Copy for bank and credit union marketing is a challenge. How can you state your case clearly, effectively and concisely? Some people say it’s impossible. One of my favorite activities when we teach a marketing school with a credit union league is to start the day by asking participants to write down their credit union’s value proposition – without using “rate” or “service” as a differentiator. The sighs typically indicate they believe it to be a near impossible task. The value proposition finally gets written, but it’s longer and difficult to understand than a Dickens novel.
“It’s impossible to share our story in just a few words.” Rubbish. It’s possible, you just have to be thoughtful and creative. Ernest Hemingway once made a bet that he could write a six-word short story that could make people cry. He wagered ten bucks, which Hemingway won with the following short story:
For sale: Baby shoes. Never worn.
Hopefully your brand story isn’t as tragic as Hemingway’s short story, but I do hope that as you think through your value proposition it is just as impactful. Trust your ability to connect with your customers and members who, after all, are fellow humans who have a heart feelings and want to hear a good story they can connect with.
If you don't know your brand's story (or want to change it), we're here to help! Email email@example.com to get started.