We've all heard the expression "Keep it simple, stupid" (or KISS), but it's surprising how much it is ignored in bank marketing efforts.

Of the most successful and memorable marketing programs ever, most have been very brief and to the point.  Do you remember the two and three word slogans for milk and for Coke?   Got Milk?   Coke is it?

I have a nephew who sends an annual Christmas letter to all his relatives and friends.  That's fine.  It's good to get caught up once a year with family.  But he sends a full page, small font, margin to margin, letter every year.  He tells of the joys of fatherhood, and cute little things the baby did, their vacation to Wally World, the visit from his mother-in-law, and on and on and on.

Each year I open the letter, see the picture of their three smiling faces, and say to myself, "Oh good. They're fine."  Maybe I'll read the letter later.

So what do you think I'll do with the next letter I open from my bank, telling me about their cool checking accounts?  It's two pages long.

The truth is that we often write copy for ourselves, not for our customers and prospects.  The product manager looks at our draft and says, "Don't forget to tell them about our postage paid deposit envelopes."  Remember, we're not writing rules-of-account pamphlets.  We're trying to draw peoples' attention to our products.

I could go on and on and on about this but... you get the idea.

Creston Harris, President

Financial Marketing Systems, Inc.

www.bankmktg.com