3min chapter

Create Like the Greats cover image

How MasterClass Built a $2.8 Billion EdTech Empire in 7 years

Create Like the Greats

CHAPTER

Masterclass Marketing Strategy - Masterclass Ads

Masterclass has done an amazing job at creating some of the best content that lives today. Every single trailer that they develop feels like a good movie, right? And if you're in thralls and you don't feel like being sold to, then these ads work to perfection. This is why they drive so many results for masterclass.

00:00
Speaker 1
You see, I have got to admit it. Masterclass has done an amazing job at creating some of the best content that lives today. Hands down, whether it's the camera work, the lighting or the sound, every single trailer that they develop feels like a good movie. It doesn't feel like an ad, right? And if I had to pick up one thing that I love about the Masterclass marketing strategy, it would be that. It would be the ads. Even from somebody who loves organic, that's a pretty, pretty, pretty big statement. Everything that they do is top notch. Now, let's just take their Gordon Ramsay Masterclass pre-roll ad for example. If you have seen this ad, you'll notice that right away, he's dicing an onion and he says, watch carefully. And before you know what is going on, you're already salveting over a raspberry souffle as he delivers this memorable message where he says, the art of food is something anyone can master once you know the right thing to do. And I'm the best teacher to show you. My goodness, you have to give it to them, right? Masterclass has mastered how to tell a story, how to hook a human. That is captivating. It's irresistible. You have to watch, you have to be hooked and you have to be sold that he is in fact the best teacher to show you. Now, the key takeaway, which is the secret that a lot of people don't really realize is that these ads don't only educate you, but they also entertain. They promise you an experience and they leave you wanting more. So if you're in thralls and you don't feel like being sold to, then these ads work to perfection. And that is the point. They're not trying to sell you. They're trying to inspire you. They're trying to inform you. And this is why they work. This is why they drive so many results for masterclass. In the words of Aaron Ramonson, the co-founder of masterclass, he said, there really is a format to it with a joke and a buildup, a sensitive moment that's sometimes painful. Then the contrast to the rising end of the trailer that brings us into I'm so-and-so. And this is my masterclass. He knows that that formula, the format of a masterclass trailer is something that they can own.

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