AMEX needs to make a case for why I’d want to pay off my card each month. This new card does not seem to differ from their old card so why wouldn’t I just stick with my VISA?

Perks are fine but first and foremost there needs to be compelling financial reason for paying off the balance each month. I, along with most of my friends, try hard to NOT pay for things so we aren’t eager to pay off balances each month. We are smart and savvy so don’t try and sell me on a phantom “Pay No Interest” feature with a note that that’s because I pay it off each month. That’s just a ‘regular’ AMEX card and it doesn’t distinguish this new version from the original kind!

Speaking of being different, I can pretty much guarantee I won’t ever book anything with AMEX Travel. What about discounts for Travelocity or Expedia or Red Tag? That’s what I’d love. Reward points or coupon code redemptions for these sites that I already use and rely on for access to good fares. That’s how AMEX could distinguish their cards from all the others. Focus on the providers I already use and work out partnerships with them.

I’d be excited if the AMEX had a low or zero fees, if it allowed me to carry a balance if I needed to (at a competitive interest rate), and if the rewards were relevant to me. For instance, does this card get me access to AMEX only ticket sale events like Ticketmaster run? I want access to things like that, that’s what I’ll pay for. I can get purchase protection and extended warranty through any of my cards. That’s not unique so don’t sell it to me as a ‘feature’.  Also, don’t tell me I’m going to get something more – like a Social pack – but that’ll be 20 dollars more. It’s unwelcome and makes it confusing – is your product an AMEX card that suits me to a ‘t’ or a cable TV subscription? It’s unclear with this packaging of services.

I’d be interested in honest and upfront advertising (see above for “Pay No Interest”). Don’t tell me something I assume I’ll already get (again, see above for purchase protection, etc). I couldn’t care less what others think about this card, famous or otherwise, as I’ll get it for my own reasons. Celebrity endorsement means nothing as it’s not money in my pocket, you’re just giving money to already well-off people. Instead spend those advertising dollars on building a valuable product for me. Better yet, parlay those extra dollars into giving –match contributions from cardholders to non-profit groups, etc. The recent mass fundraising for Haiti victims is a good example of the economic power of matching contributions. Institute something similar on a regular cycle. Contribute something to someone for every dollar I charge to the card. That’s a better use of your money and mine.