Ad Secrets Revealed: Finimize

Welcome to another installment of Your Brain on Ads! We dissect winning ads to help you become a smarter Meta advertiser.

This week, we’re focusing on an ad from Finimize.

What Is Finimize?

Finimize is a financial information platform for modern investors. It offers bite-sized insights from world-class financial analysts.

Here’s what I noticed when giving their ad a closer look.

3 Things I Like About This Ad

1. The Tweet format is persuasive.

This ad format does two things well – it captures attention and provides social proof. I call these types of ads “familiar screens.” They capture attention because they’re familiar, yet out of context – you’re seeing a Tweet on Instagram. It’s a pattern interrupt. The social proof comes from the Twitter user recommending Finimize as a product that’s improved his life (because it taught him a lot about investing).

2. It’s clear what the product is.

The ad tells you exactly what you’re getting – an “app” that provides “investing insights” and reduces your research to “10 minutes” per day. At a glance, you can decide whether this is something you’re interested in.

3. The ad articulates a pain point and shows how Finimize solves it.

Everyone wants more time. As someone who used to pick stocks, I understand how much research (and time) can go into investing. Getting the same result in only 10 minutes a day is an enticing offer.

3 Potential Improvements

1. It saves time, but what about money?

Saving time is great. But that seems like a secondary benefit. People invest to make money. According to the Finimize website, the average client sees a 2.5x ROI within 24 months. Why isn’t that key benefit included in the ad? And the app only costs $10. It would be nice to see the price listed as a way to handle objections for anyone who thinks “This must be expensive.”

2. The headline could be stronger.

The headline tells you that Finimize offers investing insights, which is good, but it doesn’t tell you why you should care. What do those insights get you?

I’d prefer:

• Less Research, More $$

• Research Less, Earn more

• Boost Stock Returns in 10 Min a Day

3. Offering an incentive would boost conversion

Finimize offers a 7-day free trial. It would be nice to see that offered in the ad to boost signups.

Applying These Learnings To Your Ads 💰

1. 🌟 Social proof is a hack.

Social proof is easy to implement and impactful. Find ways to work it into your ads – testimonials, showing how many 5-star reviews you have, logos from your customers, etc.

2. 🔎 Clarity > Cleverness.

Make it clear what you’re selling and why people should buy it.

3. 💊 Sell Painkillers

People run away from pain and towards pleasure. Show them how your product alleviates their pain.

That’s all for this week. Thanks for reading!

Sean

If you’d like help with your advertising, email me at [email protected] or message me on LinkedIn. I run a marketing agency called PureFunnel that helps tech companies grow with Facebook and Instagram ads.