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2014 UPDATE: I originally wrote this content in 2009. Then updated it in 2010. Then again in 2012. I’m now working on the 2014 version.

It’s prob’ly still a month or two from being finished. In the mean time what you read here is still 100% relevant. Enjoy!

– André Chaperon

Andre Chaperon

Huh — what’s a reverse squeeze page funnel thingy?

The typical definition of the reverse squeeze page technique is essentially allowing a visitor to get access to X number of articles or pages of content on your site.

After a pre predetermined threshold is reached (like after 2 or 3 different pages), a forced opt-in form (squeeze page) is displayed.

The visitor now has to subscribe or skedaddle.

That’s it.

That’s the reverse squeeze page technique in a nutshell. There are off-the-shelf software and WordPress plugins that will do this all for you, too.

I don’t do this. Never have. I think it’s fundamentally flawed. (The methodology and software to achieve it.)

The key flaw is the fact that each page/article typically exists in isolation. Meaning that there is no congruency between pages of content — from one page to the next.

It’s essentially random articles that a visitor sees and “maybe” reads … then BAM! — they’re forced to subscribe or piss off.

Here’s what I do… (Which allows me to sometimes achieve opt-in rates in the 80% range!)

I create a specific funnel of congruent content. A process. Like you’re reading here.

There is a beginning and an end. (The “end” being a CTA — the [barrier to entry->barrier-to-entry]. Ideally a squeeze page … although it could just as easily be an order button.)

Doing this allows me to create a “story” of content. Like series-fiction.

There’s a destination. A reason to the content. There is a reason to click-through to each page in the process.

Stories do this to people. They suck them in.

You’re currently on page 5 (or 6 if you found the hidden page) and here you are — still reading. Engaged. Wondering (anticipating) what’s on the next page.

But the truth is … not everyone that entered this funnel is still here reading. Which is the whole point of doing this.

A person will land on this site and then move through the funnel if they are interested. Only the best prospects will see my best content. Everyone else will weed themselves out.

This way I attract the right kind of prospective customer’s attention.

I stack everything in their favor. You won’t need to do much selling if you can show them that you can solve their problem.

Moving the Freeline (Eben Pagan)

Eben calls this, moving the free line:
http://www.youtube.com/watch?v=e9tjgsJk6pE#t=4m26s

The point is … this creates an environment where the best people will want to get more from me. The losers and tire-kickers don’t make it to the end. They don’t get to see my best stuff.

Seth says that the real asset we as business owners can build is with “permission” … the privilege of delivering anticipated, personal and relevant messages to people who want to get them.

Which is what I do with my reverse squeeze page funnel processes.

I’m gaining the trust and permission of strangers … and turning them into friends … and down the line — repeat customers!

  • Turn strangers into friends.
  • Turn friends into customers.
  • Turn your customers into salespeople.

What we do as marketers is tell authentic stories. We don’t sell…

“…the aim of marketing is to make selling superfluous. The aim of marketing is to know and understand the customer so well that the product or service fits him and sells itself.” — Peter Drucker

Marketing is the art of telling a story to a person that they want to hear. That let’s them persuade themselves that they want to buy something.

The key point being … it’s not your story … it’s their story (the prospect).

Customers tell themselves “stories” to justify their actions. We all do it. I do it … and so do you.

Marketers who can find the bias and lies people tell themselves — and create a story fitting that worldview — can generate sales all day long without “selling”.

Read/reread this page a few times until it makes sense. The content on this page is worth tens of thousands to savvy marketers … and millions to a few others.

[Click here to continue to Step 5 of 5...->barrier-to-entry]