What is the biggest objection to banking with you? Many credit unions and community banks point the finger at rates and service, and then tack on a qualifying statement, “but we’re competitive.” There’s not a lot of confidence or conviction there.
If you have 15 seconds to communicate a message, keeping in mind that the average person now has an attention span of eight seconds – a second slower than your average goldfish – what do you say? What makes us human is our need to be loved, understood and respected. Therefore, we spill our guts out. Or to put it another way… word vomit.
It truly is like going on a nervous date, and the conversation is one-sided. The last thing you want is for the other person to go home feeling you were not at all interested in getting know him or her.
What’s the age-old answer to what women (and men) want? They want someone who wants to discover them.
Take a peek at this recent commercial, “Home,” from Indeed, a search engine for job listings. A glassy-eyed father is matched with the quivering lip of his teenaged daughter. SLAM! The door shuts. He has lost the confidence of a loved one. The commercial reads, “Dad promised. But now they have to move again. All because of his job.”
PING! There’s a notification from Indeed on his phone.
“But maybe… dad will get to keep his promise.”
With the loss of a job, there’s anger, denial and depression – and it can be felt throughout the entire family. With this spot, Indeed tells a story that so many American’s have felt, and they position their brand as one of strength and hope. All in 15 seconds.
It just takes the courage to connect with your marketing and advertising. In many ways, you are not in the banking business. You are in the self-confidence building business.
Think about this:
- Online bill pay isn’t for paying bills, but to help manage smarter financial decisions.
- A standard low rate credit card is not about the rate, but a lifetime of living.
- A recreational loan isn’t about buying a camper, but a love of getting outside.
- A newer vehicle isn’t a decision to replace the old, but to protect one’s family with more reliable, safer transportation.
- A 20-year mortgage vs. a 30-year mortgage isn’t about money saved, but the freedom of taking back 10 years.
Now the key is holding yourself accountable to “less is more.” Challenge yourself to reduce the clutter and deliver a concise message that tells a story that your customers, members and prospects will connect with.
Frank Allgood has more than 19 years of experience in every facet of public information and marketing communications. As Relationships Development Leader for Your Marketing Co., he is responsible for strategic brand experiences and marketing initiatives for credit unions and community banks across the country. For branding or rebranding projects, call 864.326.8740 or email firstname.lastname@example.org.
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