Weak Messages Won't Work
Actual message spotted today on a retail display rack in a bank:
"Our Featured Product of the Month"
This gem of a headline was spotted on a stand-up rack filled with brochures, right inside the entryway of a bank.
This message is boring and completely void of customer focus. And, I must say, in my experience, this is not uncommon in retail banking marketing materials.
Imagine the customer's thoughts: "I just can't wait for August to arrive so that I can run down to the bank and see what product they'll be featuring!"
I mean, really ... come on!
Who cares what YOU have elected to feature? What does the customer want and need? And, far more importantly, tell me about the benefit of your product. How is this banking product going to improve my life? Give me the benefit! (Here's more information on understanding benefits.)
Is it going to make me wealthier ... more attractive ... perhaps help me to live longer?
"Our Featured Product of the Month."
Does that make you want to pick up the brochure? Does it compel you to learn more about the product?
Suffice to say, I'll bet that the bank does not have to refill that brochure rack very often, if ever! The marketing genius knows that it is ultra-important to craft strong, effective compelling messages.