Hey there, everyone, in this week’s newsletter, we’re diving deep into a YouTube ad that’s a great example of how and why an ad with the founder of the brand can be utilized in direct response advertising.
We always talk about different winning ads, and we’ve talked about the ‘founder story’ angle here and there, but we’ve never fully deciphered what all the elements of these types of videos are that make them so compelling.
We’re going to break down this ad element by element.
The goal? To give you a blueprint for crafting compelling founder-led ads that resonate with your audience and drive conversions.
By the end of this analysis, you’ll have a clear understanding of:
The key elements of an effective founder video,
How to weave your brand’s story into your ad without losing focus on the product,
Techniques for building trust and credibility through personal narrative.
Whether you’re a founder looking to step in front of the camera or a marketer crafting ads for founder-led brands, this breakdown will provide valuable insights for your YouTube advertising strategy.
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
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Let’s dive in and see what we can learn from PrettyLitter’s approach to founder-centric advertising.
First off, let’s talk about the hook.
“Hi, I’m Daniel, founder of PrettyLitter.”
Right out of the gate, we’ve got the founder front and center, establishing authority and personal connection. You’re communicating that this is a real person with a real story, and that there is intention behind the product, as well as potential personal reasons why this brand/product came to be, out of the founder’s necessity for a solution that this product solves.
Now, let’s dive into what makes this ad so damn effective:
1. The origin story
Daniel kicks off with his company’s humble beginnings:
“I started my company out of my apartment in Los Angeles.”
What he is essentially saying is, “Hey, I’m just like you, starting from scratch.” He isn’t some big corporation, he’s an individual, and therefore, way more trustworthy. You’re almost going to root for him as if he’s an underdog, which is a result of the relatability that this type of narrative is causing.
2. The personal connection
“After my cat got sick, I knew that there needed to be a better way for us to understand what our cats can’t communicate with us.”
This is gold, folks. It’s not just about selling a product; it’s about solving a problem that the founder personally experienced. It creates an emotional connection and establishes genuine motivation behind the development of the product. And who is better at developing something than a person who has experienced it?
3. Clear value proposition
“It’s a way to preemptively monitor your cat’s health before it gets too out of hand.”
In one sentence, Daniel nails the core benefit of PrettyLitter. It’s clear, it’s concise, and it immediately shows the viewer what’s in it for them. If they have that problem, they are left with little doubt as to what to do next, other than to buy.
4. Real-life example
The story about Zeppelin, Daniel’s cat, adds another layer of authenticity. It’s not just a hypothetical scenario; it’s a real experience that led to the product’s creation. This kind of personal anecdote is powerful stuff in advertising.
5. Product demonstration
Daniel doesn’t just tell us what PrettyLitter does; he shows us. The explanation of how the litter changes color to indicate potential health issues is both informative and visually engaging. It’s the classic “show, don’t tell” principle in action.
6. Addressing pain points
“PrettyLitter seriously stops odor so that you can breathe easier.”
This addresses a common pain point for cat owners, expanding the product’s appeal beyond just health monitoring. We’re again reminded that he and the brand know what they’re doing.
7. Customer testimonial
The inclusion of a customer testimonial adds social proof and reinforces the product’s benefits from a user’s perspective. It’s one thing for the founder to praise the product, but hearing it from a satisfied customer takes it to another level. We have one or the other often, but this mix is a great way of bridging the mental gap.
So, what can we learn from this ad?
Here are the key takeaways:
1. Authenticity sells: Don’t be afraid to get personal. Your story, your motivations, and your experiences can be powerful selling points.
2. Solve a real problem: The best products come from addressing genuine needs. Make sure your ad communicates the problem you’re solving.
3. Include social proof: Customer testimonials can significantly boost credibility. Use them wisely.
4. Keep it concise: Notice how much information Daniel packs into a short ad without it feeling rushed or overwhelming. Every second counts.
The big takeaway here is that founder-led ads can be incredibly powerful when done right. They put a face to the brand, create emotional connections, and build trust with viewers.
Now, I can already hear some of you saying, “But Alex, what if I’m camera shy?” or “What if my origin story isn’t as compelling?” Here’s the thing – every founder, every brand has a story. The key is finding the elements that will resonate with your audience and presenting them authentically.
Remember, in the world of YouTube advertising, authenticity is always going to be the way to go, especially in this day and age of over-saturation of AI content. Viewers can smell BS from a mile away, so don’t be afraid to be real, to be vulnerable, to show the human side of your brand, as they will yearn for it more and more.
So, next time you’re crafting a YouTube ad, and if you’re a small or not-so-small business owner or a consultant of one, think about how this can be helpful to position your brand and get some good results!
Want to brainstorm with our team on new ways to scale your business with YouTube Ads (and other performance video platforms)?
Join us for a free YouTube ad brainstorming session👇
Bojan Bovan, Account Manager
With his extensive background in media buying for some of Inceptly's biggest clients, Bojan is known for his inquisitive mind and attention to detail. He keeps his hand on the pulse of new developments in direct-response advertising and enjoys finding ways to apply innovative strategies and techniques to keep our clients ahead of the curve.
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