{"id":3807,"date":"2018-04-23T06:29:02","date_gmt":"2018-04-23T13:29:02","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3807"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-part-two-vicarious-adventures","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-two-vicarious-adventures\/","title":{"rendered":"Successful Squeeze Page Videos – Vicarious Adventures"},"content":{"rendered":"

It\u2019s a well-known marketing rule that people like to buy from people they like.<\/p>\n

The difficulty for many business owners, unfortunately, is that being likable doesn\u2019t always come naturally.<\/p>\n

For some, being likeable in the real world is hard enough. Communicating likability through a short, squeeze page video is nigh-on impossible.<\/p>\n

So, we settle for being relatable.<\/p>\n

That\u2019s not a bad thing. If your audience can relate to you, it means they recognize something in you that is familiar and comfortable.<\/p>\n

If you express a feeling or describe something you\u2019ve thought, said or done, that your audience had also experienced, you\u2019re on the right track.<\/p>\n

But you need to go further.<\/p>\n

Being a little relatable is good, but if you want your audience\u2019s trust, loyalty, and\u2026 well\u2026 their email address, you need your audience to watch you video and go\u2026<\/p>\n

\u201cOh, yes\u2026 you and me both sister\u2026 it\u2019s like you\u2019re reading my mind.\u201d<\/i><\/p>\n

Creating this effect is easier than you might think.<\/p>\n

And all it takes is one tweak to the way in which you present your video content.<\/p>\n

The Audience Proxy <\/b><\/h3>\n

In television and movies, an audience proxy is a character whose role is to be in the dark about what\u2019s happening around them. When the director wants the audience to learn something important, he can simply have one of the other characters explain to the audience proxy what\u2019s happening.<\/p>\n

The audience proxy learns and, by extension, so does the actual audience.<\/p>\n

Some would say that this is a cheap trick for writers with little imagination, but it\u2019s also very efficient and unfailingly effective.<\/p>\n

When a character explains the plot out loud, it ensures the audience knows EXACTLY what\u2019s going on, with zero chance of confusion. (Unless it\u2019s a David Lynch movie, in which case no amount of audience proxies are going to be able to make sense of anything.)<\/p>\n

And let\u2019s face it\u2026 the goal of your squeeze page video is not to win an Oscar; it\u2019s to get your viewers to exchange their email address for further information about your product.<\/p>\n

With this as your aim, efficiency and effectiveness are exactly what you need.<\/p>\n

At this point you might be wondering why you can\u2019t be your own audience proxy. What\u2019s wrong with standing in front of your character and explaining the details yourself?<\/p>\n

Well, it goes back to what we said earlier\u2026<\/p>\n

Relatability.<\/p>\n

Make a Connection<\/b><\/h3>\n

\"Make<\/p>\n

A typical squeeze page video starts with a hook (see the previous article in this series, \u201cSuccessful Squeeze Page Videos: Part One \u2013 The Hook<\/a>\u201d<\/b>), describes a problem the audience is facing, presents your solution, and then invites the viewer to hand over their contact details to receive further information.<\/p>\n

In this context, you\u2019re presenting yourself as someone with more knowledge and expertise than your viewer.<\/p>\n

And here\u2019s the paradox\u2026<\/p>\n

The better the job you do at presenting yourself as an expert, and the more effectively you position yourself as being able to fix people\u2019s problems, the less relatable you become.<\/p>\n

Imagine for a moment that you\u2019re watching a squeeze page video and the host, unexpectedly, is Bill Gates. He smiles warmly and says\u2026<\/p>\n

\u201cI\u2019m one of the richest people in the world. And I\u2019m going to teach YOU how to become a multi-billionaire.\u201d<\/i><\/p>\n

See the problem?<\/p>\n

There\u2019s no doubt that Bill Gates is qualified to talk about wealth generation, but I can\u2019t help suspecting that he\u2019s rich BECAUSE he\u2019s Bill Gates. I can\u2019t relate to that. And I\u2019m not convinced that he could teach me replicate his success.<\/p>\n

However\u2026<\/p>\n

What if Bill Gates used a proxy\u2026?<\/p>\n

Imagine that Bill Gates appears in a squeeze page video in which he introduces his neighbor\u2019s 21-year-old son\u2026<\/p>\n

\u201cMy neighbor, Jeffrey, had a great idea for a tech business but he didn\u2019t where to start looking for investors. Let me share with you some of the great questions he asked me and the advice that I gave him.\u201d<\/i><\/p>\n

Can you see how much that one shift in presentation changes the tone and believability of the video?<\/p>\n

Now I\u2019m absolutely convinced that Bill has information that could help ME find investors for my business idea.<\/p>\n

And it\u2019s all because Bill\u2019s proxy allows us to make a connection.<\/p>\n

Disclaimer: Obviously, this is fictitious example. I\u2019ve no idea if Bill Gates even HAS a neighbour. It\u2019s more likely he lives in a mansion on a private island on which he regularly burns big fistfuls of hundred-dollar bills just to free up storage space.<\/i><\/p>\n

We can relate to Jeffery\u2019s problem, therefore we relate to Jeffrey. And since Bill can relate to Jeffrey (as illustrated by Bill\u2019s desire and ability to help), we can also relate to Bill.<\/p>\n

It\u2019s not a conscious line of logic, but if you introduce a proxy into your video that is more relatable to your audience than you are, your visitors will respond much more eagerly.<\/p>\n

Someone Else\u2019s Story<\/b><\/h3>\n

\"Live<\/p>\n

We love to experience other people\u2019s highs and lows. Vicarious adventures are a safe way to enjoy the euphoria of success and the devastation of failure.<\/p>\n

When you introduce a proxy to your audience, you give them someone they can relate and connect to.<\/p>\n

And you don\u2019t literally have to physically bring the person into the video. You could simple relate a customer case study and describe their story from zero to hero.<\/p>\n

Or you could go simpler still, and show your audience an email, social media post, or customer support ticket in which someone describes a common problem or asks a frequently asked question.<\/p>\n

Literally show the proxy\u2019s question or problem via a screen-grab, and then, instead of talking to your general audience, talk DIRECTLY to the proxy while everyone else listens in.<\/p>\n

    \n
  1. Acknowledge that your proxy has asked an intelligent question. If you\u2019ve been smart enough to pick a question that many in your audience will have, you make them feel intelligent by association.<\/li>\n
  2. Refer to something specific in the correspondence and make a light-hearted comment or joke about it. Maybe your proxy has mentioned something about a pet, a family member, a favorite movie, or some kind of inside joke that your audience will get \u2013 acknowledge it and establish a connection with your proxy, no matter how small.<\/li>\n
  3. Remove any blame from your proxy and don\u2019t be subtle. Look into the camera, address your proxy directly, and explain why it\u2019s not their fault. Usually because they\u2019ve been misled or because it\u2019s a common misunderstanding.<\/li>\n<\/ol>\n

    ***<\/b><\/p>\n

    You\u2019ll notice that this technique doesn\u2019t have to change the content you planned to feature in your video. You still get to highlight a problem and present a solution. The only difference is that now you\u2019re presenting your problem through an audience proxy.<\/p>\n

    It\u2019s less intimidating for your audience and it makes the whole presentation more believable.<\/p>\n

    In this structure, Luke is your proxy and you\u2019re Obi-Wan. Or Bilbo and Gandalf. Or Neo and Morpheus.<\/p>\n

    Let your audience relate to your proxy, and focus on being the mentor that everyone trusts and admires.<\/p>\n

    In the next article in this series<\/a>, I\u2019m going to show you how to use a cliffhanger to keep your audience fixated on your video to the very last frame.<\/p>\n","protected":false},"excerpt":{"rendered":"

    It\u2019s a well-known marketing rule that people like to buy from people they like. The difficulty for many business owners, unfortunately, is that being likable doesn\u2019t always come naturally. For some, being likeable in the real world is hard enough. Communicating likability through a short, squeeze page video is nigh-on impossible. So, we settle for […]<\/p>\n","protected":false},"author":1,"featured_media":3811,"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":[19,12,163,14],"tags":[],"yoast_head":"\nSuccessful Squeeze Page Videos - Vicarious Adventures — Genndi<\/title>\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\/successful-squeeze-page-videos-part-two-vicarious-adventures\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Successful Squeeze Page Videos - Vicarious Adventures — Genndi\" \/>\n<meta property=\"og:description\" content=\"It\u2019s a well-known marketing rule that people like to buy from people they like. The difficulty for many business owners, unfortunately, is that being likable doesn\u2019t always come naturally. For some, being likeable in the real world is hard enough. Communicating likability through a short, squeeze page video is nigh-on impossible. 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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":3802,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-the-hook\/","url_meta":{"origin":3807,"position":1},"title":"Successful Squeeze Page Videos – The Hook","date":"April 16, 2018","format":false,"excerpt":"Today, you\u2019d be hard-pressed to find a successful business website that doesn\u2019t make heavy use of video. There was a period of time when the online world was transitioning and there was some push back in some quarters from people who mistakenly thought online video was a fad. But those\u2026","rel":"","context":"In "Lead Generation"","img":{"alt_text":"Successful Squeeze Page Videos Part One The Hook","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/03\/successful-squeeze-page-videos-part-one-the-hook.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":3807,"position":2},"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":[]},{"id":3837,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-destroying-expectations\/","url_meta":{"origin":3807,"position":3},"title":"Successful Squeeze Page Videos – Destroying Expectations","date":"May 7, 2018","format":false,"excerpt":"A call-to-action should always be the easiest part of your squeeze page video. Simply tell your prospect what you want them to do and how they should do it. And since the likelihood of that call-to-action being accepted by the prospect is primarily dependent on the video material you\u2019ve already\u2026","rel":"","context":"In "Lead Generation"","img":{"alt_text":"Successful Squeeze Page Videos Part Four Destroying Expectations","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/05\/successful-squeeze-page-videos-part-four-destroying-expectations.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3847,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-five-the-zeigarnik-effect\/","url_meta":{"origin":3807,"position":4},"title":"Successful Squeeze Page Videos: Part Five \u2013 The Zeigarnik Effect","date":"May 14, 2018","format":false,"excerpt":"Let\u2019s talk about how to get your viewers to watch your entire video. NOTE: The first four articles in this series (see links to previous article at the end) discussed the four main components of a squeeze page video that should always be included, and how to deliver them effectively.\u2026","rel":"","context":"In "Lead Generation"","img":{"alt_text":"Successful Squeeze Page Videos Part Five The Zeigarnik Effect","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/05\/successful-squeeze-page-videos-part-five-the-zeigarnik-effect.png?resize=350%2C200&ssl=1","width":350,"height":200},"classes":[]},{"id":3821,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-three-the-cliffhanger\/","url_meta":{"origin":3807,"position":5},"title":"Successful Squeeze Page Videos – The Cliffhanger","date":"April 30, 2018","format":false,"excerpt":"Negan wielding a bloody baseball bat\u2026 The West Wing staff in disarray after shots ring out and a Secret Service agent shouts, \u201cWho\u2019s Been Hit\u2026?\u201d The hatch door opens and the survivors of flight 815 peer into the depths of the earth\u2026 Cliffhangers are the ultimate in cognitive dissonance. We\u2026","rel":"","context":"In "Marketing"","img":{"alt_text":"Successful Squeeze Page Videos Part Three The Cliffhanger","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/04\/successful-squeeze-page-videos-part-three-the-cliffhanger.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\/3807"}],"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=3807"}],"version-history":[{"count":0,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/3807\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media\/3811"}],"wp:attachment":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media?parent=3807"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/categories?post=3807"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/tags?post=3807"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}