What makes this video stand out from others?

Why does it connect with so many people?

The most important aspect is – it’s entertaining.

Who doesn’t like being entertained?

We like to laugh.

If a brand can make you laugh, then they are memorable, and they have us in the palm of their hand.

The Dollar Shave Club video controls what we’re laughing at – it’s clever, witty and satirical.

It’s a lot more than that.

The video gets things right on many levels by creating an engaging, attention-grabbing promo video that you retain and share.  It not only held the audience right to the very last second but produced sales conversions.

Let’s dig in and take a closer look at all the things it does right and dig into how these attributes can be transferred to your promotional video.

1.  Create a personal bond at the start

Study the opening of the video.

It’s personal and engaging, “Hi, I’m Mike, founder of Dollarshaveclub.com.”

Notice Mike talks directly to the camera as if he is talking directly to you as in person?

He’s introduced himself first.

He’s made a personal connection with his audience – you.

It made sounds too simple to be true. But it works both in person and in videos.

He holds your attention with his eyes contact as he continues to talk, and you listen.

Mike’s an eccentric and unusual character. As a result, we almost instantly bond and identify with him because he somehow seems real, human. We like him – right from his introduction.

The takeaway – Create a personal bond with your audience from the beginning, and hold it and develop it from start to finish.

2.  Don’t be flat footed, be on the move

Mike is continuously physically moving in his video. And this works, it holds your attention.

There is real action.

Think about the script – as funny and entertaining as it is, would it have the same effect if Mike was standing in front of a blank wall or green screen?

No, it wouldn’t, it’s the whole animation and movement within the video that captures us.

The takeaway – Keep things moving and interesting. You can do this with different camera angles if you want, and use graphics and/or cartoon figures. Have the cartoon character jump into your product, demonstrate the benefits or hire a local comedian and have them work with you on the script and use them as the character in the video.  You, don’t want to bore your audience to death with just one shot of you telling your target market customer to buy your product. They won’t.

3. Arouse curiosity

“So what is Dollar Shave Club?” Mike asked eloquently.

Pretty simple scripting that works to hook the viewer – the consumer doesn’t know, which leads them to want Mike to tell them more.

Before watching the video, you didn’t care what Dollar Shave Club was or did, but now that question is implanted in your head, it forces us to continue watching to satisfy our curiosity.

And you’re more than happy to do so because  the video is just so darn engaging and entertaining

The takeaway – Make the viewer care about the product. Ask a question to the audience and then proceed to answer it. Plant seeds that you’ll harvest later in the video.

4. Have an irresistible offer that can’t be refused.

What Dollar Shave Club does is that it solves a very specific and genuine problem – buying (and remembering to buy) lots and lots of expensive razors.

The solution is in the offer – “For $1 a month we send you high-quality razors right to your door.”

The lesson – Work out exactly what problem your product or service is solving, explain it succinctly in your video, and then say how you’re going to solve it.

5. The art of rhetoric

The art of rhetoric centers around the concept of predicting objections to a presented argument – in this case, “Are our blades any good?” – and putting them to bed immediately – “No, they’re f**king great.”

The Dollar Shave Club’s promo does this with humor – the incongruous and unexpected swearing makes us laugh. But, it’s also a f**king bold statement to make, and, as such, we trust it. We believe it. Give me those blades right now!

The takeaway – There are two in this example. The first is not to be afraid to be bold. If your product is as good as you think it is, then say so.

The second is to try and predict any objections to your argument and dedicate a section of your video script to overcome them. This reduces consumers fear of your product.

6. Create an enemy

What the Dollar Shave Club promo video should teach you is that the  “Us vs. Them” psychology is massively at play.

Mike creates an enemy through the use of humor with “And do you like spending $20 a month on brand name razors? Nineteen go to Roger Federer.”

What Mike is saying is that paying for celebrity endorsements is costly and wasteful marketing that results in brand name razors being so expensive.

Consumers probably assume this already – but by calling it out, it adds another level of personal connection with Mike and his brand.

The takeaway – Try and position yourself as the knight in shining armor that will save consumers money and from things they distrust or don’t like. Remember, your brand and product are the solutions consumers have been waiting for.

7. Add value throughout the video

Mike wants his potential customer to know that he’s creating jobs.

This might seem like it’s shaving almost too close to the bone, but it’s a fact, and that adds value to his product.

He’s giving people work – and that’s priceless in any economy.

“What were you doing last month…?

Not working… What are you doing this month…?

Working…”

As you progress through the video, Mike adds additional value, this time in hard cash in your pocket – “Start deciding where you’re going to stack all those dollar bills I’m saving you.”

Mike is making a big push to emphasize the value added in savings – a big stack of extra dollar bills.

It feels like he’s paying you, rather than the other way around (and this is a feat and a conceit that we forgive Mike, precisely because he’s so likable and his video so entertaining and funny – indeed, the humor of the video is added value in itself).

The takeaway – Never overlook the obvious. No matter where it is that your product adds value – and that doesn’t necessarily have to be on the price – highlight it to the audience. Get a bit creative if you have to, and try and unearth some more profound value points that might otherwise be missed.

8. Close with a strong call to action

Mike’s call to action is to party.

It’s fun.

There’s a dancing bear and disco lights and dollar bills being flitted around with a leaf blower.

If you want to have as much fun at this party as Mike, then you better start buying his razor blades.

The takeaway – Its all about adding value. The more, the better. You need to make your potential customer feel that you are sincere and they feel like they’re going to have a good time by doing business with you.

“Shave Time. Shave Money.”

You’ll remember that it sticks in your head. It rhymes. It’s a pun. It’s memorable.

The Takeaway – Come up with a memorable tagline for your product or service. Something that indicates what your product does for the customer and how it benefits them. It doesn’t have to rhyme or be a pun as Dollar Shave Club, but it has to convey the brand, the product and, the added value all in one.