The video ad I am breaking down for you today has some Big Balls...literally.
Yet, what makes this ad great is NOT its enlarged cojones.
It’s the structure of the ad…
… A simple structure anyone can copy to produce an outstanding and effective video ad.
Follow along and I’ll dissect that structure for you…
How the Full Funnel Nudity Works:
Every month, I break down a live advertising funnel. Sometimes these are ad funnels that have proven their effectiveness by standing the test of time. Other times, these are the latest ads that have caught my eye.
During these breakdowns, I delve into the copywriting and direct-response marketing intricacies that make the ad work. And I also go inside the advertiser's funnel to show their landing pages, email sequences, etc.
By following along with these detailed breakdowns, you’ll learn the latest advertising strategies and tactics that are winning over customers. Also, by simply reviewing my breakdowns, you’ll be able to gain unique, REAL-WORLD advertising knowledge you won't find anywhere else.
You can think of the Full Funnel Nudity as your ready-made swipe file… complete with crib notes.
BTW: if you happen to see an ad you love, but you don’t have time to dissect it, send it my way. You’ll help indulge my curiosity, feed my addiction, and benefit from my obsessive desire to understand how great ads convert.
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UMZU’s fantastic (video ad) framework… and funnel
Capturing a video ad for a breakdown is a bit more challenging than capturing text ads.
And even though I could have recorded the ad we are reviewing today, I didn’t do that. Don’t ask me why. I guess I just didn’t feel that was fair to the advertiser.
That said, the second half of this public YouTube video (2:34 mark on) is the same content you’ll find in the ad. So if you want to go watch that before you read this break down here’s the link:
HOWEVER - if you’d rather just have me show you the important stuff... keep reading and I’ll do the heavy lifting while you sit there and eat your popcorn or pretzels or sardines or whatever your snack of choice is.
Let’s get into it!
The perfect video ad structure
Making video ads is a giant PIA. It’s intimidating on multiple levels.
You have to develop a script. You have to test the script. You have to re-write the script.
Then, once you get the script right, there are the camera angles, the delivery, the set, etc.
There are seemingly endless ways to screw up with video.
But at its core, a video advertisement is just like any other long-form ad...
… Which means there are frameworks you can use to nail your script.
And if you nail the script, your ad doesn’t have to be fancy, have high production quality, use special effects, or any of that nonsense.
In fact, if your script has the right structure, and it hits the right notes, you can simply sit down, film yourself talking into the camera, and you’ll have an effective video ad.
That’s exactly what you’ll see in the video by UMZU that I’m dissecting for you today.
It’s well structured, simple, and effective.
The Hook
The best way to get your audience’s attention right away is to open your ad with a “hook.”
Your hook is the opening phrase or scene that grabs your audience's attention right from the get-go. It’s also the most important part of your ad. Because if you can’t engage your prospect right away, they’ll click away and be gone forever.
But great hooks do more than just get attention. They build curiosity. And they create just enough mystery or intrigue so that your audience can’t turn away. They have to follow along and see what happens next.
There are many different types of hooks you can use to open your ad. You could use a visual hook like an explosion or some type of odd-looking close-up. (Breaking Bad uses visual hooks at the opening of every episode.)
Or you could use a story-driven hook. The classic story-driven hook is “Once upon a time...”
UMZU uses what I like to call the CSC Hook. CSC stands for Counterintuitive Surprise Claim.
If you can pull this type of hook off in your ad it’s super powerful because even if your audience isn’t really interested in the subject of your ad…. they are likely to watch your ad just because your hook has led their brain down a rabbit a hole they have to resolve.
They have to know more. They need to understand how what you’re saying could possibly be true.
Here’s UMZU’s Hook:
“There a certain strain of bacteria called Lactobacillus Ruteri that will help you grow bigger balls.”
Even though I’m not interested in growing bigger balls… (I promise I’m not. I did NOT click through right away, go right to the store, buy their product and start double-dosing it..)... the hook caught my attention, and I was like, “What did he just say? Bacteria that gives you bigger nuts?” WTF!
The other thing to note about the hook is how it’s deployed visually.
You're not listening to some guy in a lab coat talking about bacteria and testicle size.
Instead, it’s a dude in a trucker hat and jean jacket, looking straight at you while using smart-sounding science words in the same sentence as big balls.
It just doesn’t make sense. It is surprising and counterintuitive… which makes you want to know more.
This is a flawless execution of the CSC hook.
Supporting Evidence
The key to keeping your audience engaged once you offer a surprising claim is to support that claim with evidence.
The most powerful way to back up your claim is to use a source that has inherent authority.
That’s what this ad does next. It goes right into the explanation of the scientific study it’s using to support its claim.
By visually displaying the study in the ad, they help give this evidence legitimacy.
The important takeaway here is this...
… It’s good copywriting and good advertising practice to support all your claims with evidence.
And if you use a CSC hook, you must support it with evidence or risk losing your audience’s trust and, therefore, interest.
Be helpful
After backing up their claim, UMZU transitions into the next phase of the ad.
Let’s call this the helpful phase.
During the helpful phase, they discuss how you can get the outcome this ad is focused on (bigger testes) by consuming probiotics.
They share which foods contain ball-bloating bacteria. (I’ll never look at yogurt or sauerkraut the same way again.)
This part of the ad does two very beneficial things. 1) it sets up the pitch perfectly, and 2) it leverages a principle of persuasion known as reciprocity.
By sharing free useful information the advertiser is gaining your trust. They are once again doing something unexpected. They are offering you a solution without even mentioning their product.
But, before they move on to the pitch they qualify that solution.
“A lot of people don’t like to eat fermented foods”
True that!
I mean the occasional glass of aged yak’s milk is great. But choking that down every morning is a bit much… even if it will supersize your sac.
Also, by explaining why the alternative solutions to the product they are going to pitch are not ideal, they’ve created a seamless segway to the pitch.
The Offer
The pitch in this offer is also presented well. Every benefit in the pitch is tied back to something the advertiser mentioned earlier in the video.
This is important.
You never want to introduce new information during the pitch because it can confuse your audience. Instead, tie your offer back to the topics you already presented in your video.
UMZU’s pitch also uses the claim-fact formula well.
Every claim about the product is supported by visual information.
To cap it off, they use a simple soft sell “Click through to learn more.”
To quickly recap, the ads structure is: Hook, Evidence, Helpful, Offer. (Let’s not acronym that one. I don’t want to be the guy who came up with the HEHO framework).
OK - so we could wrap things up here?
Or we could take a look at Umzu’s landing page and supporting emails?
What do you say we go the full monty and take a look at those supporting assets? Sound good? Cool!
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A tight landing
There are a few things that make the landing page for this ad really effective.
But by far the most important is this…
The landing page mimics the ad.
The headline and subheadline used on the page match the hook and the benefit presented in the ad.
And the body of the page also restates the information provided in the ad in a concise format.
Another nice touch on this page is the way the advertiser uses the call-to-action (CTA).
Instead of shoving a “Buy Now” button in your face, they offer a much softer CTA.
The reason the advertiser isn’t rushing the sale is they are using this page to pre-sale their prospects.
Pre-sell pages add another layer of clicks and complexity to your ad funnel.
And they will definitely lower the overall pass-through to your product or purchase page.
But, for a product like this one (ball biggering pills), trust is key.
So although the pre-sell page will reduce click-through, it will also likely increase conversions.
Email capture for the win
The last thing to note about the landing page is the all-important email capture.
Whenever possible, get those emails.
This email opt-in popped up on scroll.
I prefer an exit-intent pop-up for ad funnels so you don’t interfere with your prospect consuming your content. If you’re spending money to get ‘em to the page - you want them to read the page!
But, having any email capture is always better than having none.
Also, I love how ballsy this advertiser is.
If you’re willing to give them your email, why not ask for the digits too? (Sorry gang, I opted in for the email. But getting text messages about nut sac pills is a bridge too far.)
On-point product page
The next level down this brilliantly designed funnel is the product page.
This page is also extremely well done.
First off, they’ve got all of the necessary conversion elements. Pictures, add to cart button, quantity, etc.
But the page is also latent with trust signals.
They’ve positioned the money-back guarantee right below the add-to-cart.
Then, below that, even before the product description, they display a testimonial.
Another thing to note about this page…
If the prospect has gone this far down the funnel, then the “bigger balls” hook resonated.
Yet buying a product to increase your scrot size has the potential to trigger some insecurity.
So instead of using the product page to drive home the messaging around growing your gonads, they’ve transitioned to focusing on complimentary benefits.
By focusing on other benefits, like digestive tract health and immune support, they give the prospect additional reasons to buy… reasons that don’t trigger any insecurities or guilt.
All of a sudden bigger bollocks are just a side benefit to improving your overall health.
See how that works? Pretty smart positioning, right?
Excellent welcome email
As welcome emails go, this one is solid.
Great headline.
It immediately builds community by making you feel like you're part of something.
The email is from the founder. A nice personal touch.
And the copy in the email lays out what makes the company different and how their customer can benefit from the brand’s mission.
Overall, good stuff.
The only thing that gave me pause is the 15% discount code (the reason to opt-in to the email list) showed up later in the second email.
I don’t mind using a second email to deliver a discount code, i.e one email to welcome your new prospect, another to deliver the opt-in carrot.
But when you do that, try to deliver the discount code pronto.
Otherwise, your prospect might feel like you snookered them into joining your list, and you’re not going to make good on your discount offer.
Also, if someone is hot to buy, they want their discount right away. They don’t want to wait an hour for it to show up.
By then they’ve probably wandered off looking for a different solution to help them pump up their package.
Key Takeaways
All in all, UMZU’s ad funnel is a brilliant display of direct-response marketing.
An intriguing and well-structured ad. Outstanding pre-sell page. Solid and well-positioned product page. A thoughtful welcome email that builds trust and community.
Nicely done!
There’s a LOT you can learn from this funnel…. even if you’re not selling scrotal growth pills.
Here’s a quick review of the key takeaways from this ad breakdown.
Now the we've dissected some of the finer points of video ads, funnels, and testicle enlargement... I want to hear from you!
What did you think of this edition of Full Funnel Nudity?
Was it big and bold enough for you? Are could use a little enhancement?
Chime in with your thoughts on Edition #3 below.