How to Stop Selling Financial Services and Start Selling Dreams

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."

Old way: "We can extend you a line of credit on your home"
New way: Picture of happy dad reclining in souped up, sports fanatic style basement: "Isn't it time to build the man cave you've always dreamed of?"

Old way: "We offer competitive rates on credit cards."
New way: Picture of a family in a backyard on a sunny day, planting vegetable and herb plants into a newly built garden: "We can give you the freedom to finally start that new project you've been wishing for."

Old way: "Now featuring skip-a-payment to give you some extra cash"
New way: Kids with Christmas presents piled up, hugging their parents: "Give your kids the Christmas they deserve."

Old way: "We offer loan plans for all types of vehicles"
New way: RV driving into the sunset in Colorado: "We can help you cross that RV trip off your bucket list."

Old way: "We offer competitive mortgage rates"
New way: Beautiful home with a sold sign in the front yard: "Isn't it time to start living your dreams instead of wishing for them?"

It's so simple to forget that you're not just in the business of money. You are in the business of helping people achieve the things they truly want in life. They say money can't buy happiness, but some of the things money can buy certainly can make us happy. Help your members to see that.