Upstart is a peer-to-peer lending service, focused on offering loans specifically to millennials based on their future career and earning potential. By evaluating...View More educational data like what you studied, your GPA, and SAT scores, Upstart provides the cash young adults need with fair terms and interest rates. Below is a piece of direct mail from Upstart, driven by time-sensitivity, with a "pre-qualified" loan offer. Although the letter is short, it is very action-based, includes testimonials and emphasizes their superior rates/loans and their quick and easy process.
Direct Mail (Credit Card Offer) from Upstart Swiped in May 2016
Whenever possible, you should seek to set a deadline for your offer. Upstart uses their deadline & time-sensitivity to encourage urgent action throughout the entire letter. It's even stated on the envelope before you find out about the company & their offer.
It's clear that Upstart has three particular selling points that they address continuously. The first, of course, is based on their rates & loan amounts -- if they didn't deliver better on this than outside banks, their business wouldn't last. The other two selling points have to do with the online approval process. They point out over & over again, in a variety of ways that the process is "quick" ( takes just a few minutes) & "easy". Clearly, the process being long & difficult is a big point of resistance for their audience, which largely consists of millennials.
Definitely take note of their tagline "Let's end credit card debt. Together." "Together" is such an important word, it's given it's own sentence. Upstart wants you to know they're on your side & they want to help you. They're positioning themselves as the good guys who aren't like the big banks.
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!
Visit the archives of this swipe's source URL or view past screenshots of upstart.com below.