Alright, let’s dive back into Stephen Ridley’s YouTube ad – his latest masterpiece.
Now, you might be wondering why we’re zeroing in on this particular ad, and on his ads in general again. Well, first of all, he’s been able to consistently reinvent his game when it comes to new angles, new products, and new audience segments. And secondly: this ad has spent a whopping $260k in the past 30 days on YouTube, making it by far Ridley’s biggest spender right now.
Additionally, I want to touch on a topic I plan to talk about a lot more. Towards the end, I will be giving my opinion on what I think is the biggest takeaway of all, and it’s connected to AI technologies. How and when it can, and can’t help.
When an ad manages to rack up that kind of spend, it’s something that demands our attention and that should never stand under the radar.
So, why is this ad performing so well? What’s Ridley doing differently this time? And most importantly, what can we learn from it to apply to our own YouTube ad strategies?
Let’s break this bad boy down and see what makes it tick. Trust me, there are some serious lessons here that could change the game for your YouTube ad approach. $260k in the past 30 days, and over $1.5M since mid-September? I’m in, and you should be too.
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Let’s take a look at what are the key factors of Stephen Ridley’s YouTube ad:
1. First up, that hook.
“Stephen, is that your new book?” It’s simple, it’s natural, and it immediately grabs your attention. This is how you nail those crucial first few seconds. But, how does it manage to do so? We have a dialogue, combined with a POV on screen, making it even more fun, and natural to watch, and making it stand out from a lot of other ads.
2. Laser focus on a specific product.
Unlike his previous ads about courses or giveaways, this one’s all about his new book of hand and finger exercises. It’s tangible, it’s specific, and it’s solving a very particular and common problem. This narrow focus allows Ridley to dive deep into the benefits, making the offer more compelling and targeted. On top of that, he’s targeting the beginners from another, just as relevant angle as learning a bunch of songs in 100 days.
3. Nailing the problem-solution framework.
Ridley hits a relatively new pain point hard: “The biggest reason people fail in learning piano is cuz these guys are clumsy and fumbly.” Then he immediately offers the solution. It’s Direct Response 101, and he’s executing it perfectly. By framing the issue this way, he’s making his book feel like a necessity, not just a nice-to-have. If you wanna learn to play the piano, you need to know these exercises. Is it contradictory to his previous products? Yeah. But it can also mean that he has listened to his audience well.
4. Show, don't tell (again, again, again)
Remember how we’ve talked about the power of demonstration multiple times? Ridley keeps finding ways to do it again but keeps it fresh. He’s not just talking about the exercises; he’s showing them on the piano. It’s immediate, it’s visual, and it’s compelling. This approach not only proves the effectiveness of his method but also gives viewers a taste of what they’ll get, increasing desire.
5. Specificity
“One minute a day on each hand for 3 weeks.” This kind of specificity makes the solution feel achievable. It’s not just a promise; it’s backed up by a concrete plan. By breaking it down like this, Ridley addresses the common objection of “I don’t have time” before it even comes up.
6. Urgency and scarcity
The free book giveaway and live event create a sense of “act now.” It’s not just “buy my book”; it’s “get this for free, but you need to move fast.” Classic direct response executed beautifully. This approach taps into the fear of missing out, a powerful motivator for taking immediate action.
7. The visual demonstrations are crucial.
Seeing those finger exercises in action is way more powerful than just hearing about them.
8. Unique selling proposition
That big advertising phrase – unique selling proposition: “Nothing like this has ever existed.” In a market flooded with piano learning materials, Ridley’s positioning his book as something truly unique. And it is. It’s not another sheet music tutorial, it’s something that is a fundamental need that goes beyond learning to play a song or two.
Steal these secrets
What really makes Stephen Ridley’s YouTube ad stand out is how conversational it feels. It’s like you’ve just walked in on Ridley chatting with a friend. This natural approach will always be golden, and one of the reasons I tell anyone I talk to is why I’m not scared of AI.
Could this ad script be fully AI? Maybe. Could he have analyzed his customer responses with the help of AI tools? Yup, sure, maybe. But what could’ve not happened is having this delivery. A charismatic presenter, someone who grabs the audience and who exudes trust and confidence is the “Human touch” that the audiences are yearning for. And he really is a brand for himself. This doesn’t mean that you all have to put on a suit and make a show, but it is giving you a bit of context to what won’t be replaceable, and therefore, what the technology won’t be able to replicate (yet).
Is that leading us to what the core strength of this ad is? I think the answer might be yes.
Philosophy aside though, guilty as charged, I can really get into it sometimes, so I try to stay on the topic. What can we learn from this?
Get specific about the problem you’re solving. Specify. Focus.
Show your product in action whenever possible. Demonstrate.
Create urgency to drive immediate action. Incite action.
Keep it conversational and authentic. Charisma, authenticity.
The big takeaway? Ridley’s evolved his approach while staying true to his core strengths. He’s still the charismatic piano guy, but he’s laser-focused on a specific problem and solution. Ridley’s managed to strike that delicate balance between staying recognizable to his audience and offering something fresh and highly targeted. This approach not only resonates with his existing fans but also has the potential to attract new viewers who are specifically struggling with finger dexterity in piano playing.
And no transcript + AI can replicate his ads. They don’t have him, or his understanding of his offer and the audience. He seems to be one step ahead.
Want to dive deeper into creating ads that resonate like this? You know where to find us. We’re always ready to help businesses level up their YouTube game.
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:
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Alex Simic, Creative Director
Alex Simic is the person responsible for all creative work that stands behind Inceptly since stepping into his role in 2022. He comes from the role of the Media Buying Team Lead and Strategist behind some of Inceptly’s biggest successes. He has collaborated with the biggest names in the Direct Response industry, whether as a Senior Account Manager & Media Buyer or Creative Director. His main goal is bridging the gap between Media Buying and Creative, ensuring that the videos Inceptly produces are data-based and giving our clients the best chance at achieving success.
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