“Your checking account is pointless.”
That was the headline on a marketing piece I received from Citibank, advertising their own checking account that rewards users “Thank You” points. Come to think of it, my account with WaMu/Chase is “point-less.”
The headline works because:
- Everyone has a checking account
- Checking accounts are considered “practical,” not “pointless.”
- The bold statement seemingly contradicts that conventional wisdom, which provokes curiosity.
- Offering rewards points for maintaining a checking account is a good way for Citi to differentiate their product in a competitive environment.
And while I didn’t switch banks, I thought it was a great attention-getting headline, and made me want to think about how I could write better ad copy. “Your shoes are pointless…”
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Tags: marketing
