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The “Dollar Shave Club” Effect: You Want a Video Like This
Yes, we’ve all seen it (and if you seriously haven’t, get on it1) and we love it. But what is it about the Dollar Shave Club video that’s so f***ing great? More than just their blades.
There’s no doubt about it – being as clear as possible is most beneficial for everyone. Even the description beneath their video says “Dollar Shave Club couldn’t be simpler.” Fancy words and long explanations will make your viewers hit ‘close’ just a few seconds into it. Don’t try to articulate the consequential plethora of significance your video bequeaths (See what I did there?) and just get to it the point.
Mike begins his video by doing just that: “For a dollar a month we send high quality razors right to your door.” Bam. You know the product and service in the first 15 seconds.
The video also conveys its messages in a direct way: admitting that while their razors don’t have a “vibrating handle, a flashlight, a backscratcher and ten blades”, they do the job, and that’s what customers want to hear.
2. The CEO is the star
As I said in my last blog post2, having your CEO represent their business through a video effectively allows viewers to put a face to a company name, diminishing the creepy facade of a nameless factory, or an overweight businessman in a grey suit in a grey office, counting $100 bills while his grey suit buttons threaten to burst. You want your business to appear welcoming, communicative and human – inputting the CEO’s humour and personality will achieve this, just as it has done in the Dollar Shave Club video.
3. It’s funny!
Not all business has to be serious. Comedy keeps the video going and the viewers from closing it. Videos are a great opportunity for some comic relief and a break from numbers, figures and sales. Unless you use them like this:
“Do you really like spending $20 a month on brand name razors? 19 go to Roger Federer.”
Mike is hilarious, human and logical all at the same time. He also communicates an underlying joke: why should you spend $20, most of which will go to someone who already has a fortune, when you can spend $1 for the same product?
4. It mentions the benefits of the product and organisation
The product’s features and benefits are outlined throughout the video in a checklist order. The razors are safe enough for toddlers to use, they’re cheap, they come monthly so you won’t forget to buy them, and they work well.
Don’t explain your product much further than the absolute basics: if it takes you 20 minutes to explain your product or service so someone can understand your whole business, you should change careers. I’m joking. No, I’m not.
Speaking of careers, Mike mentions that his business is creating new jobs. Look at Alejandro, he wasn’t working last month and now he is. He’s probably a paid actor, but hey, it’s funny.
Be clear, brief, funny and natural to make your video engaging and reel in more viewers and customers. Best of luck!
2 link to previous blog post
By Joanna Michalowski