In an previous Funmarketer post I wrote on how to use three of Maslow’s Hierarchy of Needs to launch a bank’s marketing campaign. In that example, the bank targeted parents with children. The goal of the campaign was to build savings accounts, for which I used three needs:

1. Safety Needs (concern for child’s future money well-being)
2. Love – (parent loves the child, wants to ensure child’s future)
3. Esteem – (inner-directed esteem, not “pat-on-the-back’ esteem)

How To Write A Headline

As a small business, don’t worry about writing the ad that will sound the cutest or grab an award. Instead, write an ad that stops the prospect long enough to cause them to take an action.

Stock Photo Tip

If you haven’t used iStock photo, make sure to check them out. I recommend opening a free account. Why? Because it’s quite handy to set up different lightboxes and save the photos you like. For every one I or one of my clients buys we look at several dozen. They also have very reasonable prices on their stock images.

Now back to the task at hand …

Example Bank Marketing Campaign

Let’s start with some ads.

• Teaching the basics of reading and math is school’s job.  Teaching her to handle her money, that’s on your shoulders. Open a child savings account today; we’ll carry some of the load.

There you go.  Have fun with the campaign…and have fun writing your own campaign using Maslow’s Hierarchy of Needs! Also, if you have a favorite method or formula for writing a headline, make sure to share it with our readers.