You can run all of the ads that you want and you may not get your target to do what you want. Depending on the category of product or service, sometimes it’s just too hard to overcome the switching costs. Especially in banking, now that everyone uses services like electronic bill payment. We won’t say that consumers are inherently lazy.

Think about how something like BankSwitcher might be able to help you. It’s a tool that simply makes it easy to switch from one bank to another. Users indicate what bank they currently use and which one they would like to switch to. Then, it asks you to go to your online banking site and download a detailed file of transactions and account balances. Then, it asks you to indicate which things you want to change and which ones you don’t. The point here is that there’s more than one way to skin a cat.

If you’re facing an entrenched competitor with what appear to be high switching costs, don’t forget that there are ways to make it easier to switch to your camp. Have you made the effort to put tools like this one in place?