Do you aspire to own a vacation home… or to own a second mortgage? Was your dream in life to drive a red sports car… or to have a low-interest car loan? Too many credit unions focus marketing dollars on discussing the features and product details of their credit union member services, rather than focusing on the benefits these features will provide. Yet, members aren’t looking for a skip-a-payment option, they are looking for the ability to take a summer vacation. Members will act on emotion, not logic. Your credit union can paint an emotional picture for members that speaks of the hopes, dreams and financial freedom. If done correctly, this will lead them directly to your products and services that will help them live their dreams. Consider these ideas in your next marketing campaign:

Old way: “We offer wedding accounts.”
New way: Picture of a father looking into the eyes of his daughter with the caption: “Give your little girl the wedding she has always dreamed of.”

Old way: “Check out our great interest rates on car loans”
New way: Present images of a shiny sports car and a brand new minivan turning different ways on a road: “No matter which way your life turns, we can get you there in style.”

Old way: “Need a loan for your next vacation?”
New way: Images of sightseeing in Rome, hiking a glacier in Alaska, laying on a beach in Mexico, and exploring Hong Kong: “Dreaming of a getaway? We can take you there.”

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