In the jargon-filled world of credit unions, it’s easy to get lost in a sea of technical terms and industry specific language. But let’s face it: while clear, authentic communication often takes a backseat to visual design elements…the words you use are a (good or bad) game-changer for your credit union’s brand.
In fact, 58% of financial marketing content is written language too complex for the average American. What does that mean?
It means moving away from jargon and embracing a more genuine tone of voice can transform your member interactions and set your credit union marketing apart from the competition.
The Pitfalls of Industry Jargon
Using industry jargon creates barriers between your credit union and its members. When members encounter terms they don’t understand, it leads to confusion, frustration and even a sense of alienation. Instead of fostering trust and clarity, jargon often creates a divide.
Simplify your language and communicate in a way that’s accessible and relatable to break down these barriers. Make your credit union marketing more approachable. Authentic communication helps members feel understood and valued, which is essential for building lasting relationships.
Connecting with Clarity
Authentic communication starts with understanding your audience. And these virtues are important both in your credit union marketing and member experience training. Here’s how to move away from jargon and embrace a more genuine tone of voice:
- Know Your Members: Get to know who your members are, what they value and how they like to communicate. Tailoring your tone to resonate with your audience ensures your message is not only heard but felt as well.
- Simplify Your Language: Ditch the complex terms for simple, straightforward language. Make sure your communications are easy to read and understand, regardless of your members’ financial literacy levels.
- Be Conversational: Adopt a friendly, conversational tone. Speak to your members as you would to a friend. Avoid formalities that come across as cold or distant.
- Show Empathy: Use language that shows you understand and care about your members’ needs and concerns. Empathy helps to humanize your brand and build trust.
- Stay Consistent: Consistency is key. Ensure your tone of voice is uniform across all channels and touchpoints. Don’t be afraid to use third-party credit union marketing assessments to help you identify areas where your communication can be improved for consistency.
The Benefits of Speaking Human
Moving away from jargon and towards authentic communication offers numerous benefits:
- Enhanced Member Engagement: Members are more likely to engage with your credit union when they feel understood and valued.
- Increased Trust: Clear, honest communication builds trust and credibility.
- Stronger Brand Identity: A consistent and authentic tone of voice helps solidify your brand identity and differentiate your credit union from competitors.
- Better Member Experience: Authentic communication contributes to a positive member experience, fostering loyalty and advocacy.
How On The Mark Strategies Can Help
By breaking the mold and moving away from jargon, you can transform your credit union’s brand and create meaningful connections with your members. Let’s take these insights and apply them to your credit union marketing strategy, ensuring your institution stands out in a competitive landscape.
Ready to speak your members’ language? Contact On The Mark Strategies today to schedule a free consultation and discover how we can help your credit union find its voice.
