A Squeeze Page Video with a “story” and a clear call to action.
Having taught thousands of people to make video, it’s clear to me that the hardest aspect to grasp is how to tell a story.  I hear from readers all the time who  have no clue how to turn a video into a story, especially squeeze page or sales page videos that don’t have an obvious story.

Squeeze/sales page videos will do better if there is an element of story to them.  Few people will watch a video that is nothing but a blatant sales pitch.

Does that mean you have to stage something with fictional characters or do a “once upon a time” type of story?  No.

Adding some story to your squeeze page video is really as simple as adding some emotion by using a variety of video storytelling elements.

WHAT ARE VIDEO STORYTELLING ELEMENTS?

Video Storytelling elements are the visual and auditory elements that make up a video.  Here is a list of the most commonly used:

• Video Images
• Still Images
• Voice Over Narration
• Talking Heads
• Music
• Sound Effects
• Graphics, (logos or words on the screen)
• Dialogue
• Visual Effects, (such as special effects and edit transitions)
• Pacing

All of these things combined turn a video into a story.  Video images can pack a real emotional punch if you select the right images.   That’s the reason why you see so many TV commercials with cute pictures of babies or animals, even if the product has nothing to do with babies or animals. Cute pictures tug at our heart strings and add emotion.

Looking at a picture of a smiling person is likely to make us smile too. That’s emotion and implies that the product makes people happy.

Adding the shot of the wine glass breaking is an example of using a visual analogy.  The shot isn’t about dropping glasses, it implies a shattering, or breaking of the love bond.  This analogy would be strengthened if the VO said “breaks them apart” instead of “tears them apart,” but I think it still works.

Music is one of the best and easiest ways to add emotion to a video. Dramatic music will make our hearts race, soothing music does the opposite. That emotion gets carried over to the person watching the video.

The video I am highlighting in this post is one I made recently for a client who is a relationship and dating expert. This video is for her squeeze page, encouraging people to sign up for her free eCourses.

The video I chose tells you right away that the subject is love and dating.   Pink and red floating hearts plus happy couples enjoying themselves.

The music is soothing.  I carried that into the pacing of the video, which is slow and easy.  Notice all the slow dissolves.

I added words on the screen to identify the expert and her website by name, Dr. Dar, (Darshana Hawks, PhD).

The single biggest storytelling element in this video is the voice over script.  Voice over narration is often the main storytelling element.  You not only have words to work with, but you can alter your voice to fit the subject matter.  In this case, I tried to use a sexy, soothing voice.  I’d use an entirely different voice if I were advertising a rodeo.

BASIC SCRIPT FORMAT

I’ve printed out the script below.  At first glance, it may look like I have not used sales techniques but I have.  If you taker the script and strip it down to the bare bones generic basics, it would read something like this.

The product we are selling is essential.  You literally can not live without it!  But finding our product is really hard!  If you want our product you need us.  We are highly qualified and our customers love us.  Here are some reasons why that is true.  You can join this happy and contented group very easily just by signing up with your name and email.  We have the secrets to success with this product and they will be yours too if you join us.

Now, you’d never really do a video using that exact paragraph above.  But, that paragraph can be modified with prettier words and specific details to sell any product under the sun.  From love to cowboy boots, that format works for a high quality and effective squeeze page video that tells a story.

SCRIPT FOR ROMANCE EXPERT SQUEEZE PAGE VIDEO

VOICE OVER NARRATION:
What is it about love that makes us all crave it so bad?   Did you know that human beings actually need love?  Just like we need air and water.   Without love, we die.  Love is part of who we are, it’s what makes live enjoyable.

You’d think something so necessary would be a little bit easier, but no.  Nothing about love is easy.  Finding it, keeping it, most people find love a challenge.

That’s why turning to someone with tons of experience is a good idea.   You don’t have to figure it all out for yourself!   Relationship coaches can provide sensible, trustworthy and practical advice.  A certified relationship coach has formally studied relationships to find out  what makes them work and what tears them apart.

Dr. Darshana Hawks, known affectionately as Dr. Dar, is a certified relationship coach with a thriving business.  A cross between a best friend, and a  sensible professor,  Darshana works closely with her clients  to delve into the issues that are holding them back from making their love-lives blossom.

Darshana offers an effective, and radical alternative to traditional counseling.  Involved, caring and compassionate, Darshana will even come stay at your house if that’s what it takes to help you resolve whatever’s going on.

With a long list of satisfied clients, Dr. Dar has the experience, training, and heart to help you find and keep the relationship of your dreams.  Experience her for yourself.  Sign up for Dr. Dar’s free ecourses…one for singles, one for couples looking to reconnect.    Discover the secrets to lasting love.

FINAL THOUGHTS

The video screen shots demonstrate how easy it is to sign up, plus the video is placed on her page right next to some very obvious sign up forms. Adding the video demonstrating what you want people to do makes it unnecessary to give complete verbal instructions.  The verbal instructions would seem cumbersome and boring in comparison to the video.

Leave a comment in the section below with your thoughts on what makes a good squeeze page video.

Thanks for reading Video Production Tips.

Lorraine Grula

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1. How I Made This Squeeze Page Video
2. Marketing Videos Made for You
3. Video Production: Storytelling
4. Video Production: Storytelling with Characters
5. Everybody Loves a Good Story! Storytelling for Video Production