HOW WE DO IT
Every campaign we develop is customized to meet our client’s specific needs.
Nevertheless, there are four key steps we always follow to achieve our client’s goals:
STEP 1: POSITIONING
Developing a positioning strategy is vital for success. Yet, ironically, it’s frequently overlooked.
In the context of financial marketing, positioning means establishing an identity for your company so potential investors perceive it in a particular way.
For example, we positioned a mining company as modern day treasure hunters and achieved better results (at a lower cost) than three previous agencies were able to generate.
STEP 2: MESSAGE CREATION
The next step is creating a message that explains to investors what your company does and why they should consider it as a potential investment opportunity.
Direct response copy is quite different from consumer advertising copy, and financial marketing copy is even more specialized.
Our writers have extensive experience in creating copy that speaks to readers in a language they understand and will respond to. One of our writers, for example, has two business degrees, a law degree, and almost 30 years’ experience writing financial direct response copy.
STEP 3: MEDIA SELECTION
Having the right message won’t do you much good if it’s not going to people who want to read it.
Utilizing data we’ve collected over many years, we select the media capable of delivering the largest (and highest quality) audience at the lowest cost per impression.
Because we’ve created so many of these campaigns, we know which media are generating the best response at any given point in time.
And since this can change, sometimes dramatically and often very quickly, this knowledge is vitally important to success.
STEP 4: MEASURE ANALYTICAL RESULTS
Testing, when done correctly, can yield a treasure trove of useful information.
So, to optimize results, we continuously test (and make changes to) headlines, copy, and media, not just at the start of your campaign, but throughout. We know from experience that small changes can yield big results.
For example, we were able to increase response rates +20% simply by adding a specific image to one client’s message. And by implementing a strategic addition to another client’s landing page, we tripled the time readers spent on the page.