11:34YOUR HMRC Letter Is COMING - They Will DEMAND Money
Save referenceLoss Avoidance
UK taxpayers know that brown envelope, and 'PAY UP' says what's inside. The title warns HMRC will demand money. Yet the thumbnail says IGNORE IT NOW, so you want to know whether to ignore it, or whether ignoring it now costs you later.
'YOUR' makes it personal, and 'Is COMING' says it's on its way, so viewers feel they still have time to prepare.
The brown envelope is the look of a real HMRC letter, and the accountant's worried face backs up the title rather than the calm of IGNORE.
When your audience faces a letter, bill or deadline they dread, show the real object in your hand. Let the title warn what's coming, and put an ambiguous command in the thumbnail that makes them check what to do.
Show the letter they dread, with a command they must check.
Apply this pattern to your next video.
Bring the reference into a packaging brief, then decide what your title and thumbnail should each communicate.