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“A weird 'Superman' is better than a boring one.” ~AP News. Not exactly high praise for the latest superhero film.

We can’t let Hollywood’s drought of ideas stop us, though. Today’s Main Thing covers a different type of film - a great video ad. One that skipped the awkwardness of many horrible video ads these days. 

After that quick breakdown, you can nibble on the remnants of This Week’s Marketing Wrap-Up.

Appetizer: Watch Alex Cattoni’s simple headline, video title, & subject line formula.

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The Main Thing

Video Ads Without Words

Saw a good video ad last Sunday.

Speechless. The video, not me. 

The video had two actors and zero words. No dialogue.

Worked perfectly. 

First, a relatable scene was laid out, which was a good set-up.

Then, the video intro’d the problem.

Next, the solution made its grand entrance.

It solved the problem like a boss. Didn’t stop there, either.

The short video had a “Wait there’s more!” moment, without any voiceover telling the viewer “Wait, there’s more!”.

Detailed Video Ad Breakdown

The wordless video ad was pimping a fly-killing device. 

Looks like a mini-tennis racket and is electrified. 

If the swat doesn’t end the fly’s life, the shock will.

So, the video ad set-up was simple. Two guys making camp for a fun time outdoors.

Looks like a fun weekend break. Then, an annoying fly crashes the party. 

Dude #1 looks mad and helpless. Lotta flailing at the winged pest.

Dude #2, busy finishing the tent set-up, whips out the miracle solution. The shock racket.

He hands it to his aggravated buddy.

Dude #1 then kills the fly on the first swing. A few more insects get whacked. Clearly the product works. It’s easy. Fun, even.

Any moron can see the benefits of buying this product. Without any text on the screen. Without pitiful dialogue from the actors. Without a booming voice over.

*BTW, I could argue 80% of video ads would be more effective if the dialogue was not so watered down, safe, and trite.

The Grand Finale 

The ending of this wordless fly-swatting video ad wrapped up nicely. A bonus feature is highlighted by a demo from Dude #2. The racket has a hidden tripod. Set it up, and the racket is a hands-free fly destroyer!

Now, was this video ad something that would give Martin Scorsese goosebumps?

No. But it shows how simple storytelling and clear demonstrations can be done without using any words. 

This video is a good reminder that most people watch videos with the sound off. Plus, it reminds us that we should aim to make video ads as clear as possible even if we are using dialogue, text overlays, or voiceovers. 

Now, another note on the downfall of a different product in the same realm of pest control. 

The Perfect Product Still Flopped

I bought a flycatching device from Home Depot. No poison. No hassle. No effort on my part. 

Those were the main selling points. Was I skeptical it’d work like it said? Yeah.

However, it worked way better than it said. I was flabbergasted. 

After three days, I figured the local ecosystem would collapse since I’d caught a Gozillion flies!

Then a problem reared its nasty head.

Stank! With about 300 dead flies in the trap (plastic jar), the smell got worse and worse. 

When I emptied it far from the house, it nearly made me sick. Left the jar lying in the woods, it was so bad.

So, this is a clear example of a product doing exactly what the marketing promises, but ultimately failing to make me a loyal repeat buyer. 

The one downside (the stench) was more powerful than all the impressive benefits combined. 

The product worked too perfectly. That’s a helluva thing for a marketing wiz to overcome with any type of ad campaign aimed at getting a repeat purchase. 

Ok, peel open This Week’s Marketing Wrap-Up below.

Please share Inbox Hacking with a fellow marketing genius or business owner. I appreciate you reading and sharing. 

Shane McLendon - Copy Kingpin.

“It is not your customer’s job to remember you, it is your obligation and responsibility to make sure they don’t have the chance to forget you.” ~Patricia Fripp