i made this viral billboard using marketing psycho with timestamps YoutubeScribe.com

[0:00] This is me looking at the perfect
[0:02] billboard, and I made it.
[0:04] >> No way. That's so cool. Absolutely nuts.
[0:07] >> But why a billboard? Print is the purest
[0:10] form of advertising, but it's also a
[0:12] dying industry. Most companies have
[0:14] moved their budgets online to SEO,
[0:16] social media, and Google ads. And when
[0:18] people zigg, I zag. The thing is, I have
[0:22] no idea how to make a print ad. But I'm
[0:24] not going in blind because I have the
[0:25] science behind every viral ad ever made.
[0:30] And it's all in this book. This is
[0:32] Contagious, a New York Times bestseller
[0:34] that lays out six principles that make
[0:36] things go viral. And according to the
[0:38] author Jonah Burgerer, the more triggers
[0:40] you hit, the better the chance things
[0:41] will catch on. So our mission, hit all
[0:45] six. But first, we need something to put
[0:47] on the billboard. I work at Hrefs and
[0:49] our free SEO course has been watched
[0:51] over three and a half million times. I
[0:53] thought I was just teaching a useful
[0:55] skill. But when I read the comments and
[0:56] met people at conferences, I realized
[0:58] that this was so much bigger. If this
[1:01] video can change one life, imagine how
[1:03] many it could change if this billboard
[1:05] went viral. And that's where the six
[1:08] principles from Contagious come in. The
[1:10] first being practical value. Practical
[1:12] value is news you can use. It's the most
[1:14] direct rule. This is why deals and
[1:17] coupons work so well. They don't need to
[1:19] appeal to you in any special way.
[1:21] They're just inherently useful. They
[1:23] save you money. The SEO course does this
[1:25] because it's a useful lesson that's
[1:27] built people's careers and created new
[1:29] entrepreneurs for no cost. Great
[1:31] practical value. And that's the perfect
[1:33] call to action. Learn SEO for free. As
[1:38] the creative was coming together, I
[1:39] realized I'd completely forgotten one
[1:41] thing. We didn't actually have a place
[1:42] to put the billboard. So, I started
[1:44] googling local billboard companies and
[1:46] calling the ones with the biggest signs
[1:47] I could find. Um, so that runs about
[1:49] 25,000 for a 4-week period. We basically
[1:52] bill out in four-week periods.
[1:55] >> I realized that billboards are expensive
[1:57] and there was no choice but to lower my
[1:59] expectations. But then an idea came to
[2:02] mind that might honestly be better than
[2:04] the original plan, the subway. Around
[2:07] 400,000 people ride the Boston subway
[2:09] every weekday. There's billboards in
[2:11] every station and on every train. And
[2:14] after days of calls and negotiations, we
[2:17] finally locked one in. All right, so I
[2:19] just got an email back from Mary, our
[2:21] account executive from the advertising
[2:23] company, and it's some good news. She
[2:25] said, "I was able to connect with our
[2:27] ops team, and they are targeting posting
[2:29] two sets of two sheets next to each
[2:31] other at Arlington Station. I think
[2:33] these stairs, I think they go down to
[2:36] the actual train." And so basically
[2:38] anyone who's walking past here would see
[2:40] these. So, I feel like we'll actually
[2:42] get like a lot of people looking at it
[2:45] and hopefully it'll stand out enough to
[2:47] make this ad perform.
[2:49] >> There was just one thing left to do.
[2:51] >> Please send over the contracts for
[2:53] review. If everything looks good, we
[2:57] have a deal and said, "Let's go, Mary."
[3:02] Yes. With the location locked in, it was
[3:04] time to get back to building the perfect
[3:06] billboard. That brings us to the second
[3:08] principle from the book, public. This
[3:11] concept is better known as social proof.
[3:13] If everyone around you is doing
[3:14] something, it must be good and you
[3:17] should give it a shot. Like when you
[3:18] look down a street of restaurants, you
[3:21] feel better about going to the one full
[3:23] of people. So, we needed something that
[3:24] would clearly show social proof. At this
[3:26] point, I got stuck. I just kept circling
[3:29] the same ideas in my head.
[3:31] >> It's an SEO video. It's useful. It's
[3:34] free. It's helped a lot of people. Then
[3:37] I remembered the comment I could never
[3:39] forget and I immediately had a feeling
[3:41] that this could work as the main content
[3:44] for the billboard. And the moment I
[3:46] pictured it on a billboard, I knew it
[3:49] was it. 18 months ago, I was completely
[3:52] screwed. I was 30 and starting again
[3:55] from scratch with just clothes on my
[3:56] back. I used to sit with my back up
[3:59] against the wall, laptop on my knees,
[4:01] and I just watch all your videos over
[4:03] and over again. the site that I built
[4:06] using hrefs and using what I learned on
[4:08] this channel got me out of this mess. I
[4:10] mean, how can you forget that? By
[4:13] advertising a real YouTube comment,
[4:15] people will see that my videos actually
[4:17] helped a real person like just some guy
[4:19] 2759.
[4:21] Which brings us back to Burger's third
[4:23] principle, social currency. Share things
[4:25] that make us look good. It sounds like
[4:27] social proof, but it's almost the
[4:29] opposite. Instead of fitting in with
[4:31] everyone, this is about being better
[4:33] than everyone. It's what drives people
[4:36] to try to appear perfect on social
[4:38] media. They want to be in, whether it's
[4:40] in the no or in the limelight. It can
[4:42] appear in subtle ways, too, like Snapple
[4:45] Factax under the cap. You see some
[4:47] remarkable fact, and so you tell your
[4:49] friend, "Did you know that kangaroos
[4:50] can't walk backwards?"
[4:52] >> It makes you look more remarkable.
[4:53] You've initiated a fun conversation and
[4:55] now you guys are talking about Snapple.
[4:57] When it comes to this YouTube comment,
[4:59] it might not be immediately obvious how
[5:01] this offers social currency. But think
[5:03] about it. Why don't we just use a
[5:05] comment that says, "Thank you for the
[5:06] video." It's because this comment
[5:08] promises more than that. This guy
[5:11] leveled up and he transformed his life
[5:13] using our SEO courses. You read it and
[5:16] think, "Huh, maybe I can transform my
[5:19] life, too." That's social currency at
[5:21] work. But of course, we can't use the
[5:23] whole comment. Billboard real estate is
[5:26] precious. People often say you should
[5:28] use less than seven words. Our comment
[5:31] is 238.
[5:33] So how do we pick which parts to cut and
[5:36] which to keep? This brings us to the
[5:39] fourth principle, stories. People don't
[5:42] just share facts, they share stories.
[5:45] And when your product or idea is
[5:47] embedded inside a compelling story, it
[5:49] travels further and lasts longer in
[5:52] people's memory. The unforgettable
[5:54] YouTube comment is clearly its own
[5:56] story. and the beats are easy to
[5:58] remember. Guy has nothing but a
[6:00] mattress. Finds HRF's YouTube channel,
[6:03] builds a site, changes life. The ad was
[6:06] almost finished. We only had two
[6:08] triggers left to make a perfect viral
[6:09] billboard. Spirits were at an all-time
[6:11] high, but nothing could have prepared me
[6:14] for what would happen next.
[6:15] >> Okay, so some bad news. Yesterday, I got
[6:19] the contract from the advertising
[6:22] company and I sent it over to Legal.
[6:24] legal reviewed it, redlinined some
[6:26] items. I sent it back. Typical practice.
[6:28] I'm expecting them to make some changes,
[6:30] but turns out that they're not willing
[6:33] to change anything in their terms of
[6:36] service. And so, I've been told that I
[6:39] can't sign the agreement. And therefore,
[6:41] we're back at square one. And I don't
[6:44] even know if this is going to work
[6:46] anymore.
[6:47] >> The plan was dead. The perfect billboard
[6:51] gone before it was even made. I moved
[6:54] on. Months passed and eventually I
[6:58] forgot about it.
[7:01] Until one night at a baseball game,
[7:03] something caught my eye and suddenly the
[7:06] whole project sparked back to life.
[7:09] Everywhere I looked, ads, LED walls,
[7:11] giant logos, the jumbotron. Companies
[7:14] were spending a fortune just to be seen.
[7:17] It was beautiful, but way out of our
[7:19] budget. And then it clicked. Everyone in
[7:21] has to leave. The real opportunity
[7:24] wasn't in the stadium. It was just
[7:26] outside.
[7:27] >> What do we want?
[7:28] >> Okay. Okay. So, we're going to rent a
[7:30] billboard truck, a massive ad on wheels.
[7:33] We're going to circle the tens of
[7:34] thousands of fans around Fenway Park.
[7:36] We'll talk to people, get reactions, and
[7:39] maybe maybe even help kickstart people's
[7:42] career in digital marketing like we did
[7:44] for the guy in the comment. So, we found
[7:46] a vendor, passed the contracts to legal,
[7:48] said a little prayer, and boom, we were
[7:51] in business. But our billboard was still
[7:53] missing two critical principles that
[7:55] would make it perfect. And that takes us
[7:57] back to Burger's fifth principle,
[7:59] emotion. This is closely tied with the
[8:01] fourth principle, stories. People share
[8:04] things more when they're emotionally
[8:06] affected by them. And it's not just any
[8:08] emotion. It's sparked by high arousal
[8:11] emotions like awe or anger. This YouTube
[8:14] comment naturally does a great job of
[8:15] this. It's an awe inspiring story, one
[8:18] that amps you up to go change your own
[8:21] life. So, with both stories and emotion
[8:23] in mind, we can trim the comment down to
[8:25] its most important pieces. Something
[8:28] like, "I had nothing, just the mattress.
[8:30] Then I found eight drifts. The site that
[8:32] I built got me out." The billboard was
[8:35] basically done, but it was still missing
[8:37] the hardest part. the principle that
[8:39] separates something that goes viral for
[8:41] a day from something people remember for
[8:43] years.
[8:46] >> So, we're heading to the game right now.
[8:47] The billboard's on its way. So, now is a
[8:49] good time to tell you about the last
[8:50] principle in Contagious Triggers. These
[8:53] are the immediate associations our
[8:55] brains draw between concepts. When you
[8:57] see peanut butter, you think of jelly.
[8:59] Or when NASA landed a rover on Mars,
[9:02] sales of Mars bars shot up even though
[9:04] the candy had nothing to do with the
[9:06] mission. That's the power of a trigger.
[9:08] Top of mind, tip of tongue. Triggers are
[9:11] the hidden key to influencing human
[9:13] behavior. And it's important that the
[9:15] trigger occurs when people can actually
[9:17] act on it. Our trigger was simple. The
[9:20] mattress. It sounds funny, but it's the
[9:23] most specific detail of the story that
[9:25] stuck with me for the past 5 years.
[9:27] Plus, people see a mattress every day.
[9:29] And being near your bed is the time when
[9:32] many of us watch YouTube. Now all there
[9:34] was left to do is see the finished
[9:36] billboard in the wild. We're about to
[9:38] see it where that black car is coming.
[9:42] It's just to the right of it now. Okay.
[9:48] No way.
[9:50] No way. That's so cool.
[9:55] >> That actually looks so good.
[10:02] Absolutely nuts.
[10:04] >> We drove the billboard truck around
[10:06] Femway Park on game day, weaving through
[10:08] the crowds, filming reactions, getting
[10:10] feedback from people.
[10:12] >> What do you think?
[10:13] >> Um, it's like how appealing the the sign
[10:17] looked.
[10:17] >> What were your thoughts when you saw it?
[10:19] >> Interesting. Unique.
[10:20] >> We even took it to the beach.
[10:25] Now, at first glance, this might have
[10:26] looked like just a clever marketing
[10:28] stunt, but if you've been paying close
[10:30] attention, the billboard isn't the hero.
[10:33] It's this video. You actually just
[10:35] watched all six principles of viral
[10:37] marketing play out in real time.
[10:39] Practical value. This is contagious. Six
[10:42] principles that make things go viral.
[10:44] Public, social currency, stories,
[10:47] emotion.
[10:48] >> Let's go, Mary.
[10:50] >> Triggers. No way. That's so cool.
[10:53] Did you catch it?

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