help w/ Copy for YT AD

2 replies
Hi!

My ultimate goal is to sell my artwork; for now thru Etsy and later thru other channels (e.g., eBay).

To do so, as suggested by many Internet marketing pundits, I use a "funnel." That is, I offer a free art newsletter to obtain email addresses.


And, to get newsletter subscribers, I am planning to advertise on YouTube, which brings viewers to a landing page in my website.


The video will be an "In-Stream Ad," which is one of those annoying ads that pop-up before the start of videos and which can be skipped after 5 seconds. According to many pundits, these type of ads are very, very effective.

So, my two immediate needs are: (1) To develop a 5-second "hook" for the video and (2) to develop a "headline" for my landing page.


The 5-second "hook" will compel viewers to keep watching the ad for another 30-90 seconds. And, the landing page "headline" will compel the viewers to subscribe to the newsletter. By the way, I will only target viewers that already are "art lovers."

>>> In both cases, the "value" to subscribers is to get a free art newsletter, which (1) features uncommon (i.e., not run-of-the-mill) articles and (2) which extends their art knowlege. <<<

Here's what the newsletter -titled the Galleseum- features:

"The Galleseum, published by Dr. Anthony Rodriguez, is a free monthly art newsletter. The Galleseum features uncommon articles about art and math, geometric art, fractal art, tessellations, composition, value, color, art styles, famous artists, contemporary artists, and much more. The newsletter also features the latest artworks from Acrylic Math."

Unfortunately, I am not the creative type. So I need your help.

Thank you!

Dr. T
#copy #w or
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  • Profile picture of the author SARubin
    Originally Posted by DoctorTR View Post

    Hi!

    My ultimate goal is to sell my artwork; for now thru Etsy and later thru other channels (e.g., eBay).

    To do so, as suggested by many Internet marketing pundits, I use a "funnel." That is, I offer a free art newsletter to obtain email addresses.

    And, to get newsletter subscribers, I am planning to advertise on YouTube, which brings viewers to a landing page in my website.

    Yes... using a funnel is a solid, proven model for building your tribe of followers.


    Originally Posted by DoctorTR View Post

    The video will be an "In-Stream Ad," which is one of those annoying ads that pop-up before the start of videos and which can be skipped after 5 seconds. According to many pundits, these type of ads are very, very effective.
    Do you have any verifiable numbers to prove that these ads are very, very effective? (and I don't mean just a bunch of pundits telling you they're effective, or showing photo-shopped screenshots of huge paychecks, while they try to sell you their super-duper method for creating ads)

    I've seen a lot of different numbers thrown around for these types of ads, but so far (except from the people trying to sell me ad space) I haven't seen much proof of their overall effectiveness.

    Even by your own admission these ads are "those annoying ads that pop-up before the start of videos." And most consumers I've talk to about those ads, agree with the "annoying" part.



    Personally, when I go to watch a video on YouTube those ads usually get one of two responses out of me...

    1. Good case scenario... It looks interesting and I consider visiting the site after my video is finished. But then another video pops up that is related to my initial interest, and after chasing a few videos down the rabbit hole of endless distraction, I forget all about your ad.

    2. Worst case scenario... I get annoyed and irritated by someone screaming at me about their product when all I wanted to do was watch a specific video.


    In the first scenario - at least your ad might get associated with the good feelings I get from enjoying my videos. In which case I might remember you, or at least visit you the next time I see your ad.

    In the second scenario - I make a mental note to never do business with that annoying company who interrupted my zone and forced their way into my life without an invitation.

    In rare cases, the ad might be so compelling that it pulls me away from my pre-occupation and draws me into your world. (and of course, this is the main purpose of a direct response ad in the first place)


    But you're not likely to find anyone on an open forum who will help you create that ad for free. Ads like that require a deep understanding of the target audience. and usually require quite a bit of testing and tweaking until you get a solid response rate.

    And anyone who says they'll help you for $100 "might" get lucky and get you some response. But more likely they'll only help you make your bank account $100 lighter.

    In other words... If you want a copywriter who will stick around long enough to help you test and tweak your ad, until your response rates and other numbers become acceptable... It won't be cheap.

    Originally Posted by DoctorTR View Post


    So, my two immediate needs are: (1) To develop a 5-second "hook" for the video and (2) to develop a "headline" for my landing page.


    The 5-second "hook" will compel viewers to keep watching the ad for another 30-90 seconds. And, the landing page "headline" will compel the viewers to subscribe to the newsletter. By the way, I will only target viewers that already are "art lovers."
    Yes, you will need a very powerful 5 second hook to avoid either of the first 2 scenarios above.


    Your landing page headline will be a bit easier to create than the 5 second hook, because the people who see it will already be pre-disposed to be interested in exactly what you're offering.

    As far as what your hook should be...? It all depends on who your exact audience is. Simply saying "art lovers" is pretty broad and a bit vague. (sort of like calling the "health" industry a niche)

    So the first thing I recommend is that you figure out exactly who buys your type of artwork. And then it will be easier to figure out why they buy that type of art. And then it will be easier to create your copy. Because cheap copy focuses on just the words. Good copy focuses on the target audience.


    Originally Posted by DoctorTR View Post

    Unfortunately, I am not the creative type. So I need your help.

    I hope that just means you're not creative with words? Because as an artist isn't being creative sort of a prerequisite?
    (just kidding... I took a look at your site, and some of your artwork is actually pretty cool. But I do see where you could use quite a bit of help with the copy)

    Most of your copy is all about features and mathematical equations, but very little about the enjoyment people will receive by owning it.

    We really do need to translate all those features into benefits...
    .
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    SARubin - Direct Response Copywriter / Conversion Flow Specialist
    Coming soon - Copywriters Community - Newbie friendly... Copywriter approved...

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    • Profile picture of the author DoctorTR
      Dear SARubin,


      Thank you for your detailed, well-thought out response.



      Dr. T
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