2/ What do these four YouTube videos have in common?
Take a moment to think.
The answer: They all signal the effort in making them.
- $21,000 spent on a plane ticket
- A few hours making a pretty mind map
- More than a few hours watching football to find 16 freekicks
- One trip to the supermarket to buy two packets of crisps
Your conscious mind probably didn't notice. But your subconscious mind did. All four videos got twenty times more views than the channel average.
The technical term is "costly signalling theory".
"The significance we attach to something is felt in direct proportion to the expense with which it is communicated."
"But it's just two packets of crisps", I hear you cry! Yes, that is all it takes. Here's the same thumbnail without one trip to the supermarket.
If you still don't understand, read this screenshot!
Three Copywriting Tips
1/ "How can I do the ad without a logo?"
In 1979, Sainsbury's marketing director called David Abbott into his office. He wanted Abbott to redo his ads with a big Sainsbury's logo at the bottom!
"I didn't want to do that. They'd look like every other ad. So I offered a compromise: I'd work the word 'Sainsbury's' into every headline."
So began one of the longest-running campaigns in British advertising.
I looked back at Abbott's work, and discovered this was his favourite trick.
Ads with no logos. Name in the headline.
They don't scream "I'm an advert" so they actually get read!
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