Steal These Ideas!: Marketing Secrets That Will Make You a Star, 2nd Edition

Peter Lynch, Lily Tomlin, and Don Rickles

As an industry, financial services relies on the same old stereotypical images year after year in its advertising. We all want financial information and financial security for our families, but we are bored with the lame attempts to gain our attention.

Financial services also suffers from being a low-interest category. If you can't eat it, wear it, drive it, apply it, or play with it, it is of low interest. You never actually see or touch most forms of money, and that cash in your pocket really has no character or emotional bond.

If you want further proof of how tough it is to wow consumers with financial services advertising, consider that no financial services company has ever made it into the Advertising ...