How to Market to Prospects in 15 Seconds

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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.

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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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