The Honey Drop #19: Netflix watches YOU

I haven't paid for Netflix in a looooooong time.

I used to be a die-hard Netflix DVD subscriber. I was in it for the commentaries. As a screenwriting student, hearing a director talk about their process for an entire film was?priceless.

But long gone are those red envelope days.

My husband and I had a super frugal phase, where we Kondo'd everything – including our entertainment subscriptions.

This was before Marie Kondo came out with her show on Netflix. (Remember that time when everyone binged?Tidying Up??As a country we purged all our stuff, flooding thrift shop warehouses everywhere.)

I never signed back up for Netflix's digital subscription.

But I did keep watching... on my friend's account. He made a separate login for us called "Moochin' Mizes."

So we've been happily watching Netflix for free. For years.

And Netflix has been watching US.

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1/ COPY IN THE WILD - NETFLIX

Netflix is no dummy.

They know that 41% of people watching Netflix aren't?paying?for Netflix.

That's a whole lot of people like me and my moocher husband who hop onto friends' and family's accounts.

The streaming company is gonna start cracking down on password sharing early next year, but they just released a cheaper ad-supported option for freeloaders like me.

They're crossing their fingers that a lower price point will draw people in.

I'll admit, I've seen a few of these ads and thought, "Huh, $6.99 a month is next to nothin'. Maybe I should... wait, NO!! Don't give in! Don't pay until I?absolutely have to!"

Hi, I'm Chrissy, and I'm cheap.

I'm not signing up for the new plan, but I am enjoying their ads. ??

I'm a big fan of this format.

"Netflix for people who..."

In a way, Netflix directed their new lower-priced plan directly at us moochers.

By saying "Netflix for people who don't have Netflix," they're including those of us who are watching and not paying.

The company probably looked at this segment and asked, "what do they want?"

??They want to go on a crazy adventure... from their couch.

? They're not bothered by commercial breaks.

? They want Netflix, but don't have their own Netflix account.

These insights produced a solid campaign. Nice work, Netflix.

And please don't kick me off my friends' account yet. I need to rewatch Schitt's Creek at least 7 more times. Then maybe I'll be ready.

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2/ QUICK TIP: customer insight + your brand

You too can use Netflix's approach here and use it for your brand.

1. Start with an insight. What do your customers want?
2. Link that desire to your brand. What do you offer?
3. Connect the dots, and steal Netflix's copywriting formula...

"XXXXX product for people who XXXXX."

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3/ DEEP THOUGHTS

"The problem with binge-watching on Netflix is that you lose three days of your life.”

— Harland Williams

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Now I gotta go binge watch "1899."

Byeeeee!

Chrissy

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P.S. Do you need help crafting messaging campaigns, so you can spend all day deciding what to watch Netflix??Give me a holler.?We'll talk and see if I can help.