Impact of dubbing on MrBeast's YT is crushing, Adding NYT bestseller to ad increased CTR by 19%, and Each negative keyword adds 2.3% CTR

0:00Did you know the marketing impact of Mr. Beast dubbing on YouTube? no it's my mega so you know what he does he makes these videos now he so he was talking on a podcast and basically he'll make a video and he will have dubbed voices in like superhero names or something like that right like there's a voice that you really know and it could be like a rapper or something like that right and so very specific in brazil he used spider-man boy correct correct So he'll dub in languages, but I believe he'll also dub in English or for someone that's really famous, right? And then that gets a lot more views.

0:41So it might be someone that's a really popular influencer, and they'll just dub in like, you can dub in Klingon, for example, which is like a Star Trek language, right? And so he will dub in all these languages, and that will add millions and millions of additional views. And most people don't know that that's happening. So how is this practical for people like you and me? Well, that just means to dub in different languages, which is what Mr. Beast was doing. To your point, he did it in Japanese with the Naruto character's voice. So those of you that grew up watching Naruto, I certainly did. The anime, you know that voice.

1:14And you know the Spider-Man voice in Portuguese. So dubbing at the end of the day is just going to get bigger and it's going to get you more reach. And so it's something to think about because I do believe YouTube's the next, it's the biggest social opportunity for the next decade. One thing that we've been doing that's kind of a little bit different. So you already know I create a ton of content in English. Instead of me creating it in France or German or Portuguese, we take the content that does well and we have our local team and different people on the team transcribe and translate that content and post it as their own because it was me, the company, who posted it in English.

1:54and it's starting to build up the corporate brand more than just people's personal brand. And that's, dude, you know what you should do, remember? So Neil had this commercial before where everyone looked like Neil and everyone had like a bald head, right? And everyone was wearing a white t-shirt. And so imagine if you had everyone do that for your commercials in different languages. So your Asia division, your Portuguese division, your German division, because that can continue on the original commercial. you know what's funny that commercial did not do that well for us in the law well i don't think you guys put a lot of money towards i feel like you guys didn't like go hard on it a lot of money dude we were advertising on cnvc how much you spent uh i don't know the exact amount in the long run but over a million no maybe like yeah so i i i think you spent that's a good chunk of money i don't think you spent like millions of dollars no no but we did it on specific channels for our ideal customer it was actually hard for us to spend a ton more money like the volume we were sometimes we're getting our ads on each network played like six times a day in stock hours where a lot of ideal executives you get a lot of texts tons of texts tons of emails a lot of brand recognition but what's done better for us is like when ad age or ad week covers us we tend to get more rps from that so like when you guys write an article there we don't really write articles when they just cover us oh got it so like some award that you win yeah like for example god in campaign we also closed louis vuitton in asia okay so it was like why that's actually a good point that we should we've never talked about it's like are agency awards actually valuable or not and so i wouldn't say the agency award like we do them it costs money to do them by the way so a lot of them run them.

3:49And I'm not saying they're valuable or not valuable. What I found to be the most valuable to actually generate revenue is Forrester. You get in Forrester, they talk about you, you generate more revenue from that than anything else. From RFP standpoint, that's what we've and other people have seen on our team. We haven't been in a Forrester wave report yet because they haven't run one since we've been working with Forrester. But we've been paying Forrester for a while now and they include us in some write-ups and reports and no joke it does help with RFPs and you're not talking about like someone saying hey we have 500 grand to spend you're talking about some of these people are like we have seven million dollars a year to spend you keep a customer for four years that's 28 million dollars that adds up like that's what really moves the needle yeah and what Neil's talking about here like I know it says you know for larger agencies the game does become largely RFPs.

4:46And so those of you that are smaller right now, it's like, oh, should we do RFPs? You probably aren't able to even fulfill on those RFPs right now. So just, I wanted to give you the food for thought as well. And one other important thing that people don't realize with these RFPs, so RFPs have to request or propose. If you're a big corporation, typically you have rules. You can't just hire an agency. You have to go and reach out to five agencies, six agencies and run a process and give multiple people a shot so they can look at capabilities, case studies, pricing. They look at everything depending on the country you're in.

5:20Some people have minority mandates, and if you're a minority-run business, it may increase your chance to get the good. Has that helped you? No, it has not. Yeah. We applied for the minority seal when we pitched Boeing and a few others because they all say, like, we're looking to spend X dollars with minorities. And we've been doing the program now for, call it, two-ish years. and we renewed it. No joke, we haven't got one deal from it. And a lot of the RFPs we get, they say, hey, if you're a minority, please let us know, include the certificates and all this, and we do it. No joke, it hasn't really made.

5:56How much does that cost you? I want to take a second to tell you about my podcast co-host agency, so NP Digital, so Neil Patel Digital. What they do is they do a whole host of marketing services, and they are global. They're worldwide. They have SMB services as well. They have mid-market to enterprise services as well. They cover the entire gamut. So you could just go to mpdigital.com to learn more about it. And now back to the episode. It can't be much. I know it's more than a thousand a year, but I know it's less than 10 grand a year. Oh, that's not bad. Yeah. The big thing that people don't get with the RFPs is if you pitch five deals, you're not going to close all of them.

6:37And the cost to pitch some of these RFPs is just so expensive. You also have to add that into the equation because for some of these deals, no joke, for some of the RFPs and some of them we haven't won, we've spent probably like$70 ,000 to$100 ,000 and something. Not including your time. No, that's including time. Including time. Not my time, but people's time. At all costs, we've had some RFPs where we've probably spent around$150 ,000 and then you're like, oh, crap. We don't want a deal. That sucks. Yeah. Dude, I want to give you some click-through rate statistics over here. So Noah Kagan tweeted something that adding the New York Times bestseller to his ads increased the click-through rate by 19%.

7:22So I'm going to share my screen over here. I have two CTR things to share. So let's look at Noah Kagan first and foremost, who's on his honeymoon, by the way. Congratulations, Noah. And yeah, he's got a... He's, we'll just leave it at that right now, but love your feedback, adding New York Times to book thoughts. So this is like, he's adding the seal over here, right? You can see New York Times bestseller, New York Times bestseller up top. Adding New York Times to the cover of Million Dollar Weekend, which is this new book that came out, which I think he did really well with promotion on it. Increased click-through rate by 19%.

7:53And it's a great book too. So go get it if you want to build a billion dollar business. Isn't that interesting? Million Dollar Weekend about. It's about how you can build a million dollar business in 48 hours, which is the weekend. Got it. Oh, cool. I can see it working really well for a book. The question, so I saw that when you added it to the topic sheet, right? And I was like, adding a New York Times bestseller to what helps? Like, I'm like, is this for a coaching ad? And be like, hey, I'm Neil Patel. I'm also a New York Times bestseller. Pay me for coaching. But it makes sense for a book, increasing the CTR.

8:27I'm curious if it helps with anything else when you're selling at least products related to personal branding or, you know, individual selling stuff. Check this one out. This one you're going to like. Okay, so Rob Henderson tweeted this. So each additional negative word in a headline results in a 2.3 % increase in click-through rate. Most frequent negative words in headlines, wrong, bad, awful. So Neil likes to tweet like, you're doing it wrong. So bad, awful, hate, war, worst, sick, fight, scary, L, right? And you can see just negative, positive, right? The ratio. So basically, this is just how it works, right?

9:05Human beings, we get entertained when we see conflict. So the one I like using is rude awakening. No, you use wrong a lot. I do, but the word rude awakening, I've used it in a lot of my social content. It's done so well. Really? I haven't seen that much, but yeah. Look, okay. In contrast, each additional positive word in the headline, I didn't see this, is a 1 % decrease in click-through rate. Most frequent positive words in headlines, love, pretty, beautiful, truth, hilarious, amazing, save, funny, awesome, care. There you go. Food for thought, everyone. What's funny is we've seen on sales calls, if you're too negative, it actually hurts with the close rates.

9:43I believe that, but you're not. At that point, you've got them on the call. You don't need to headline them into anything. Yeah, and it's funny too, because when we'll do sales pitches, we're not big on we've analyzed a lot of data because you know we use gong and a few other tools for sales we're not big on hey you know this is all the stuff you're doing you guys suck and this is what could be improved um we think that's a really wrong way of selling we more so look at it as like here's the opportunities and by the way this is what impact we think it's going to have on ROI. It's up to you if you want to fix them or not or adjust them.

10:23But typically, this is what we see when you do this. This is what it results to in potential either savings or revenue generation. By the way, Neil and I have an agency owners group called the Agency Owners Association. All you have to do just go to marketing school.io slash agency. Once again, it's marketing school.io slash agency to learn more. And now back to the show. So speaking in more business language versus being just negative on like you're wrong or even super positive on like you're doing a great job right and if someone is doing a good job we let them know like hey these are areas that you don't need to focus on much and these are the areas that are opportunities but we found that to really help with closing rates and i know that wasn't the purpose of the tweet but still you know speaking of closing weight closing rates so what's interesting is I believe you're still involved with pitches sometimes, correct?

11:16I am. Okay. And so when I spoke to Gary V on Friday, he's still involved with pitches, right? I'm still involved with pitches. And so I just continue to believe that we're trending towards a direction where founders, again, I've said it before, you have to stay involved. The cool thing that you saw on Twitter a couple of years ago, where it's like, go hire an operator, go hire CEO, get out of their way, right and they're gonna go with their business for you wishful thinking yeah so you did an interview with gary vanerchuk on the leveling up podcast um it ends up coming out my guess is what week or two yep uh what were the main like if you had to give we have what four or five minutes left in this episode what are some of the main learnings that you ended up uh getting out or getting yeah we'll share a snippet of the podcast on this episode too um but basically oh so we had a mutual friend that asked the question and here's the question it starts off with don't give me the cliche answer what would you do to market in a crowded environment in today's environment and so then i um you know i said it's a software company right and then so i i i was like okay i bet you gary's just gonna say content right so like content content content content content content right and then he actually gave a a thoughtful like nuanced answer here and so basically his answer was LinkedIn.

12:35And I was like, okay, so what specifically with LinkedIn? He's like, I would make 40 creatives a day. And I was like, so 40 regular posts or because you can't do that because they limit your reach, right? No, but he's like 40 ad creatives a day. And I would go extremely hard there on all the different ad formats. And I would spend millions of dollars and then hopefully, you know, add 25 to 50 % in growth. And we just see network really well. And I was like, okay, that's actually a thoughtful, that's a thoughtful answer. So So people can use that answer if you want. But 40 creatives per day, ad creatives per day is a good chunk.

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15:19Yeah. So what other things did you learn from him? So basically, and I talked to you about this, but VaynerX is his agency holding company. And so I was like, okay, how do you plan on buying the New York Jets? Because that's an aspirational thing. And the Jets are valued at a couple million dollars, I should say. And he's like, look, it's an aspirational thing. But my way of getting there is VFriends and then it's VaynerX, my holding company. And then he wants to get into private equity. And so he's saying, you know, Carlisle Group, KKR and all these other groups, you know, they don't really understand marketing.

15:53And like he thinks he's going to be able to bring that advantage. And he wants to he wants to go out there and buy, you know, SaaS companies doing 50, 100 million dollars plus or so. And he thinks he can bring a unique advantage there. So I thought that was an interesting take. And you asked for one more, right? Yeah. But on the on the software end, so we work with a lot of private equity and some of the bigger players. and our agency does a lot in revenue from B2B. You want to know why a lot of private equity companies like Vista Equity don't invest as much in marketing? Why? Because they find that they generate way more of a ROI just investing in sales or buying other companies and cross-selling.

16:32Like from a math perspective, I'm not saying it's a wrong or a right approach. We're both marketers in the areas as well. But in business, just in general, there's no right or wrong way to skin a cat right like you got to figure out what works for you for example gary's great at creating content you know um so that works for him probably a lot of people at vista or kkr they specialize they're really good at mna and cross-selling and growing you know mr uh through efficiency by just saying hey here's all this customers here they buy x all these customers here by Y, they're the same customers that buy each other.

17:12We should just cross sell everything, right? And that model has worked for them for years. And that playbook has produced amazing returns. Like I can't name the private equity firm, but one of them sold to a, one of their portfolio comes to a fortune 100 company, a technically fortune 50 company. It was a multi-billion dollar acquisition and less than a six year period, the private equity company made almost 6x, not 6x fully, but close to it. That's amazing return, right? Forget marketing or sales or anything. Who would have walked roughly a 6x return in six years? You're pretty much almost doubling your money.

17:52Each year you made what you bought. That's an amazing return. The big takeaway, just to reiterate again, is there's no right or wrong way. It's really just what works for you because we all have different experiences growing up. The final thing I'll say is this, and I've told you this already, but Neil, Neil, Gary actually has a chief, I'll call him, I think his title is like VP of Relationships, I should call it that. But basically, I was like, Gary, he's kind of your de facto chief of staff for relationships, because Gary's a very relationship-oriented guy, but he can't be everywhere, right?

18:25And he's always on the go and everything. So this guy is based in Miami. I believe his name's Nick. I forgot his last name, but his name's Nick. And his job is to identify up-and-coming talent. Could be NFL talent, could be baseball talent, could be music talent or whatever. And then figure out how he can start a relationship with these people, take him out to dinner and everything. And then you have another person, basically, Gary's right-hand man to build relationships with up-and-comers. And that just gives him a lot of leverage at the end of the day. So I thought that was interesting. But that is it for today.

18:54Please don't forget to rate, subscribe, and also go to marketingschool.io slash agency if you want the secrets to grow your agency faster. We'll go to seven, eight, even nine figures. Go there, check it out, and we'll see you later.