When I first started at ETR in the fall of 2006, I didn’t know what a squeeze page was… let alone how powerful a marketing tool it can be.
“Squeeze page” or “name squeeze” are affectionate industry terms for a page that asks your reader to enter his e-mail address in exchange for some valuable content. The content may come in the form of a report, sales letter, audio, or even video file.
Here are two ways we use squeeze pages at ETR:
1. Outside Media Buying. When we test an online sales promotion with an outside list of names (as opposed to our house list), we gather the name of each potential new customer who responds via a squeeze page. We then direct her to a sales letter that gives her a chance to buy the product or service we’re selling. Not only does the squeeze page help us grow our house list (which we can use as leverage when we trade mailings with other online marketers), it is also a way to mitigate the cost of the “media buy” (renting the outside list).
2. Internal Customer Grouping. We also use squeeze pages to ask our readers to raise their hands and say, “Yes, I am interested in what you are offering.” They express interest by giving us their name in order to receive information about something we hope to get them to sign up for… a teleconference, for instance. This has a double benefit: The act of having to enter their e-mail address a second time to access information about the offer helps to heighten the exclusivity factor and build excitement in the reader. It also pre-qualifies the reader as interested in the product.
MaryEllen Tribby and Michael Masterson explore the importance of squeeze pages in their new book Changing the Channel: 12 Easy Ways to Make Millions for Your Business. If you are serious about growing your organization, I highly recommend that you get yourself a copy of this book TOMORROW – as soon as it becomes available – and keep it on your desk. You will go back to it again and again to get ideas for promoting your products or services. It is a must read for any business owner.[Ed. Note: The more marketing channels you use, the more money you stand to make. But before you jump into any new form of marketing, you should know a little about it. You can get the details behind channels like Internet marketing, television, magazines, and much more in the brand-new book MaryEllen Tribby co-wrote with Michael Masterson. The book officially comes out tomorrow – but you can learn more about it and the power of multi-channel marketing right now.]