Hello from the Clipstill Team!

Welcome to this week's edition of our video marketing newsletter!

Let’s be honest, how many pairs of expensive sunglasses have you tragically broken? (RIP to those fallen heroes). This week, we're looking at a brilliant Shady Rays ad that not only understands our pain but also uses a classic video script framework to achieve over 200,000 five-star reviews! We'll break down their winning formula of humour, relatability, and a clear call to action, showing you how to adapt it for your own business (even if you don't sell sunglasses!). Plus, actionable tips on attention-grabbing thumbnails and a simple scriptwriting trick to keep viewers hooked.

Shady Rays: Stop Overpaying For Sunglasses

With over 10M YouTube views and a dedicated community of “Shady Rays lifers,” the brand’s success speaks volumes. This video advertisement perfectly captures their winning formula: high-quality sunglasses, an unbeatable replacement policy, and a lighthearted, relatable approach that resonates with their target audience.

Find out how

ONE WAY WE’D IMPROVE IT

Write for One Viewer

Existing: "Stop overpaying for sunglasses" is fine, but lacks personality.
Improvement: Use a more conversational tone, "Are you ready for killer shades that don’t cost a fortune?"

THE PSYCHOLOGY BEHIND ATTENTION-GRABBING THUMBNAILS

Hook: First impressions are formed in 50 milliseconds.

Tip: Use high-contrast colours, human faces especially close-ups; to evoke emotion and reflect the video content, and text that teases the video’s content.

TWO SHORT TIPS

TIP 1: Quick Win

Use the 80/20 Rule for Video Content

Focus 80% of your video on providing value, and only 20% on promotion. Audiences are more likely to stick around if they feel they’re learning something rather than being sold to. This builds trust and positions your product as a natural solution rather than a hard sell.

Example: "If you’re creating a 2-minute tutorial video, spend 1:36 giving actionable tips or demonstrating something useful, and just 24 seconds talking about your product or offer."

TIP 2: Quick Scriptwriting Trick

Open Loops Keep Viewers Engaged

In your video scripts, start with an intriguing question or statement that doesn’t get answered right away. This plays into the Zeigarnik effect, which makes people want to stick around to resolve the ‘open loop’ or unanswered question.

Example: "Start your next video with a teaser: 'Want to know the secret to boosting engagement by 40%? I’ll tell you in just a minute, but first…' This keeps viewers hooked and increases watch time."

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Thanks for reading, and we look forward to sharing more video marketing insights with you soon!

Best Regards,

The Clipstill Team

www.clipstill.com

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