Darling, Squeeze Me

by Joe Pelissier on February 7, 2011

This post is really about squeeze pages but first, I want to tell you that the other week I was watching a rather clever commercial for Dove cosmetics when I noticed that it was produced by the agency Ogilvy.

I realised that 50 years on, Dove is still working with the same agency (with some probable divorces in between).

In the 50s (I think) David Ogilvy was responsible for a Dove ad featuring a woman in a bath with a bar of soap in one hand and the telephone in the other. Underneath the picture was the headline:

“Darling, I’m having the most extraordinary experience… I’m head over heels in DOVE!”

Okay, it’s corny but the important bit is the word ‘darling’.

It was used because psychological research had shown that the word ‘darling’ had more emotional impact than any other word tested.

And, who knows – maybe  that’s why you’re reading this now?

The word caught your attention, along with my rather forward ‘squeeze me’ request… here’s hoping.

The Science of Squeeze Pages

If you use the internet for part or all of your business, squeeze pages are a smart marketing strategy.

The lifeblood for most business is the mailing list, whether it is of existing customers or one purchased from a broker.

Another way is to build your own list by getting people to voluntarily subscribe to the newsletter or free offer on your website.

Sadly, this is not as effective as everyone likes to make out. That’s because your site has FAR TOO MANY distractions.

It’s called the ‘paradox of choice‘ – the more choice you give people, the less they know what to do with what’s on offer.

Signing-up to something is not high on the priority list.

Squeeze Pages can solve Sign-up Decline

That’s because it’s just a single web page offering only 1 thing – a FREE report, an e-Book, a DVD, a video tutorial or a free consultation.

It doesn’t really matter what, so long as what’s on offer is perceived to have value and is something your reader wants.

The CATCH is that they can only have ‘the goodie’ in return for giving you their e-mail address.

The trick is obvious but for some reason visitors are more likely to give their e-mail address via a squeeze page than they are via a web site.

It’s because squeeze pages have few nasty distractions.

It’s a take-it or leave-it situation.

Once a subscriber has signed-up and is in receipt of ‘the goodie’, you then put them in to your sales process, send them to your main website /  sales-letter page or, preferably, both.

How to create Squeeze Pages

It’s a powerful strategy although it does require a bit of investment in terms of

  1. Time in creating some high value content visitors will want
  2. A Pay Per Click campaign to drive visitors to your squeeze page
  3. The setting up of the Squeeze page.

The good news is that with No.3 there are some useful off-the-shelf templates you can use.  The one I have used is called Squeeze Theme.

If this concept is new to you, visit their site and you will see the different ways you can approach the squeeze pages.

President Obama’s grass-roots approach to his election campaign famously used a squeeze page to get potential electors to follow him.

As you can see, the page is alarmingly simple in its simplicity.

Darling,  it’s worth investigating as part of your digital marketing mix.

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