Pure waste of Client (Natwest Bank) Money - Thanks to Nitwit, Sloth Like Thinking

What's wrong with this Ad?

What's wrong is that what's being sold here is the creative non-artistry and copywriting incompetence of those who'll obviously not put their names to the above.

And why won't they put their names to it?

Because it's not their money on the line. It's the client money on the line.

And so because of that, that little wrinkle seems to give license for the agency to release such award winning nonsense.

Let's dissect:

Why would you show the sole of a shoe as the main image when promoting Premier Banking?

And, why show a tip of another shoe?

What's the use of it?

What message is it intended to send?

Who is the main audience for the service, and does the shoe image add to the impact?

What audience does the shoe, alienate?

What's the reason for all that wasted grey space on the page?

The copy on the sole of the shoe says:

"For those who want to see their bank manager without actually visit the bank" 

Now is that not a better, attention grabbing headline than the weak and lame - Introducing Premier Banking from NatWest? 

Here's their compelling reasoning for why their Premier Banking is different - because our customers are different! 

Is that kind of advertising premier? Does that kind of reasoning distinguish their clientele?

How about we fix things?

HEADLINE:

7 Reasons NatWest's New Premier Banking Service is Just What You've Been Looking For 

IMAGES: 

Several: to reflect the specific type of customer, the amount of money needed to invest, images to reflect the reasons mentioned in the headline.

The LOOK

Editorial / advertorial style. More readership and attention is gained through a non looking ad. It adds a premier type feel.

CTA

Have readers respond to a particular website or number in order to pick up a special report, guide, set of instructions that's written in conversational, plain simple English with a specific 'intro offer' for new clients to avail themselves of.

NatWest have incorporated this slogan into their advertising - We Are What We Do

Sadly, what they've done is they've done stupid by letting creative dimwits take over the show.

When in fact...

Simple ideas executed well, saves money, saves face and helps the customer get the end results the product or service is designed to do for them.



   


     

Scrap the Elvis-look-a-like marketing

The mad lookalike Elvis leaped on the judges table and started gyrating his hips and voice - just like Elvis.

Or so he thought.

It was only when the Britain's Got Talent Judges - led by Simon Cowell, told the fellow to politely get the hell off the stage, did the Elvis non look-a-like and non sound a-like, know to hit the road, Jack.

That's the problem trying to ape and mimic someone else - unless you get it ditto awesome, is that you'll be in for both ridicule and... a severe pasting. 

Not only that; you'll have given up all that was personal and unique to you and your business - your own identity and uniqueness.

And yet, on that same show, another contestant applied his Elvis spin, and his Michael Jackson spin, and his Justin Beiber spin and guess what... not only did his performance have the judges thrilled that they came to work that day, but the audience were left breathless and in awe at what they'd seen - they literally had their breath, taken away by what they'd seen.

And yes, I did, too.

One fellow got the boot for trying too hard to be a copy cat authentic... who won over, no-one. (Read that again)

And the other, found a way to create a unique identity by reinventing the existing authentic.... and had all on their feet in one collective applause (Read THAT one again... multiple times)  

Most marketing - most communications - most copywriting is...for most businesses in most industries in most countries -- are nothing but copycat versions of mediocrity.

For example - most communications are soaked in oodles of the 100 most boring verbs in the English language - repetitively.

Oh, and how interesting, because what do you think the NO.1 most committed marketing sin is, everywhere?

Being boring!

Numero Uno Elvis impersonator above got the boot because of (among many things)... being devastatingly boring and un-unique.  

He came a cropper because of overlumping too many of those desperately dull, dry-as-toast communication moves in his drab repertoire.   

He became a commodity no-one wanted, instantly. 

He had ZERO personal unique narrative. He stood for nothing. He became nothing. He got nothing. (Except, the boot)  

The same kind of marketing and communication strategies are being employed by too many businesses who have brains, but aren't directing them in a way that has their audiences (target market, current customers and clients) to sit up, wag their tails and demand more of that unique style and experience they crave.    

Most are Elvis-ing their communications and service in the same way most do in business. And, they're doing it wastefully and badly.  

What about you, your business?

What's your personal authentic narrative for your business, for your service, for your occupation?

You got your collars up like Elvis and strut around in that white studded leather jacket? Or, you shifting and reinventing and making yourself memorable and unique?

If you intend to sing it like Elvis, collars, jacket and all the trimmings... sorry, this old Hound Dog can't help you.

However, if you want to be the King or (Queen) Creole of the business or industry or business category you play in, then let's see if we can't have your competitors Crying in the Chapel.

It's Now or Never.


Want customised communications specifically for your business? raja.hireker@gmail.com