DESCRIPTION OF THE VIDEOS AND HOW THEY WERE MADE<\/strong>
\nI have always considered squeeze page videos to be one of the most important styles within any video marketing campaign. This particular campaign so far features about 20 videos, the squeeze page videos are quite possibly the most important since they begin the sales funnel.<\/p>\nWe’re going to be split testing these different versions of squeeze page videos to see which does best. Which do you like best? The dramatic or the undramatic? The talking head or the ones with voiceover and b-roll footage?<\/p>\n
This particular video marketing campaign is so large that it is giving me the opportunity to do some experimentation. I have a lot of questions about what actually works best and I am hoping this campaign will allow me to find out.<\/p>\n
THE DRAMATIC VIDEO<\/strong>
\nOne of the squeeze page videos has quite dramatic with an ominous feel. I achieved that feel by using very dramatic music along with a dramatic read. Honestly, a different voice (deep, male) might achieve this better than my voice, but the client likes my voice, so who am I to argue? \ud83d\ude42<\/p>\nThe script was also designed and written to be a bit fear-inducing. The free product being offered is, of course, going to alleviate the fear of the consumer. The script makes clear that without the free product, they are throwing themselves to the sharks.<\/p>\n
In other words, it is the fairly standard format of presenting a problem and then solving the problem, just like in a text sales letter.<\/p>\n
THE NON DRAMATIC VIDEO<\/strong>
\nThe second squeeze page video is not be so dramatic in nature. That means the script uses softer words and I give it a softer read. I also chose much more light-hearted music. I also took out the slow motion fire shot. Other than that, the video choices are fairly similar.<\/p>\nI also plan on other squeeze page videos that are more newsy in style. In other words, an informational video that is not so heavy on the sales language. Those are not finished yet.<\/p>\n
Over time, we will see which video gets the best conversions.<\/p>\n
DIFFERENT STROKES FOR DIFFERENT FOLKS<\/strong>
\nAt this point, I kind of hate to even make any predictions because I am so unsure of the outcome. I know enough to realize that one method will work better on some people than others but which one will appeal to the majority is just a guess.<\/p>\nI personally do not respond well to overly dramatic videos. I actually laugh at them which is NOT the reaction we’re going for of course, but my 30 plus years in the TV business has proven to me time and time again that I do not react to things the way the majority of people do.<\/p>\n
I guess you could say I am the “PBS type” and I like stuff most people consider boring! In my observation, scaring the bejeezes out of people is a very sales effective strategy. (Although I find that fact a bit disconcerting.) That’s why the first one out of the shoot is the dramatic one.<\/p>\n
PEOPLE LIKE TO SEE OTHER PEOPLE<\/strong>
\nIn addition to the two voice over squeeze page videos, I did one as a talking head. Although in the world of professional TV and video production it is a generally considered that talking head videos are considered boring, I think talking head videos work well online if they are kept short. Adding music helps keep it lively.<\/p>\nLetting people see a friendly face helps make up for the impersonal nature of the web. Research shows that many people feel like the internet is TOO impersonal and that prevents them from using more online services. A Talking head video is a perfect antidote for that IMHO. So we shall see as time goes by how the “boring” talking head converts compared to the voice over videos.<\/p>\n
DOCUMENTARY STYLE FOR THE FREE GIVEAWAY<\/strong>
\nThe video we created to serve as our free giveaway is a 33 minute “documentary” called The Golden Rules<\/em>. Three of the squeeze page videos on this post are selling The Golden Rules<\/em>. Here is that video.<\/p>\n