Primary Promise: The chance to turn $10K into $474K in under 24 months.
Proprietary Solution: A Swiss approach to capitalize on the coming market shift.
Intellectually Interesting Appeal: What the heck is “Obamageddon, what’s it going to cause, and how does it provide such a historic opportunity to multiply my investments?
This big idea (targeted at a conservative audience) taps into one of the most powerful emotions in marketing: fear.
It also confirms their bias by declaring Obama’s term in office an “Armageddon” while simultaneously introducing the silver lining associated with it. It also positions Obama and his followers as the enemy.
Notice how the second line mentions “smart capitalists.” The target audience self-identifies as capitalist and accused Obama of being socialist or communist. Creating an enemy or a negative force to fight against is a powerful and deep psychological marketing tactic that can be highly persuasive when used properly.
This big idea communicates it simply using just a few words. Also notice the use of the words “Swiss investment banking.”
This positions the opportunity as highly valuable because the audience knows how valuable Swiss money is, let alone how profitable investment banking is.
Recognize the use of specificity in this headline as well.
The use of “between $10,000 and $474,030” gives specific gains on this investment opportunity which creates instant credibility and believability.
You’ll notice that most successful financial promotions leverage specificity in this way to create believability.
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