We’re having clients use much more specific callout hooks in their ad videos lately, mentioning the target audience’s interests, age, gender, income, and/or liquidity.
I like seeing at least 3 solid qualifiers in the hook – anything that makes the ad super specific to the viewer while repelling people who are not a good fit for the offer.
For instance, if your target audience is ambitious men who want to launch an e-commerce store, your callout hook would sound something like this:
“If you’re a man over the age of 25 and you have $5,000 to invest in launching your own $10,000/month ecom store in the next 90 days, this is for you. My name is…”
In our example, we’re including these five qualifiers:
- Gender (men)
- Age (25+)
- Liquidity ($5,000)
- Affinity (starting an e-com business)
- Specific goal ($10k/month in 90 days)
The secret sauce in this approach is that while you repel the wrong audience (e.g., people who don’t have $5,000 to invest), the algorithm works in overdrive to find the right buyers.
We’ve always recommended this approach at Vavoza.
However, now we’re demanding it because I realized most of our clients are uncomfortable doing this properly without an extra push – especially when one of the qualifiers is income or liquidity.
The good news is that everyone who started doing this is seeing a performance boost.
Give it a shot. 🙂
– Vlad
By the way, we primarily scale coaches, SaaS companies, and online service providers with YouTube ads – watch our short demo.
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