A “Problemotional” Review of 2023’s Best B2B Video Ads: Honeybook

Honeybook redefined what B2B video advertising should look like with a stand-out video ad that leverages problem-humor and visual storytelling to showcase the value of their product.

Let’s break it down using the PESO framework:

P: Problem/Pain

• The Struggle to Get Paid: The video starts by showing a designer presenting a project that is met with praise and excitement. The problem is revealed when the focus shifts to the often frustrating reality of getting paid – the “ghosts” that haunt freelancers. The ad highlights the common pain point of slow payments, difficult clients, and the anxiety that comes with managing the financial side of freelance work.

• Inefficient Processes: They show a chaotic and inefficient process for managing client communication, scheduling, invoicing, and payments. This is something many independent contractors and small business owners will relate to, as they often struggle with outdated systems and manual processes.

• Losing Time and Money: The ad implies that these inefficient processes lead to wasted time and lost revenue, which can be a huge obstacle for freelancers and independent businesses.

E: Emotion

• Visual Storytelling: It’s visually compelling, using strong imagery and dramatic storytelling to convey the emotional impact of the problem. The “ghost” representing missed payments and the frantic chase to get paid are effective visual metaphors that drive home the point.

• Relatable Anxiety: Using a distressed designer and the chaotic visuals creates a feeling of tension and anxiety that anyone who has worked as a freelancer or independent contractor can relate to.

• Humorous Relief: The video uses a touch of humor to break up the tension, showing how Honeybook provides a solution that leads to more relaxed and stress-free work.

S: Solution

• Streamlined Processes: They introduce themselves as a solution that can help freelancers and independent businesses streamline their processes, automate tasks, and manage their client flow more effectively.

• Easier Payments and Scheduling: It highlights key features of Honeybook’s solution, like automated payment reminders and scheduling tools, demonstrating how it can help simplify operations and make running a business easier.

• Focus on Growth: Honeybook is presented as a way to free up time and resources so freelancers and independent businesses can focus on their work and grow their businesses.

O: Outcome

• Visual Success: Honeybook visually shows the positive outcome of using their solution, with a designer relaxing and enjoying her work, implying that using the platform has eased her workflow and brought a sense of control and confidence.

• Positive Client Relationships: The video suggests that using Honeybook helps foster more positive client relationships by ensuring payments are timely and communication is seamless.

• Increased Efficiency and Profitability: Honeybook is presented as a way to help independent businesses become more efficient and profitable, allowing them to focus on their passions and build a successful business.

Overall:

Honeybook’s ad is a textbook example of the “problemotional” formula done right. It identifies their audience’s problem, amplifies it to comedic proportions, and uses powerful visual imagery to demonstrate their solution clearly – They’re not just selling software; they’re selling sanity, with a healthy dose of humor on the side.

This approach, combined with the ad’s visual style and tone, makes it a truly effective B2B video ad that’s not only heard, but remembered.