I just read an excellent post in Seth Godin's blog about the power of immediacy. It poses an interesting question for credit unions: if immediacy is the most powerful motivator for members and potential members, where can we most easily motivate these important people? A few things come to mind:
1. Waiting in line at the credit union
2. Online, trying to get something done
3. Big life transitions - buying a house, getting married, having children
4. Standing at an ATM
Where else do our members (and people we want to become members) have immediate and pressing thoughts about our credit unions? And - just as important - what would we like them to think when they are in these moments?
If you advertise - are you intruding on your audience's thinking at a point when their credit union (or other financial institution) isn't all that immediate? If so, we either need tricks to increase the immediacy or we risk wasting out ad dollars.
-Robert Bradford
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