50+ year old Direct Response strategy that keeps working... April 11, 2024 | [Read Online]( ðï¸ Try this 1980s National Enquirer YouTube Ad "Hook" Trick 50+ year old Direct Response strategy that keeps working... [fb]( [tw]( [in]( [email](mailto:?subject=Post%20from%20VidTao&body=%F0%9F%97%9E%EF%B8%8F%20Try%20this%201980s%20National%20Enquirer%20YouTube%20Ad%20%22Hook%22%20Trick%3A%2050%2B%20year%20old%20Direct%20Response%20strategy%20that%20keeps%20working...%0A%0Ahttps%3A%2F%2Fnewsletter.vidtao.com%2Fp%2Ftry-1980s-national-enquirer-youtube-ad-hook-trick) Direct Response Legend Gary Halbert wrote about this âSickening Statisticâ back in the early 1980s ð âYou want to know what some people would consider a sickening statistic? Here it is: MORE PEOPLE READ THE "NATIONAL ENQUIRER" IN ONE SINGLE WEEK THAN HAVE EVER READ THE BIBLE IN THE LAST 2,000 YEARS!â â Gary Halbert, The Boron Letters You can find [this chapter]( from Halbertâs Boron Letters and hundreds of other must-read Direct Response masterpieces at The Gary Halbert Letter archive [here]( ð [donât miss all these installments of the Gary Halbert Letter]( Now, maybe youâre wondering: Is Gary Halbertâs âBible vs. Enquirerâ statistic 100% accurate? Who knows? Iâll let you run the math on that. But thereâs no doubt about it: If youâve ever been in US supermarket checkout line, youâve definitely seen the National Enquirer: And the Enquirer (especially in its heyday) is read by hundreds of millions of people with each and every weekly issue. And most important from a Direct Response principles standpoint⦠The National Enquirer has mastered the art of: - Capturing attention from the broadest possible market - and converting that attention into action Letâs explore how to apply this to your Direct Response Video ads⦠Todayâs Newsletter is Supported by [Inceptly](
Direct Response Video & Traffic Agency Are You a Direct Response Marketer Spending $1k+ Per Day on Ads? [ðð Schedule a Free Brainstorm Session]( Direct Response Video Ad Tactics from The National Enquirer In just a moment weâll get to two (2) of the very specific tactics Gary extracted from the National Enquirer which are going to help you to: - Create new âbreakthroughâ winning ads faster, stay one step ahead of your competitors & come up with novel, âoutside-the-boxâ hooks & angles for your ads on YouTube, TikTok, Meta, etc - or ANY platform⦠- Eliminate creative fatigue with a never-ending supply of new hooks & angles to test But a couple things before we get into all this⦠First, every Enquirer cover is a masterclass in getting as many people as possible to: ð STOP what theyâre doingâ¦
ð Pick up the magazineâ¦
ð³ â¦And BUY. As a Direct Response marketer, thereâs a LOT to learn here and apply to your campaigns, no matter what platforms youâre running on (video, print, email audio/radio, whateverâ¦). Now of course, when you see an issue of the Enquirer in the supermarket, the familiar images of celebrities definitely catch your eye. No doubt about that. [source]( But what really sets the âhookâ and creates an insatiable desire for more information⦠â¦are the HEADLINES. Hereâs what Gary has to say about this: [read all the Gary Halbert Letter episodes here]( âAnd what do Enquirer writers excel at above all else? You guessed it -- HEADLINES. Their headlines are so powerful, they have so much "grabbing power" that, every week, people who have sworn they'll never again buy such a publication, are almost forced to purchase it in spite of themselves.âÂ
- Gary Halbert - [read the full letter here]( A good headline will: ðï¸ Grab attention
ð¡ Instantly create curiosity
ð Drive action â¦All with just a few carefully chosen words. But maybe youâre wonderingâ¦Â âWhy would âheadlinesâ matter when it comes to Direct Response Video ads?â Great question. Direct Response YouTube Ads Brainstorm Session (free) Want help scaling your Direct Response offer/product on YouTube, Connected TV and other Direct Response Video Ad Platforms? Schedule a FREE Brainstorm Call with Inceptly, the team behind $950M in Direct Response revenue here:
[ðð]([( Why Your âHookâ is Your Video Adâs âHeadlineâ Imagine you're in line at the supermarket, and a jaw-dropping headline from the Enquirer makes you pause and reach for the magazine. Your YouTube ad's "hook" - those all-important first 5-10 seconds - needs to have the same effect: ð It should stop viewers in their tracks
ð« Make them forget about the "skip ad" button
ð¥ And get them to stay engaged long enough to hear the complete âsales argumentâ you present in the video And not only that⦠Your adâs ability to capture and retain user attention past the first 5 and 10 seconds of your ad is also crucial to driving down your YouTube ad traffic costs: Hooks and the âMystery Metricâ that Drives Your YouTube Ad Traffic Costs On the Google Ad chart above we have: - Cost of traffic (Avg CPM,  or average cost per 1000 impressions) - Our âMystery Metricâ Notice anything strange? ð When our âMystery Metricâ goes DOWN, cost of traffic goes UP â¬ï¸. And vice versa... ð When our âMystery Metricâ goes UP, cost of traffic goes DOWN â¬ï¸. Itâs a nearly perfect inverse relationship. And what is this âMystery Metric? Itâs âEngagementsâ: defined by Google as 10 seconds of view time or a click on the ad - Why does Google use this metric? - And how can you leverage this for your own adsâ success? Read the full breakdown in [this VidTao blog post](. So with all that said, what specifics can we extract from the National Enquirerâs success to boost your own adsâ success on YouTube & other video ad platforms? Gary Halbertâs got some advice for you on that⦠Tactic #1: Use these 2 Headline Ingredients In [this newsletter episode]( Gary Halbert says these 3 approaches are some of the most powerful ways to frame your headline: - ð° News -  ð Benefit -  ð Do both 1 & 2 in the same headline. Check out Guthy Renkerâs Proactiv anti-acne product for great examples of this approach applied to Direct Response Video Ads. Proactiv works with A-list celebrities like Kendall Jenner, Justin Bieber, Katy Perry, and many more. But letâs check out [this Proactiv ad]( from Jessica Simpson to see this approach in action: Letâs take a closer look: ð° News: - The ad opens with a shocking revelation from Jessica Simpson herself: "If you're like me, your skin is far from perfect. I've struggled with difficult skin for years." - Coming from a celebrity known for her beauty, this confession is unexpected and newsworthy. - It instantly grabs the viewer's attention by humanizing Jessica and creating a relatable problem that the viewer likely shares. - The news? Even someone as famous & gorgeous as Jessica Simpson has battled bad skin. ð Benefit: - Jessica then pivots to the amazing benefit, saying "...but now I have clear skin I can depend on" thanks to Proactiv. - The impact of this promised benefit is amplified because of the surprising "news" of Jessica's past skin problems. - If Proactiv can take someone from embarrassingly bad acne to flawless, camera-ready skin? The implied benefit for the average viewer is immense. Just like a juicy National Enquirer headline, this unexpected problem-solution story arc instantly hooks the viewer and creates an insatiable desire to hear the rest of the story. âï¸ Leading with the "news" of a celebrity's private pain âï¸ Highlighting the product as the life-changing "benefit" Can you think of ways to test this out in your next video ad âhookâ? Hereâs a quick example from inside [VidTao]( YouTube Ad Library. This time itâs Onnit, working with Joe Rogan on this YouTube ad with nearly $300k estimated total adspend:
[source: VidTao YouTube Ad Library]( "I always take Alpha Brain. It seems to fire up your brain at a higher RPM level." ð [Go here to see all the ads (and landing pages) inside of VidTao YouTube ad library]( Go here to claim your free 7-day trial of all new VidTao 2.0 ð [ððð Free 7-day VidTao 2.0 trial]( ââ¦But what if I canât afford Celebrity Talent?â This Celebrity News / Private Pain + Benefit approach - pulled straight from National Enquirer headlines - might work great if youâve got the funds to invest in hiring A-List Celebrity Talent⦠â¦But what if you donât have that kind of cash laying around? The answer to your predicament lies again with The National Enquirer. You just need to step back a few decades⦠Because back in the 1970s & 80s, while celebrity news was indeed a huge part of the Enquirerâs appeal, youâd see A LOT more straightforward news + benefit headlines. Like this gem from 1979: ð«ðð½ð¸ Now letâs set aside that UNBELIEVABLY good main headline for a moment⦠â¦And zoom in on those side headlines: - "New Hope for Millions With High Blood Pressure" (news of a breakthrough solution plus the benefit of better health) - "How You Can Be Superhealthy - And Live Longer" (news you can achieve an extraordinary level of health, with the benefit of longevity) News + Benefit. Any of these headlines could be adapted into a video ad hook to stop scrollers in their tracks. Wrapping up + Next Steps⦠This email is already pretty long⦠So weâll dive into the #2 National Enquirer Gary Halbert tactic in tomorrowâs email⦠â¦Plus weâre going to look INSIDE the National Enquirer, to what was essentially the âFacebook Adsâ of direct response offers in the 1970s & 80s: Why all this talk about ads that are 50+ years old? Weâre not on some nostalgia kick here⦠Keeping with todayâs theme - it has everything to do with another quote from Gary Halbert. â¦All about why becoming a âstudent of marketsâ is THE evergreen âmake moneyâ skill. (â¦NOT copywriting, media buying or marketing tactics.) [-Gary Halbert, The Boron Letters Chapter 5]( âNow, pay attention. The very first thing you must come to realize is that you must become a "student of markets". Not products. Not techniques. Not copywriting. Not how to buy space or whatever. Now, of course, all of these things are important and you must learn about them, but, the first and the most important thing you must learn is what people want to buy.â
- Gary Halbert - [The Boron Letters]( Weâre going to get into all that in tomorrowâs email. PLUS - youâre going to see a case study of how a struggling 23 year-old college student went all-in and invested his entire $20k savings on a single National Enquirer ad⦠â¦And created a $100 million per year Direct Response Video Ad Empire as a result. Stay tuned! The VidTao Team PS - Go here to [claim a Free 7-Day Trial of all-new VidTao 2.0 YouTube ad library]( (complete with 8 million+ unlisted YouTube ads & their landing pages) PPS - Are you spending $1k/day+ on Paid Ads? Letâs brainstorm on how you can scale with YouTube, Connected TV and more. [ð]([Â]([Go here to set up a free brainstorm chat.]( Go here to claim your free 7-day trial of all new VidTao 2.0 ð [ððð Free 7-day VidTao 2.0 trial]( Advertise with VidTao's Audience of 100k+ Advertise with VidTao to get your brand in front of the Who's Who of Performance Advertising & Direct Response. Whether youâre looking to reach decision makers at top brands or looking for rock-start talent for your team (like our happy advertising client below) VidTaoâs audience are the cream of the crop of digitial advertisers always looking for the next interesting product, tool, or opportunity. [Get in touch today]([.]( Share VidTao You currently have 0 referrals, only 2 away from receiving YouTube Shorts Ads: Step-by-Step. [YouTube Shorts Ads: Step-by-Step]( [Click to Share]( Or copy and paste this link to others: [tw]( [ig]( [yt]( [in]( Update your email preferences or unsubscribe [here]( © 2024 VidTao 2407 Ward Road
Sacramento, California 95827, United States