You are not your target audience

You, credit union staffer, are a hero. What you do each day improves members’ lives, helping them envision, plan for, and achieve a better future. You’re on the inside of a storied tradition of people helping people.

But sometimes being on the inside can lead to frustration. You know all about the great products and services your credit union offers. You know how valuable these programs are to members and potential members alike. You’re not looking to maximize profits like the big banks, you want to help people achieve better, more fulfilling lives. You’ve brainstormed and produced exciting new materials to get the word out. Why does it sometimes feel like those efforts miss the mark?

The answer might sound too obvious to be true.

You’re a credit union insider, and the very fact that you’re an insider means that you are no longer your target audience.

When you work closely with a brand, you interact with the elements of that brand much more than your target audience. You become immersed in the language, culture, and expression of that brand. Think about it this way: you may enjoy using Facebook every day, but if you worked at Facebook you’d start seeing the platform in a whole new way. What we do becomes part of who we are, especially when what we do is centered around helping people.

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