Wachovia sounds many of the same notes in a two-panel 5-3/4" x 9" self-mailer. The photo on the front shows a smiling mother and child reading a book with the caption, "You want a savings choice that lets you sleep at night." The message is continued inside, zeroing in on the security of the bank's CD: "your money is backed by a Wells Fargo Company with over 150 years of stregth and stability." (The term options and rates for the CD being sold are not to be found anywhere, however.)
Instead, next to checkmarks, the company lists what "you can expect" (that word again!). These aren't facts and numbers and small print but experience-centric benefits: "secure and worry-free savings," "guaranteed return," "Convenient bank locations" and "Outstanding customer service" (Archive code #536-177850-1011).
There will always be offers highlighting easy money, but for an industry that once enjoyed the strong confidence of the American public, a swing back towards nuts-and-bolts customer service is a good start to getting back that trust.