April 16, 2009
Financial Product Pitches: Keep ’Em Straight
As the current economic crisis continues to unfold, consumers are looking at financial offers with increased caution and cynicism. At the same time, they are depending on their financial institutions for guidance and advice. This paradox creates a marketing environment where financial offers need to be presented carefully and as straightforwardly as possible. Consumers want to know they’re dealing with a stable company. And they want products that will help them navigate through these financial times.Your marketing needs to bridge the “trust gap” by ditching marketing gimmicks and presenting your offer as objectively as possible. The tone of the marketing message is also important. With disposable incomes dwindling, it’s time to tell, not sell. Explain your offer with minimal hype – even at the expense of design. In fact, the more designed a letter or email looks, the more promotional it feels and the more prospects feel they are being sold something. Save the heavy design elements for secondary communication pieces, such as a brochure or a landing page. The bottom line? Be honest with your customers, tell them how your product can save them money, time or simplify their lives. You’ll gain your customers’ trust and have a better chance of winning their business.
Posted in Lead Capture and Nurturing, Social Marketing