{"id":3821,"date":"2018-04-30T06:21:31","date_gmt":"2018-04-30T13:21:31","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3821"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-part-three-the-cliffhanger","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-three-the-cliffhanger\/","title":{"rendered":"Successful Squeeze Page Videos – The Cliffhanger"},"content":{"rendered":"

Negan wielding a bloody baseball bat\u2026<\/i><\/p>\n

The West Wing staff in disarray after shots ring out and a Secret Service agent shouts, \u201cWho\u2019s Been Hit\u2026?\u201d<\/i><\/p>\n

The hatch door opens and the survivors of flight 815 peer into the depths of the earth\u2026<\/i><\/p>\n

Cliffhangers are the ultimate in cognitive dissonance. We hate them when they occur because we crave a resolution and are forced to wait for months to obtain one (unless you binge-watch later). But we love the explosion of feels we experience when the next series finally begins and the cliffhanger is settled (regardless of whether the outcome is good or bad).<\/p>\n

No surprise, then, that marketers love using cliffhangers.<\/p>\n

If we can put our prospects in a state of suspense, we\u2019ll stay in their mind for far longer, and we\u2019ll find it easier to convince them to take action than if we deliver a message that is merely interesting or useful.<\/p>\n

Yet there\u2019s a right way and a wrong to use cliffhangers in a squeeze page video. What many marketers consider to be a cliffhanger is, in reality, just a tease.<\/p>\n

And teasers and cliffhangers are NOT the same thing.<\/p>\n

The former will have limited effect and run the risk of irritating your viewer, whereas the latter\u2026<\/p>\n

\u2026is how you achieve opt-in rates of close to 50%, or even higher.<\/i><\/b><\/p>\n

But how can you tell if the suspense you\u2019ve engineered is a tease or a cliffhanger?<\/p>\n

Read on to find out\u2026<\/p>\n

(Was that a cliffhanger? Oh, yes\u2026 I think it was)<\/p>\n

Tease Vs. Cliffhanger<\/b><\/h4>\n

\"A<\/p>\n

If you\u2019ve been following this article series from the start, you already know how to create an introductory hook that will capture your viewer\u2019s full attention<\/a>\u00a0 and how to use an audience proxy to create a connection between you and your audience<\/a>.<\/p>\n

So, at this point in your video, you\u2019ve introduced a problem or a tricky question, and the assumption is that you have the expertise to produce a satisfying answer.<\/p>\n

Here\u2019s where people mess this up\u2026<\/p>\n

They follow up the presentation of the problem by saying, \u201cto get the answer to this question, just enter your email address below.<\/i>\u201d<\/p>\n

Or, \u201cto discover the solution to this problem, just enter your email address below.<\/i>\u201d<\/p>\n

And that, my friends, is NOT a cliffhanger\u2026 it\u2019s a tease.<\/p>\n

Yes, I\u2019m making a bit of semantic distinction, but it\u2019s a sizeable one.<\/p>\n

Because, for a cliffhanger to TRULY be considered a cliffhanger, it has to be specific. It has to take you part of the way there BEFORE it leaves you hanging.<\/p>\n

Consider the opening cliffhanger examples\u2026<\/p>\n

Season Six of The Walking Dead<\/i> concluded with Negan killing someone in cold blood, with the audience experiencing the horrifying act in a first-person POV<\/a>.<\/p>\n

But what if the season had finished a few moments earlier? What if the season had concluded with Negan merely threatening to kill someone?<\/p>\n

Think how different the post-season conversations would have been.<\/p>\n

Is Negan going to kill someone? Is someone going to swoop in and save the day? Is the whole thing just a threat to scare the group?<\/p>\n

But by creating a cliffhanger in which someone is clearly bludgeoned to death, the conversation was all about WHO died? For months, YouTube was filled with people offering their predictions based on the position of the trees in the background, possible clues earlier in the episode, even slowing down the background audio to try and pick out recognizable voices.<\/p>\n

Can you see the difference?<\/p>\n

If the ending had been a mere tease \u2013 is Negan going to kill someone \u2013 you don\u2019t get anywhere near the level of rabid suspense created by the cliffhanger where Negan has DEFINITELY killed someone, but doesn\u2019t reveal who.<\/p>\n

In The West Wing<\/i> example, the season could have ended with the shooter lining up a shot, leaving you to wonder if someone is going to stop the attack. But instead, the shots ring out and an agent shouts \u201cWho\u2019s been hit?<\/i>\u201d<\/a><\/p>\n

Not, \u201chas someone been hit,<\/i>\u201d or \u201cis everyone okay?<\/i>\u201d<\/p>\n

\u201cWho\u2019s been hit?<\/i>\u201d<\/p>\n

Leaving you in little doubt that SOMEONE has been shot. We just don\u2019t know who and how severely.<\/p>\n

And, finally, the flight 815 survivors staring into the opened hatch\u2026<\/p>\n

The season could have ended with the explosion and left us wondering whether or not the hatch door had been compromised. But instead you have the faces looking down the shaft, the camera panning away from their puzzled faces<\/a>, leaving us to wonder\u2026<\/p>\n

What are they looking at?<\/p>\n

Tune into the disappointing Season Two to find out\u2026 And we did. And we were disappointed.<\/p>\n

Note: \u00a0I actually think this is a fairly weak cliffhanger, but I\u2019ll explain why…<\/i><\/p>\n

The point is that we tuned in. Because we HAD to know what they were looking at.<\/p>\n

That\u2019s the difference between a tease and a cliffhanger. You have to take the audience part of the way there.<\/p>\n

So, when you\u2019re producing a squeeze page video and you say, \u201center your email address to see the answer to the question I just raised,\u201d this is too vague a promise.<\/p>\n

What you must do instead, if you want to harness the cliffhanger effect, is ANSWER the question, or reveal the solution\u2026<\/p>\n

But in such a way that you leave the audience incomplete.<\/p>\n

Give it Away<\/b><\/p>\n

If I come to you and say that I know a software program that will solve all your money problems, and that I\u2019ll tell you what it is in exchange for your email address, you\u2019re probably going to ignore me.<\/p>\n

But if I come to you and say that the secret to solving all your money problems is a budgeting software that will fundamentally change the way you think about the relationship between your incomings and outgoings. And that, in exchange for your email address, I\u2019ll show you a demonstration of how it helped one struggling family triple their disposable income, simply by making one change to their budgeting strategy\u2026<\/p>\n

That, in a nutshell, is the difference between a tease and a cliffhanger.<\/p>\n

The first example is so vague, it\u2019s virtually meaningless. But the second REVEALS that the answer is a budgeting software program, and the cliffhanger is wondering what this \u201cone change to their budgeting strategy\u201d might be.<\/p>\n

When creating a squeeze page video, it\u2019s easy to become anxious about giving too much away too early. But being stingy with the information you share will simply make it harder for people to trust and respect you.<\/p>\n

The trick with this approach is to give away SOME of the goodies, but hold enough back that it creates a cliffhanger.<\/p>\n

Introduce the solution, answer the question, and only then are you ready to suggest an exchange of email for further information.<\/p>\n

At Genndi, one of our favorite cliffhanger methods, is to answer the question directly (to solve problem X, you must engage solution Y), but then explain that there\u2019s a right way and a wrong way to implement the solution.<\/p>\n

And we\u2019ll happily reveal the RIGHT way, in exchange for an email address.<\/p>\n

I kind of did this already in this article when I explained that a cliffhanger is a great marketing tool for squeeze page videos, but that there\u2019s right way and a wrong way to use this technique. And you had to keep reading to discover the correct way.<\/p>\n

And I know that compelled you to keep you reading because you\u2019re reading this now\u2026<\/p>\n

(See how these cliffhangers work?)<\/p>\n

It Had Better Be Good\u2026<\/b><\/p>\n

One final rule of cliffhanger use in squeeze page videos\u2026<\/p>\n

The reveal MUST live up to the hype!<\/i><\/b><\/p>\n

If you convince someone to hand over their email address so they can resolve the cliffhanger you\u2019ve presented, you must deliver what you\u2019ve promised and it must be worth your customers\u2019 time.<\/p>\n

I know this is obvious. It\u2019s like saying your product had better be good or no one will buy it.<\/p>\n

But, because it\u2019s so powerful and effective, it\u2019s easy to overuse the cliffhanger technique and get lazy with the quality of what\u2019s on the other side of the squeeze.<\/p>\n

In the TV show examples cited in this article, the Lost<\/i> cliffhanger is easily the weakest, not just because it\u2019s a little too vague and open-ended (which it is) but because the resolution in the next episode was quirky, but ultimately a letdown with no answers to the questions posed in the previous season.<\/p>\n

It\u2019s VERY difficult to make an effective cliffhanger, when the resolution is sketchy at best.<\/p>\n

By contrast, while no one enjoyed the first episode of The Walking Dead Season Seven, no one could deny that it delivered the harrowing, misery-porn experience that the cliffhanger promised.<\/p>\n

***<\/p>\n

All that\u2019s left for your squeeze page video is the call-to-action.<\/p>\n

That should be easy, right?<\/p>\n

Except\u2026<\/p>\n

Your audience is anticipating your \u201cto be continued after you hand over your email\u201d message. Doesn\u2019t that mean there\u2019s a risk of your viewers allowing their attention to wander, just as you get to the most important part of your video?<\/p>\n

Indeed.<\/p>\n

The solution is to, once again, circumvent your viewers\u2019 expectations and surprise them\u2026 one final time.<\/p>\n

In the next article, I\u2019ll show you how to accomplish this.<\/p>\n

Was that ANOTHER cliffhanger? Oh, yes\u2026 I think it was\u2026<\/p>\n","protected":false},"excerpt":{"rendered":"

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 hate them when they occur […]<\/p>\n","protected":false},"author":1,"featured_media":3826,"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":[12,163,14],"tags":[],"yoast_head":"\nSuccessful Squeeze Page Videos - The Cliffhanger — Genndi<\/title>\n<meta name=\"description\" content=\"How to create successful squeeze page videos by using the cliffhanger technique. 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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":2511,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/webinars\/the-5-laws-of-a-successful-webinar-genndi\/law-1-registration\/not-create-another-freemium-read\/","url_meta":{"origin":3821,"position":1},"title":"Do Not Create Another Freemium Until You Read This","date":"February 6, 2017","format":false,"excerpt":"What\u2019s the difference between a cliffhanger that has the audience chewing on the furniture in anguish because they have to wait months to see what happens next, and a cliffhanger that has the audience rolling their eyes wondering why they even bothered? Why did millions tune in to find out\u2026","rel":"","context":"In "Law #1 - Registration"","img":{"alt_text":"Before you create your next freemium, you want to learn these strategies.","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2017\/02\/FreemiumFeatured.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":3821,"position":2},"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. 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