Make Content Like This, Crazy Man! 🤯

Hello, it's Sam!

In this issue, we’re diving into how Flex Seal took a seemingly dull product and turned it into a viral sensation. We’ll explore how they’ve captured attention in a way most brands can only dream of.

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Flex Seal 💪

You know this guy.

You might not know his name, but you've seen him.

He's Phil Swift, the founder and CEO of Flex Seal. 

Flex Seal is an American brand known for its rubberized sealants, tapes, and adhesives.

Sounds boring, right? But this guy made adhesives interesting.

Most companies focus on the strength and durability of their adhesives or sealants when selling them. Their ads tell you how good the product is.

But Flex Seal did things differently. Instead of just talking about the product, they showed how amazing it is by making their content so entertaining that viewers forgot they were watching an ad or promotional video.

This strategy helped them get a huge amount of attention without relying on traditional advertising.

Why it Worked!

Flex Seal's success lies in its ability to show, not just tell, what their products can do.

Instead of just describing the features of Flex Tape, they prove it with dramatic demonstrations, such as patching a leak from inside a water tank to show that it works underwater.

These real-life demonstrations instantly build trust and make the product’s abilities undeniable.

What makes their ads stand out is their constant increase in intensity.

In this video, Phil stands beside a huge container that is leaking water. This way he builds tension before he starts applying the tape, giving the viewers a satisfying payoff.

But Flex Seal’s team doesn’t stop there.

They cut a giant hole in a boat, seal it with their product, and then sail it in the ocean.

To add more drama, they showed sharks swimming under the boat, showing the tape’s clarity and a subtle way to show strength.

Phil performs these demonstrations himself creating a genuine human connection with their audience.

These over-the-top demonstrations are not just product testing, its fun and entertaining. The dramatic, meme-worthy moments turned their content viral.

This creative approach brought them much free media attention and viral success without relying on traditional ads.

How You Can Do This

• Show, Don’t Tell

  Instead of listing your product’s features, show it in action. This builds real trust and allows your customers to see how well your product works, making them more likely to buy.

• Raise the Stakes

  Make your content more exciting by increasing the intensity. Start simple and then raise the stakes. The more intense it gets, the more people will want to keep watching until the end.

• Create Memorable Content

  Make your content entertaining and unique. Add humor and unexpected twists to leave a lasting impression on your audience. This will not only make your content more memorable but also encourage people to create memes, helping your brand grow organically and go viral.

The Hook Model: How to Manufacture Desire in 4 Steps

The Hook Model by Nir Eyal is a way to create products that people use regularly by guiding them through a cycle of actions that build a deeper connection with the product. The model has four main steps:

1. Trigger: This is what gets the user to take action. Triggers can be external (like an ad or notification) or internal (like feeling bored or curious).

2. Action: After the trigger, the user takes a simple action to satisfy their need, like clicking a button or scrolling through content.

3. Variable Reward: The reward the user gets is unpredictable. Whether it’s new content, likes, or something unexpected, it keeps the user coming back for more.

4. Investment: The user puts some time, effort, or data into the product, making it more valuable to them. This increases the chances they will use it again and strengthens the habit.

The Hook Model builds desire by creating habits that make a product become part of the user’s routine. As users repeat the cycle, their connection to the product grows, leading to long-term use without needing expensive marketing.

If you want to dive deeper, you can check out this article here.

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