{"id":3847,"date":"2018-05-14T06:09:59","date_gmt":"2018-05-14T13:09:59","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3847"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-part-five-the-zeigarnik-effect","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-five-the-zeigarnik-effect\/","title":{"rendered":"Successful Squeeze Page Videos: Part Five \u2013 The Zeigarnik Effect"},"content":{"rendered":"

Let\u2019s talk about how to get your viewers to watch your entire video.<\/p>\n

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. This article, and the next two, are more general squeeze page video strategy. They can be employed as an overall theme of your video, or used to spice up any individual section.<\/em><\/p>\n

So it doesn\u2019t matter whether it\u2019s emails, sales page copy, or marketing videos – they\u2019re all useless if your prospect doesn\u2019t consume all of it.<\/p>\n

That\u2019s why we like to pore over our analytics and obsess over bounce rates.<\/p>\n

Because the better we get at keeping our audience\u2019s attention, from beginning to end, the more people will see and appreciate our ENTIRE message and feel compelled to take action.<\/p>\n

A squeeze page video, depending on the complexity of the eventual call-to-action, may only be a couple of minutes in length, but its efficacy is still tied up in whether or not we can convince people to consume the entire presentation.<\/p>\n

And one of the methods we\u2019ve found to be effective is related to something called The Zeigarnik Effect<\/i>.<\/p>\n

Must\u2026 Reduce\u2026 Suspense<\/b><\/h3>\n

In psychology, the Zeigarnik Effect<\/a> is used to describe intrusive thoughts that occur when someone leaves a task incomplete. In some cases, this can have a severely detrimental effect on people\u2019s lives.<\/p>\n

But for the most people it manifests itself in a moderate compulsion to finish what was started.<\/p>\n

For example, have you ever channel surfed your way into a showing of Back to the Future that\u2019s already an hour in? It\u2019s that scene with the skateboard so you decide to watch for a few seconds\u2026 and then a few minutes\u2026<\/p>\n

And now you have to watch it until the end.<\/p>\n

\"Zeigarnik<\/p>\n

It doesn\u2019t matter that you\u2019ve seen it a hundred times and can pretty much recite the whole damn movie (\u201cRoads? Where we\u2019re going\u2026 we don\u2019t need roads\u201d), once you get yourself invested in watching the movie, you\u2019re locked in.<\/p>\n

Or maybe, for you, it\u2019s finishing the last 20% of that bag of Doritos, even though you\u2019re no longer hungry and you know that ploughing on is going to leave you feeling queasy.<\/p>\n

Then again, it could be Township (or Farmville, or Mafia Wars\u2026) which, by the way, NEVER ends, so until you find the guts to pull the plug, you\u2019re never going to stop tapping and swiping.<\/p>\n

The truth is, to a greater or lesser degree, we\u2019re all affected in some way by this phenomenon. Being in suspense can be entertaining, but eventually we need that suspense to end so we can gain some kind of closure.<\/p>\n

That\u2019s the bad side of Zeigarnik. Flip the script, however, and you can use this same effect to pull off some neat retention tricks.<\/p>\n

Pay Attention<\/b><\/h3>\n

\"ZeigarnikThere\u2019s an old British sitcom from the 80s called Brush Strokes, about the romantic misadventures of a house painter. It\u2019s pretty forgettable stuff, but what can\u2019t fail to stick in the mind is the closing sequence.
\nAlongside the rolling credits, a man on a ladder is using a roller to apply the final few brush strokes to a large wall. It\u2019s totally meaningless but it\u2019s virtually impossible not to stay tuned until the last patch of red on the wall yields to the final streak of glossy, cream emulsion<\/a>.<\/p>\n

I\u2019m not sure it makes the viewer any more likely to actually read the credits, but it nicely illustrates the power of showing an unfinished task being completed. It doesn\u2019t matter that the sequence, and the end result, is the same every time. Once you start watching that painter working, you HAVE to see him finish.<\/p>\n

You can use this effect in all sorts of simple but interesting ways to grab and then hold your viewer\u2019s attention.<\/p>\n

Tip: You can also use this effect to improve your productivity. Writers, for example, usually find it helpful to conclude a day\u2019s work midway through a chapter, rather than at the end. That way, the next day, it\u2019s easier to jump back into work than if they were starting with a fresh chapter and a blank page.<\/i><\/p>\n

Think of this as a simplified, or subtler, version of the cliffhanger technique we discussed in the third article of this series<\/b> (<\/i><\/b>Successful Squeeze Page Videos: Part Three \u2013 The Cliffhanger<\/a>)<\/i><\/b>. Used judiciously, at key moments, this can encourage your viewer to keep watching.<\/p>\n

Introduction:<\/b> The \u201cslice of life\u201d technique described in the first article in this series<\/b> (<\/i><\/b> Successful Squeeze Page Videos: Part One \u2013 The Hook<\/a>)<\/i><\/b> is very much based on the Zeigarnik effect. Showing something starting and finishing during your opening sequence is powerful, even if it\u2019s unrelated to your subject matter.<\/p>\n

A bomb fuse burning down<\/a>, a Thunderbirds-style countdown sequence<\/a>, a short Rube Goldberg machine<\/a>, the last couple of sections of a picture being coloured in\u2026 anything along these lines can be effective at grabbing and keeping your viewers\u2019 attention.<\/p>\n

Content:<\/b> In the main sections of your video (highlighting a problem and presenting a solution), the Zeigarnik can also be used in subtle ways. If, for example, you\u2019re making a number of main points, have them written on a whiteboard, and physically tick them off (or strike them through) as you finish discussing each one.<\/p>\n

Another great technique, if you can afford the production costs, is a whiteboard animation sequence. Done well, this style of presentation is INCREDIBLY compelling because each piece of animation segues into the next and you\u2019re not done until the artist puts his pen down.<\/p>\n

Come up with visual methods of presenting your material and you\u2019ll easily find ways to slip in sequences that, once started, demand to be completed.<\/p>\n

Call-to-Action:<\/b> The Zeigarnik Effect should happen automatically if you\u2019ve followed the guidance in this article series. The cliffhanger you\u2019ve engineered should leave the viewer compelled to hand over their email address so they can scratch the itch you\u2019ve just created.<\/p>\n

When reviewing your squeeze page video, pay careful attention to the ending and ask yourself whether Zeigarnik is present. If not, you need to ramp up the cliffhanger.<\/p>\n

***<\/p>\n

Zeigarnik can be used in your squeeze page video in a very transparent fashion, but I encourage you to also try subtle manifestations of this technique. Don\u2019t just hammer one into your opener and then forget all about it.<\/p>\n

Salt your video with Zeigarnik by engineering brief moments of suspense that you quickly complete. Each instance will make your video feel more satisfying to the viewer and will increase the likelihood that they\u2019ll stay to the end.<\/p>\n

In the next article, I\u2019m going to throw you off your game. Don\u2019t worry\u2026 it\u2019ll all work out in the end.<\/p>\n

LINK<\/i><\/b>: Successful Squeeze Page Videos: Part One \u2013 The Hook<\/a><\/i><\/b><\/p>\n

LINK:<\/i><\/b> Successful Squeeze Page Videos: Part Two \u2013 Vicarious Adventures<\/i><\/b><\/a><\/p>\n

LINK:<\/i><\/b> Successful Squeeze Page Videos: Part Three \u2013 The Cliffhanger<\/i><\/b><\/a><\/p>\n

LINK: <\/i><\/b>Successful Squeeze Page Videos: Part Four \u2013 Destroying Expectations<\/i><\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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. This article, and the next […]<\/p>\n","protected":false},"author":1,"featured_media":3850,"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: Part Five \u2013 The Zeigarnik Effect — Genndi<\/title>\n<meta name=\"description\" content=\"How to create successful squeeze page videos using the zeigarnik effect. 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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":3847,"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":3837,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-destroying-expectations\/","url_meta":{"origin":3847,"position":2},"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":3854,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-disequilibrium\/","url_meta":{"origin":3847,"position":3},"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":3807,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-two-vicarious-adventures\/","url_meta":{"origin":3847,"position":4},"title":"Successful Squeeze Page Videos – Vicarious Adventures","date":"April 23, 2018","format":false,"excerpt":"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. 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