How to Make The Most Effective Video on Your Squeeze Page

A squeeze page is a landing page used by online businesses or internet marketers to invite visitors to sign in to access further information or products. In essence, the visitor is granted access to another webpage in exchange for his contact details, and by this process becomes an official ‘lead’.

Various elements can influence whether your visitors convert into leads, however using a video in a squeeze page has statistically shown to positively affect conversion rates. The written content and design of your website may of course influence your visitor’s response, but a video also offers 2 additional benefits: 1. It makes your page ’sticky’, which means that it retains your visitor’s attention and 2. It builds trust, by showing that you are a real person and revealing your character.

Here are some guidelines on what to say in your squeeze page video to ensure that you connect with your visitors and optimise lead generation:

1. Address your visitor’s need or situation to help them confirm that they are in the right place.
It is essential that you identify who your visitors are and who you wish to target (your niche market) in order to do this step. Show your visitor that you know something about their situation or feelings, or about what they might be looking for. Be tactful and avoid assumptions (you don’t ‘know’ them after all). Use ‘probably’ or ‘perhaps’, or ask questions, to help your visitors identify for themselves how they associate with you and what you can offer. Some examples are: “Are you tired of…”, “Do you wish you had…”, “Do you need…”, “Perhaps you are looking for…?”.

2. Introduce your personal story.
Your visitor is now ready to truly connect with you and your story. Your brief story that is, keep it short and sweet, using one or two sentences to describe your situation, feelings or frustrations before you found the solution.

3. Introduce your solution.
Now that your visitor trusts you and can relate to your story, you can say that you found a solution and provide some general information about your opportunity or product. Don’t say too much; you want your visitor to be intrigued and keen to sign in to find out more.

4. Conclude your personal story.
What is your situation now? How did the solution help you achieve your goals? How did the product or opportunity change the way you live, work or play? What are the benefits (e.g. “I received a great discount”, “This product helped me double my sales”, “I make a great income”, “I saved money”, etc)? Remember to discuss the benefits that you know will resonate with your niche market.

5. Call to action (entering their details) and what’s in it for them.
Finish your video by telling your visitor what you would like him to do (i.e. sign in) and what he will receive for doing so. Offer something of value to your visitor, such as a free report, information or resources, a phone call, a special offer or discount, etc. Give a sense of urgency by using words like ‘now’, ‘today’, ‘right away’ or ‘instantly’.

Finally, I have 8 practical tips on making the perfect video:

1. Use quality video and audio resolution, and avoid background noise.
2. Choose a consistent setting for what you are selling (in your home office for a home business opportunity, at the marina for boat services, on holidays to demonstrate lifestyle, or just on a plain background if you want to focus on your message, etc). Make sure your background is tidy and free of distractions.
3. Be welcoming, enthusiastic and pleasant. Smile! Dress according to the image you wish to convey, be yourself and still make an effort.
4. Be concise and keep it short. 1-3 minutes is ideal.
5. Use editing to have smooth transitions between screens if applicable. Use transition effects such as fade in and out for a professional feel, but keep it simple and don’t distract or overwhelm the viewer with too many different special effects.
6. Conclude your video with a screen containing your contact details or website address. You can also write your call to action. Use an inspiring soundtrack while text is displayed.
7. Make sure you have your video on auto-start. Your visitor will automatically be drawn to watch your video and listen to you.
8. Place your opt-in box near your video, so that your visitor can easily respond to your call to action.

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