In recent years, Internet finance has developed rapidly, and the variety of financial advertisements is overwhelming, but it is rare to see eye-catching advertisements. The advertisements show nothing but beautiful girls, gold, money, luxury cars, big villas, and successful people with mysterious smiles on their lips. In fact, if financial advertisements can accurately hit users’ pain points, they no longer need to be so aloof. How to create excellent financial industry materials? What are the most common pitfalls in this industry? This time, some secondary industries will be selected for explanation.
1. Clarifying the selling point is the first step to success
Each industry has its own characteristics and focus. When making advertisements, we must first think from the user's perspective. An advertisement that conveys a selling point can attract more users' attention.1. Loan industry Loan industry advertisements need to emphasize information security the most, and making users feel "safe" is of paramount importance. In addition, users who need loans will definitely hope to find a loan service with low threshold (easy to get a loan), high efficiency (get a loan quickly), and low interest (less repayment). 2. Financial management industryThe target users of financial products can be roughly divided into two types: one is the "financial novice" with no financial management experience, and the other is the mature user with certain financial management experience. Different strategies should be used when facing different users. When facing "financial novices", we need to stimulate the audience's financial management needs, make them subjectively agree with financial management, and convey the concept that "anyone can manage finances." When facing mature users, because they have certain financial management knowledge and the ability to bear risks, creating an image of high-end financial management services can attract the attention of such users.3. Insurance industry There are many types of insurance. This time we will mainly analyze the product selling points of life insurance, auto insurance and emerging Internet insurance. When purchasing life insurance products, most policyholders will consider the following questions: Why buy insurance? Why should I buy your product? Therefore, in order to win the favor of the audience, the advertisements should focus on promoting the concept of buying insurance, the comprehensive protection of the product, and the fast claims settlement. At the same time, since there are many types of life insurance, it is best to promote it to only one group of people in the advertisement, so as to better achieve the marketing purpose. There is not much difference in the content of various car insurances, so users are more concerned about the insurance price and the amount of premium. If this pain point is identified, the advertisement will receive more attention. Many of the accident scenarios of Internet insurance are unfamiliar to the audience, and introducing novel accident scenarios in advertisements has become one of the breakthroughs of Internet insurance. 4. Securities Industry Securities ads are similar to financial ads in that the primary goal is to make users feel safe and reliable, while at the same time conveying information clearly and concisely. 5. Banking services industry The products and services launched by different banks are similar, and quick processing and ease of use are the main factors that attract users.
2. The key to success: creative advertising design
If the selling point is compared to a door, then after clarifying the selling point, we still need the key to open the door in order to truly capture the hearts of users. Advertising creativity in the financial industry can be created along the following directions: For financial marketers, how can they write a good idea and make successful ideas more replicable? First of all, from the examples and data above, we need to realize that a good information flow idea must be scenario-based and must revolve around the users you need to market to. To sum up, it can be divided into the following points:1. Lifestyle
Abrupt advertising displays will only reduce users' desire to click, while copywriting materials close to life scenes can gain the favor of many users and attract clicks from users who are more familiar with the scenes.
For example: use words such as colleagues, boyfriend/girlfriend, etc. to narrow the distance between the advertisement and the user, and use comparison methods (words such as XX is worse than XX, XX is ashamed of himself, etc.) to attract the user's interest.
2. Create resonance
Use words and scenarios that are easy to resonate with users (such as saving money, buying a house, license plate restrictions, etc.), and use questions to guide users to think and guide users to click to find answers.
3. News
Imitate news headlines when writing advertising copy. Often the first impression of an advertisement is that it is out of tune with the environment. However, when you package the advertisement in a news-like style, users who are reading news information will be very happy (or unconsciously) to click on the advertisement, and then convert users through the cooperation of the landing page .
4. Welfare incentives
Attract users to click through eye-catching copy and pictures (generally through materials and pictures such as red envelopes, cash, and harvests). However, although this type of material brings large traffic and has the advantage of low registration costs, there are also situations where the investment cost cannot be significantly reduced. Advertisers decide based on actual needs.
Of course, these are just the tip of the iceberg of many excellent ideas. A good idea also needs factors such as orientation to cooperate. How to utilize the coordination between advertising creativity and landing pages, which copy is suitable for financial users, and which copy is more instructive for conversions all require marketers to follow up on front-end and back-end data and continuously try and adjust.
3. Sharing of excellent creative designs
After introducing the theoretical knowledge, here are some excellent advertising creative designs for reference: Main visual: The blue gradient background gives people a sense of trust and security, and is full of corporate style; the real mobile phone operation diagram has a strong sense of immersion; the text and background have a strong contrast, and the main and secondary are clear, which is convenient for users to browse quickly. Insight: "Need money urgently?" Use questioning to clarify the product selling points, stimulate user pain points, and attract user attention. "Test your loan amount" creates suspense and stimulates users' desire to click. Brand elements: The LOGO uses a contrasting color with the background, which makes it stand out and reduces users’ concerns about the quality of the platform. Main visual: bright and eye-catching colors set off the atmosphere of the event; the material elements are relevant to the theme; the key information in the copy is amplified, and the main information is highlighted. Insight: “Limited-time interest rate increase” increases users’ sense of urgency and prompts them to take action; “10%+5%” intuitively displays the high interest rate of the product, attracting the attention of users who are interested in financial management. Brand elements: The LOGO is clear and prominently positioned in the upper left corner, which increases user trust. Users tend to trust well-known platforms. Main vision: The product colors have strong contrast and high clarity. The high-quality product pictures increase user favorability. The gradient colors highlight the atmosphere of the event and attract user attention. Insight: "Trumpchi GS4" clearly defines the brand and model of the product, attracting the attention of enthusiasts. “Down payment of 9,900 yuan” highlights the price advantage and attracts clicks from demanders. Brand elements: The LOGO is clear and well-known, attracting more users' attention. Main visual: Multiple pictures are displayed to reflect the diversity of the product, using the heroes of current popular games to attract user attention. Insight: "No need to fill out forms, free shipping nationwide, and quick card issuance", intuitively displaying the product selling points, fast delivery, and meeting the needs of users with urgent needs. Brand elements: The LOGO uses a contrasting background color, which makes it stand out clearly, increases user favorability, and reduces users' concerns about the quality of the platform. Optimizing information flow materials is a long process, and excellent creativity also has various reasons for its success. These are opportunities waiting for us to create and explore, and there is still a lot of room for development in the future.
Author: Tencent Social Advertising
Source: Tencent Social Advertising (ID: tencent_tuiguang)
![[Precise selling points + excellent creativity] The financial industry will win by promoting like this!](/upload/images/67cc3155afc5e.webp)
