Ah, there’s nothing like curling up on the couch with a glass of wine and your transaction history… right?
We cringed when we spotted this sign in a NYC window, because this message is all about what Citibank’s customers CAN’T do. (Really, I can’t put it down? What if I want to?) This language inadvertently positions the Citibank app as an annoyance, not a convenience. After all, how much time do we really want to spend checking on our bank accounts?
In this increasingly-connected world, we’re hearing more and more focus group participants tell us how important it is to be able to walk away from their devices once in a while. This is a good guideline for all communicators, but it’s especially relevant in the technology realm: keep the focus on customer choice, not on how you can dominate their lives.
With the right language, you can strike a tone that’s inviting—not demanding.