When trying to do more accomplishes less

First let me say that I have nothing against Citizens Bank, its employees or the people who create their marketing and advertising. But the postcard effort I received from them the other day leaves me scratching my head.

It starts off well enough with a headline on the address side that reads, “Open your first FREE Green Checking® or a qualifying personal checking account and get up to $220 CASH”

Then, however, instead of expanding on the headline or directing readers to the other side to learn more, they introduce a second offer. This one is for a “Catalog of Fall Offers,” whatever that is. There’s no explanation as to what type of offers they are or if they relate in any way to the checking account.

Why you shouldn’t want people to think your ad is good.

A while back I had a debate with a marketing manager about the creative direction we were taking. It seems we had differing objectives. “Don’t you want people to look at these promotions and think, wow, they’re really cool?” she asked.

She was a little surprised when I replied, “No.” After all, who doesn’t like praise? But that's not what the work should be about. If consumers are focusing on the creative, then they aren’t focusing on the message that creative is trying to communicate.

I’ll bet you can think of at least one ad in which you don’t remember what was being sold or who was selling it. And there’re probably people who thought it was a good ad because it was clever … or funny … or pretty.

I would much rather have people say that the product, service or offer is good. What reaction do you want from your advertising?