June 13, 2013

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.

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