The Squeeze Page: The Difference Between Direct Response And Content-Rich Copy

November 7, 2013 by jennifer mcgahan Leave a Comment

A little fun in the field this week. I’ve been playing with an ad campaign for a squeeze page and thought I’d share what I’m doing. A friend and client asked for help on an ad to place in a large national website’s “classified ads” page. Here’s how we’re breaking it down.

Before you write the ad, you need the squeeze page the ad will lead to. A squeeze page is a page made for the purpose of collecting email addresses. In a pure squeeze page you don’t have any other way out (except for the web form where the reader opts in to a list, or the back button in the browser. So the viewer is literally “squeezed” into making a decision. Yes: opt in, or No: close the window or go back where they came from.

I usually write either of two kinds of squeeze page (if possible, I like to test both):

1. Content-rich, written with an open loop.

2. Copy-intense: more persuasive, direct response style writing.

In the first case, I write content, an article on a subject that will make the reader want to learn more.

You can do the same thing by writing an article or making a video explaining something of interest or solving an immediate problem for the reader. But you must keep an open loop. You mustn’t exhaust the subject. That’s very important. You always have to leave something out, something important but that you obviously didn’t get around to talking about. It’s the next part of the subject that needs to be discussed. Maybe you only provide a partial list of possible solutions and then you ask the reader to opt in for a free report that covers the rest of them. For example, “How to command your audience’s attention within 10 seconds of your speech.” Once you tell how, then you offer to show them how to keep their audience’s attention through the rest of the talk. Your reader sees you as an expert on the subject and will (hopefully) opt in to get the rest of your speaking tips.

Another way to use content is to lead the reader to another problem. For instance, now that you have this short term problem taken care of, you’re going to run into this other issue very soon. Again, you are telling your reader, “We’re not quite finished with this. I’d love to tell you more, but this article is getting a little long. Opt in for the rest of the story.” For example, the content of the article could be on finding a good physical therapist who can work with your arthritis. But now you’e going to need to find a way to fit the PT into your schedule. So the free opt in might be “How to fit PT into your work schedule and still stay productive” or “How to warm your boss to the idea you’re taking time off work to go to physical therapy.”

Still another way to use content on a squeeze page would be to cover one subject and then tell the reader there are other complementary topics she might enjoy. Let’s say your article is on “The ten steps leading to a great webinar.” At the end of the article, you would add, “If you enjoyed this article, get “Ten resources for webinar success,” or “Get 30% more leads from your webinar.” Based on the knowledge you just shared about the prep-work for a webinar — hinting at all the benefits of hold a successful one — your reader would opt in for more information from you on the subject.

There are so many ways to use content creatively to entice interest and build your list. You can probably think of many more, once you get started applying these ideas to your own industry.

The second way to encourage someone to opt in is more of a copywriting, direct response-style option.

In this case, you’d include copywriting elements that encourage the reader to take action using testimonials, social proof, security, survival, authority, scarcity, or any of the other powerful influencers on human psyche.

This style works best with a strong voice of authority, or a personal story the author tells about his or her own offer. You can cover a lot of ground this way, and really bring the reader into your mission, your community or tribe. Information providers apply this style of copywriting well because through it, they can be warmly and personally persuasive.

You can write a longer page, or, using bullet points and a short summary of the benefits, keep the page clean and clutter-free. Either style results in the invitation to download or register for the free gift, your opt in offer.

Now for the ad directing the reader to the squeeze page:

The next step is to create a short ad leading someone to the page. For an average PPC ad, let’s just assume you are limited to about the length of a tweet, 140 characters, give or take. A typical Classified ad, Facebook ad, Google Ad or Tweet all have about the same restrictions.

For the first, content-heavy article style of squeeze page, it works best to describe the content of the squeeze page directly.

The opt in at the end actually comes as a surprise benefit of reading the article all the way through. Your reader isn’t really surprised, but if the content is good, entertaining, relevant, and helpful, the reader will probably play along and opt in. This is why it’s important to include compelling content writing with some flair and promise…not just some soulless, dry article. You are laying the groundwork for a small decision to be made. People don’t say “yes or no” to a faceless, boring string of words. People say it to a person, and they say it to themselves. Make sure your content is infused with personality.

So let’s use the example of the webinar: If the article in the content rich squeeze page was “The ten steps leading to a great webinar,” you would reveal the outcome of the squeeze page. “Planning your best webinar yet: how to prepare an event that goes without a hitch.” Or something like “What do all good webinars have in common? What the Pros know about planning for the big event.” Or simply, “Ten steps for hosting your own lead-generating, profitable webinar.”

In the case of the direct response style squeeze page, where the opt in is the actually to download the free report “The ten steps leading to a great webinar,” you would go a different route.

In this case, the opt in is the content. It is the promise you are asking the reader to trust you to provide, if they give you their email address. So you need to go at this from a different angle. Your ad should not promise the “ten steps” directly, but point the reader to an honest discussion about the benefits of holding webinars in general. Like “Why you need to plan a webinar that rocks their client’s world,” “The benefits of an awesome webinar” or “How lead-generating webinars help your grow your network and boost your industry clout.” Then when your reader clicks on the ad and arrives on the page, your copy does the rest. The only obvious action is to find out how to hold a great webinar yourself.

Breaking down the ad and the squeeze page into a natural sequence of events will improve the chance that your reader will opt in. If you’re not sure if that connection is naturally received by a reader, please get an unbiased friend or colleague to walk through the sequence and give you their opinion.

Of course I’m happy to have a look, too. Fresh eyes on your content and copy will help you hone your message and touch the hearts of your best future clients.

Fight or Flight: Web Content Triggers Your Reader’s Survival Instincts

November 4, 2013 by jennifer mcgahan Leave a Comment

I spent my extra hour this weekend on a brisk walk with our dog yesterday. The guys had just come in from a cold deer blind on the first weekend of deer season. My daughter was still sleeping. I couldn’t get anyone but Rosie to come out and enjoy the morning.

It’s OK. She’s good company. Conversation is overrated sometimes.

The flow of information, words, images, digital requests for attention at every minute…sometimes it’s good to just get away from all that for awhile and see what happens when you look up, and breathe.

Digital content and copywriting should engage you, not make you want to stick up your dukes.

After unsubscribing from dozens of email lists a couple of weeks ago, I am hyper aware of the digital barrage. If you hope to protect your health and sanity you must arm yourself with tools and tips for managing the influx of information. If you’re the type whose goal is “inbox zero” and high productivity, you can even counter the stress of a digital lifestyle with a treadmill desk, the ultimate, healthy work environment for multi-taskers.

Now how about turning the tables on the people who are sending all that mail. Yours truly included. If only everyone who sends email or markets online had a deck of these content creation cards, the web might be a happier place.

Not that it’s bad, but marketers can always learn to do it better…

Make better connections and get higher open rates and click throughs — even if it means with fewer people. (Did she really just say that?)

With every great advance in technology comes the opportunity for its misuse. The Internet enchants and creates possibilities for useful, even powerful connections. It allows businesses to thrive and people to extend their platforms beyond what they even dreamed was possible a few years ago!

But it’s also a beast that can sink its teeth in and toss you around if you don’t know how to manage information. Why am I even talking about this with you? I’m a marketer, for goodness sakes, a copywriter who writes web content! You could say I’m part of the problem. However, the numbers don’t lie.

Because I’m aware of the junk, I consider it my job and mission to take a different tack and create real connections that feel as good as a walk with your best friend.

Continue reading to find out why the email I send consistently gets 42 – 57% open rates…

There’s a phenomenon called “screen apnea,” a term coined by Linda Stone that refers to the shallow breathing of people when they read email. It’s a physical reaction related to the fight or flight mode the body assumes before a battle. Here’s the thing: as a marketer and writer, I genuinely care about my readers. No way I want to contribute to a breathing condition that makes you fat and stressed out! But here we are….

Check and see. Notice if you are calm or if you go into “battle mode” when you open your inbox or article feed. You may be holding your breath now, as you decide what to read, save, delete, retweet, etc.

Your customers experience the exact same thing. Have mercy. Be present.

Some ideas on conscientious marketing and writing quality web content:

If you want their attention, give your readers the attention they deserve. As you write, focus on them exclusively.
Close your applications, email, Facebook notifications — everything — and open a simple blank screen to write. I’d even suggest getting away from your computer altogether and sit with a pen and a pad of paper. Write as if you’re writing a friend.
While in the process of writing, don’t even think about your number of followers, fans and friends. The only important person is right in front of you. (How’s that for a white elephant?) Think your reader can’t see you glancing over their shoulder for a new interesting face in the room? Oh, they can tell. Like the disgraceful social faux pas we’ve all experienced, writing with an eye on an ulterior agenda isn’t pretty. FOCUS.
Picture her face, what’s going on in the background, her next meal, what’s stressing her out. Consider the distractions and cares she’s stashing into some corner of her brain as she gets through her inbox or newsfeed.
Don’t try so hard to “stand out” in the inbox. If your focus is on your reader, it just shows. When they see your name, it’s your reputation that makes people open your email or read your article. A genuine connection contributes less to that shallow breathing the precedes a battle. When they see your name, they’ll relax and take a deep breath because they know you.
When you make an offer, or ask someone to take action — the famous “call to action” so important to copywriting — go all in with your reader. Ask for an authentic “yes” or a resounding “no” and you’ll serve your customers better than giving them the excruciating and deceptively easy out: “Maybe, when I get around to it.” There’s nothing easy about that! Putting off a decision only adds to their stress. Wouldn’t you rather have a real commitment? Yeah, so would your customer. Make your CTA clear and strong.

Would you like an easy way to consistently be that person your customer actually wants to see in their inbox? I use my content creation cards every week and consistently see a 50% average open rate. See why you need these, too?

Why not grab your deck right now and keep them in your desk drawer or car; wherever you have some time to jot your thoughts to your clients and customers.

There’s no big secret to connecting with your customers. You already commit to your customers with products, information and solutions that have the potential to change their lives.

You have the wings. All you need is loft, the air to push you up. For example, today I used the three of clubs.

See what I did here?

Use this same tool as part of your marketing and content creation… Get it today.

The Lucky deck is for you if you struggle to frame your message and influence the outcome of your marketing efforts. I’ll ship one today, if you like.

Your relationships with your customers are constantly evolving. Get in there and be a part of it. You get what you give.

The Four U’s Of Copywriting PLUS 2 More Call To Action Elements

March 8, 2013 by jennifer mcgahan Leave a Comment

You can learn a lot about persuasive writing from everyday life. I recently spotted some copywriting gems in a phone message. What do you see in this example of effective call-to-action word crafting?

“Hungry? I’m on my way home with something yummy — not pizza this time. Preheat the oven to 425 and I’ll be home in 10 minutes.”

Why is it perfect? Because it satisfies the four U’s of copywriting… Unique, Urgent, Useful, and Ultra specific.

As I was replaying this quick phone message to my son the other day, I thought. “Hmm, that would make a good tweet. With some fleshing out it would be a lovely blog post or email. Now why is that?

I was right, by the way, about the tweet. It comes in at 133 characters — just enough room for an @XXXXXX. And the promise of food always ranks high among MY favorite personal tweets. (Wait, I’ve never received the promise of food in a tweet. Maybe someday.)

So where’s the earth shaking copywriting lesson this message?

First, the speaker knew her audience. I could picture his face. I knew he was hungry and waiting for me to get home. I knew what he was wearing and where he was going later and the homework assignment that he wasn’t thinking about. And that he probably missed this message because he was bouncing on the trampoline or playing Minecraft upstairs. I knew who I was talking to. My 11 year old son.

That’s what made it perfect. That — and it was short. Gotta love short. Short blog posts, short emails, short videos, tweets and Facebook updates. When it comes to copy small quantities are good.

Finally, the call to action was a no-brainer. I knew he wouldn’t have to think twice to go to the oven and set the heat.

Funny thing is this message also satisfies the Four U’s of Copywriting rule: Unique, Urgent, Useful and Ultra specific.

There’s been much ado about these four U’s lately because they’re like delicious peas in a pod. Crack open an email with these plump babies inside and you’ll be so moved you might not even notice that the Four U’s haver been “used” on YOU (‘scuze the pun).

Same with your audience. So you should know what they are.

Urgent: You need to know this now.

(As it applies to the phone message) You want it hot? and ASAP? Get moving now and set the oven.

Unique: You haven’t seen this one before…this is “NEW” — another wonderful word that works in copy.

It’s not pizza; aren’t you curious now?

Useful: You need this. It solves a problem you have.

A growing guy’s gotta eat. Dinner is one of the most useful inventions on the planet, particularly when it’s been six hours since lunch.

Ultra specific: Here’s exactly what I’m asking you to do. In specific terms.

Ten minutes from now (a specific time) you will see what I brought you to eat. The oven needs to be at 425 degrees (a specific temperature) by then.

**The 4 U’sof copywriting plus a short length, plus the delivery to specific targeted audience equal key elements to an email or sales letter that pulls**.

As you practice writing your own copy for your own business, keep your eyes and ears sharp for words that follow this formula.

Once you start to notice that this 4U recipe is everywhere, you’ll see it’s unusually prevalent in almost all of the most casual conversations that stir people to take action.

Like the chicken and the egg conundrum, it’s hard to say if people respond because we say all these things, or if we say all these things because people react the way we wish when we do. Probably both.

People naturally possess a deeply ingrained human response to the four U’s in everyday conversation.

Now go use them in your copy and you’ll make genuine, intimate and heartfelt connections with your audience.

Using Photos To Embellish Copywriting

December 5, 2012 by jennifer mcgahan Leave a Comment

Copywriting is best when it tells a story, paints a picture, or otherwise appeals to the emotional undercurrent of the mind. Give a reader something they can see clearly in the mind’s eye and they’re hooked.

The easiest way to add spice to your writing, besides learning a few copywriting basics, is to include photos in your emails, blog posts and articles and even press releases.

People respond to images online the same way children do to pictures in books. I’m thinking of a certain young man in my house who groans when he picks up a book with no pictures. It takes every bit of focus and personal energy to get a foothold on the first page. A book with pictures however, is like a sailboat with full masts, wind blowing. It moves along almost of it’s own will.

A web page with all text is OMG boring! Have you ever landed on one? How fast did you click away from there?

A blog post that runs on and on with no visual elements to add flavor is truly unappealing.

I’m not saying they won’t read it. If they’re motivated enough they’ll choke it down. I’m thinking of a couple of blogs whose authors have such interesting content that I dig in almost every time, even though they refuse to give me some eye candy.

But most online readers, especially those new to your message, will take one look at all those words and their brain stalls out.

It’s the Internet, for crying out loud. One click and they’re outta there! On to greener pastures. They’ll get to you later.

That’s the way it is. You need pictures to get (and keep) people reading your stuff online.

Stock photography saves the day…kind of.

No problem. You can just buy the pictures and pop them in. But a word of warning about using stock photography in your posts…

A recent article justifiably had some fun with some of the more ridiculous stock photos you can buy. I’d pile on here, except that I’ve used similar images myself. 😎 For filler; fun stuff to break the droning effect of “nothing-but-text.” I’m guilty (once or twice).

The little stick guy, the thumbprint guy, does anyone really connect with them? Probably not. But even they serve a function: They get a point across and contribute to your subject.

Here are tips for using obtaining, formatting and positioning photos in your content for maximum effect:

In most cases you can buy the stock photo at the smallest size and price point. Even then, you’ll probably want to resize it to fit your blog post. Some plug-ins do it for you, but why take a chance on slowing down your page load time?

Shoot for around 300 pixels wide for a picture within a blog post or email.

Where to buy stock photography?

Four easy go-to sources for photos (although there are many more…) are:

1. BigStock Photos: I like this company because I almost always find something that will work. They are the least expensive site for stock photos that I’ve found. They also frequently send discount pass codes and give away random free photos to subscribers. Extra photos are always nice to beef up your collection.

2. iStock Photos: A lot of these photos are higher quality because they are generally more interesting. You’ll find images that you won’t find on BigStock, however you’ll pay more. You’ll find many of the same or similar pictures as the ones on BigStock, but it seems that the really interesting photos are 3 or four times BigStock’s prices. Sometimes it’s worth it. You’ll have to decide for yourself. Visit each site and do a search. You’ll see what I mean.

3. Flickr: I’ve been a member of Flickr since 2005. While I rarely store photos there anymore, I still keep my account open because I like to peruse photography and I search the Creative Commons (CC) group photos for my blog. Many photographers — some very talented ones — will allow use of certain photos on commercial sites as long as you credit the source and the photographer. On top of that, they’re free. I use them because they are usually more interesting than stock photos. (See the credit below for this perfect photo found on Flickr.)

By the way, a generous CC contributor gave me some tips once about using and sourcing CC photos in your work. Here’s why you MUST look into this amazing resource.

4. Your own photos: The most engaging pictures are the ones you take yourself. Sometimes of course that’s not possible, but when your’e writing a story about something personal or something tangible within your business, then snap a quick pic with your phone and post that.

Where to place the photo:

Put the photo at the top of the blog post or article. Move it off to the right so your text width is short and your reader has a chance to quickly scan the first paragraph while absorbing your photo. I got this tip from Derek Halpern and I think it works better than just loading up the top of the email or post with an image only. (Derek has a great infographic on the anatomy of a good blog post, which is floating around out there. I couldn’t find it on his website, though, so I’ll just hook you up with Derek’s website directly — because he really deserves the credit!)

If your post is long, meaning if your reader scrolls past the top of the fold, and you’re asking him to keep reading for awhile, you may need to break up your text with another photo or graphic. Even a separating line or web element like a button or a quote in a different font within a box; works to give the reader some relief from pure text.

Some other considerations about photos:

Don’t get in a rut. If your email subscriber knows exactly what they’ll find in every email or blog post, why would they keep opening them?

I won’t name names, but there’s a cupcake place here in town that makes scrumptious cupcakes. I’m on their email list and receive somewhat regular emails from them, like every time a new cupcake flavor is announced or a holiday is coming up. Sadly, they never seem to wow me with photos: it’s always a picture of a tray of cupcakes.

What would make the cupcakes more interesting? People! More pictures of the adorable airstream trailers they sell them from around town. Someone getting a cupcake fix in a rainstorm (ok, so we’re in a draught right now)…but something other than their admittedly lovely looking cupcakes on a white background. Maybe a still from a video they made? Love those cupcakes, but there’s got to be more behind the curtain there…

Get my drift?

Along those same lines, why not switch out your email template or banner periodically? If you’ve been using the same one for over a year, it’s time to call your graphic designer and whip up a new one.

Branding: Good!

Branding that sits on the shelf too long: Not so good! (That’s called “blanding” and your customers deserve better.)

I realize there are ads and informercials that are so effective at getting people to remember and/or purchase products that they haven’t been changed in years. But your email subscribers and blog readers might appreciate you mixing it up a bit.

The right photo’s out there. Keep your eyes open for stylish ways to fill in the blanks your copy leaves out and give your reader’s eyes something to feast on.

The photo above is from Flickr, Creative Commons: “Street Painter,” pedrosimoes7