Let’s look at another element that you can incorporate when creating your YouTube Ads!
The ‘provide benefits’ element is where you’re saying anything good about your offer and about the benefits it provides to a customer. It can be a bold, direct result, or mentioned off-handedly like a trickle-effect improvement.
Does your product make something, better, fatter, thinner, thicker, younger, older, neater, sweeter, darker, lighter, taller, shorter, bigger, smaller, shyer, dryer, cleaner, brighter, firmer, trimmer, richer, poorer, louder, prouder, softer, smoother, larger, or finer? Well, then you have a benefit in your ads. Let’s look at some examples so you can see how other advertisers are providing benefits in their ads!
“Here’s what we wanted from our business: Results, Money, Freedom, No Competition, A Lifestyle Business, Help Others Get Results, Be Paid For Making a Difference in Other’s Lives…”
So, in that example, it’s more of an implied benefit. They’re not telling you what you can hope to get. They’re saying, “This is what we wanted in our business. These are the benefits we got.” It’s then implied that if you listen to them, you can achieve those same benefits.
Here’s a more overt example:
“And now, it’s your turn. Because of recent changes, this is available for everyone watching right now who wants to make more money, wants to take their significance, their growth, their impact to a whole new level and tap into this incredibly lucrative business.”
He’s telling you this is available for everyone watching. He’s still not completely saying, “You will get these benefits”, which could be an important line to toe because you don’t want to make promises you can’t keep. This opportunity is available and for people who know how to take advantage of it, they can achieve these benefits.
“If you put these to work, you’re going to learn how to make more money, be more consistent, and have new options in life that you never knew you had.”
He’s being very direct there. He tells you if you use what he is promoting, you will make more money. This ad and similar ads actually got this specific advertiser in some trouble with the FTC.
Let’s take a quick look at the FTC’s claim against them and let this serve as a warning to you to be very careful and consult a lawyer. I’ll just say that I’m not a lawyer and I’m not giving legal advice here.
The summary of the claim is that the advertiser is fraudulently marketing investment-related services. They’re talking about retirees, older adults, and immigrants as if these are groups of people who can’t make decisions for themselves. I’m not sure why they called these groups out specifically, but this is what the FTC says. They also said that these people have lost money and then they actually talk about some of the ads. One ad claimed that “the pandemic might be the most exciting opportunity in decades” or “learn how to double or triple your account in one week!” Obviously, these are significant claims, especially if you’re selling an investment-related product. They should have been more careful with this.
I actually think they were more targeted because they were playing on the pandemic though. They mentioned it in the claim and it’s also part of the press release – “As Scammers Leverage Pandemic Fears, FTC and Law Enforcement Partners Crack Down on Deceptive Income Schemes Nationwide”. The FTC really wanted to go after some advertisers who seemed to be taking advantage of people’s fears over the pandemic. Let that be a lesson to you.
In this example, he is using the “benefit without _” framework. He states the benefit and that you can get that benefit without having or doing something.
“It’s not difficult to do. You simply need to follow a hidden formula the government doesn’t want you to know. And, you don’t need to be an attorney or have any special licenses to do it. In fact, you already have everything you need to get started with this – just an internet connection, your phone, and a laptop. You don’t even need to leave your house!”
In this example, the advertiser doesn’t really give benefits to the viewer. Instead, they’re providing a benefit of the industry and of getting involved in the industry at this specific time.
“But despite all this chaos, e-commerce continues to thrive. People have no choice but to order stuff online when they’re stuck at home. Now is simply the best time to ride on this wave of growth.”
There you have it – the ‘provide benefits’ element. Out of all of the ads that my team has analyzed, this is actually the most frequently occurring element aside from the hook. If your ad is not providing benefits, then you may want to take a closer look at it and see if there is somewhere you can fit in this element.