form because long form sales letters do work.

 

 

It doesn’t all need to be simple, but if you hit the website, a YouTube Campaign can grow your business.

People hit my website, they know what it is on this page. We create YouTube campaigns.

Then I go into these long form paragraphs here, where I talk about what kind of results we get for customers, and this seems to be working.

 

 

But you’ll see I space it out. I very rarely have two sentences per paragraph. I space it out, I highlight it. I don’t make it look all slammed together where people aren’t going to read that stuff.

You don’t need to eliminate all the writing on a website. This seems to be working, and we’ll keep testing.

But the main point it, just don’t confuse your audience.

Keep things simple, don’t confuse them.

Go back through your material.

The best way to get the most out of these courses that we do is go back through your material and apply these things that we talk about. Look at your website messaging and say, “Am I confusing my audience? If they come here, do they know what it is that I do within five seconds?”

And then another big thing, on a website you should have your headline. You can have a sub-headline here.

 

Make sure you have a call to action. You want to say, “Hey, if you’re here at my website, this is what I want you to do. Here’s what you’re going to get.” Don’t forget to put a call to action, and most of those websites that I did show you did not have that.

 

 

Same with video. So video, it needs to kind of fall in the same format, but it’s a little different.

What we like to do on videos is a headline, problem, solution, call to action, and then we’ll extend it out.

There’s a lot of popular videos that have millions of views that follow this same formula. They will do a guarantee, another solution, another call to action.

But don’t forget this call to action in your videos. You want them to do something. After they engage with any of your material, whether it’s brochures, website, videos, you want to ask them to do something so that you can do business. So don’t forget that.

 

And that is it. Go through your stuff, make the changes, and we’ll see you on the next episode.

See you. Peace.

 

Ydraw.com

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How to Run Successful Video Ads – Moron Monday

How to Run Successful Video Ads – Moron Monday

Jace is back to talk all about running successful video ads.

This week, he explains how to use placements, remarketing, keywords, and in-market audiences with YouTube video campaigns.

If you missed last week’s episode click HERE.

 

Video Transcription

Hey, guys. I want to welcome you to the second episode of “Moron Monday“. This is where we talk about the dumb things (and good things) people are doing in marketing. Last week, we went over a little bit about video remarketing. I want to show you a little more on this. We’re going to go over the different ways you can target your audience. Remember, I’m Jace with Ydraw and Marketing Hy.

Here are the different ways you can run ads in front of your audience. This is specifically for YouTube. One cool thing that YouTube came out with last October is what’s called TrueView for action ads.

This year, they also came out with being able to target TVs. So you know if people are watching your videos right on their TVs.

 

1. Placement campaigns

What is a placement campaign? We’re able to handpick the videos we want to run your video ads in front of.

If you’re a financial company and you want to get in front of other financial videos or in front of your target audience who is watching financial videos, you are then able to run them a placement campaign, and you’re also able to target your competitor’s videos. A lot of people like doing this.

If your competitors have a YouTube channel, you’re able to run your videos in front of theirs.

 

2. Remarketing

We went over this last week, but you’re able to target your website visitors and your YouTube viewers. If they watch a video on your YouTube channel, you’re able to run them more YouTube ads, or if they go to your website, you’re able to run them YouTube ads.

 

3. In-Market Audiences

There’s four steps, but I just combined these. I ran out of whiteboard space.

You have keywords and in-market audiences. In-market is kind of like your TrueView for action. If they’re searching for a new car, we can run them a video ad if we have a new car video ad,or if you’re a car dealership.

I don’t know why car dealerships aren’t doing this, but what they should be doing is running video ads in their local area to people who are searching for cars. Simple to do, nobody’s doing it.

Same thing for restaurants. If you’re in a local area and you want to get a little bit of traction, you might as well be running your video ads to those who are searching for restaurants, or just in your local area because it’s so cheap.

 

4. Keywords

The last one is keyword base. You can go and focus on certain keywords like you would a pay-per-click campaign, or a search campaign on Google Ads. You can do the same thing on YouTube.

If people are searching for running shoes, you can have your video pop up at the top for running shoes. Got it? That’s a simple thing you can do for video ads.

If you have questions, just go to our site ydraw.com. We’d love to help you. We’d love to create some of these video campaigns for you. It’s cheap, and we’ll post on there some examples and some results that some of our clients have got.

Have a good one. Peace.

Smooth Sailing Through the Ydraw Process

You did it!! You’re ready to start making your video.

So what’s next? The Ydraw process has stood the test of time in creating awesome videos, so don’t worry, you’re in great hands. There are 3 steps to our process: The scripting and scene plan phase, art phase, and production phase.

Here are some tips and trips and to make the overall process smooth and enjoyable.

SCRIPTING AND SCENE PLAN PHASE

During this time you’ll work with a creative director to nail down your script and scene plan. We like to think of these videos as a teaser to your product or service. We want to make sure that just enough information is included so that it sparks interest in the topic, and causes the viewer to take action. We don’t want to include every minor detail involved in your product or service, as this is likely to bore your audience.

So what makes a video successful? The headline and call to action!

A headline is the first couple of sentences in your video. These sentences are what hook your viewer immediately! A call to action appears at the end of the video, and instructs your viewer to do something! It can be as simple as visit your website, click the link, fill out a form, etc.

Below are a few DOs and DON’Ts to creating your script.

DO:
-Share all your ideas with the creative director.
-Collaborate and discuss the MOST important information needed in your video. (Remember it’s a teaser!)
-Keep your audience in mind, and solve their needs.

DON’T:
-Ramble on about minor (non-important) details.
-Make your message all about you. (Remember, the viewer is the star!)

ART PHASE
Once the script and scene plan is approved, we send it off to an artist!! (Check out our art styles page to see all the different options!) The artist then creates the artwork based on the information described in the scene plan. We love to send them reference images, color schemes, logos, and any other documents that help them create the scenes!

We send these scenes over to you so that you can meet with your team and talk through your changes. We want your artwork to be perfect!

Below are some DOs and DON’Ts in the artwork phase.

DO:
-Share your artwork with your team.
-Make sure the artwork tells your story.

DON’T:
-Get the opinion of every family member, neighbor, and person on the street you talk to. Involving too many people in your video’s production forces you to pick and choose whose opinion matters most, and definitely slows the process!
-Focus too much on minor details.
-Complicate the artwork. Keep in mind that simplicity is key!

PRODUCTION PHASE
Once your artwork is approved, we send it into production. This is the best part. You get to sit back and relax while we bring your video to life! We’ll add in the voiceover, animation effects, and music and sfx, and send you the finished video link.

Overall, our advice to clients would be to not sweat the small stuff! Sometimes, we see our clients get hung up on minor details that often times have no impact on the video’s message. We love creating videos, and want you to enjoy the Ydraw process too!

Want to get started? Contact us today to start making an awesome video 🙂

The Power of Motion Graphics

So what are Motion Graphics and why should you use them? “Motion Graphics” is just a fancy term used to describe a mix between graphic design and animation. Most motion graphic videos you will see these days are purpose driven with the goal of presenting information to the viewer.

There are many reasons why you should choose to advertise or explain with Motion Graphics, the biggest reason being emotional response. Video creates an emotional connection with the person watching far quicker than any other content platform. Did you know that using video on your landing page could increase conversion rates by as much as 80%? Animated marketing videos in particular are a very useful tool to deliver your business idea in just a couple of seconds.

Another reason why Motion Graphics are the way to go is because it is perfect to explain a complex or abstract idea in a very simple, fast and compelling way. With an Internet attention span continuously decreasing this is a very valuable point to mention.

There are literally no limits when it comes to the creative aspect of Motion Graphics. You want a flying monkey in your video? Here’s a flying monkey. You want a man scuba diving off the coast of Bermuda with Great White Sharks? No problem the video can be created quickly and on a budget without the hassle of creating expensive sets and hiring film crews/actors.

Motion Graphics are extremely effective because we are all visual learners. People learn and understand much more efficiently when they are taught with the help of drawings, diagrams, charts and different designs.

If you are trying to determine how to create your next marketing video just remember, Motion Graphics is the way to go. There are literally no limits to what you can show with Motion Graphics. But more importantly, your audience will connect with the information or product you are presenting quickly and effectively.

Check out one our latest and greatest Motion Graphic videos below:

[Why Losing Videos Are Created and How Ydraw Prevents It.] Ydraw + Your Message = Amazing Results

It was the 2nd quarter and he launched his clipboard into the ground, breaking it into pieces.

“#&*$^%^…get over here. What the #$%^$?” (we love it)

That, my friends, is Shane Battier, my coach for the next 3 days. For those of you who do not know who Shane Battier is, you should Google him. He was probably one of the best NBA players nobody ever knows.

Hoop Scoop Magazine named Shane Battier the fourth-best seventh grader in the United States. When he graduated from Detroit Country Day School in 1997, he received the Naismith Award as the best high school basketball player in the nation. When he graduated from Duke in 2001, where he won a record-tying 131 college basketball games, including that year’s N.C.A.A. Championship, he received another Naismith Award as the best college basketball player in the nation.

On day two of our tournament, Shane and I were talking basketball and warming up for the game. I tossed him the ball and watched him rim check 5 shots in a row. He told me he hadn’t shot a ball in a while, but still, I expected him to hit a couple shots at least.

My thought… “How does this guy have an NBA championship ring?”
It was at that time Shane Battier changed the way I looked at basketball forever. I will never play the game the same again. He ended up leading us to the championship where we lost to a much better team. (Just picture a bunch of old guys trying to relive their glory days. It’s a blast.)

In the 90s a virus of statistical probabilities infected professional sports.

Math geniuses began to take all the data that sports lovers keep and put it to work. Think Money Ball.

Shane started to explain to me the way he looks at the game.

He asked me what I thought the worst shot in basketball was. I wasn’t sure, so I guessed a side shot. I was wrong. It’s a jump shot off the dribble.

Kobe Bryant, one of the best players of all time would become pretty inefficient when Shane guarded him. If Kobe dribbled left and pulled up for an 18 foot jump shot: his numbers tanked. Shane knew this.

Shane’s success did not come from his raw talent. It came because he understood the numbers. He would cause his opponents to always take the lowest probability shot.

On offense, Shane would always get the ball to the right teammate where he could take the highest probability shot. It’s all about the numbers.

Shane’s game is a weird combination of obvious weaknesses and nearly invisible strengths. When he is on the court, his teammates get better, often a lot better, and his opponents get worse.

When I step onto a court, I see a court, a basketball hoop, and my opponent. When Shane steps onto a court he sees probabilities, a grid, and numbers.
It’s genius.

Knowing the odds, Shane can pursue an inherently uncertain strategy with total certainty. He can devote himself to a process and disregard the outcome of any given encounter.

To the point…

Do you know and understand your numbers?

When Ydraw creates a video, we like to take into account the numbers.

We know, statistically speaking, a well-written script with a story is going to have a higher success rate.

We know that a testimonial is going to increase your conversions.

We know that if you start your video off from a high level of intensity, your click through rate goes up.

We know that a whiteboard video is going to achieve a higher retention than live, 2D, or 3D. Unless you add in some special Ydraw tricks.

We know that by adding humor and some special effects you’re going to enhance the viewer’s experience in a positive way and your success rate goes up.

Lastly, we know that boring videos, have zero chance.

These types of numbers come from years of experience. We also apply this to our video marketing division. We can’t tell you all the little things we do to shift the probabilities in our favor. We just do them because we have been in the game long enough.

I watch so many video marketing campaigns fail because they are playing a game they do not understand.

Our job is to do what works statistically speaking and yet 35% of the videos that leave our office end up being sabotaged by the client.
It hurts and I am begging you to not do it.

Let us use the numbers to your advantage and increase your probability of success.

We want to create an amazing video for your company.

Call or shoot us an email to get started.

PS. It’s that time of year. Some of you have year-end budgets left over. If you are looking for a way to spend your budget, we would like to chat. We want to show you what we have been working on. It’s amazing.

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