For this week’s Win of the Week, I’ve chosen to feature two ads from the annuity market. First, here’s what you need to know about annuities:
- Annuities are a form of life insurance. When you buy an annuity, it will pay you a fixed amount of money every month starting at some point in the future.
- Annuities are complicated, confusing, and intimidating.
With that in mind, which ad do you think won?
You should know that the winning ad was written by “mintyformula” and won by 94%. In other words, the difference in CTR between these two ads was massive.
Have you made your choice? If you have, then keep reading…
The second ad is the winning ad. Here is why I believe it won by such a large margin:
1. By asking a simple question in the headline, the winning ad quickly calls out to searchers. On the other hand, the losing ad offers to compare annuity companies. I don’t think searchers are interested in comparing annuity companies as much as they are interested in comparing the annuities themselves.
2. The winning ad makes a statement that searchers can easily identify with: “Finding the Right Annuity for you can be hard.” Anybody who is looking for annuities would quickly agree with this statement. Getting agreement is a big step toward getting a click.
3. After presenting the problem, the winning ad then offers the solution in the form of a benefit: “Let Us Make It Easy.” This is the relief that most annuity searchers are looking for. “You’ll make it easy for me? GREAT!!” Click.
4. The original ad listed only features, but no benefits. So I get a comparison report with rating and risk. Okay, so what? My mind can’t quickly translate those features into a benefit, so I’m probably just going to skip to the next ad. I’m gone forever.
5. The unusual capitalization in the winning ad may have also contributed to its success. The eye is attracted to the capitalized words first. “Finding the Right Annuity… Let Us Make It Easy.” Then the eye goes back and reads the lowercase words: “for you can be hard.” The capitalization forces the searcher to pay a little more attention to the ad than one that has consistent capitalization.
Ultimately, I think the biggest lesson here is that you want to make it easy for searchers to understand the benefit of what you’re offering. Don’t make them have to think too hard to figure it out. Spell it out clearly and you will increase the likelihood of getting the click.
What else do you notice about the winning/losing ad? Leave a comment and share your thoughts.
About the Author: Ryan Healy is a direct response copywriter and BoostCTR writer. Since 2002, he has worked with scores of clients (literally), including Alex Mandossian, Terry Dean, and Pulte Homes. He also writes a popular blog about copywriting, advertising, and ways to grow business.