The power of clear communication in credit union marketing

by Daniel Bradshaw, On The Mark Strategies

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.

 

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