Golden Hippo®’s Post

I’m 45. You’ve never heard of me. But every day you see my ads online, and I can guarantee you or someone you know has bought something from me. My # 1 secret for ads that bring in billions: Short Attention Span is a lie! In 2016 I was invited to a CEO breakfast. Sitting next to me - the CEO of Proactive. An acne brand just sold to Nestle for 2 billion dollars, off the success of 30 minute long TV infomercials I’ll never forget what he said to me: I asked him how their TV success had translated to ecomm “People have short attention spans online, they won’t watch more than 30 seconds. So no, we don’t sell much there.” Now at this moment, my most successful ecomm ad was… (wait for it)... 1 hour and 15 minutes long! I certainly didn’t want legendary brand house Guthy Renker competing with me, so I nodded my head in agreement (“yep, those damn doom scrollers”) and reached for more OJ. Now, you’re probably STILL thinking this is a crazy long ad. And it is But... Here is what most people don't understand: When you are speaking to someone about problems they have And about things they care about Especially the things that keep them up at night They will pay attention to every word you say about your product or service so long as they think you can help solve their problem! A short tale to help you remember this: May 2016. My first meeting w an investment banker. We'll call him Hubert. Hubert immediately starts venting to me about something super weird happening with his home build in Nantucket “All I did was move a couple of palm trees to the other side of the pool. The inspector comes by, sees the trees… shuts down the entire job site! Makes me resubmit my plans, which will take MONTHS to approve! Now my pool won’t be ready for summer!” I know what you are thinking. Boohoo Hubert. I give my condolences and we get down to business. Hubert finds out my ads are an hour long Says what everyone says (“No one is watching that!”) I say, “Hubert, let me ask you a question If you're watching your netflix tonight, and up pops an ad that says… ‘New method for fast construction plan approval in Nantucket' and then it takes you to a video that says, “In this video, I’m going to show you the 4-step process to get any construction plans approved in Nantucket, within a maximum of 3 business days. It will take me 2 hours to show you, and it will save you months or even years on your home build...” Hubert… would you turn the damn netflix off, shut the door, lock yourself in the room, and gobble up that entire 2 hour video... with as much greedy excitement as humanly possible?! Of course you f-king would!" So remember this, young ad writer: 1. The human attention span is LONG 2. It’s just that most advertisements SUCK 3. Because they talk about BORING THINGS that people don’t care about 4. So you can make yours STAND OUT... by speaking to your prospect’s deepest hopes, dreams and desires And this is true for short ads, too.

A nice example of how value holds attention! You can create the most high-quality content in terms of video/sound quality, editing, backdrop, etc. If you don't provide value, nobody cares. In this day and age, attention is currency. Which would you rather pay money to watch, a 10 second aesthetically pleasing video of someone drinking a delicious looking smoothie or a 10 minute video filmed on an iPhone of someone explaining how to make the same smoothie with only 5 ingredients? Personally... I'm not paying to watch the ad! That's exactly what you're asking of your customer when you push sales with no value. It's boring, and shows a lack of care. Give your customer content they need – content they will look forward to. The sales will follow!!!

Using the right type of messaging, built on a proper understanding of your audiences desires, problems, and barriers will come before any “best practice” rule

Bridgerton and their exceptional marketing strategy! *May contain spoilers from earlier seasons* "Bridgerton" has been a sensational hit on Netflix since its debut during the pandemic in 2020, with audiences initially falling for the Duke of Hastings (Simon) and Daphne's captivating love story. The series continued to win hearts with Viscount Bridgerton and Kate's romantic saga in 2022 and even gave us a peek into Queen Charlotte's backstory in 2023. Today, we welcome the much-anticipated third season, showcasing the budding romance between Lady Whistledown (Penelope) and Colin Bridgerton. I might sound like a true fan, but from a marketing perspective, the promotional strategies for the show are exceptionally well-executed. Here's why: ~Early Teasers: The promotional journey began eight months ago, effectively keeping fans in a delightful mix of agony and anticipation. ~Captivating Announcements: Lady Whistledown's bulletins are particularly engaging, ensuring every reader's attention is captured. ~Focus on Fan Favorites: The teasers cleverly reintroduce beloved characters from previous seasons—Anthony & Kate this year, along with Queen Charlotte and Lady Danbury, keeping the audience invested. ~Social Media Buzz: The strategic use of Instagram and Twitter to tease out who the "diamond of the season" will be has left us all intrigued. Netflix and the Bridgerton team employ a deep and effective promotional strategy, beginning with announcements of season renewals, followed by engaging tidbits about new cast members and a strong social media game that keeps fans impatient, excited, and curious. The behind-the-scenes glimpses, character posters, and public appearances all contribute to the hype, hardly making it a surprise that fans affectionately dubbed this season "Polin" in eager anticipation. The strategic decision to release the season in two parts is yet another masterstroke in marketing—keeping viewers hooked and eagerly waiting. Indeed, everyone loves a good love story, family drama, and a bit of gossip, and there's already chatter about Season 4 and which Bridgerton sibling will be next to find love. I'll be diving into a binge-watching session now. Are you as excited as I am to watch the new season? #Bridgerton #Bridgertonseason3 #marketing #netflix #socialmediamarketing #marketingstrategy #bingewatching

🎃 Friday the 13th: Unlucky for Some, But Not for Us! 🖤 There's a common misconception that landing a headline in a major publication or generating a buzz happens by chance. But the truth is far from it. Sure, some brands get lucky! (Every dog has its day) But at Bloxspring, we don’t leave anything to chance. We craft compelling stories, build relationships, and create impactful campaigns with insights. So, while others may be avoiding black cats or staying away from ladders today, we’re doing what we do best: delivering results for our clients. 🍀 What do you think? Is PR a game of luck or skill? #Friday13th #PR #climatetech

Call me selfish, but... I was served a Youtube pre-roll ad today from someone. In that 5 seconds of unskippable time, here's what they impressed upon me: 1. Her name 2. She's a business consultant and speaker 3. She loves __(something.. I don't know because I hit "skip")___ Welp...you've got 5 seconds to hook your viewers in a Youtube ad. Don't waste it telling me who YOU are, what YOU do, and what YOU love. In that 5 seconds I care about 1 thing - watching the video I want to watch. The only way you're going to get me to care about anything other than that is to make it about how you can help ME. This just about sums up the problem with a lot of boring marketing noise. If you lean into your own selfishness and business objectives, you've lost your audience. If you lean into THEIR selfishness, you've got a better shot. #contentcreation #marketing #business #paidads #highered

Curiosity is a great way to hook readers into your ad or landing page or whatever. Buzzfeed used to do it loads a few years ago with their clickbait headlines. And lots of news headlines still do it now. They use something called the curiosity gap. 'The band that showed Patti Smith the value of punk'. It gives you a little nugget of information that you might not have already known - there's a band that made Patti Smith like punk! - and uses that to create a gap in your knowledge. It makes you want to know who the band was (it was Television) so you open the article. And you can do the same thing with your ad copy. Make the reader want to know more so they click the ad. Try it. You might like it.

Meet the new CMO of Jeskell Systems, Kelly Nuckolls! Kelly brings two decades of marketing experience with her to Jeskell. She's previously worked for other channel solution providers as well as major vendors like IBM, so she knows what channel marketing best practices are... and what they are NOT! Watch or listen to the latest episode of Channel Insider: Partner POV right now! #ChannelInsider #PartnerPOV #JeskellSystems #ChannelMarketing #ITchannel

You can watch or listen to the latest episode of Channel Insider: Partner POV right now!

Watched ESPN’s “30 for 30” on Dude Perfect the other night with my wife. Their story is nothing short of incredible. And it leaves just about everybody asking the same question: 𝑯𝒐𝒘 𝒐𝒏 𝒆𝒂𝒓𝒕𝒉 𝒅𝒊𝒅 𝒂 𝒈𝒓𝒐𝒖𝒑 𝒐𝒇 𝒄𝒐𝒍𝒍𝒆𝒈𝒆 𝒈𝒖𝒚𝒔 𝒃𝒖𝒊𝒍𝒅 𝒂 𝒎𝒖𝒍𝒕𝒊-𝒎𝒊𝒍𝒍𝒊𝒐𝒏 𝒅𝒐𝒍𝒍𝒂𝒓 𝒃𝒖𝒔𝒊𝒏𝒆𝒔𝒔 𝒃𝒚 𝒇𝒊𝒍𝒎𝒊𝒏𝒈 𝒕𝒓𝒊𝒄𝒌 𝒔𝒉𝒐𝒕𝒔 𝒊𝒏 𝒕𝒉𝒆𝒊𝒓 𝒃𝒂𝒄𝒌𝒚𝒂𝒓𝒅? Let's dive right in. 𝐃𝐮𝐝𝐞 𝐏𝐞𝐫𝐟𝐞𝐜𝐭: 𝐁𝐲 𝐓𝐡𝐞 𝐍𝐮𝐦𝐛𝐞𝐫𝐬 ✅ 60M+ YouTube followers ✅ 17B+ YouTube views ✅ $50M in '24 revenue ✅ $100M raised via private equity ✅ Partnered with companies like Walmart, ESPN, Nike, etc. ✅ Nationwide tours (with international starting in '25) ✅ Unveiled plans to build a $100M theme park ✅ And much more... 𝐊𝐞𝐲 𝐓𝐚𝐤𝐞𝐚𝐰𝐚𝐲𝐬 𝐟𝐫𝐨𝐦 𝐃𝐮𝐝𝐞 𝐏𝐞𝐫𝐟𝐞𝐜𝐭'𝐬 𝐌𝐞𝐭𝐞𝐨𝐫𝐢𝐜 𝐑𝐢𝐬𝐞 1️⃣ 𝑻𝒊𝒎𝒊𝒏𝒈 𝒊𝒔 𝒄𝒓𝒊𝒕𝒊𝒄𝒂𝒍. Dude Perfect started on YouTube at an interesting time. We all know YouTube is massive today. But in 2009, YouTube was “doomed” according to analysts. They were spending ~$700M to make ~$200M. That's when a group of college kids uploaded their first trick shot video, and woke up the next morning to phone calls from Good Morning America. They went viral. Then they did it again. 𝘈𝘯𝘥 𝘢𝘨𝘢𝘪𝘯. 𝘈𝘯𝘥 𝘢𝘨𝘢𝘪𝘯. They filled a void. And much of today's content mirrors how they did it: by creating videos that make people laugh, cry, smile, etc. ... all because it's relatable. And there were millions of people ready for it when they started. 2️⃣ 𝑩𝒓𝒂𝒏𝒅𝒊𝒏𝒈 𝒎𝒖𝒔𝒕 𝒃𝒆 𝒂𝒖𝒕𝒉𝒆𝒏𝒕𝒊𝒄 𝒇𝒐𝒓 𝒊𝒕 𝒕𝒐 𝒔𝒕𝒊𝒄𝒌. One of my favorite parts of the documentary was hearing the guys discuss their decision to only show shots that actually went in. They initially didn’t consider how people might challenge the authenticity of their work. They knew their shots were real, even if the world didn’t. If you haven’t watched it, one surprising part is seeing how tough it was to make that 855-foot shot from The Strat in Vegas. It took four days to land that one shot. The behind-the-scenes footage shows the difficulty of sticking to it. The fears, the frustration, the risks, all the emotions. But they've built their brand on authenticity from day one, and it’s a big reason for their success. 3️⃣ 𝑩𝒆 𝒓𝒆𝒍𝒆𝒏𝒕𝒍𝒆𝒔𝒔 𝒂𝒕 𝒘𝒉𝒂𝒕𝒆𝒗𝒆𝒓 𝒚𝒐𝒖 𝒔𝒆𝒕 𝒚𝒐𝒖𝒓 𝒎𝒊𝒏𝒅 𝒕𝒐. Like it or not, they're relentless. It seems they've been more focused on having fun making videos that people relate to than on getting rich, being famous, or becoming widely successful. Most of the guys briefly left for “real” jobs after college. Their wives even made fun of them for quitting those jobs to become full-time YouTubers. But when they decided to pursue it full-time, there was no turning back. They were all in. If you’re good at something and super passionate about it, keep chasing it. Even if you’re unsure, don’t give up. Be relentless. #branding #brandidentity #brandstrategy