“Death Of” Copy Strategy from Motley Fool

swiped by Mike Schauer in July 2015

Motley Fool is one of the biggest direct-response advertisers online, especially in the financial niche. They are known to spend a significant amount of money...View More

“Death Of” Copy Strategy from Motley Fool

Key Takeaways

  • Having a lot of text in ad doesn't look the prettiest, but that doesn't mean it's ineffective. If you think about it, most sites that show these ads will be very content-driven. An ad with written content will likely look less like an ad & more like a part of the site (if the site is closely related).
  • At the same time, this may not relate well to your audience. The financial niche is known to have an audience that is analytical & open to reading a lot. Have you ever noticed the majority of financial sales pages are very long?
  • To pull this off, the copy obviously must be intriguing. The formula Motley Fool often uses seems to be something that works for them. The ads above range from 2011-2015.
  • At the end of the day, like any other idea, it's something to test. You never know how it will do until you try it.
  • Lastly, pay attention to the example opt-in form & page at the end. The primary message is very congruent throughout their funnel. That's how you want your funnel to be.

Analyst Spotlight

Mike Schauer

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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