The Formula for Compelling Video
Subtitled: “What Media Pros Can Learn from Billy Mays.” We all know who he is- that loud and sometimes annoying guy who makes a fortune selling household maintenance items on tv. You know, Oxiclean, Hercules Hooks, Kaboom, Mighty Putty and Zorbeez just to name a few. A closer look at the formula used to create his videos reveals people are really buying the ad - not not the actual product for sale.
In our opinion, many of the products can be made at home with simple hardware or purchased for less than what Billy is selling them for. Take the Hercules Hook for example- just take a coat hanger, bend it and push it into your wall - all for $.50. Who wants to pay $19.95 for the cleverly shaped wire he’s pushing in the ads?
We’re not writing this article to bash Billy’s products, we simply want to make a point that his productions follow all the rules TO SELL those products. He has the formula down, merchandise out the door and money into his bank account- all with a simple video.
Watch the sample:
http://www.youtubemp4.com/video/0JGXbIfeuRY.mp4This video follows 5 simple rules for keeping it interesting:
Rule #1 Keep it short.
Recent data reveals 2.5 minutes as the attention span for anyone who watches your videos online. Any content after that point, and viewers start dropping off. Many of Billy’s videos are under 2 minutes - perfect!
Rule #2 Grab attention within the first 15-30 seconds.
These first few seconds are crucial (we call this “the sting”). If you watch all of Billy’s commercials he really sells his product within the golden time frame- the first 15-30 seconds. That’s it. All the information he gives within the first few seconds is enough to sell the product.
Like the photo or creative title on the front page of a newspaper or magazine that catches your eye while you stand in line at the checkout counter, your video has to do the same.
Rule #3. Use compelling graphics, bright colors, various angles and audio to grab and keep attention.
Billy’s videos use bright images, bright scenes, clean faces, louder audio. Ever wonder why he wears a blue, purple or yellow shirt? and his beard is so neatly trimmed? There’s more to it than just looking honest.
Rule #4 Inform and demonstrate.
Who cares about a piece of wire holding up a heavy mirror in real life. A super liquid that removes stains - not interesting. These videos make mundane topics interesting to watch and BIlly’s enthusiastic personality makes it believable.
Rule #5 Include a call to action.
So why aren’t you getting sales or responses to your videos? Take a look at your call to action. With any advertising materials, it’s crucial that you get potential customers to act or respond. Now!
A timeline look at the formula:
If this video was 2 minutes and 30 seconds long, the formula would simply repeat all over again:
- Sting
- Inform
- Sting again
- Call to action.
The same message, different graphics, different wording, different demonstrations. If it was 4 minutes - much of the same.
If it’s to sell something, to tell a story, to inform or to entertain, all of our videos should follow the simple rules and stick to a formula such as this.
Um, thanks Billy Mays?
Okay, I see the commercial. Then below it is one tip out of 5 simple rules ‘Keep it Short”. Is that the whole thing? If there is a purpose to this page, I don’t see it.
steve
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feels like the movie final destination
Shit everyone is dying at 50. its the new 90. We are not living as long as we used to. It redbull/energy drinks its gotta be.
R.I.P Billy Mays. I hope you are selling your products up there as well as you did down here. YOU ARE THE BEST SALESMAN EVER!!!
RIP sir, RIP.
my god R.I.P
“Hey, I’m workin’ with ya all day!” Lol, he was such a good sport. RIP Billy Mays, you are the man.
i COULDNT STAND THAT MAN ALIVE!
RIP Billy Mays , you are ,ever were and always will be the greatest salesman ever
we lost the biggest hustler nationally!BILLY WAS A TRUE HUSTLER, HE COULD SELL WATER TO THE SEA.REST IN PEACE
Billy Mays got raped
R.I.P Billy Mays.
R.I.P Billy Mays =_(
That was really funny stuff. Man, I never get upset over people I have no personal connection to, but boy, Billy’s passing has really got me down. He was one of my favorite celebs. I even dressed as him for Halloween last year, and stole the party. Everyone loved my costume… because everyone loved him! RIP Billy!
R.I.P. Billy Mays, the man, the legend.
thats cause mj was a pedophile and a pervert. and billy mays was a funny and all around good man
Man all these people dying makes you think about when you’re gonna die too. I mean he died from getting in hit in the head from luggage basically. R.I.P. Billy. Live life to the fullest.
how did he even die? michael jackson was addicted to painkillers and farrah fawcett had cancer but this guy was healthy…..
damn Billy was the best i never knew he sold something better than Shamwow!
Billy got hit in the head, said he was fine, went to sleep and never woke up.
R.I.P Billy Mays. He was 1 of the Greatest.
Hey Everyone! I need 50 subscriber by Tuesday to win an $80 bet. Could you or your friends help me out? I do have good videos =)
ROFL. Man, I’m gonna miss Billy. It didn’t matter what he sold as long as he was the one selling it.
ok not so bad
Priceless.. He will be missed .. Even after seeing his comercials over and over each time it was entertaining.. And because of products he pitched .. We use Oxi-Clean, Kaboom, and had used the Orange Glow products.. RIP Mr. Mays .. My thoughts go out to your Family …
it’s weird he was just on the tonight show last tuesday and they were talking about ed mcmahon cuz he had just died… man june has been a bad month for celebs… it started with david carradine, then mcmahon, fawcet, mj, and now billy mays… but billy mays’ death is the one that shocks me the most… rip
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