“THE BLACK HOLE”
An odd, furry thing is sitting in the center of the shot. It’s various colors, and is cute-looking. The camera zooms out slowly as the voice over starts, and the furry thing moves around.
This is your ad. It’s fun. Exciting. Beautiful. You’ve spent so much time and money on it. It practically feels like you gave birth to it.
The scene slightly cuts, and a baby replaces the weird, furry thing.
I mean… look how incredible it is. Subtly convincing, subliminally emotional, while still capturing the humorous voice of your brand. It’s basically a work of art.
The baby seems to be in an art museum, a fact that’s revealed the further out the camera pans. A couple walks into the frame and begins admiring the baby.
Your potential consumers think so too. In fact, your data proves that your target market is drawn to you ad, like moths to a flame.
The baby subtly sets on fire, the camera shifts onto the light-up faces of the couple. Their eyes go wide and they start smiling.
Something like dopamine triggers in their brain, and you’ve convinced them.
The couples smile gets bigger as the camera zooms in on their faces.
But, take a look at your landing page.
The scene cuts quickly and changes drastically. The camera is now trained on a family’s wall. There’s an underwhelming piece of art, some family photos, maybe some text on the wall that says: “the best of the best™.” The voice over continues.
This is where your work of advertising art takes the potential consumer who has stopped drooling and is now a little confused. It’s kind of ok. You’ve designed it nicely. You have copy that sounds good. The images are… there.
But, peel back the curtain further, and you find something truly horrifying.
The wall looks like it’s been bulldozed over, and the camera trains itself on an old, rusty shopping cart, loudly (but slowly), creaking down an abandoned street. Tumbleweeds roll. A sense of aloneness is illustrated.
This is your shopping cart page. Drab. Lackluster. Ugly as sin. Long-winded. Drawn-out. Nothing but blank boxes and fill-in-the blanks.
It might as well be a black hole that sucks the light of your potential sales and pulls them into a vacuum, distorting them into nothingness until they barely exist at all. The consumer is grossed out too. The dopamine that was firing is now as stagnant as a botoxed-up facial muscle.
The camera quickly cuts to a close-up of botoxed-up lady trying to smile, but she can’t. The scene is quickly pulled back to the shopping cart.
That shopping cart page is a graveyard, where you can and should lower your casket-clad ad, your sales, and your bottom line very quietly and reverently into a shallow grave.
But, we think it’s time you change that. And we want to help you change it by completely killing your landing page. And your shopping cart. Please, for your own sanity: kill your shopping cart.
The shot goes back to the baby/cute little weird thing, but now, it’s the literal star. It’s brighter than before. There could even be a star behind it.
Here’s what we thought up instead. We want your video advertisement to be the star. The absolute center of attention, and, the center of commerce. So, instead of directing anyone to any sort of landing page, where they have to click through again to get to a shopping cart, we give you a shopping cart, housed on your beautiful ad.
The cute little weird thing is now inside a nice, new, pretty shopping cart.
That way, emotion is tied directly to buying. That way, there’s no middle man. No in-between. No chance to pull out, pull back, or doubt.
It’s seamless integration that turns “seeing into buying.”
We’ve changed the way the world buys. Now, they do it on shoppable video.
Take that and shove it in your shopping cart.
SEEING IS BUYING