I discovered a neat thing today when I checked out my sad little balance at the TD. For those of you who've forgotten, I opened accounts at Canada's 5 major banks to do mystery shopping for this blog.
Anywho, I logged in and found this:
Here's my critique:
- Too much copy.
- Haven't we gotten beyond the ALL CAPS full name thing in (de-) personalizing our offers??
- Use it sparingly, not every time I log in.
- It's brilliant.
Now, I already know that you're thinking two things.
First, you're worried that my boss, Tim, will tear me a new one for spending 3/7 of my time (check out the tabs) on non-work-related internet surfing. Thanks for the concern, but he actually encourages us to use social media, as it will play a big role in the future of marketing.
The second thing you're thinking is, "How can she have 75% of her criticism be negative and yet say it's brilliant? Is she taking Will Ferrell's crazy pills?"
Here's why it's brilliant:
- I took the time to read it.
Do you know how hard it is to get people to read your marketing messages? Very hard. I will clarify, though - the IDEA is brilliant. The execution sucks.
Are you "helpfully interrupting" your members