{"id":3854,"date":"2018-05-21T06:25:03","date_gmt":"2018-05-21T13:25:03","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3854"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-disequilibrium","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-disequilibrium\/","title":{"rendered":"Successful Squeeze Page Videos – Disequilibrium"},"content":{"rendered":"

As a business owner and marketer, if you don\u2019t distinguish yourself from what others are doing\u2026<\/p>\n

Yeah, yeah\u2026 I know\u2026 I\u2019ll go broke.<\/i><\/p>\n

Well\u2026 yes\u2026 but that wasn\u2019t what I was going to say.<\/p>\n

If you don\u2019t distinguish yourself from what others are doing\u2026 someone else will do it first!<\/i><\/b><\/p>\n

I\u2019m bringing this to your attention now, lest you be drawn into the wrong conclusion that time is on your side.<\/p>\n

In this squeeze page video article series (see links at the bottom), we\u2019ve looked at a variety of techniques that probably sound odd, even kooky. And they are. Most people writing on this subject would be teaching you things like, \u201copen with a thought-provoking question,\u201d or \u201chave a strong call-to-action,\u201d or \u201cagitate the problem.\u201d<\/p>\n

None of which is bad advice, but it\u2019s not going to set you apart from your competition.<\/p>\n

But you might be thinking, \u201cwell\u2026 this all sounds a bit avant-garde\u2026 I\u2019ll try something a bit more traditional first.\u201d And that\u2019s the critical error that you must avoid.<\/p>\n

Because if you want to be the person in your industry who is seen as fun, novel, interesting, mold-breaking \u2013 all the things that create armies of loyal customers \u2013 you have to do it FIRST!<\/p>\n

If someone else in your industry positions themselves this way before you, it\u2019s hard to do the same without looking like a copycat.<\/p>\n

The likelihood is that you have a small window of opportunity to own this space and become a trailblazer in your industry.<\/p>\n

But wait too long and you\u2019ll find yourself jostling elbows with the rest of the herd, watching someone else lead the charge.<\/p>\n

If you want to play it safe, I suggest you go find an article called \u201c7 Ways to Make a Modest Amount of Money Without Annoying Anyone.\u201d Otherwise, you need to pull out all the stops and start shaking up your audience.<\/p>\n

Welcome to DISEQUILIBRIUM\u2026<\/p>\n

Disrupt Your Audience<\/b><\/h3>\n

\"Disequilibrium<\/p>\n

Disequilibrium, in its broadest sense, means a lack of balance. But I prefer the definition offered by psychologist, Jean Piaget<\/a>. To paraphrase\u2026<\/p>\n

The experience of a discrepancy between something new and something already known or believed.<\/i><\/p>\n

If you\u2019re not giving your audience a sense of disequilibrium when they watch your squeeze page videos, you\u2019re not trying hard enough. If they watch your videos and it\u2019s just another version of every other squeeze page video they\u2019ve ever seen, you\u2019ll be forgotten in five minutes.<\/p>\n

First and foremost, you should be looking for a way to DISRUPT your audience. Upend their belief system. Tell them something that flies against everything they thought they knew.<\/p>\n

Every single one of your viewers will click the \u201cplay\u201d button with the conviction that they already know what you\u2019re going to say. They\u2019ve been watching advertisements their whole life and the vast majority have nothing new or memorable to say.<\/p>\n

Which means that, when you disrupt their understanding of something, you put them in a state of disequilibrium.<\/p>\n

And this COMPELS them to keep watching until they understand what the heck you\u2019re talking about and are able to regain a state of balance.<\/p>\n

A good example of this could be seen on one of our older squeeze pages in which we implied that using testimonial videos could be HARMFUL to your conversion rates. It sounds ridiculous. Everyone KNOWS that social proof is an important marketing strategy. But by indicating that the opposite was true, we disrupted our audience and got them to pay attention.<\/p>\n

Tip: Testimonials, most of the time, work very well. But we proved that they can be counterproductive when used to promote a sales webinar. You can learn more about this subject on our 12 Secrets webinar: \u00a0<\/i>https:\/\/www.webinarjam.com\/vid\/12secrets\/host-a-webinar\/<\/i><\/a><\/p>\n

That\u2019s not a ground-breaking disruption, granted, but even a modest disturbance in your viewer\u2019s equilibrium can have a powerful effect.<\/p>\n

Push Your Audience<\/b><\/h3>\n

Is it a little bit mean to trip your audience up like that?<\/p>\n

Well\u2026 a little bit, perhaps. But you\u2019re going to take the curse off it by catching them on the other side.<\/p>\n

This is not about telling your viewer that everything they know is wrong and it\u2019s all a waste of time, and then signing off, leaving them to twist in the wind. Once you push your viewer off-balance, you MUST then offer them a support.<\/p>\n

Take a brick out of the wall that is their belief system, and then replace it with a stronger, sturdier, more useful brick.<\/p>\n

For instance, in this series, I\u2019ve repeatedly brought to your attention the idea that the traditional way of creating squeeze page videos is ineffective. Maybe the thought that your current style of squeeze page video presentation is somewhat inadequate, hasn\u2019t sat well with you.<\/p>\n

Maybe a lot of the content in this article series has flown in the face of that $7 report you purchased a couple of years back.<\/p>\n

But I didn\u2019t push you off balance for the sake of it. It was with the goal of getting your attention and teaching you a better, more effective style of squeeze page video.<\/p>\n

It\u2019s a process that\u2019s not always comfortable for the recipient, but then it\u2019s not our job to tickle people\u2019s ears. Not if we want to show people a better way that will improve their business or their life in some way.<\/p>\n

Think about some of the things your product or service does that\u2019s unique in your industry. What tired, stuck-in-the-past, methods or beliefs does your business overturn?<\/p>\n

Those are the disruption points that you should use to push your audience and distinguish yourself from the rest.<\/p>\n

And Then Inspire Your Audience<\/b><\/h3>\n

When you challenge someone\u2019s belief in something, one of two things happens…<\/p>\n

The person either rejects the new truth outright and sticks rigidly to their old way of thinking and doing things.<\/p>\n

Or they recognize that they need to make a change and they teeter with uncertainty, unsure how to assimilate their new understanding and turn it into something useful.<\/p>\n

The reason more businesses don\u2019t use disequilibrium in their marketing is because they don\u2019t like the idea that a portion of their audience will be turned off. But as we saw in part four of this article series<\/a> <\/b>this is not something to fear.<\/p>\n

Better to have 100 loyal, lifetime customers, than 200 indifferent consumers who\u2019ll forget you in a matter of days.<\/p>\n

Don\u2019t concern yourself with the audience members that you lose. Focus, instead, on the people who are attracted to your new paradigm and inspire them to turn their newfound knowledge into something useful.<\/p>\n

Disequilibrium isn\u2019t a bad thing. It\u2019s what happens to everyone, right before they take a big jump forward in their knowledge and understanding.<\/p>\n

When you bring your audience into this state, they\u2019re ready for you to offer them something to lean against. Something to re-establish their sense of balance.<\/p>\n

In short, they\u2019re ready to take the next step towards learning more about your solution. And if that next step is to hand over their email address\u2026 that\u2019s now a much easier decision to make.<\/p>\n

***<\/p>\n

Given a choice, people want to be led by something or someone that is beyond what they see day in and day out.<\/p>\n

When you were a kid in school, being disruptive got you detention. But in the world of online commerce, being disruptive gets your customers.<\/p>\n

Be bold.<\/p>\n

Be inspirational.<\/p>\n

Go out there and stir up some trouble. \ud83d\ude42<\/p>\n

In the next, and final, article in this series, we\u2019re going to show the audience our beauty scars. Bring your courage – we\u2019re doing it too.<\/p>\n

\u00a0Successful Squeeze Page Videos: Part One \u2013 The Hook<\/a><\/i><\/b><\/p>\n

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

\u00a0Successful Squeeze Page Videos: Part Three \u2013 The Cliffhanger<\/i><\/b><\/a><\/p>\n

\u00a0<\/i><\/b>Successful Squeeze Page Videos: Part Four \u2013 Destroying Expectations<\/i><\/b><\/a><\/p>\n

Successful Squeeze Page Videos: Part Five \u2013 The Zeigarnik Effect<\/i><\/b><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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! I\u2019m bringing this to your […]<\/p>\n","protected":false},"author":1,"featured_media":3855,"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":[123,19,12,163,14],"tags":[],"yoast_head":"\nSuccessful Squeeze Page Videos - Disequilibrium — Genndi<\/title>\n<meta name=\"description\" content=\"How to make successful squeeze page videos by surprising your audience and catching them off balance. 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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":3847,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-five-the-zeigarnik-effect\/","url_meta":{"origin":3854,"position":1},"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":3861,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-seven-the-fourth-wall\/","url_meta":{"origin":3854,"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. 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":3837,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-destroying-expectations\/","url_meta":{"origin":3854,"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":3807,"url":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-two-vicarious-adventures\/","url_meta":{"origin":3854,"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. Communicating likability through a short, squeeze page video is nigh-on\u2026","rel":"","context":"In "Lead Generation"","img":{"alt_text":"Successful Squeeze Page Videos Part Two Vicarious Adventures","src":"https:\/\/i0.wp.com\/www.genesisdigital.co\/blog\/wp-content\/uploads\/2018\/03\/successful-squeeze-page-videos-part-two-vicarious-adventures.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":3854,"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\/3854"}],"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=3854"}],"version-history":[{"count":0,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/posts\/3854\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media\/3855"}],"wp:attachment":[{"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/media?parent=3854"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/categories?post=3854"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.genesisdigital.co\/blog\/wp-json\/wp\/v2\/tags?post=3854"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}