Direct Mail (Loan Offer) from Lending Club

swiped by Swipe-Worthy in April 2016 from lendingclub.com

This is a promotional offer I received from peer-to-peer lending service, Lending Club, which is is telling me I’m pre-approved...View More

Direct Mail (Loan Offer) from Lending Club

Analyst Spotlight

Swipe-Worthy

Mike Schaueris the founder of Swiped.co and the main analyst in the swipes section. After intently studying & building conversion-focused websites for 6+ years, he started Swiped to help others master marketing & copywriting through the analysis of great examples!

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15 Annotations
Annotations
April 8, 2016

This small note was used as an intro to get you to read the rest of the copy.

Swipe-Worthy
Swipe-Worthy The Founder
April 8, 2016

This end paragraph does a great job of summarizing the pitch & leaving on a note of clarity.

Swipe-Worthy
Swipe-Worthy The Founder
April 8, 2016

Expanding the focus to more specific wants - "financial freedom, home improvements, major purchases, medical bills". These are real examples that speak to us more than just a dollar amount. It's taking your head out of the numbers & focusing on an meaningful vision.

Swipe-Worthy
Swipe-Worthy The Founder
April 8, 2016

All symbols of credibility.

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Swipe-Worthy The Founder
April 7, 2016

A big source of anxiety around financial offers is whether there are hidden fees - Lending Club addresses that here.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Doing some takeaway-selling while sticking to their original offer. Mentioning the qualification process shows that they have standards.

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Swipe-Worthy The Founder
April 7, 2016

These impressive stats do a great job of backing up their claims.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

The key excerpts here are "COULD start at" and "POTENTIAL savings". They're creating a scenario with the best numbers "possible".

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Continuing to position themselves against the big banks that most people don't have a favorable view of. The narrative is that Lending Club is for you whereas the banks are for themselves.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

One of their big differentiators & value points: you deal with everyday people who want to support you. They're positioning themselves as the protagonist against the "evil banks who just want to take your money".

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Financial offers that sound too good to be true always raise our suspicions. Lending Club is seeking to justify their case, citing the internet as their leg up.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Two common-sense examples most Americans can relate to.

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Swipe-Worthy The Founder
April 7, 2016

"As little as" - the magical phrase marketers use time & time again to advertise the lowest possible (and sometimes highly unlikely) price.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Typical language for a loan offer. They make you feel special that you are qualified & don't have to prove yourself any further.

Swipe-Worthy
Swipe-Worthy The Founder
April 7, 2016

Immediately getting across who they are & the value they provide ("help you pay off your debt faster").

Swipe-Worthy
Swipe-Worthy The Founder

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