This has been mailed as recently as last week & seen as early as July. They're using the "fear of missing out" to grab attention (in both their email &...View More landing page). Then they provide a sense of relief by stating that it's actually not too late & they can still get in on the investment opportunity. Their pitch largely consists of their impressive track record conveyed with graphs & stats along with overcoming the objection of "investing is for the rich & I don't have enough money to get started". Their pricing strategy then heavily focuses on convincing people to purchase their 3-year membership which is backed by guarantee that allows you to keep everything, even if you get a refund.
“Missed Your Chance” Campaign from Motley Fool Swiped in November 2015
The "fear of missing out" can be used to grab attention & get people reading. As evidenced above, Motley Fool uses it in the beginning of their email & then in the beginning of their landing page.
A "fear of missing out" becomes even more powerful when coupled with urgency, as is shown in the example above. In the financial market, you'll often see this used for short-term opportunities which are very time-sensitive. In this example, Motley Fool takes the less compelling, but still effective approach of getting in early for a bigger long-term payout.
Having an impressive great track record is a big asset & you should use it, just like Motley Fool did in this example using graphs & stats. Remember, in your marketing, you can't be embarrassed to brag about your achievements. You must sell people on you/your brand & that means showcasing previous successful results you've had.
Know your biggest objections & tackle them in a variety of ways. For instance, Motley Fool focuses on the objection of "I don't have enough investment money to get significant returns" & uses simple examples & testimonials from everyday non-investor types.
Locking in users for a longer amount of time means there's a greater probability they'll be engaged & effectively marketed to throughout that time. In this example, Motley Fool has very little, if nothing to lose by getting an extra year so it makes sense that the price difference between the 2 & 3 year option is minimal.
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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