Here are some squeeze page videos I created for a client trying to break into the online Cash for Gold business. One version is at the top of this post and another version is down closer to the bottom. The squeeze page videos are an important part of a larger video marketing campaign I am working on right now. Although the campaign so far features about 15 videos, the squeeze page video are quite possibly the most important as they begin the sales funnel.
We’re going to be split testing these two versions to see which does best. Which do you like best? The dramatic or the undramatic?
This particular video marketing campaign is so large that it is giving me the opportunity to do some experimentation and I plan on passing the results on to my readers. We’re just beginning so this is my first post on it.
The first video 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 mine, but the client likes my voice so who am I to argue? 
The 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.
The second video at the bottom of the post 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 plan on others that are more newsy in style. In other words, an informational video that is not so heavy on the sales language.
Over time, we will see which video gets the best conversions.
At 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.
I 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 am a weird-o! I guess you could say I am the “PBS type” and like stuff most people consider boring! In my observation, scaring the bejeezes out of people is a very effective strategy. That’s why the first one out of the shoot is this one!
I promise to expand on this post as time goes by and let readers know which strategies work best. We’re all learning here. Online video marketing is a relatively new thing so I hope my efforts can add to the body of knowledge that will propel the industry forward.
In the meantime, let’s hope my client, who indeed offers the best place to sell jewelry, sees his list grow by leaps and bounds!
Thanks for reading Video Production Tips!
Lorraine Grula
Internet Video Gal
UPDATE WITH NON DRAMATIC VERSION OF THE VIDEO
As I said, I wanted to make a version of the squeeze page video that was not so dramatic. Some people might use the word hokey, or corny, or silly and not dramatic! But whatever your adjective preference, the two videos below are significantly different in tone than the first video above. We’re going to split test to see which does better. The only real difference between the two below is one is shorter than the other. The shorter is :57 and the longer is 1:24. I’m thinking the shorter one will do better but we shall see!
These are “less dramatic” mostly because I read the narration completely differently. I also used less dramatic music and took out the slow motion flame.
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