Financial services marketing: Getting breakthrough results
Posted by Brian Snider
When tasked with trying to beat really good creative work, what is the best way to get your creative team to get breakthrough results?
Our agency brainstorms areas such as product positioning, offer, and formats for starters. For now, I'd like to focus on how the presentation of the products' key selling proposition (KSP) can offer big dividends as we just proved for one of our major clients --a Fortune 500 Insurance firm. Although we can't give out specifics (confidentiality), I can say that our new approach is giving the client a 73% lift in response!
What we can say, is that the "aha" breakthrough was in the copy approach ---using more numbers than words ---changing the strategy such as showing dollar amounts vs. percentages, that sort of thing...plus I'm sure the clean, crisp design and format had a part as well.
We also found out that shorter, straight-to-the point copy worked better as well. In creating breakthrough results, it's all about finding the right formula for driving home that unique selling proposition and getting the customer to act on your offer...and that's why you need to test...test...test!