Here’s a couple more current ads from Australian financial institutions that provide illustrations of bad and not-so-bad copywriting.

Let me say, I don’t pick on financial institutions out of spite or some sort of grudge. It’s just that they seem to be so prominent and, often, so poor. As I’ve observed previously, they seem to have money to burn.

The first example is from an outdoor display ad from National Australia Bank. It’s pitching at the business banking market, where there seems to be a battle for market share going on.

The headline is “Changing Times” and the copy goes…

“We currently lend $90 billion to Australian businesses.

Need a reason to change your bank?”

Unbelievable, huh? At least they remembered to have a call to action at the bottom of the ad with contact details (although I doubt if they’ll get many calls).

What are these people thinking? The answer that most business owners are likely to give is…

“Yes I do need a very good reason to change!  I hate all banks but why the hell would I want to do business with you expletives?!*?”

National Australia Bank are one of these big organisations that seem to have an enormously inflated sense of their own importance.  It’s as if they can’t imagine why people wouldn’t be falling over themselves to do business with them simply because of who they are.

As an aside, the ad is in the name of “NAB Business Banking”.  Interesting, as a couple of years ago they had a big campaign to rebrand themselves as the “National”.  Guess that campaign didn’t work out so well.

In contrast, here’s a better ad from a smaller bank, BankWest…

“Home Loan Lender Of The Year 2008.

Come in, we’re happy to show you why.”

OK, there’s a bit of “chest beating” here but there’s an implied benefit for the customer.  It would be better if there was a solid benefit presented up front of course.  The implied benefit, social proof and curiosity may not be enough to overcome scepticism and get someone in the door. But this has a good chance of working.

Finally, some shocking news on the local business scene.  Starbucks Australia announced today that they will be closing 61 of their current 84 stores. Aaargh!  I hope my local outlet survives but I fear the worst.  Given the cutbacks by the parent company in North America this move isn’t all that surprising.

It also has a broader marketing message (linked to the “social mood” issue I mentioned yesterday) and I’ll have more to say about that tomorrow (hopefully after I’ve fortified myself with my customary Venti Flat White!).