A couple of years ago, I made Peanut sit through the entire nostalgia-filled 291 episodes of Dragon Ball Z with me. This was my childhood show, and it’s been since my childhood since I watched it.
As such, shortly after my YouTube algorithm started flooding me with videos about Dragon Ball Z and Dragon Ball Super. I actually watched quite a bit of these videos in my free time—many of which are interesting “What Ifs” some of the super fans create.
Well, the other day, as I was doing my “business,” I scrolled past a video that missed the mark so much it hurts.
I didn’t watch the video. I have no idea what the content inside said video is. But the creator missed the mark hard when naming this YouTube video.
Check this out:
The video was titled Dragon Ball Super in 35 Minutes.
But when you look at the run time, the runtime is only 33 minutes and 52 seconds.
What a gaffe!
No, not because the original title lied (though… this is a reason).
But because they missed a major opportunity:
If the creator would’ve simply called the video Dragon Ball Super in 33 Minutes & 52 Seconds, he would’ve gotten many times more views.
33 minutes and 52 seconds is mysterious.
It creates an “earworm” in the viewer’s mind.
They have to figure out why it’s such an odd time like 33 minutes and 52 seconds instead of a “round” number like 34 minutes or 35 minutes. (Even though 34 minutes is far better than 35 minutes because it’s weirder and creates more intrigue.)
Not to mention, 33 minutes and 52 seconds is “ugly,” and as the great, late Eugene Schwartz aptly said: “The ugly thing in a world of beauty stands out.”
Moral of the story?
Always use specific numbers when possible.
Not only does it convey more intrigue and mystique, but it also makes what you’re saying more trustworthy—especially when you’re talking about revenue, social proof, etc.
Need a copywriter on your team who won’t make boneheaded mistakes like saying 35 minutes instead of the superior-in-every-way 33 minutes & 52 seconds?
(This concept applies equally as much, if not more so, to email than it does to YouTube because email is leagues closer to the sale in the funnel than YouTube is.)