Credit Union Marketing Lies We Tell

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typewriter with stories matter written on paper

First, let’s get on the same page about what a LIE is. A lie is an untruthful assertion in which the speaker intends to cause belief in the truth of a statement that the speaker knows to be false. Hence, a lie involves an intention to deceive. The speaker also implicitly assures the listener the statement made is true.

Do I think that marketing folks intend to lie? Of course not, and especially not credit union marketers. But it happens. Often and unknowingly.

“Marketers are paid to make promises that businesses have no intention of keeping.” Jeffrey Eisenburg said this in a presentation years ago, but he wasn’t talking about marketing. He was talking about company culture, that invisible component that causes businesses to rise or fall.

Culture is built upon three pillars within your credit union:

  1. Story is what your credit union tells the public in your marketing messages. Is your story a fairy tale or is it a mirror?
  2. Culture is an inside job. You cannot buy it or outsource it. Even the best marketer cannot create it. Culture is something authentic that just happens; it’s what your employees feel when they work for you.
  3. Experience is what your employees actually deliver to your members daily.

Does that experience live up to the story your credit union’s marketing messaging told?

The story you tell in your marketing determines the experience that your member expects. But whether your member receives it will be determined by your culture. CEOs and other leaders like to believe their members are receiving the experience they intend for them to have. But the best intentions are no match for company culture.

Gut check! Look back at what you’re telling members about your credit union.

“Easy online application” followed by a clunky outdated application that gets abandoned more times than it gets completed.

“Great member service” followed by a monotone “nexxxt” at the teller line as another transaction is completed by checking the boxes.

When members hear one thing from your credit union and experience something different, the disconnect erodes trust, loyalty and eventually your bottom line. What’s your credit union’s truth?

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Dexter Ochoa

Development Assistant

When it comes to blending logical thinking and creative problem solving, Dexter’s abilities are undeniable! Beginning his career as a Web Developer, he’s no stranger to the wide world of Marketing and Advertising. Calling Biñan City in the Philippines home, Dexter has a burning desire to visit the Alpine peaks and valleys of Switzerland. While that journey may be far off, he is still no stranger to international travel. While visiting Japan, he was able to enjoy his favorite delicacy: Sushi and Sashimi. He also learned unexpected facts about Japanese Yen, specifically that it has special markings for the blind to know its value!

Living life by his motto to “Do good even if the world is unfair,” Dexter would also advise his younger self, “It’s hard, but you’re doing good!” Whether he’s enjoying a cup of coffee in the morning or the occasional Pale Pilsen in the evening, Dexter is eager to work with the talented professionals of YMC, and we’re just as eager to add his talent to the team as well! His marketing words of wisdom? “Be creative, and just do what you want!”

Andrew Wyche

Copywriter

Hailing from the NC state capital (that’s Raleigh if you didn’t know), Andrew is YMC’s Copywriter extraordinaire. That’s why he knows that “The verb form of ‘reconnaissance’ is ‘reconnoiter.’ The former is, strictly speaking, a noun.” Seriously, he knows his words and he’ll use those words to get bold and weird (in a good way) with his copy. Fuelled by a love for pasta, shellfish, a good single malt, or a meal consisting of all three, Andrew navigates life with a motto engraved in his heart: “Choose kindness. Always.” It is this guiding principle that has led him to explore the realm of marketing, driven by a desire to connect with people in meaningful ways. As he continues to chase his dreams, one bucket list item stands out above the rest – a pilgrimage to Scotland. With his heart set on adventure and his pen poised for creativity, Andrew’s journey is far from over.

Alex VanHaasteren

Senior Web Developer

Alex is YMC’s Senior Web Developer and, as the title suggests, she is an absolute pro! While she initially started in graphic design – working long and hard to expertly bring concepts to life – she also felt drawn to technology and applying her natural ability to problem solve. Web Development proved the perfect blend of her creative passion and technical savvy.

When Alex is out with friends – including her YMC colleagues – she’s up for Greek cuisine or some good pulled pork BBQ washed down with Diet Coke. Or an Old Fashioned, if the occasion demands. Someday, she hopes to go to Africa on a safari. Hopefully she’ll see a giraffe in the wild, because – as she’s pointed out – its neck is too short to reach the ground!

When she isn’t jamming out to T-Swift, she’s happy to impart some marketing words of wisdom, “Aim to create something unforgettable.” For day-to-day inspiration, she would remind you of two fundamental truths: You decide your happiness, and Ice cream is its own food group—not just a dessert.

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