{"id":3861,"date":"2018-05-29T06:14:21","date_gmt":"2018-05-29T13:14:21","guid":{"rendered":"https:\/\/www.genesisdigital.co\/blog\/?p=3861"},"modified":"2019-05-09T11:31:43","modified_gmt":"2019-05-09T18:31:43","slug":"successful-squeeze-page-videos-part-seven-the-fourth-wall","status":"publish","type":"post","link":"https:\/\/www.genesisdigital.co\/blog\/learn\/marketing\/successful-squeeze-page-videos-part-seven-the-fourth-wall\/","title":{"rendered":"Successful Squeeze Page Videos: Part Seven \u2013 The Fourth Wall"},"content":{"rendered":"

In my occasionally humble opinion, this is the most important strategy you can employ.<\/p>\n

Not just in the context of squeeze page videos but in your marketing as a whole.<\/p>\n

If you salt every element of your marketing with this strategy, you will see improved conversions and, perhaps more importantly, the development of a more enthusiastic customer base.<\/p>\n

If you\u2019ve been following this article series from the start (see article links at the end), you can\u2019t have failed to notice that one of the main themes has been the importance of using your squeeze page videos to develop a better relationship with your audience.<\/p>\n

When your audience feels like they have a connection with you or that they can relate to you in some way, you don\u2019t just gain more people on your list and increase your sales, you also generate loyalty that results in more repeat business.<\/p>\n

Using squeeze page videos purely for informational purposes is such a waste of bandwidth it\u2019s almost criminal.<\/p>\n

But fortunately, this strategy is easy to employ and can transform any video from a clich\u00e9d sales pitch, into something more\u2026<\/p>\n

Authentic!<\/p>\n

Show Your Beauty Scars<\/b><\/h3>\n

Every business owner wants their marketing to appear professional.<\/p>\n

No one really wants to be thought of as an \u201citty-bitty business,\u201d and flashy websites and videos are a tried and trusted route to making your business appear larger than it is.<\/p>\n

I get that impulse. Really, I do.<\/p>\n

But it\u2019s bogus.<\/p>\n

No one cares whether you\u2019re a blossoming start-up with over 100 staff or a small business consisting of one full-time owner and a bunch of freelancers.<\/p>\n

All your prospects care about is whether you can solve their problem and provide them with something that can improve their life in some way.<\/p>\n

And for them to believe \u2013 truly believe \u2013 that you can deliver on your promises, you have to be believable, trustworthy, and authentic.<\/p>\n

You don\u2019t need expensive, slick videos to pull that off.<\/p>\n

When PepsiCo spent, in all likelihood, millions of dollars creating a video in which they implied that national tensions could be solved by a pretty girl giving a cop a soda<\/a>, do you think that made them more relatable to their audience?<\/p>\n

No. No. And indeed, hell no\u2026<\/p>\n

In fact \u2013 and this is the part I love \u2013 an inexpensive video can actually make you appear MORE authentic and, as a result, more likeable to your audience.<\/p>\n

Flaws reduce intimidation because they make you human.<\/p>\n

Appearing as something less than perfect \u2013 which, let\u2019s face it, describes all of us \u2013 is the key to creating ultra-loyal customers who don\u2019t just like your product, but love everything that your business stands for.<\/p>\n

When you go into your favorite coffee shop do you want your server to say\u2026<\/p>\n

\u201cGood morning, Ma\u2019am, did you know that our Colombian Blend has 31 antioxidants, 13 essential vitamins and is served in a biodegradable container\u2026\u201d<\/i><\/p>\n

Or would you rather they said\u2026<\/p>\n

\u201cHey there, Jen, do you want your usual Americano? By the way, we\u2019re trying out a new hazelnut syrup this week. It\u2019s a little on the sweet side, but it\u2019s kinda moreish. Want to give it a try?\u201d<\/i><\/p>\n

When something is 100% engineered and staged, it might look good, but it makes it almost impossible for anyone to connect on a personal level. A slightly unpolished but authentic front-end, by contrast, is what will keep people coming back, time and time again.<\/p>\n

So, here\u2019s the big question\u2026<\/p>\n

How do you engineer authenticity without coming off as fake?<\/p>\n

The Fourth Wall<\/b>
\n<\/b><\/h3>\n

\"Give<\/p>\n

Engineered authenticity is an oxymoron. By definition, if it\u2019s engineered, it\u2019s no longer authentic.<\/p>\n

The solution is to pierce the fourth wall (which I\u2019ll define in a minute), just enough, so that your audience gets to peek through at carefully selected intervals. The holes are engineered – but what you show on the other side isn\u2019t.<\/p>\n

In the theatre, the \u201cfourth wall\u201d is the imaginary barrier between the audience and the players. However, the \u201cfourth wall\u201d can refer to anything that divides an audience from the performer. Or simply be a barrier to the elements of the performance that the viewer doesn\u2019t ordinarily get to see.<\/p>\n

In the case of your squeeze page video, the \u201cfourth wall\u201d is ALL the production elements. That includes the people and equipment behind the camera, the green screen behind you, the rehearsals, the out-takes\u2026<\/p>\n

Even your personal life.<\/p>\n

To successfully employ this strategy, all you have to do is, at carefully selected moments, allow a little piece of reality to bleed through.<\/p>\n

Here are a few examples:<\/p>\n

Bloopers:<\/b> Who doesn\u2019t love a blooper reel? Aside from the fact that they\u2019re naturally amusing, they let people see you, just for a moment, without your professional head on. A collection of bloopers at the end of your squeeze page video may not be appropriate given that you need that space for your call-to-action, but there\u2019s nothing to stop you leaving in 1-2 outtakes during the main content. Let your audience see you mess up, laugh about it, and then smash cut back into your delivery.<\/p>\n

Acknowledge Your Crew:<\/b> When shooting your video, you naturally talk to your production team. Whether you\u2019re thanking your camera operator, asking your sound engineer a question, or complaining about your microphone clip not working properly. Ordinarily, you\u2019d edit those out. But if you leave 1-2 instances in, it breaks that fourth wall and gives your audience a glimpse of the video being created. (Mike Rowe<\/a> is famous for using this technique.)<\/p>\n

Enter Stage Right:<\/b> Have someone walk into shot and touch up your make-up or bring you a drink. Banter with them, or warmly thank them. This reminds your audience that the video is a team effort, created by a group of people enjoying working together.<\/p>\n

Host Your Video at Home:<\/b> The background to your video can drastically alter the tone of your video. A family home setting is very different, and much warmer, than a bookcase or a plain screen. You could even have family members or crew members doing something in the distant background.<\/p>\n

There are many more ways to break the fourth wall but what they all have in common is that they allow the audience to see you as part of a group of people enjoying their work.<\/p>\n

And by allowing the viewer to get a glimpse of this, it\u2019s as if you\u2019re welcoming them into your world for a few moments.<\/p>\n

It\u2019s a small effect, and it\u2019s easy to employ, but even if you only do it for a few seconds out of a video that last several minutes, it significantly changes the perception of your presentation.<\/p>\n

We mentioned this before, but when you\u2019re positioning yourself as an expert, that can detract from your relatability. Breaking the fourth wall shows everyone that you\u2019re not perfect and that you\u2019re also a regular human being, allowing you to reclaim some of the connection with your audience.<\/p>\n

***<\/p>\n

We don\u2019t just want customers. We want loyal, life-long customers, who go out of their way to purchase our products and services. Not just because what we sell is of a high quality (which it is) but because when they purchase from us, they feel like they\u2019re part of a group that GETS it.<\/p>\n

We have the same goals, the same sense of humor, the same priorities.<\/p>\n

We\u2019re all cut from the same cloth. We\u2019re our own little tribe.<\/p>\n

That\u2019s powerful.<\/p>\n

And your squeeze page videos, in addition to doing their main job of bringing prospects onto your list, can be designed to generate this connection with audience.<\/p>\n

I get that most, if not all, of the strategies described in this series are a little out of the ordinary and you may have anxiety about trying something so bold. But, if it helps, keep in mind that you get multiple shots at this.<\/p>\n

If your first couple of efforts don\u2019t quite hit the mark, keep practicing and tweaking until you get the results that you want.<\/p>\n

It\u2019s like a band that\u2019s just starting out. It might take a few songs to find YOUR sound that sets up apart. But once you get it, you can crank out album after album, each one sounding richer and more assured than the last.<\/p>\n

Most importantly, you need to get over your fear of being really creative.<\/p>\n

I know that creativity is important to you, otherwise you\u2019d probably be working in a very different industry. And if your creative efforts don\u2019t satisfy everyone, that\u2019s okay\u2026<\/p>\n

Because the people that DO like what you have to offer, or going to LOVE you!<\/p>\n

 <\/p>\n

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

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

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

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

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

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, the development of a more […]<\/p>\n","protected":false},"author":1,"featured_media":3863,"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 Seven \u2013 The Fourth Wall — Genndi<\/title>\n<meta name=\"description\" content=\"How to make successful squeeze page videos by breaking down the fourth wall. 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