The paper avalanche begins at my home in South Jersey. It's January, and along with the cold, snow and wind—plus post-holiday bills—comes the inevitable volume of bank credit card offers. Hooray! Yesterday's mail represented the normal credit card promotional mini-avalanche: five offers—two from national banks, and three from major regionals. In reviewing the promotions, they are pretty typical, pretty similar in positioning and messaging, and all pretty much hit several of the following, non-personalized, push offer components:
"When in doubt, do the obvious,” said my first mentor in business, Franklin Watts. In 1993, my wife, Peggy, and I bought a Center City Philadelphia fixer-upper row house, which we gutted and turned into our dream pad. However, a number of the designer light fixtures were esoteric—not the kind stocked at the A&P or even The Home Depot.