One evening not long ago 11 financial services commercials vied for viewers’ attention during a single hour of programming on a single network station.

That kind of pileup reflects a staggering proliferation of traditional and online financial services brands apparently aspiring to serve the needs of every possible consumer in every imaginable demographic. There are so many of you out there appealing to such a comprehensive cross-segment of potential customers that it’s harder and harder to get your message heard, let alone distinguish yourself from your competitors.

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