“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.”

thank you

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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