Dollar Shave Club Picture

Viral Tactics we Learn from the Dollar Shave Club Video

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How do you present your idea/product/service/company to potential buyers and decision makers?  Let’s take a lesson from DollarShaveClub.com and their video that blew up the internets and  launched their idea into a successful business.

IDENTIFY YOURSELF
Mike informs what Dollar Shave club is and what they do in the first 10 seconds. “What is Dollar Shave Club.com? Well, for a dollar a month we’ll send you high quality razors right to your door.  The first ten seconds of your video are the most crucial.
Companies must tell people who they are and what they do, and they have to do it fast.  Show and tell people the name of your company and what kind of industry you are in.  In the first 10 seconds Mike says the name of the company twice.  Since he does this in such an interesting way, you want to watch the rest of the video and just like that Mike has us eating out of the palm of his hand.

PRESENT BENEFITS
Right after Mike tells us about the company and what they do, he tell us that his blades are, “F**king Great!”  Look at the title of the YouTube video and what do you see?  You see “DollarShaveClub.com – Our Blades are F**king Great,” the name of the company and the value they bring.  Having a catchy title always helps too.

Dollar Shave Club Picture

There are five values that will separate your companys’ products for the rest.  Faster, Stronger, Cheaper, Better, Easier.  DSC beats their competitors on price.  Only a dollar a month.  Know the value of your product or service and tell people about it.  Explain why they should use your products over the hundreds of other choices out there.  People need a reason to purchase your product or service

BE ORIGINAL
We live in a crowded busy world with millions of brands screaming for your attention.  You have to be different to stick out because if you’re the same nobody listens to you.  Attention is one of the world’s scarcest resources and the decision-makers’ attention is something companies are willing to spend billions of dollars to buy.  The absolute worst thing your video could be is boring.  Boring Sucks.  Boring always leads to failure.  Be interesting instead.

I’ve worked on several projects for some smaller companies where they wanted a “safe” video.  They didn’t want to get offend or get criticized by anybody.  The result? A completely boring and forgettable video.  Criticisms naturally come to those who stand out, but don’t be afraid of it.  Grab criticism by the horns and hump it into submission.  Being safe is risky.  It’s safer to be risky.

*  Being unique is about being standing out in a positive, productive manner that can sustain itself over time.  Dennis Rodman was unique but not in a good way.  Sure he drew attention to himself but where is he now?  His play-dough wig which he wore on top of his head, which turns out to be his hair was more like a desperate cry for attention, which made it difficult for anyone to take him serious.  Don’t be so different that it makes you look like an attention starved five year old.  Be original.

MAKE PEOPLE SMILE
Making someone smile is one of the quickest way to build trust.  Once you have their trust your power to influence them increases ten fold.  Think of your personal life when someone has made you smile, don’t you love being around people like that?  People will remember your message a lot better if you can make them smile while you deliver your message.  Make it your purpose to make someone smile everyday.

TAKEAWAY
12,000 people sign up in the first 48 hours from when the DSC video launched.  DSC could would not have this kind of success fifteen years ago, the technology wasn’t  there yet.  We live in a great time where the internet has eliminated our excuses.  We can no longer use say, “I don’t know how” or “I don’t know who” or “I don’t have enough money.”  DSC created this video for under $5,000!  Gone are the days where you need thousands of dollars to produce a commercial and to have millions of people see it.  YouTube has made distribution free so everybody can watch your video anytime they want anywhere in the world.  YouTube has changed the way we advertise, nobody forced you to watch this video.  You wanted to watch this video and that’s why its so successful.  Great advertising is entertaining.  DSC has given us a great case study to learn from.  Now go out there and create videos that are F**king Great!

 

 

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