{"id":3837,"date":"2018-05-07T06:41:49","date_gmt":"2018-05-07T13:41:49","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3837"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-destroying-expectations","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-destroying-expectations\/","title":{"rendered":"Successful Squeeze Page Videos – Destroying Expectations"},"content":{"rendered":"

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.<\/p>\n

And since the likelihood of that call-to-action being accepted by the prospect is primarily dependent on the video material you\u2019ve already presented in this series (see links at the end), there\u2019s no need to overthink the final step.<\/p>\n

But there\u2019s still strategy to be employed at this stage of your squeeze page video that can increase your conversion rate.<\/p>\n

Because whenever a prospect is asked to make that transition from passively watching a video, to taking action, there is always a moment of pause in the viewer\u2019s mind. No matter how captivating your video and how well-argued your points, the audience is still going to ask that nagging question\u2026<\/p>\n

\u201cIs this REALLY going to be worth my time and energy?\u201d<\/i><\/p><\/blockquote>\n

Sure, you might only be asking for your prospect\u2019s email address, but your prospect is also thinking about whether they have the time and the inclination to absorb the follow-up information that you\u2019re promising.<\/p>\n

The call-to-action may be a simple line to deliver, but there\u2019s a way to do so that will give your prospects that one final nudge that some will need to get them to respond.<\/p>\n

Go Narrow or Go Home<\/b><\/h3>\n

Before we get into the call-to-action strategy, I\u2019m going to indulge in a brief sidebar. It\u2019s relevant to this subject, but it\u2019s also relevant to your entire squeeze page video, and in fact ALL of your marketing strategy.<\/p>\n

So, listen up\u2026 because this is a truth you NEED to hear.<\/p>\n

In the first article in this series,<\/b> Successful Squeeze Page Videos: Part One \u2013 The Hook<\/a><\/i><\/b> we talked about how the ease with which new online businesses can be created has increased the cost of generating traffic as well as competition for market share.<\/p>\n

The other effect is that it\u2019s becoming increasingly difficult to stand out from the crowd. When everyone is offering similar solutions to the same problems, differentiating yourself can be a real challenge.<\/p>\n

Most businesses are tackling this by following the \u201cgo big or go home\u201d strategy. But because so many are taking this approach, entire markets are devolving into a shouting match, everyone battling to see who can make themselves heard above the noise.<\/p>\n

But we believe in a different approach…<\/p>\n

Burn the big tent\u2026 and go narrow<\/i><\/b><\/h3>\n

Stop trying to get everyone to like you. Revel in being an acquired taste. Because we don\u2019t want everybody to like us. What we want is for the people who like us, to LOVE us.<\/p>\n

Think of it like this. If you had a choice, right now, between selling 200 units of your product to people who will never buy from you again, or selling 100 units to people who will become die-hard, lifelong fans, which would you choose?<\/p>\n

The former might gift you more short-term profits, but the latter will make you more money in the long run. Not only because those 100 people, over time, will spend more money with you than those 200 indifferent customers, but because many of those 100 people will become your advocates and help you bring in even more die-hard, lifelong fans.<\/p>\n

Have you heard the expression, a friend to everyone is a friend to nobody?<\/p>\n

That\u2019s the modern marketing landscape. When you try and please everyone, you end up, at best, with a mushy, middle-of-the-road business that no one hates\u2026<\/p>\n

\u2026but no one particularly cares about.<\/p>\n

If you were going to design an ice-cream flavor that everyone loves, you\u2019d end up creating vanilla. No one hates vanilla. But when they go to Baskin & Robbins they don\u2019t order vanilla \u2013 they order chocolate brownie and cookie swirl, with a sprinkle of marshmallows, and a dash of pineapple.<\/p>\n

Your personality MUST bleed through every customer interaction. And it doesn\u2019t matter one bit if your personality is quirky and not to everyone\u2019s taste. Because for every 2-3 people who don\u2019t get what you\u2019re trying to do, you\u2019re going to gain one rabid follower.<\/p>\n

And then it\u2019s you and your loyal customer base against the world. We\u2019re all in this together, and if you\u2019re our customer and you\u2019re on our side, we\u2019ll bend over backwards to help you succeed.<\/p>\n

So, stop shouting. And just do you.<\/p>\n

You won\u2019t get everyone\u2019s attention, but you\u2019ll get the attention of the people you REALLY want as customers.<\/p>\n

What does this have to do with your squeeze page video, call-to-action?<\/p>\n

It has to do with the fact that it\u2019s incredibly difficult to deliver a call-to-action that doesn\u2019t sound generic and like EVERY other squeeze page video your prospect has seen.<\/p>\n

From a business perspective you HAVE to ask for the contact details of your prospect, but how do you do that and still have your personality shine through?<\/p>\n

It could be that everything in your video that came before was just a riot of originality, sass, and quirk, but how do you then proceed to your call-to-action without instantly reverting to the mean and sounding like every other huckster out there?<\/p>\n

The answer is simple\u2026<\/p>\n

You can\u2019t.<\/p>\n

So, use that to your advantage.<\/p>\n

Jump Scare Your Viewers<\/b><\/h3>\n

\"Use<\/p>\n

One of the greatest \u201cjump scares\u201d in cinema history is in Danny Boyle\u2019s horror movie, 28 Days Later. Not to be confused with the movie, 28 Days, in which Sandra Bullock goes to rehab as a washed-up mess, but somehow still manages to look gorgeous in every frame. A little hint for you, Hollywood\u2026 when you make a movie about rehab, you don\u2019t want your viewers to wish they were there too. But I digress…<\/p>\n

I don\u2019t want to describe the scene and spoil the movie if you\u2019ve never seen it (you really should) but suffice to say there\u2019s a moment when the \u201cinfected\u201d suddenly attack the main character and everyone in the cinema almost falls out of their seat.<\/p>\n

What makes this \u201cjump scare\u201d so effective is that it comes at a moment when everything is quiet and relaxed. The movie has just gone through a period of sustained tension, and the audience is lulled into a comfort zone, thinking that the director is giving the audience a few moments to take a breather.<\/p>\n

Which is why, when the unexpected attack comes, it catches you out and jangles every nerve in your body.<\/p>\n

Obviously, I\u2019m not suggest your \u201cjump scare\u201d your viewers during your call-to-action (although that could be quite funny and actually work?) but you can create a similar effect by drawing your audience into a comfort zone and then upturning their expectations.<\/p>\n

When you deliver your call-to-action (to get this free video series, just enter your email address below<\/i>), you\u2019re inevitably going to sound like you\u2019re reverting to the same marketing shtick that everyone else uses.<\/p>\n

And in so doing, you\u2019re drawing your audience into a comfort zone.<\/p>\n

They\u2019ve seen this part a hundred times before, they know how it works, and they know what you\u2019re going to ask of them.<\/p>\n

Which is why destroying those expectations is going to be all the more effective and all the more disruptive to their brain.<\/p>\n

All you have to do is throw in something, anything, that they weren\u2019t expecting. It doesn\u2019t need to be relevant to your content, and it doesn\u2019t even need to make sense. In fact, it\u2019s most effective if it DOESN\u2019T make sense.<\/p>\n

We\u2019ve used this a whole bunch of times. Here are a few examples\u2026<\/p>\n