To gain and keep the attention of the audience, two striking narratives are juxtaposed against each other throughout the piece: A young man who is doing financially well, and a young woman who is not. This is used to draw simultaneously on the audience’s desires and fears for their children’s futures.

The audience is reassured that their child can turn out like the young man, financially secure and ready for a bright future. The path to get there? The program called Money For Life.

How the program works is touched on, but not in tremendous detail. It is the emotional appeal which carries the weight, and less so the features. A long benefits list bolsters this even more. The emotional appeal is also backed up by experts and user testimonials.

Urgency prompts the audience to make a decision NOW—so it doesn’t just turn into a good idea they thought about but never acted on. This is achieved through various methods: the word “today” in the headline, the phrase “while there’s still time,” and the freebies offered at the end for signing up NOW.

The Strategy

The primary audience for this sales page is mothers of 10 to 18 year olds. The product is a computer program that has games and quizzes for children to work on at age-appropriate levels. They earn in-game currency for interacting with the program and can also earn for completed real-world chores logged by the child or parent. This can be exchanged for actual prizes, like backpacks or stuffed animals.

The goal of this piece is to convince mothers that the service will help their children have better lives by preparing them for adult life with relevant financial knowledge. This includes budgeting, saving, understanding debt, and much more.

The Project

DoorDash (spec)

Sales Page

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