How many times have you heard someone say you need a squeeze page for your freebie or newsletter?  Have you heard that a squeeze page gets results and will increase your registrations?  Me too.  I’m getting tired of people promoting the squeeze page without giving any sort of definition as to what a “squeeze” page really is and some guidelines as to how to make them effective.  So, I’m putting them out there myself and including the trust-building techniques that I know to be most effective here.   Yes, I’m aware that many marketing gurus will disagree with it too.  If squeeze pages are effective, imagine how much more effective they’ll be once you add in some trust-building elements!

First, I want to share a story.  If you have internet savvy clients who see squeeze pages frequently, then read carefully…they’re likely to react the same way I do.

I was walking along on my internet journey one day and was spending some time in one of my favorite online spaces; Facebook.  I was catching up with some friends and one of those ads in the right-hand column caught my eye.  Now, I’m not typically a sucker for such tactics, I know what those ads are and I know they all want me to buy something.  However, I found the title and topic concept interesting so I couldn’t resist.  It was the ONE this month that tickled my fancy.  I was actually fascinated enough clicked through to see what was on the other side.  When I got to the page, there was the same title I saw in the Ad, with the same logo…great!  Consistency.  Love it!  The only other thing on the page was a subscription form and a note asking me to register.  Um, what exactly am I registering for?  All I had was a concept.  No clue what they were offering.  Usually those ads come from someone I know, but there was nothing identifying WHO was offering this subscription either.  My spam alarm was going off like crazy!!  No thanks!  Click!  I was outta there in less than 15 seconds.  Not good for their stats.

Would your spam alarm have gone off on a page with a logo you’d never seen before and a subscription form asking you to register with NO other information?  I’m guessing you’re savvy enough to click away too.  Hmm…I wonder how many others did just that.

Okay, okay, so I’m skeptical and don’t freely give away my e-mail address just to find out what’s behind the squeeze page.  Okay, not everyone is as skeptical as I am.   Maybe they aren’t skeptical enough to click away, but I’m betting they have a little inkling that something feels fishy.  I’ll bet that little feeling is in their brains while they decide whether to move forward with the person offering this new concept.  I’ll also bet that little nagging feeling will keep them from purchasing anything or (at the bare minimum) will hold them off a lot longer than it would if they hadn’t experienced that squeeze page.

In this day and age of internet marketing, potential clients are getting smarter.  Many have actually heard about squeeze pages or have seen them a hundred times.  You can’t just throw up a page and ask people to provide their name and e-mail anymore.  People are wise.  They already get enough things in their inbox they don’t want.  So, why should they give their address out to anyone else?

5 Simple ways to avoid looking like a spammer!

As a coach, it’s important that you build trust right away from the very first contact.  Breeding an air of trust (vs. a concern of spam) will grow your business.  So, here are some tips to keep you  on the right track when creating a squeeze page.

1. Put a link back to your main website SOMEWHERE on the page.  Even if it’s just tiny little letters linked at the bottom of the page.  Make sure it opens in a new window when they click through.  This will give them the option to learn more about you before they register.
2. Use similar branding. Even if you have a whole new brand for this particular venture, create branding that matches your main brand.  Use the same colors and/or graphics but change the text.  Use the same font and font colors on your squeeze page as you do on your main website.  If you have a branded form that you use regularly on your website, use a form that looks similar.
3. Add SOME text to the page. At least give them a reason to register, besides finding out what’s on the other side.  Give them at least one way their lives will be different if they register.  Or give them a few benefits to explain why they should give you their name and e-mail address.  At a bare minimum tell them what they are signing up for.  Is it a report?  A tele-seminar?  A list to get more information?  Why should they give you their address when they have way to many people they’ve already given it out to?This is a squeeze page, so you can be short.  The very definition of a squeeze page is short.  It’s not the sales page…it’s the teaser.  So tease, but do it with invitation and information.
4. Add your picture. If you are coach, a picture says 1000 words.  If you are a known coach, put your name with it.  By all means, this is an easy way to get people to be willing to give you their name and e-mail address.  If they already know you, then it’s an easy decision.  If you look friendly, it’s an easy decision as well.  Make it easy on them, show them who they get to know by providing their information.
5. Provide a disclaimer. No matter where your form is…if this is true…add a little sentence at the bottom that assures your subscribers you will not share or sell their information without their explicit permission.  This is HUGE!  Especially since people keep getting subscribed to lists automatically these days.  Assuring them that they will only be subscribed to your information is a great way to ease their fears.

Follow these simple rules and you will immediately instill trust in your subscribers and potential clients.  This will speed up their purchase process and get people more interested in what you have to offer.  As I find myself saying more and more…It’s simple.  You just have to know where to look.  So now you know where to look on your squeeze pages.

What are your thoughts on the art of creating a squeeze page?  Do you or will you be using these concepts?

Kristen Beireis, Trust Marketing Expert

As some of you know, I am a singer.  As a singer, I am addicted to American Idol and watch it every year…okay, I skip the auditions and sometimes don’t tune in until the top 12.  I just can’t stand to watch people make fools of themselves and contort their voices to do things they shouldn’t even be trying to do (that’s a whole other topic though!).

I was watching American Idol a couple weeks ago and it hit me.  The entire process of American Idol is an exercise in differentiation!  If you watch the progression of each contestant through to the finale, they learn where their “place” is in the music world.  They are forced to try different genres for a reason.  It gives them the experience to find where they fit and stand out in as many places as they can.

A few will know what their differentiation is going in.  Adam Lambert was one of those people last year.  He finished 2nd, which is an honor and got him some huge exposure to producers who would’ve never seen him otherwise.  Why didn’t he finish on top?  Numbers.  There weren’t enough of “his people” in the audience to vote for him, but you can bet his albums will sell within his target market. He’s already been at the top of the charts (above Kris Allen, the winner) several times since his album came out.  He differentiated and it got him noticed by those who really want what he’s selling.

One of the things I find most interesting about the process of American Idol is that in order to find out where they fit in the music world, the contestants have to find who they are.  The ones who aren’t secure in who they are usually get voted off quickly.  So, there’s an inner knowing and confidence that’s required in order for the contestants to stand out.  It’s not just about having the best voice.  People vote for the contestants they can relate to.  Just listen to Simon.  Usually his negative comments challenge the contestant to own up to who they are.

I find the same to be true in the world of coaching.  A coach who does the work and finds out who they are, owns it, and creates differentiation based on that will find themselves with a stream of clients coming in.  Clients that are the right clients.  Their people.

Those who are unsure, hesitant, or don’t quite know who they are as a coach yet will flounder and run around in circles trying to get clients that trickle in.  In a world where there are more and more people hanging out the “coach” shingle every day, you’ve got to stand out and find something unique about what you offer.  The unique piece comes from who you are.

Oh, and by the way.  When you offer something that no one else in your field is offering, it raises the amount of trust a client is willing to give you right off the bat.

So, what can we learn from American Idol?  Own who you are and differentiate around it.  If you do, you’ll be the next Coaching Idol to take the stage.

What are your thoughts?  I’d love to hear from you in a comment.

Kristen Beireis, Trust Marketing Expert

This post is all about me, Kristen, walking my walk, practicing what I preach and all that jazz.  You see, I’ve been doing some serious soul searching and some business development.  I’m sure you know how that can bring about some major changes.  Well it certainly has brought some major changes for me!  As a result, you might start to notice some changes on this blog.  The biggest of which will be a discussion around trust marketing (building trust with potential clients and your community).

When it comes to maintaining trust with your community, it’s important to keep them informed.  So, here I am informing my community of the changes that are taking place on this blog and in my business.

With the help of a mastermind group, I discovered that I have completely removed myself from my business and I have no focused “expertise” that I’m known for.  Hmmmmm….how can I be a consultant without an expertise? So I’ve spent the last 8 weeks learning what makes me (specifically me) special in my industry.  In the process I discovered that everything I do and have done in my business (I mean EVERYTHING) goes back to trust marketing.  All the processes I’ve set up for my team to follow, all the little details I focus on with my clients.  It all leads back to building trust with their potential clients.  It’s just something I automatically do.  Not something I was ever aware of.  Now that it’s been pointed out to me, I totally see how it’s what I’m all about.

So, I’m standing up and owning the expertise I’ve had all along.  I’m owning my differentiation and I’m standing on a platform that finally feels like I belong here.

This doesn’t mean I’m going to veer away from internet marketing tips for coaches.  In fact, the internet is a great way to build trust with your community.  So, I’m going to continue to give technical and strategical tips on internet marketing for coaches.  I’m just going to be adding in the piece about how to build trust with it.  As I go back and look at my past blog posts, all of them can be connected to building trust with potential clients…I just didn’t point out how.  Now I’ll be pointing out how.

So things around here are changing for the better.  I just wanted you to know so you aren’t surprised when the content of this blog has a new slant to it that it never had before.  I want to keep your trust.

I would love to hear your comments, thoughts and/or questions.

Kristen Beireis, Trust Marketing Expert for the personal transformation industry

Do you think about who you connect with on LinkedIn? I’m really picky as to who I connect with on LinkedIn.  Maybe it’s just me, but I think this network requires that you be picky.  Have you noticed what your options are when you get a connection request?  You don’t have the option to “ignore”, but you can say you don’t know them.  To me, this says don’t accept people you don’t know.   That’s point one.

Point two?  LinkedIn is a professional network. It’s not a “social” social network.  It’s not about weekend trips and games with your Hubby or dinner with your friends.  In my mind that kind of chatter is actually distracting on LinkedIn.  The conversation on LinkedIn needs to be a professional one.  More like going to a networking meeting and discussing your job or business.  Anything else is distracting and annoying, to be blunt.

Here’s my philosophy on LinkedIn.

1)  I connect with people I know and people who might be a client only. If you think you can offer services to my clients, I want to know who you are first.  People know me as a marketing manager and implementer for life changers.  I get web designers/developers, social media experts etc… trying to connect with me all the time on LinkedIn.  I see my network on LinkedIn as a way to recommend people.  I don’t recommend people I don’t know.  If you want to be a potential JV partner or referral partner, connect on my Facebook page or follow me on Twitter and help me get to know you.  Once I know you and I’m confident you can help my network, then I’ll be happy to connect on LinkedIn, as well.

2)  Automation is not recommended 100% of the time. I’ve noticed that some people have their twitter stream feeding into their LinkedIn status updates.  This seems like a great idea, doesn’t it?  Think about it.  On Twitter, you can talk about any kind of topic.  If you connect your catch all (this is all about me, my life, and my business) twitter stream with your LinkedIn account, it’s not in integrity with what the network is about.  Now, if you have a business only twitter account, then, yes, by all means connect that one up with your LinkedIn status updates.

I’ve just recently noticed that http://ping.fm allows you to create “groups”.  This makes it easy!  I have a personal group, a business group, and a few others.  I can post to all my networks at once if I want.  For business stuff I do that, including LinkedIn.

3)  Be aware of the conversation. One of the great features (that I don’t take advantage of enough yet) are the groups on LinkedIn.  There are some really great groups that are having amazing conversations.  So, check them out and sign up for a few.  At the same time, be aware of the converstiaon.  I see way too many people just throwing up promos left and right, without participating in discussion.  Remember Yahoo groups?  Same thing was/is happening there too.  Stick to the topic.  Put your promos in your signature, unless there is a specified way to send promos to the group.  Ask the administrator if you don’t know.

So, what are your thoughts on LinkedIn?  Do you agree that it should be professional conversation only?  What is your philosophy?

I’m not sure how often I will do this, but I feel this blog is a great place to share with the community events at Coaches’ Marketing Source and with our partners.  All of which will help you with your marketing and/or business.  Over the next couple weeks there are three such events going on.  So, I’m going to share them with you now.

1)  Wednesday - Saturday if you are in the San Francisco area, you may want to consider attending the Love & Money Business Summit hosted by Katrina Sawa.  She’s going to cover huge amounts of information on how to be happy in your life and your business.  It’s a great combo!  For more information visit: http://www.theloveandmoneysummit.com.

2)  Tuesday, November 17 @ 5:00 pm EST, Scott Lewis of Focused Business Action has asked me to present the More Money Marketing Systems call.  It’s been revamped to include action steps that you will put together on the call, so you can get started right away.  This is going to be a great action-oriented call on how to earn more money with the systems you already have in place.  Oh, and it’s FREE!  Sign up at http://www.focusedbusinessaction.com/marketing-action-seminar/

3)  Thursday, November 19 @ 2:00 pm EST, I’ll personally be interviewing Milana Leshinsky about affording your dream team without breaking the bank on this months Build Your Dream Business Tele-Series call.  I’m going to pick her brain about virtual dream teams. If you are wondering how to get the right team for your business, you want to be on this call!  Register for FREE at http://www.coachesmarketingsource.com/tele-series.html.

So, what do you think?  Is posting events like this on the blog helpful to you?  Let me know.