How to choose selling points for advertising? Analysis of promotional materials for the financial industry

Let’s test you today. Taking the financial industry as an example, I will give you a few small tests.

Test 1 : Both are P2P lending platform products. Which of the following two splash screen ads has a higher click-through rate?

Does everyone have the answer in their mind? ?

Clang~clang~clang~

Here’s the answer: The click-through rate of splash screen A is 19 times higher than that of splash screen B. I believe many people already know the answer. Judging from the copy, the selling point of Splash Screen B is not prominent and is far from the product itself. As a result, consumers don’t know what it is and how it relates to them, so they just ignore it.

Test 2 : Both are financial products. Which of the following two information flow ads with three small pictures has a higher click-through rate?

Referring to the previous conclusion, is it true that the selling point of the title and material copy of Ad A is clearer, while the product selling point of the title copy of Ad B is more vague?

But the result is that the click-through rate of information flow ad B is more than 10 times higher than that of A.

Are you a little confused at this time? Why are the final effects of the two cases different depending on whether the advertising selling points are highlighted or not?

The main reason is that the two cases involve different advertising formats, which means that the scenarios in which users see the ads are different .

Splash screen - users know that the screen that appears when the app is opened is an advertisement. If the ad does not have a clear selling point at the first glance and confuses the user, they will basically skip it;

Information flow ads - appear when users are browsing news. According to users' browsing habits, for those news-like titles, even if they are weakly related to the product, as long as they are related to themselves, users will be interested and the effect will be good.

So when choosing a selling point, you need to prioritize where your ad will be exposed . The prerequisite is that you need to have a comprehensive understanding of the possible selling points of your product so that you can act accordingly.

Currently, advertisements placed by the financial industry mainly involve products such as credit cards, loans, and financial management. Although different products have different characteristics, they are highly similar in the selling points of creative advertising copy.

Basically, copywriting can be divided into the following two categories: one is " product selling point type" ; the other is "native type" .

1. Product selling point

The product selling point type refers to the material copy that directly starts from describing the product features to highlight the product advantages. Users can sense that this is an advertisement, and it is also easy to know what product the advertisement is for.

In a product selling point title, you need to sort out the product selling points that can truly impress people.

The product selling points commonly used in the financial industry mainly include the following three categories: low threshold , fast speed , and high value .

● Low threshold

It means to attract the attention of some users by emphasizing the low threshold for obtaining products in terms of price , qualifications , etc.

1) Low threshold for application process: Applying for a credit card or loan requires filling out tedious forms and providing proof of income, which raises the threshold for application. Emphasizing the low threshold for application process is a very favorable selling point for some users.

2) Low learning threshold: For products such as financial management, the difficulty in getting started and the high learning cost are themselves the reasons that prevent users from using them. Emphasizing the "low learning threshold" is a good point for products to impress users.

3) Low charging threshold: For credit cards and loan products, charging is the part that users are most concerned about. If the charging has a selling point and standard that is better than other products, it will be more attractive to users.

● Fast speed

The copywriting is processed quickly and there is no need to wait for it to be delivered, so you can quickly obtain product services. This is a product advantage for those users who have requirements for time and speed.

● High value

"High value" is the most commonly used term in the writing of headlines in the financial industry. It emphasizes the value of the product itself by focusing on the characteristics of the product (such as high credit limit, 0 annual fee, etc.).

1) High credit limit: For credit cards and loan products, the credit limit is a point that users are very concerned about.

2) Good profit effect: For financial products, the most commonly used selling point is that one can get profits or promotional discounts by using the products.

However, when writing about the effects, you should especially avoid describing them too exaggeratedly , otherwise they will not pass the review.

2. Native type

Native type means that the title does not look like an advertisement but more like news or financial information. When users see this title in their information flow , it will not cause resistance among users and the effect is generally good .

Among the native titles, there are mainly two types of title writing: "news event type" and "question test type".

● News event type

● Question test type

That’s all for today’s sharing. Every industry and every product has many selling points. First, sort out the selling points of this industry and product, and then make a choice based on your product itself and the advertising exposure scenario !

Source: Chuangyoutang Marketing Creativity (ID: idea-qq)