26. Stop Clicking on Mortgage Ads
I came across that clever slogan on the Internet again today. I don’t know exactly how much money it’s brought in to the company, but an insider told me it’s in the millions. I believe him. The public has been falling for the pitch like overroasted marshmallows into a campfire. I’m sure you’ve heard or seen it too:
“When banks compete, you win.”
It’s a brilliant piece of copywriting, and I wish I knew who wrote it. The big problem is that it’s misleading.
Three Reasons the “Compete Slogan” Is Deceptive
We know that competition is good for consumers. Competition drives down prices. So what’s wrong with “when banks compete, you win”? Why doesn’t this ad make good sense for you?
1. Going through a lead generation ...
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