HOW WE CREATED A COMPELLING EBOOK SALES FUNNEL FOR LOAN MARKET
Loan Market is one of Australia’s largest insurance and mortgage broking businesses. Family-owned and led (not owned in full or in part by any bank), over the last 20 years they’ve helped service over $50 billion of finance for their customers.
With new legislation – ‘Best Interests Duty’ (BID) – poised to completely disrupt the finance industry, Loan Market wanted to help everyday Australians understand what the new law meant for them.
They were keen for the information to be presented in a compelling, easy-to-digest ebook format, which could be supported by an accompanying email nurture funnel. And importantly, while the explanation of BID had to be clear and simple, it also had to be delivered in Loan Market’s characteristically conversational, upbeat tone of voice.
Kicking things off, we connected with the Loan Market team and learned everything we could about them, their business and their target audience. We then researched in-depth the new BID law, and the key impacts it would have on both the finance industry and the Australian public.
With these findings, we:
- created a high-impact ebook that was accessible and easy to read
- planned and delivered a 12 email nurture funnel that was super informative, and guider readers through prime engagement points
- ensured both the ebook and the email funnel were unified and met brand guidelines
- and injected as much colour, quirk and cheek as possible, effectively matching Loan Market’s tone of voice
The Loan Market team were thrilled with their new ebook and email nurture funnel, and were so pleased with the adopted tone of voice and presentation they saw no need to produce a third or even second draft.
With their new ebook and email funnel they’re confident their audience can get a quick and easy understanding of BID, and are happy to have even more helpful, high-value resources they can share with brokers and clients alike.
email nurture funnel
draft required, with no edits or revisions
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