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in your category. Don’t hesitate to create YouTube video responses. When you do,
make sure that your responses are civil and relevant.

Procter & Gamble used this technique to great effect with its very popular Old
Spice guy campaign with Isaiah Mustafa, shown in Figure 10-3. First, the com-
pany created a funny video promoting the product. Then it followed up by creating
video responses by Mustafa to the comments made online. This captured even
more attention and doubled the company’s sales. The great news about this tech-
nique is that although it’s inexpensive, it can pack a punch. Imagine the surprise
of your viewers when you respond to their comments with a video personalized
for them.

FIGURE 10-3:
The Old Spice
guy video.

Including a call to action

In every good commercial you’ve ever seen on TV, you are asked to buy or do
something after watching. That’s called a call to action. Promotional videos are no
different. Just lose the hard sell. If you create a how-to video, it should include a
link back to your site for more how-tos. If you discuss a customer problem, give
an email address that customers can contact for the solution. Make these videos
pay off by engaging your customers. When they’re gone, they’re gone. Don’t miss
an opportunity to generate a lead or a sale.

CHAPTER 10 Creating a YouTube Strategy 167