Another stupid internet alternative for a well-known word?
Nope. It’s a video editing and animation tool. A web-based application that lets you make minor to major changes to the videos that you make.
The main competitors of this tool are other paid tools – expensive ones since Viddyoze only costs $97 (teardown shows $67 which is the old price), and expert video editors who definitely cost a lot – more or less the same as a paid tool.
Reasons, why I picked this ad for teardown, are a) my growing interest in YouTube ads and VSLs, c) amazing feedback that this ad got on Facebook (yes they ran the same ad on Facebook too), and b) this ad has been the featured video on their YT channel as well as the most frequently run ad that I watched from these guys.
A Teardown of Viddyoze’s YouTube Ad
This is the seventh sales copy teardown that I’ve done so far. In case you want to watch/read all of them, take a look at this list:
- FindThatLead: Home Page Teardown and Headline Fix
- Tensor Social: Home Page Teardown and CTA Fix
- Sharpin X: Kickstarter Pitch Teardown and Headline Fix
- allbirds: Tree Dashers Product Page Teardown & Body Copy Fix
- SOFTOO: A Teardown of the Home Page That I Wrote
- Michal Eisikowitz About Page Teardown and Social Proof Placement Fix
And yes, if you love these teardowns, do subscribe to my channel, and whenever I upload another teardown, a tutorial, or a marketing lesson from Mad Men, you’d get notified immediately.
Since the video is here to do the heavy-lifting, this will be a very brief post.
What’s in this Teardown?
This is one of the best YouTube ads that I’ve watched so far. Since there isn’t enough space in a YouTube ad (2min to 5min on average), one has to employ a lot of conversion hacks in a limited space. This teardown encapsulates all of them – at leas those that I noticed and analyzed.
If you pay attention and in case you are aware of the kind of tricks and techniques are used in the sales pages and VSLs, you’d notice a lot of those techniques in thus teardown.
My only gripe with this ad copy is the pricing placement and that too with ifs and buts, because there are good reasons why one would mention price this early in sales copy, but then you have to make sure that the customer knows everything worth knowing about the offer. This is why I suggest a quick pricing placement fix.
Disclaimer: As I said, there are good reasons behind that pricing placement and other decisions. I am not aware of the reasoning behind the copy decisions that they had to take. This is their product, they have enough research to inform all such decisions and thus it is only my attempt at learning YT ad copy and showing how to do the same to the visitors of my website and/or channel.
As it can be noticed in the case of most of the YouTube ads, VSLs and sales pages, this ad’s basic framework is PAS – problem, agitation and solution.
It’s a Russian Doll (Opening of the Ad)
As I said in the video teardown, their copywriter used many famous and effective conversion tricks and hacks within a very short space. The best example of that is the first few lines – the opening. It is more like a Russian doll – Matryoshka. Or like Inception – y’know the movie that many copywriters and marketers like for very obvious reasons.
The opening – a) addresses the most ideal kind of target customers right off the bat, b) the opening does NOT open with a cheap and salesy pitch right outta The Wolf of Wallstreet, but it opens with a general observation and conversation going in the target customer’s mind, and c) the opening establishes a social proof before it is too late – the “show it” kinda social proof.
Smooth Transition from Features to Benefits and Benefits to Value Proposition
Well as much as it is easy to overlook, this is actually a very important point. We all know that benefits sell better than features and value proposition sells better than benefits, but not everyone knows how to swiftly channelize the leads from features to benefits and from benefits to features.
Not only this ad’s writer did this marvelously well, but another smart thing is repeating the same value proposition in different words. This is a known thing among copywriters; the purpose of your copy is to convert leads into customers and you never know what kind of expression and which words can do this better. So we say the same thing – we repeat it but in different words and phrases. Many iterations of the same idea!
Another smart thing that they did was to end the ad on the unique value proposition: make your audience remember your videos. This is again some trick from Inception – because they sort of sow the seed of the main idea of this in your brains before you finish watching the ad and go back to the video that you actually played.
This Doll is Hasty (Pricing Placement)
As I said, my only problem with this ad copy (with ifs and buts because I’m not aware of their reasoning), is that they shouldn’t have mentioned the price too early.
It is all about your customer’s journey. You engage them – hook em with talking straight away of their problems and pains. Good job! But then you hastily introduce the product and the price in the same bit. And you do this, before mentioning many features and benefits and the value proposition.
It would’ve been better if they only mentioned the price in the CTA part – the last sentence.
This is it guys and gals!
I hope you liked the teardown.
In case you have any questions, suggestions, or feedback, share them in the comment box below.
I’d soon be back with another teardown …
Till then …