Stop asking people to like and subscribe

Episode Transcript

(00:01):
Do you want more subscribers, morereach of your videos or audio? Do
you want to help your clients reachlarger audiences? Well, pay close attention.
There's some common things you'll see onYouTube and other platforms that don't really
work, but they are common use. And then there's some things that you
can do that are rarely seen thatare very powerful from a direct response perspective

(00:25):
that you ought to be using.I'm just in hit with ad briefings copywriting
tips. So I've just watched aYouTube video and they said, Hey,
I don't like to do the likeand subscribe thing, but I like you
to like and subscribe so that thesevideos can reach more audience. And many
seasoned copywriters are recognized that that's acall to action. They're asking people to

(00:46):
like and subscribe, and liking andsubscribing will help the video grow in the
YouTube algorithm. But is that reallythe best thing to serve the customer?
First off, you're asking the customerto do you a favor that's primarily going
to benefit you. Now, whydo people listen to videos? Why do
they watch video why do they listento podcasts? Well, they do it

(01:08):
for their own reasons. So ifyou're writing a script for a client,
you don't want to include that likeand subscribe in that usual way. You
want to do it in such away that it highlights the listener's benefit.
So instead of saying, hey,like and subscribe and ask them too,
because when you ask them, you'llget more subscribes. And actually there's built

(01:32):
in elements in YouTube, for example. But instead of doing that, what
is the self interest of the viewer. So instead of saying, hey,
like and subscribe it's going to helpme out, you can say something like,
hey, if you've enjoyed this videoand you'd like to see more like
it, just simply give me alike or subscribe so YouTube knows you're interested

(01:56):
and you won't miss my next video. Another thing you can do is offer
a special report or a free gift. Now, I like to choose solutions
at work, no matter what medium. So if I'm writing a script for
a client and they're going to beon television or they're going to be on
radio, or they're going to beon YouTube, or they're going to be
on Rumble or they're going to beon whatever platform, I like a call

(02:17):
to action that serves the reader's selfinterest. But also gets us an opt
in on a mailing list somewhere offplatform. So, for example, if
you've enjoyed this podcast today, butyou have questions about implementing calls to action
in audio or video scripts, thenvisit us at www dot Adbriefings dot co

(02:38):
dot uk. Go to the contactform and ask your questions. I'd love
to hear from you so that Ican deliver more quality and value in every
video. See what I'm doing hereis I'm saying, Hey, if you'll
ask your question, I'll answer itin another video. If you ask your
question, I'll be sure to getyou the answer so that you can solve
problems. And ultimately, it's moreabout the end user. So when you're

(03:01):
watching videos, or you're listening toaudio programs, or you're listening to teles
seminars or viewing webinars, I wantyou to write down all the calls to
action that really peak your interest.You're going to create a library of calls
to action, and I don't havea library to offer you. Otherwise I'd
offer a free report. I'd say, hey, if you want fifteen calls

(03:22):
to action that you can use inyour audio programs or as you can use
in video opt in at such andsuch a page, and I'll send you
a copy. By the way,if you'd like to send in the calls
to action that work well for you. I'll compile all the calls to action
that people provide, and then Iwill review them and then provide that in
a PDF in the members area.Can you see what we're doing here?

(03:46):
Though? We're giving the reader orthe listener or the viewer more of what
they just got from a different perspectivein exchange for an opt in, in
exchange for a subscription, in exchangefor some kind of action, some kind
of behavior. Hey, if you'veliked what we've listened to we talked about

(04:08):
here today and you think it's goingto be valuable to your business, I've
got more resources available at such andsuch a website. Do you see what
we're doing here? So? Iknow YouTube recommends you say hey, like
and subscribe, and that is acall to action, but that really serves
YouTube, That really serves the engagementon the YouTube platform. I know that

(04:30):
these other platforms don't talk about thatas much because they don't have as many
tools for you to track who's likingand subscribing So the way I see it
again is if we can give thema free gift, it's a value to
only the people we want on ourlist, and we drive them to an
opt in page or a landing page. Now I send a lot of people
to the main website, I'll sendthem straight to the ad briefing's newsletter,

(04:53):
and I'll let them do an aboption, which is contact page or newsletter.
But you can do even a specificlanding page. Now, I see
a lot of people doing sponsorships.Now they're going to do it. So
you're writing a script for a client, and you're going to do it in
a sponsorship inside it. I wouldrather you write the script for the client

(05:15):
and have an ad break and thenon a separate paper write the sponsorship separately.
But even the sponsorship itself, Isee people sending it to the actual
sponsor's website rather than sending it tosomewhere where you can get an opt in.
We want the micro behaviors, Wewant the micro actions because that's going

(05:36):
to reinforce the behavior. That's whyYouTube and Facebook and all these platforms want
you to like something because that likecreates a confirmation bias where you've acknowledged you
like something, so therefore in thefuture you are more likely to like it
the same thing in the future.So it signals to them what kind of
content they should show that visitor,and it also signals to you that that

(06:00):
content is interesting. But ultimately,if we don't tie it to value,
that just asking somebody to like andsubscribe. Now, another thing I don't
like to see people do is toask people to put something in the comments.
Now I syndicate across twenty seven platforms, So if you put something in
the comments on Apple podcasts, Imay not see it because it may not

(06:25):
alert me. And if you putsomething on Google podcast I may not see
it and it may not alert me. And then again those platforms can go
away. But if you go tothe website www. Dot adbriefings, dot
co dot uk and you ask yourquestion, I can create a new piece
of content and put it out onthe platforms. Now, my content gets
very low engagement. That means thereare very few people that are rating the

(06:47):
podcast or going into comments and makingcomments. I'm okay with that. Now,
to get your clients okay with that, we want to have again that
back end opted, and then wewant to have coding so that we know
which topic folks came in. Sothe topical call to action is very useful

(07:09):
to use as ad tracking on thegeneral topic concept. And that would mean
that on the back end that you'regoing to have mapping of content to topics.
Now, I know this is kindof getting into an advanced thing,
but when you're managing copy for aclient, maybe you're doing twelve issues of
a newsletter. If each newsletter hasits own root keyword for example, and

(07:30):
you say, hey, if you'vegot questions about this topic, X right
into us and let us know youhave questions about X, and we'll answer
it in the next podcast, thatX becomes the trigger, the tracking element
to know that this video got xnumber of questions. And so if a
video gets x number of questions,that's actually a better behavior because it's harder

(07:55):
than just if they got likes orif they got engagement or other things.
Now, if you as if youmove away from engagement and likes and you
move towards leads generated and sales made, you now have a measure that transcends
the analytics platforms. Now you don'thave the depth that the analytics provides you

(08:18):
but you have a lead or youhave a sale, and I would say
a lead is more valuable. Asale is more valuable than just knowing someone
liked your video because there are botsout there that are like videos. There
are ways that the in search enginecan be gamed, and ultimately, you
want to learn what it is thatmotivates your prospects to make behavioral change.
What if you're trying to build achannel. What if you're trying to concentrate

(08:41):
traffic on a single channel so youcan get monetized for example, what if
the client wants to build out theirFacebook so they get better AD rates.
Well, this approach that I'm talkingabout here, where we have a call
to action that generates an opt in, is going to give you a list
that you can now go back tothe AD network or any AD network and
we can now do audience targeting andthen drive people specifically to a platform.

(09:07):
So let's use the YouTube as anexample. And this is some of the
more advanced stuff that we do forclients. It is technical, but when
it comes to writing the copy thescript that people are going to use when
they do their presentation, the callto action to an opt in or to
a website gives you an opportunity tocookie them on the Google ad platform,

(09:28):
the Facebook platform, the Instagram,all these different platforms. You can pixel
the individual that in of itself isgoing to signal to the platforms, and
now you can signal all the platformsat once. It's going to signal to
the platforms that this is the kindof person that watches your content. Now,
in the opt in, you're goingto send an email out that's going

(09:50):
to show the next related video,and it might show that your general channel,
or might show the next related video. And then when they click through
that, it's going to now goback to the platform and concentrate behavior on
the platform, and now the platformgets the signals. Now, I do
a lot of reverse engineering of algorithms, and what I've found is that you

(10:11):
can so let's say somebody watches yourvideo and you tell them to view the
next video. That's a signal thatthey're watching repeat videos. But if you
tell them to watch it to optinto a mailing list, and now you've
invited them back to watch next video, that's the same signal. So you've
now got them off platform, whichagain YouTube doesn't like most of these platforms

(10:33):
don't like it, but you gotthem off platform and immediately sent them back
to the same platform. The visitoris going to show up in the system
as a shorter duration visit, however, as someone who's interested as in your
content because they've repeated back to yourcontent. So again, if the client
is worried about losing traffic, ormaybe they're going to they want to build

(10:58):
up traffic on a certain channel,then we show them how look the call
to action getting them on your mailinglist gives them an opportunity to invite them
back to watch other videos. Itavoids the issue where the subscriptions don't always
stick, it avoids the issue wherethe notifications don't always work. And so
rather than wasting time in the presentationtalking about these things, we're making a
presentation that works on more mediums.So it doesn't matter if the videos on

(11:22):
YouTube or rumble or bitshoot or whatevernew platform comes out. It doesn't matter
if the post is on social mediaor or your own website or whatever.
It doesn't matter. The call actionsare universal, and the call to actions
drive to a place where you getthe maximum opportunity to cookie, to retarget,

(11:43):
to follow up, on the individual. Now I mentioned retargeting. If
we can send them to your website, we can now get that retargeting pixel
on them, and then now that'sgoing to improve the efficiency of any ads
we've already got. So one ofthe big things that I do for clients
in order to get them the maximumresults, to get them accelerated results,

(12:03):
is not to worry so much aboutthe platform we're using. We look at
the platforms as if they are mailinglists. So YouTube is a mailing list,
Facebook is a mailing list, LinkedInis a mailing list. And then
we take an ad that is writtenuniversal to any platform and we put it
out there on these individual platforms.Now, yes, you will have to

(12:24):
tailor it per platform because maybe youhave linked restrictions. Maybe you have you
can't do a certain call to action. But we're driving everybody back to an
opt in page or a way toopt in so that we can come back
and loop them through that channel againor loop them through a different channel again.

(12:45):
So imagine you generate leads on fiveto ten different channels, and then
now you've got a video that goesout on YouTube and then you just flood
it with traffic from your mailing list, rather than having to go back to
the platform and rent space. Byhaving a new ad go out. Maybe
you have a video or an oran audio program that has a very high
sales conversion rate. Now you canwrite a piece and go back and do

(13:09):
retargeting to everybody in the audience.You can go and do specific ads to
people in that audience who've seen thesimilar topic, or you can go to
your email list and send out ablast to your email. Another factor that
I like to consider is once they'reon the email is now we're starting to
come after their postal address. We'restarting to get their phone number. And

(13:31):
so you can add text book broadcasts, and you can add postcards. I
have, on a rare occasion,received a postcard for a new video that
came out, and this is Iknow it sounds like it's going to cost
a lot of money, but whensomebody has a five figure back in ticket,
you can send that postcard out thatsays hey. If you're interested in

(13:52):
calls to action for video, audioand other multimedia platforms, click here for
free information or QR code for freeinformation. You're again another different another way
to bring people to your calls toaction another way to bring people to your
offers. So I've made a bunchof offers in here. I actually made

(14:16):
some offers as examples, or somecall to actions as an example. But
this is the real call to actionfor this video. If you have a
call to action it works really well, or that you've seen work really well,
put it in your library, putit in your swipe file. Now,
if you'd like to share that swipefile with me, I'll compile everybody's

(14:37):
swipe files together and then I willsend you a kind of a master file,
kind of a special report on callsto action. And I do know
that I have a call to actionlibrary, and these are going to be
calls to actions for your YouTube videos. They are going to be a calls
to action for any kind of audioprogram such as a podcast or a webinar.

(14:58):
And I'll get that to you.But you have to go to www.
Dot Adbriefings, dot co dot UK, go to the contact page and
say you want audio or video callsto action. Now, if you have
a question about how to write acall to action or how to help a
client understand the value of that,I'm going to write up a little thing

(15:20):
about that you can ask in thecomments now again, if you don't ask
in the comments, if you don'task on the contact page at www dot
Adbriefings dot co dot UK, thenI won't I won't even bother because this
is information I have in house already. I don't need to create more information.
I know that getting a lead ismore valuable than getting a like,

(15:41):
getting a lead is more valuable thangetting a subscriber on some third party platform,
and then ultimately getting a sale ismore critical than anything else because now
you can start establishing and building thatrelationship with a customer, with a client.
Again, like I say on allthe videos, we do have free
resources available with the website. Butwhatever platform you're on right now, there's

(16:03):
other videos and audio to look at. But here's what I recommend. Please
do something. Start writing down thosecalls to action, Start using those calls
to action instead of having somebody justlike and subscribe, instead of having somebody
go down into the comments, whichare very low effort behaviors and it tells
you something. I want you tohave them take the leap now again.

(16:26):
You want to offer them something ofvalue. Like I said, I will
write a custom report using my callsto action library and any calls to action
libraries that you guys give, Iwill evaluate it. I'll even do some
reviews on it. But ultimately youget something out of taking that action.
That's what we want to do.We want to help the prospects, the
most qualified individuals get something by engagingwith you, rather than more content.

(16:52):
They don't need more content. There'splenty of content out there. What they
need is tools, resources, results, and you're in the right place to
get that. Again, I'm justin hits with ad Briefings copywriting tips.
You'll find more of what we offerat the Neglected website of www dot adbriefings
dot co dot uk and most ofthe two of the most important pages there

(17:14):
are the newsletter and the contact page. I do accept questions to the contact
page. If it's an involved questionin your client, we're going to get
on the phone. Otherwise I'll I'lladd another There will be another podcast answering
the question. But all in all, the right call to action matters help
your clients get leads and sales.It'll bypass any measuring or analytics system there

(17:37):
is out there. It gives youmore control, more opportunities to invite people
back, and then from there youcan get more sales because that's really what
the customer wants. They really wantto make to create key, profitable customers,
and that's what we help you dohere with words at SOL. Thanks
for listening and I'll see you inthe next podcast.