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Leadership Is/Isn't Easy
by T. T. Mitchell


Trying To Understand Squeeze Pages; Trial One

Posted by on Dec 11, 2009

I keep reading about this concept of squeeze pages, and I’ll admit that I don’t quite have the concept down.

Yes, I know what a squeeze page is. Basically, it’s the main sales page which you hope to drive people to so that you can potentially sell your products.

Where my issue comes in is that I’m never quite sure what the look is supposed to be. I’m one of those people who really doesn’t like those long sales pages that have all the pictures and keep pumping the product over and over. I keep thinking that people aren’t really crazy about that type of thing.

However, I think I might also be incorrect on that front. I just don’t know. So, I want to look at this in stages, and I’d like to ask y’all to help me out, which, in a weird way, helps you out as well. I’d like you to comment, in general terms without hurting my feelings (yup, don’t make me come there), on two pages. Yes, it’s a product I’m marketing right now, which I actually have over there to the left, which is my very first book Embrace The Lead. I’m not asking you to buy it, unless you have a compelling reason to do so once you look at both pages.

The words are the same on each page. What’s different is the look of the page. On the one page, which I actually link to right now, it looks just like ever other page of my business site. I did that because I thought it was the more professional thing to do. On the other, it’s the first sales page I ever created, and it was based on what I’d seen many other sales sites do.

To be truthful, I’ve probably made the same number of sales from each advertisement, which isn’t a high number. So, it may not be the squeeze page or sales page at all. But it’s a good test, if y’all cooperate and take a look, and maybe we can learn this thing together.

Here’s the sales page I use now.

Here’s the original sales page.

Which one works better, and why? Thanks for playing; it should be interesting.


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I agree – I also hate those traditional long form sales pages, with yellow highlights etc.

One problem with the current sales page you have is that the normal web navigation is still on there. Convention is that you should “squeeze” the buyer into making a decision, yes or no. But with other choices you give them an easy get out.

Both pages suffer from:

1/ Lack of a hook or headline. Why do I want to read this? What’s in it for me? Something like: “Management Skills to make your life easier”

2/ It’s all text. Break the page up with some photos or how about a video of you? Also break the text up with headlines. People scan a page first (they’re always in a hurry on the internet!) and then read the detail if they like the key points.

3/ It’s pretty drab – maybe get some colour in there.

4/ I think people prefer first person language these days. I know you wrote that, and so do they! So how about going with something like “In an easy to read, humorous and conversational style, I will take you through 34 key aspects of management skills…” it’s much more personal.

What do you think? Looking forward to hearing what other readers say as well.
.-= Mike CJ´s last blog ..Google Chrome for Ubuntu =-.

December 11th, 2009 | 4:33 AM

Good stuff, Mike. I’m normally a conservative guy, so I know I went safe rather than really bold with it. I don’t do video, and I’d have no idea what kind of pictures to put in; certainly no pictures of me! Well, maybe one, I suppose, now that I do have pictures on the web, which I didn’t when I created that page initially back in early 2004.

So, I put you in for “squeeze page” preferred, but with lots of work. 🙂

December 11th, 2009 | 9:57 AM

I’m not a pro at this Mitch but I’ve seen my fair share of squeeze pages and I’m afraid they both fail to measure up. That’s not a bad thing, they just don’t look like a squeeze page.

Of the two I think the second is better but it’s way too cluttered. You need to break it up a little.

I had a look at the Squeeze Page that came with my theme, and the content box isn’t as wide, by memory this seems to be the norm.

They also seem to play around with fonts and colors and stuff. I think this is to help break things up.

They’ve also used boxes and things as highlights.

I’m not sure how you would incorporate this, but it may help.

Your one up on me this time Mitch. I’ve been procrastinating over this for ages. 😀
.-= Sire´s last blog ..Why Marketing Your Ad Space Should Precede Marketing Your Blog =-.

December 11th, 2009 | 6:43 AM

Thanks for your comments, Sire. I easily admit that I don’t quite get it either. I think this is the type of writing for marketing that’s definitely not a specialty of mine that I need to figure out in some fashion.

December 11th, 2009 | 10:05 AM
John Dilbeck:

Good morning, Mitch.

I am not an expert in squeeze pages nor in sales pages, so take anything I have to say with a grain of salt.

First, we’re mixing terminology here.

It is my understanding that a squeeze page is designed to squeeze contact information from the reader. Its only goal is to get them to sign up for your list.

What you have is a sales page, and I believe you’re ignoring the basic tenets of hooking the reader from the headline.

Whether you choose to use long form sales pages or the short form, there are still basic parts of the page that have stood the test of time.

When it cost a bundle to send printed dead trees to hundreds of thousands of people, the copywriters and marketers were serious about tracking and comparing.

Now that we can throw something up on the Internet for next to no cost, we don’t do nearly as much tracking and testing. I think that’s why most sales pages are pretty ineffective.

It’s been a long time since I read a great book on sales pages and I can’t remember the author nor title. I’m sure someone like John Carlton or Marlon Sanders would know and it may be a good idea to search their sites for recommendations.

You can see a good example of a sales page on John Carlton’s site,

As much as some people dislike the long form sales page (or brochure or letter), they have been tested for decades and they outsell short form pages in most cases. There are some very distinct parts of the pages that should come in a specific order.

If memory serves, the most important parts are the headline, opening paragraph, bullet points, highlighted benefits, free offer or bonus, guarantee, closing, signature, and PS.

Truthfully, I don’t like either of your sales pages. What I see when I go to either of them is a big block of text and that’s a huge turn-off for most people. That’s one of the reasons that bullet points are so effective – they’re fast for skimmers who may not (yet) be interested.

I’m a reader and I read big blocks of text all the time (and write a few of them), but we’ve been trained over the years to expect a sales page to look different from what you’re offering.

The problem with finding information on how to build an effective sales page is that so much on the web is simply wrong. People publish opinions without facts to back them up – like I’m doing now.

I’ve never used sales pages or letters, but I’ve read a lot of them. At one time, back in the 1970s, I considered seriously getting into direct mail marketing and that’s when I studied all this.

People who are really interested in the product will read lots and lots of text before making the decision to buy. Not everyone has the attention span of a chipmunk.

But, if you’re going to invest a lot of time in creating a sales page for your books, I’d recommend doing some searching and read a book or two by one of the masters of direct mail. Then apply what you learn to your sales page, even if you choose not to go the long page route.

Again, take this for whatever its worth. I’m no expert and don’t pretend to be, but I’ve read books by the experts a few decades ago.

Act on your dream!


December 11th, 2009 | 6:46 AM

Hi John,

Very valid points you make. One thing to know about me is that I don’t sit around waiting for a lot of information before I go full steam and try to get something done. So, I created the first page and got it out there to get things started, always figuring I’d come back to it. Instead, I ended up incorporating it into my business site, worried more about whether the original page looked professional enough based on what the book is about. I’m realy not sure how one punches up the copy for a book on management.

Still, I understand the visual part of things. But, like you, I just don’t have even more time to start reading books on sales pages; at least not big books. I do have some ebooks around here on the subject, though, and I did read one of those, and, other than pictures, thought I’d kind of captured what it said. That’s the problem sometimes with reading something rather than also seeing it; too much left to interpretation.

Thanks for the comment,

December 11th, 2009 | 10:10 AM

Hi Mitch,

Some of the things that you, and Mike above mentioned that you don’t like … long form sales letters with pictures, bold and highlighted words, bonuses, and “special” prices, etc.

You know why you see that sort of thing so often?

Because it WORKS.

Now, I’m not a copywriter (so take any advice I give with that in mind). But here’s something I do know …

Sales letters are not meant to be read (closely).

If someone reads every word of your sales letter, they’re most likely NOT buying your product/service.

Buyers are generally Hooked by the headline …

Scan down the page for Benefits (all those bold/highlighted words and phrases) …

and those who are really interested in purchasing scroll to the bottom as quickly as possible to see HOW MUCH IT COSTS.

With that in mind, I would obviously concentrate on those 3 areas. Someone should be able to decide whether or not they want to buy your ebook in about 15-30 seconds. (because let’s be honest, that’s about the attention span of most Internet surfers).

Again, I’d highly suggest finding a good book on professional copywriting. But I hope these thoughts help somewhat.
.-= Todd Morrris´s last blog ..How Many Of Your Followers Actually Know Like And Trust You? =-.

December 11th, 2009 | 6:47 AM

Hi Todd,

Those thoughts help a lot. And you’re right, I don’t often read the entire long sales letter, which is why I kept mine short. I do tend to first see if it’s a long sales letter, and if so then I jump around, even though I speed read. Then again, it’s hard to speed read some of those letters mainly because of the spacing the the stops and starts; that’s probably a marketing trick.

I like the idea of concentrating on the 3 areas; that’s good stuff. With this particular book, though, I’ll admit that I really was worried about the dignity of it, since it’s more associated with my business than some of my other products. I’m sure that didn’t help much.

Great stuff; thanks.

December 11th, 2009 | 10:13 AM

Oh God, your new page is SO MUCH better. Every time I land on one of those traditional squeeze pages (thanks for putting a name to them for me) I feel dirty and can’t hit the back button quickly enough.
.-= Heather Kephart´s last blog ..Interview: DiTesco of iBlogZone =-.

December 11th, 2009 | 11:06 AM

Thanks Heather; hey, at least I found one person who kind of likes it lol I’m assuming you like the one on my business site better, right?

December 11th, 2009 | 12:27 PM

I can’t say that I like either page. sorry Mitch, but I’m thinking you should have a photo of your book to entice us into purchasing it. Also the font is too big. I’d also change the color of the page and the font. Presentation is everything. A pleasing design does help sales.
.-= Rose´s last blog ..USB-powered boob warmer =-.

December 11th, 2009 | 1:50 PM

It’s not a problem, Rose, that’s why I put the question out there. The one that’s part of my business site would have to stay just as it is to conform to the site, if I stuck with it, so the other one is all I could do. And you see the image to the side of this blog about my book? That’s a photo of the book, white cover with blue lettering. It’s not dynamic, but I self published and paid for it out of my own pocket, so that helped keep costs down. So, the cover of the book, might not necessarily help all that much.

The font size thing is interesting, though. I assume you’re only talking about the title, since the rest of the font is of normal size. That is, unless you increased the font on your browser.

December 11th, 2009 | 2:33 PM

First of all good first stab at the sales page. I think you are getting the terminology. You still really don’t have a squeeze page because the buyer has other choices besides buy, leave or join your mailing list. Those are the basic objectives of a squeeze page. In my honest opinion, you still have sales letters on both pages. Now as for which one I like better, I actually prefer the original one. I like the lighter background better than the dark one. It’s a lot easier on the eyes. I do think you need your picture and a picture of the book somewhere on the sales/squeeze page. People need to see who they’re dealing with (especially since there’s more than one Mitch Mitchell!) Also if you want a good book about copywriting, pick up anything by Dan Kennedy. His stuff is awesome! You can get many of his books at your local library. One more thing – If you want this to be a squeeze page, just link back to your main home page. From what I’ve read about squeeze pages, the less options you give the visitor, the better. Just my two cents. Hope this helps!
.-= DeAnna Troupe´s last blog ..Facebook vs. Twitter – My opinion of two social media giants. =-.

December 11th, 2009 | 8:40 PM

Hi DeAnna,

One of the things it seems I’m learning already is that mine is a sales page, not a squeeze page. That’s important to know, for sure. Second, I didn’t add a picture of the book, as I told someone else, because the book looks just like the picture to the left there on this blog. I mean, it’s an actual book, not an ebook, so I didn’t want to create a fake book cover for online, have someone buy it, and send them something else. Of course, if they download the electronic version it wouldn’t matter as much.

The one question no one has answered is, because it’s associated with my main business, is it still okay to have a sales page that’s sort of out there? I mean, it’s on a serious topic, even if I have a little bit of fun with it here and there. That’s why the copy is like it is. What are your thoughts on that?

December 11th, 2009 | 11:19 PM

First of all, congrats on publishinig your book, it’s a great achievement and I’m proud that you did it! Second of all, it’s fantastic to try get some feedbacks from readers, promoting while giving you and us something to learn in return. I like that.

Now, I’m sure many have stated their opinions. I have to agree with them on the visual effects. If someone is looking for a book matched to yours, most probably they don’t bother much about the designs; but when we talk about sales, entice ‘potential’ buyers at first sight always the priority – as it’ll encourage more sales, right? I like the current salespage simply you have a header designed; sidebar of pages we could visit while on the salespage. I would too, suggest to have some pics in between, images of the testimonial-givers, cover of the book plus some bigger/obvious size fonts for attraction when they scroll down. Those are easier and won’t hurt as a conservative author — at least you won’t have to put a video clip of yourself, although I also think that’s one of the possible good ideas. ^^

It’s similar to what others have suggested but that’s my thought at first glance, honest. I wish you well and good sales!

P/S: 1 more thing, do you think putting part of the chapter for free-viewing can be a good idea too? Paragraphs that make people wish to read further.. can be a sales point too. Just a thought. ^^

Social/Blogging Tracker
.-= Ching Ya´s last blog ..8 Lessons Derived from Vacation to Boost Your Blogging Experience =-.

December 11th, 2009 | 10:22 PM

Oppss.. I can see that you’ve enclosed a link to the sample, sorry for my negligence. I was suggesting it to be included in the salespage, before the link so they actually thought about clicking it and read more.
.-= Ching Ya´s last blog ..8 Lessons Derived from Vacation to Boost Your Blogging Experience =-.

December 11th, 2009 | 10:26 PM

Good stuff, Ching Ya. I’m going to have to think a lot about this stuff; it’s kind of freaky, blowing my mind a bit I have to admit.

As for that link to the sample, you really think it needs to be before the testimonials? And trust me, I’m not getting pictures from any of those folks! lol They’re not really internet people, which means they’d rather not put their images online. Well, only one of them would go for it anyway, but she’s the young one, and I’m not sure that’s appropriate, even though she’s now 20; man, I’m feeling so old!

December 11th, 2009 | 11:25 PM

Oh, I was mentioning about ‘part’ of the sample, or a short paragraph or some sort,a punch line etc.. something that’ll entice them to click the sample link. Just a suggestion. ^^

As for the photos, I understand. It’s good that you concern about their privacy, that’s thoughtful. 🙂 No problem, I’m sure more ideas will be up from others soon. Looking forward.

Social/Blogging Tracker
.-= Ching Ya´s last blog ..8 Lessons Derived from Vacation to Boost Your Blogging Experience =-.

December 12th, 2009 | 4:09 AM

I am just an amateur, but I like the older version. There is not much to choose from one or the other on content, but aesthetically, the older version is easier on the eye and gives a good feel to it.

December 11th, 2009 | 10:52 PM

Thanks Rummuser. It seems I only have one person who likes the sales page merged with my website so far.

December 11th, 2009 | 11:26 PM

So, how’s it going Mitch, you getting a hang on all this squeeze page malarky? Because you know when you do, I’m coming knocking to get you do one for my sex site 😉
.-= Sire´s last blog ..A Recap On My Hottest Poems =-.

December 11th, 2009 | 11:51 PM

Yeah, I saw you lamenting your lack of promotion for that site. Man, I’m definitely the wrong guy to write on that subject; I don’t blush, but I also don’t do erotica in any form well. lol

As for the rest of it… I’ll admit to being more confused; no, frustrated. Many of the ideas are good, but stuff I can’t do. I can’t do videos because I don’t have the equipment. I can’t get pictures of people because, after all, that was 5 years ago. The copy of my book would be pretty plain, since it’s a real book and not an ebook, so even if I had a picture of the book it wouldn’t be all that inspiring; you can see the picture of the book there to the left. Folks say the colors are uninspiring, but there’s only two colors, one white, the other the same color as my business website, which I did as a conscious choice.

At least Heather likes it lol

December 12th, 2009 | 12:02 AM

Mitch, I played around with that Squeeze page in my first comment. See what you think?
.-= Sire´s last blog ..A Recap On My Hottest Poems =-.

December 12th, 2009 | 1:10 AM

That’s pretty interesting, Sire. All that other stuff after my copy is kind of freaky, but I guess it gives you the option of pulling out whatever you want, right?

I definitely see the difference in template and display, and it doesn’t have pictures, which would work great for me. The visualization helps; thanks.

December 12th, 2009 | 1:56 AM

I only took it so far. If you want, I can shoot you the Html file. I’m not sure how it looks without the theme doing it’s stuff, but it may be worth a shot.
.-= Sire´s last blog ..A Recap On My Hottest Poems =-.

December 12th, 2009 | 2:01 AM

If you’re allowed, could you send it to me in a ZIP file via email? Thanks! I won’t use it exactly as it is, since it’s probably got a copyright on it.

December 12th, 2009 | 2:27 AM

Actually, I can show you how it will look without the theme

All you will need is the HTML to play around with and two image files that need to go in the images dir
.-= Sire´s last blog ..A Recap On My Hottest Poems =-.

December 12th, 2009 | 2:05 AM

Well, we’ve already talked about that image thing; don’t have anything I can really use.

December 12th, 2009 | 2:27 AM

It seems that’s one of the messages I’ve been getting, Dennis. At least I’ve learned that one thing, right?

December 13th, 2009 | 3:14 AM

Oh, I’m not down. Most of the time I’m writing to try to help impart some knowledge, and in this case I wrote to pick up some knowledge. And I’m getting it. 🙂

December 13th, 2009 | 12:03 PM

Mitch have you looked at your analytics to see what pages work better. That’s mostly what I do when I’m undecided about a page. I’ll make another version of the same thing and see which one does better when a visitor looks at it.
.-= Charles|Las Vegas Homes´s last blog ..First Time Home Buyer Tax Credit Extended =-.

December 14th, 2009 | 2:31 AM

No, I didn’t do that Charles, mainly because when I created the original page, Analytics wasn’t around. What I do know is that, through the first half of the year, my 2nd page was the 21st most read page on my business site, and people stayed an average of a minute and 19 seconds on it, so they at least read it. But even so, it got just over a visit every couple of days; not great by any means, considering my site gets an average of 27 visits a day overall.

December 14th, 2009 | 2:36 AM

Mike CJ said:
>I also hate those traditional long form sales pages

Yes lots if not most people don’t like them – but they work. Remember Howard Cosell was rated both the most loved and most hated sportscaster IN THE SAME POLL. The point is while you can turn off a lot of people with that type of sales letter you may sell more too.

I like the second one better but what I like (Or Sire, Dennis, Mike CJ, Heather etc) doesn’t matter. As Charles said check your analytics. Marketing is about testing.

My sugestions;
1) Add a headline and test different version of that headline.
2) Add a PS. This is something that has been proven to be one of the most highly read parts of a letter.
3) Add sub headlines with the features or benefits you want to emphasize. There should be a “alternate path” to reading the letter. A reader may not want to read an entire long sales letter. By breaking it up with sub heads the reader can scan down the letter until he or she sees something they find interesting.
4) possibly add bullet points of features or benefits.
5) Break it up. As John Dilbeck said, it’s just one big block of text. You can add pictures but all text is OK if it is formatted well. Sub heads would help or add a big bold heading for the testimonial area, and/or make the testimonial are narrower.
6) I like the idea of a photo of the cover. Even if you are marketing an e-book you should have a cover and show it.
7) Then test the results – see which changes improve sales. Idealy you would test two versions side by side.
.-= Ned Carey´s last blog ..Help Me Pick a Charity? =-.

December 15th, 2009 | 12:55 AM

Great stuff, Ned, except for the picture of the book. As I’ve said to everyone else, if you look to the left you see an actual picture of my book. So, for it to show in any advertisement, I’d have to make the background a totally different color. It’s not an ebook; at least it wasn’t originally. Thanks for everything else, though.

December 15th, 2009 | 1:55 AM


Regarding the book cover. Yes I see it here but not on the sales pages. The cover would be one way to break up the “one big block of text.”

Perhaps I should have added it is worth the time or expense to create a good cover. Publishers spend quite a bit of time picking a title and designing the cover for top sales.

Look how much more interesting the “20 ways to make $100 per day online” cover looks that your book. In fact as I scrolled up to find your book I missed it twice because the plain white cover just blended in. That happened despite that I knew it was there.

Now if you already have 1,000 copies in the garage, changing the cover is not so easy. But it is something to think about on the next one.
.-= Ned Carey´s last blog ..Help Me Pick a Charity? =-.

December 15th, 2009 | 5:52 PM

Ned, it’s not going to happen. I published it myself. I spent over $1,300 for 300 books, with the main intention to take them with me on speaking engagements. When it’s coming out of your pocket, you have to control expenses. For me to have even one color would have added another $1,000 to it; not made of money. As it was, making the ink blue instead of black cost me $300, and if I’d put an image inside the book, which I also thought about, would have cost me an extra $500. I still have around 200 books, which means I’ve made my money back over the 5 years, but it’s not earned enough for me to scrap what I have now to make more.

The next one yet; heck, if I get to a point where I actually finish selling the rest of these, I might be hot enough to make more. But at 100 every 5 years, I’m not thinking it’s gonna happen. 🙂

December 15th, 2009 | 5:58 PM

Wow, that is a BIG swing in price for color. I wouldn’t have guessed as much.

>But at 100 every 5 years, . . .

Heck with all these tips for your sales page, you should sell them in 5 days. 🙂

Good luck with your books!
.-= Ned Carey´s last blog ..Help Me Pick a Charity? =-.

December 15th, 2009 | 8:11 PM

Well, except for maybe the image. lol But yes, those are the prices. Remember, I ordered 300 books, as opposed to getting one book at a time like one would do at Publish America. I also have my own ISBN numbers, which means I can put my name on my books as a publisher. Matter of fact, I have 10 numbers, so I can actually be considered as a publisher for other folks if I so chose.

December 15th, 2009 | 11:44 PM

This is the first time I’ve heard of squeeze pages, and quite frankly I still don’t understand it even after reading your blog lol

September 14th, 2010 | 4:03 AM

I have to say this wasn’t one of my best written posts because I mixed up terminology. But the comments should have helped pull it all together.

September 14th, 2010 | 11:14 AM