{"id":2405,"date":"2016-12-27T07:27:14","date_gmt":"2016-12-27T15:27:14","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=2405"},"modified":"2019-05-09T11:31:47","modified_gmt":"2019-05-09T18:31:47","slug":"conversion-crushing-secrets-3","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/","title":{"rendered":"Conversion Crushing Secrets Three"},"content":{"rendered":"
\n

This is Part Three of the \u201cConversion Crushing Secrets\u201d article series. Part One is available <\/b>here<\/b><\/a>, and Part Two is <\/b>here<\/b><\/a>.<\/b><\/p>\n

=====================================================================<\/b><\/p>\n

Breaking the fourth wall is one of the key concepts to increasing conversions. I know that sounds like a tortured metaphor at the moment, but soon it shall make sense.<\/h3>\n

The \u201cfourth wall\u201d is a live theatre concept \u2013 an imaginary barrier between the stage and the seating. The audience can see through the fourth wall and watch the action unfolding, but the actors resolutely pretend that the audience is invisible (at least until they\u2019re receiving their applause).<\/p>\n

So, when we talk about BREAKING the fourth wall, we\u2019re referring to an actor addressing the audience directly. It\u2019s unconventional, but under the right circumstances it can be very effective, and often very funny.<\/p>\n

When it happens in a movie theatre, we use the same expression, \u201cbreaking the fourth wall\u201d, to refer to an actor looking directly at the camera, as if they\u2019re looking directly at the viewers.<\/p>\n

There\u2019s a long history of this in comedy, going right back to Laurel and Hardy. Mel Brooks often used this technique in his movies. Matthew Broderick did this frequently in Ferris Bueller\u2019s Day Off<\/em>.<\/p>\n

\u201cI’m not European. I don’t plan on being European, so who gives a crap if they’re socialists. They could be fascist anarchists \u2013 it still wouldn\u2019t change the fact that I don’t own a car.\u201d<\/em><\/p>\n

The reason it happens more often in comedies than other genres is probably because it\u2019s unexpected and, as a result, it automatically creates a chuckle. There are exceptions \u2013 Kevin Spacey in House of Cards<\/em> being a recent, notable example \u2013 but generally it\u2019s done for laughs.<\/p>\n

And This Relates to Marketing\u2026 How?<\/b><\/h3>\n

Right now, depending on how much you love theatre and cinema, you\u2019re either wondering why I\u2019m giving you a lecture on performance conventions, or why I\u2019m condescending to teach you about something you already know very well.<\/p>\n

Patience, my long-suffering reader\u2026 I\u2019m getting there, I promise.<\/p>\n

You see, one of the reasons why fourth wall-breaking works so well is because, just for a moment, we might feel like we\u2019re no longer seeing the character<\/em> but instead, the actor<\/em>.<\/p>\n

We\u2019re getting a glimpse behind the curtain\u2026<\/p>\n

And that\u2019s always, always a crowd pleaser.<\/p>\n

The 1980s TV show, Moonlighting, used this to clever effect by, among other things, frequently letting Bruce Willis break character. This wasn\u2019t just about comedy \u2013 it was about appealing directly to the female members of the audience.<\/p>\n

And then DVDs happened\u2026<\/p>\n

Suddenly, every movie had to come packaged with a behind-the-scenes, making-of documentary, or it felt incomplete.<\/p>\n

People loved watching how their favorite movies got made. Loved it.<\/p>\n

You might have thought there would be concerns about breaking the illusion of the movie by seeing the actors in between takes or seeing how special-effect sequences were cobbled together. But, no. The demand for seeing how the sausages were made, warts n\u2019 all (that was a weird metaphor combo), drowned out any nay-sayers.<\/p>\n

This wasn\u2019t fourth wall breaking\u2026<\/p>\n

This was fourth DIMENSION breaking.<\/h4>\n

\"Break<\/p>\n

And it soon got out of hand. DVDs started coming with second or even third DVDs just to fit in all the documentaries. Lord of the Rings<\/em> somehow managed to create a set of documentaries that were longer than the flippin\u2019 films \u2013 even the extended cuts.<\/p>\n

There\u2019s no denying it… people LOVE seeing how things get made. These days even music videos have \u201cmaking of\u201d videos and outtake clips on YouTube get tens of millions of views.<\/p>\n

But wait\u2026 wait\u2026 wait\u2026<\/p>\n

Am I suggesting that every time you make a marketing video or webinar you should make a documentary to go with it?<\/p>\n

NO!<\/em><\/p>\n

That would be unnecessarily expensive and time-consuming.<\/p>\n

You need to think laterally on this one. What does all of the above teach us about the way people WANT to perceive their heroes?<\/p>\n

Applauding the Imperfect<\/strong><\/h3>\n

The first two parts of this article series (Part One is HERE<\/a> and Part Two is HERE<\/a>) provided very specific steps and strategies for massively increasing conversions. But this article, Part Three, is going to be a little more challenging.<\/p>\n

It\u2019s more a mindset or a concept to be adopted that, when embraced, creates better connections between you and your customers, and generates, not just more sales, but also more repeat sales.<\/p>\n

And the model is based on this well-known marketing truism\u2026<\/p>\n

People like to buy from people they like.<\/em><\/p>\n

We see this in TV and movies all the time. When people like an ACTOR, they\u2019re more likely to pay to see them perform on screen instead of waiting for it to be available on demand.<\/p>\n

Talking Bad<\/em> and Talking Dead<\/em> tapped into this phenomenon by letting people see the actors in a relaxed setting, being themselves (more or less). As a result, people are even more committed to the actors\u2019 on-screen characters, and care more about what happens to them.<\/p>\n

Conventions work for the same reason. People flock to events where they can meet the actors, watch them be interviewed, and see what they\u2019re like in \u201creal life.\u201d<\/p>\n

And when some of the actors are shy, or awkward, instead of being put off, people love them all the more.<\/p>\n

Can you see what\u2019s happening here?<\/em><\/h4>\n

When people are imperfect, they seem more authentic. When people are authentic, they\u2019re better liked. When people are better liked, they gain greater followings.<\/p>\n

And for a business owner, this can translate into more sales.<\/p>\n

You don\u2019t need to make behind-the-scenes documentaries or host conventions, you just need to be unafraid of letting your imperfections shine through.<\/p>\n

We already touched on this in Part One of this article series. Authenticity is critical, and you\u2019ll never be seen as authentic if you present yourself as a perfect success who never failed at anything.<\/p>\n

So, It\u2019s Okay\u2026 If I Fail, Too?<\/b><\/h3>\n

In his seminal work, Influence<\/em>, Robert Cialdini tells the story of his son struggling to learn to swim while being taught by a qualified instructor, but succeeding after just a few hours in a pool with a friend of the same age.<\/p>\n

He proposed that his son struggled to learn from his instructor because he couldn\u2019t relate to him. The instructor was older and an accomplished swimmer and, perhaps, this was discouraging.<\/p>\n

But a kid the same age who could swim\u2026<\/p>\n

Well, if HE can do it, then I should be able to do it, too.<\/p>\n

THIS is Conversion Crushing Secret Number Three<\/b>. Don\u2019t break the fourth wall\u2026 break the fourth dimension.<\/p>\n

BE AUTHENTICALLY IMPERFECT<\/em> (that belongs on a reclaimed wood plaque somewhere).<\/p>\n

When you demonstrate yourself to be a regular human being who laughs, goofs off, makes mistakes, has regrets, you make yourself more relatable and more likeable to your customers.<\/p>\n

That doesn\u2019t mean you should appear on video or on webinars drinking, drooling, smoking, making crude jokes, or snapping your girlfriend\u2019s bra. Just ease off on the polish.<\/p>\n

Ease off. Not dive off.<\/p>\n

Leave some of the mistakes in. Laugh when something goes wrong. Don\u2019t stress when the boom is in the shot or when you have to talk to the cameraman to get a close-up.<\/p>\n

You could even go a step further and embrace the chaos. Introduce your behind-the-camera staff to your audience. Show your messy office. Roll with it when your kids run into shot, screaming.<\/p>\n

\"Be<\/p>\n

Authenticity Breeds Loyalty<\/b><\/h3>\n

At Genesis Digital, we produce upscale videos that are obviously created by people with experience. And yet, you\u2019ll notice that we never present ourselves as being movie-polished. We leave in mistakes, we make self-deprecating jokes, we even dress-down when on camera. For those of you who own Genesis Labs, there is more than one shot of Andy in his tube socks teaching. It is classic \u201chim\u201d and we love it. So we leave it.<\/p>\n

In the same vein, we leaked our internal company SOP for creating high converting Shopping Cart pages (you can see that here<\/a>). There were inside jokes, mistakes called out, bad choices revealed, but we put it out there anyway.<\/p>\n

We have incredibly loyal customers that we love and adore. We\u2019ve accomplished that, not in spite of our flaws, but because of them.<\/p>\n

We\u2019re just as messed up and accident-prone as everyone else, and we\u2019re not afraid to show it. But we make it work. We get there in the end. And it\u2019s plain for everyone to see that we want to help people and that we care about our customers.<\/p>\n

I can\u2019t give you a step-by-step guide to replicating this, unfortunately, so plug it into your subconscious, instead. And the next time you\u2019re tempted to hide a mistake or edit out a blooper, consider leaving it in.<\/p>\n

Authenticity is critical. And you can\u2019t be authentic if you never make a mistake.<\/p>\n

Coming Soon\u2026 Conversion Crushing Secret (Part Four): Tales of the Unexpected<\/em><\/p>\n

Ready to start using live events to grow your business? How about trying webinars for free? Check out the WebinarJam Free Trial offer<\/a> today!<\/p>\n","protected":false},"excerpt":{"rendered":"

This is Part Three of the \u201cConversion Crushing Secrets\u201d article series. Part One is available here, and Part Two is here. ===================================================================== Breaking the fourth wall is one of the key concepts to increasing conversions. I know that sounds like a tortured metaphor at the moment, but soon it shall make sense. The \u201cfourth wall\u201d […]<\/p>\n","protected":false},"author":1,"featured_media":2408,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":""},"categories":[16,12,47],"tags":[],"yoast_head":"\nConversion Crushing Secrets Part Three: The Fourth Dimension — Genndi<\/title>\n<meta name=\"description\" content=\"Part three of a four part series that offers proven strategies to explode your conversion rate.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Conversion Crushing Secrets Part Three: The Fourth Dimension — Genndi\" \/>\n<meta property=\"og:description\" content=\"Part three of a four part series that offers proven strategies to explode your conversion rate.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\" \/>\n<meta property=\"og:site_name\" content=\"Genndi\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Genndi\/\" \/>\n<meta property=\"article:published_time\" content=\"2016-12-27T15:27:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-05-09T18:31:47+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/ConversionCrush3.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1400\" \/>\n\t<meta property=\"og:image:height\" content=\"900\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Genesis Digital\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@webinarjam\" \/>\n<meta name=\"twitter:site\" content=\"@webinarjam\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Genesis Digital\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"8 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\"},\"author\":{\"name\":\"Genesis Digital\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#\/schema\/person\/3e01f9b03913fad677b08c937a3c8b61\"},\"headline\":\"Conversion Crushing Secrets Three\",\"datePublished\":\"2016-12-27T15:27:14+00:00\",\"dateModified\":\"2019-05-09T18:31:47+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\"},\"wordCount\":1540,\"publisher\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#organization\"},\"articleSection\":[\"Conversion & Testing\",\"Marketing\",\"Webinar Training\"],\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\",\"url\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\",\"name\":\"Conversion Crushing Secrets Part Three: The Fourth Dimension — Genndi\",\"isPartOf\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#website\"},\"datePublished\":\"2016-12-27T15:27:14+00:00\",\"dateModified\":\"2019-05-09T18:31:47+00:00\",\"description\":\"Part three of a four part series that offers proven strategies to explode your conversion rate.\",\"breadcrumb\":{\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-3\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/www.genesisdigital.co\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Conversion Crushing Secrets Three\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/www.genesisdigital.co\/blog\/#website\",\"url\":\"https:\/\/www.genesisdigital.co\/blog\/\",\"name\":\"Genndi\",\"description\":\"Smarter Business. 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To read the previous articles, go to\u2026 Part One Part Two Part Three ===================================================== We're almost there! We've come to the culmination of the Conversion Crushing series! So far, we've talked about: The Muse The Possession The Fourth Dimension\u2026","rel":"","context":"In "Conversion & Testing"","img":{"alt_text":"The four strategies in this series implemented together will skyrocket your conversion rate.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/ConversionCrushPartFour.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":2399,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-crushing-secrets-2\/","url_meta":{"origin":2405,"position":1},"title":"Conversion Crushing Secrets Two","date":"December 19, 2016","format":false,"excerpt":"=== This is Part Two of the \u201cConversion Crushing Secrets\u201d article series. Part One is available here. === There is no such thing as happenstance or chance when it comes to increasing your conversion rates. It is work. But it\u2019s not the mind numbing, bone crushing work we\u2019ve all tried\u2026","rel":"","context":"In "Conversion & Testing"","img":{"alt_text":"Conversion Crushing Secrets Part Two: The Possession","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/ConversionCrushPossession.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":2388,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/conversion-testing\/conversion-crushing-secrets\/","url_meta":{"origin":2405,"position":2},"title":"Conversion Crushing Secrets","date":"December 12, 2016","format":false,"excerpt":"Improving conversion rates is the precious diamond of marketing that feels more like a pebble in your shoe. Sometimes I fantasize what it would be like to work for an agency, creating obscure product ads that possess quirky, fun, mostly inappropriate jokes that send sales into a tizzy (See my\u2026","rel":"","context":"In "Conversion & Testing"","img":{"alt_text":"In Marketing, it\u2019s all about conversion.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2016\/12\/ConversionFeatured.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3861,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-seven-the-fourth-wall\/","url_meta":{"origin":2405,"position":3},"title":"Successful Squeeze Page Videos: Part Seven \u2013 The Fourth Wall","date":"May 29, 2018","format":false,"excerpt":"In my occasionally humble opinion, this is the most important strategy you can employ. Not just in the context of squeeze page videos but in your marketing as a whole. If you salt every element of your marketing with this strategy, you will see improved conversions and, perhaps more importantly,\u2026","rel":"","context":"In "Lead Generation"","img":{"alt_text":"Successful Squeeze Page Videos Part Seven The Fourth Wall","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/05\/successful-squeeze-page-videos-part-seven-the-fourth-wall.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":2966,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/law-3-engagement\/3-incredibly-easy-webinar-engagement-tricks-hook-attendees-seconds\/","url_meta":{"origin":2405,"position":4},"title":"3 Incredibly Easy Webinar Engagement Tricks that Hook Your Attendees in Seconds","date":"April 17, 2017","format":false,"excerpt":"Earlier in the century, website best practices taught us that you have 6 seconds to engage your visitors before they click away. Well, guess what. Now\u2026. It\u2019s less. Here\u2019s why\u2026 Some of the most popular video games found in the App Store in recent years have been in the \u201cmatch\u2026","rel":"","context":"In "Law #3 - Engagement"","img":{"alt_text":"Webinar Best Practice strategy for increasing engagement and conversion.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/04\/3-Incredibly-Easy-Webinar-Engagement-Tricks-that-Hook-Your-Attendees-in-Seconds.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3854,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-disequilibrium\/","url_meta":{"origin":2405,"position":5},"title":"Successful Squeeze Page Videos – Disequilibrium","date":"May 21, 2018","format":false,"excerpt":"As a business owner and marketer, if you don\u2019t distinguish yourself from what others are doing\u2026 Yeah, yeah\u2026 I know\u2026 I\u2019ll go broke. Well\u2026 yes\u2026 but that wasn\u2019t what I was going to say. If you don\u2019t distinguish yourself from what others are doing\u2026 someone else will do it first!\u2026","rel":"","context":"In "Featured"","img":{"alt_text":"Successful Squeeze Page Videos Part Six Disequilibrium","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/05\/successful-squeeze-page-videos-part-six-disequilibrium.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]}],"jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/2405"}],"collection":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/comments?post=2405"}],"version-history":[{"count":0,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/2405\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media\/2408"}],"wp:attachment":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media?parent=2405"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/categories?post=2405"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/tags?post=2405"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}