For that dream to come true:
- Make your store name and logo informative, not intrusive. A viewer’s attention is drawn to a store name and, even more, a well-designed logo. However, if the name or logo are too prominent, consumers will feel like they are being manipulated. One alternative is for you to weave your store name and logo into the ad, showing them repeatedly, but not continuously. A better alternative, in my opinion, is to put the name or logo in the lower right corner of the video, where it serves as information for the viewer without getting in the viewer’s direct field of vision.
- Produce joy and/or surprise right off. Television ads have often been designed to build toward a laugh or a revelation. The rules are different with the online video format. Dropout happens fast unless there’s a jolt of emotion promptly after the start. The best emotions to use are joy and surprise. Best of all is to use them in combination.
- Change the pace. You don’t need to pump out a constant stream of surprising jokes. Actually, it’s better not to do that. It’s an example of what psychologists call habituation. Consider the massage therapy category of services retailing. Masseuses report that the client generally likes the massage more when they’re rubbed for a while, pounded for a while, kneaded for a while, and then rubbed again, than if there’s no change. The speed of habituation is related to age. Deliver the pitch in brief segments with changeups, especially for younger audiences.
- Give viewers substance to share. Target ads to people exhibiting two personality characteristics associated with forwarding video links to others: Extroversion and egocentrism. And honor the most basic rule for propagating a virus: Give people something they’ll pass around.
Give Your Sales Pitches Changeups
Depend on Interactive Text in Web Ads
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