But, then you start to notice the blurry background as it comes into focus. Visually, the video catches our attention by contrasting the tone of the introduction and the room.Īt first, you’re focused on the serious person. Now we want to know how this is even possible. Because most quality razors are much more than $1. The statement of, “Well, for a dollar a month, we send high quality razors right to your door.” challenges our thinking. The company intro is really a value statement that makes us stop and go…wait what? And this face is the founder, so this gives the video some credibility. But, this gives us a face we can put to the brand. Now, starting off with “Hi, I’m…” doesn’t seem engaging. We Get Hooked InstantlyĪ great hook gets our attention and keeps it. This video keeps the intro short and gets to the good stuff right away so they can hook us. I doubt anyone cared about who Michael Dubin or his company were before Dollar Shave Club’s viral video. The Intro to the Founder and the Company are Short Finance, security, healthcare…I’m not sure how funny we want those industries to be. Humor doesn’t work for everything though. Several other companies like Purple Mattress, Geico and Squatty Potty have taken this fun approach and seen some great results. Instead, they made their video fun and light hearted, which is a big contrast to their competitors’ tone.īeing different helped them attract attention. Gillette has a serious tone, so Dollar Shave Club would have been competing on product and messaging. They might have succeeded with a serious tone, but it would have been a lot harder. And Dollar Shave Club’s challenge was to draw enough attention to their product in order to compete with Gillette. It’s hard to spark interest for everyday, mundane objects like razors. No matter how great a product or service is, if there isn’t a message market match, it’s not going to succeed. Men who also probably forget to buy razors until they’re out and debate between looking scraggly or letting a dull blade maul their face (ouch). And they know the big brands that sell razors.īut, Dollar Shave Club focused on men who like simple yet quality razors. Their audience already knows razors exist. That match is where the money is.ĭollar Shave Club did a great job of this. Helps you craft a message that matches your market. These questions help me explore the target audience’s level of awareness and what appeals to them. In fact, I always ask 14 basic questions for any video script I write. Research is an underrated skill yet it’s the key to making high-converting marketing videos. You can channel it though…if you do your research. Message Market MatchĮugene Schwartz famously said that you can’t create desire. They found the gap between their competitors’ marketing, honed in on that and it paid off. Simple razors, simple process, simple savings. Gillete focused on being “the best a man can get” and showcased their fancy shave techology to get a superior shave.ĭollar Shave Club went the opposite direction and focused on simplicity. Yet, Dollar Shave Club managed to not only break into the market, but grow exponentially. And they were swimming with some pretty big competitors like Gillette. Sharp enough to shave without leaving your skin a gaping open woundīut, chances are your razors already tick those boxes.Īt the bare minimum, Dollar Shave Club needed to meet these standards to break into the razor market.īut when it comes to hygiene and grooming products, people don’t switch brands often.ĭollar Shave Club was a small fish in a red ocean.
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