“Dear Mr. Abend, It is my pleasure to invite you to apply for the exclusive [Visa] Black Card. Limited to only 1% of U.S. residents, Black Card members are ensured the highest caliber of personal service.”
So after reading more and more about personal service, helping me with my “business, travel and leisure needs” and being someone who “demands only the best of what life has to offer”, I was disappointed that they sent me a blank application.
I guess Visa doesn’t know me well enough to personalize the application for the $495 card, yet my free (insert generic bank) credit card does.
I have written about making sure your brand experience is consistent from seeing an ad to receiving an invoice. This is a lesson Visa could certainly use.