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Survey says: 3 values a CU website should communicate to attract members

first_imgTone of voice is crucial to a brand’s overall messaging—it tells consumers who you are and what you stand for, and it helps them remember you. Nike is inspiring and motivational. Target is upbeat and peppy. Old Spice is funny and a little absurd. Just as these well-known brands are easily recognizable and loved for their unique values, your credit union website design needs a tone of voice that attracts potential members.After extensive research with credit union members and non-members across America, the Credit Union National Association and the Creating Awareness Advisory Group compiled insights into a messaging guide to help credit unions craft clear and effective messages. One aspect of their research explored tone of voice, and the guide highlights three values you should communicate to help people understand who you are and your genuine concern for your members.1. InspirationalThink about the aspirational goal of your credit union: you help people turn their dreams into reality and make their futures brighter. That powerful purpose should come through loud and clear on your credit union website design so members and potential members understand why they should choose you over other financial institutions. Your tone of voice should help members visualize what they can achieve with your help—this inspiration will create better connections with existing members and pique the interest of potential ones.To be inspirational, use language that helps consumers picture themselves accomplishing their goals. Use active sentence construction, the present tense, and encouraging statements like “you can.” Also, break up sentences into shorter phrases so they sound more’s Mortgage Loans page is a good example of an inspirational tone. It promises, “We’ll help you find a place to call home”—a goal that hits home for many.2. Down-to-earthCredit unions are people helping people. Adopting simple, down-to-earth language reassures members that you can actually relate to their needs. If you can relate to their needs, then maybe you know how to help them. It’s important that members think of you as a friend or neighbor.Use inclusive language such as “us” and “we” to convey the idea that you are talking with them, rather than at them. Don’t fall prey to industry jargon—use language that everyone understands, and explain the more technical concepts when necessary. Drive home the importance of your personal connection with members by sharing existing member’s real-life stories.In a down-to-earth way,’s credit card page says, “Earn bonus points for things that you’d purchase anyway, then treat yourself to things that you might not have purchased. We think it’s a pretty great system.”3. ModernFolks want to know that your emphasis on “people helping people” doesn’t mean your technology is ancient. They need to feel confident in your ability to help them reach their financial goals by knowing you use the latest tech to produce the best results.Discuss your technologies and solutions so they have confidence in your abilities, but do so in a simple and straightforward manner. Clearly convey the benefits they will enjoy from those solutions. Don’t forget to stay consistent with the human element even as you dive into the technical side. And remember that being modern doesn’t mean you have to be serious—you can have fun with the copy on your describes their mobile wallet services clearly and concisely so members know exactly what is possible and how to do it.By defining your tone of voice, you will know who you are and what you stand for as a credit union—and perhaps more importantly, it means your members will know it too. 5SHARESShareShareSharePrintMailGooglePinterestDiggRedditStumbleuponDeliciousBufferTumblr,Derik Krauss Derik is a cofounder of BloomCU, an award-winning website design agency for credit unions. His agency’s design work has received recognition from CUNA (Diamond Award),, and others. He … Web: Detailslast_img read more

Bertrand targeting ticket to Brazil

first_img He made his debut in Villa’s creditable 2-2 draw at Liverpool in their last Barclays Premier League match and, ahead of Wednesday’s local derby with West Brom, admits the possibility of sneaking into Roy Hodgson’s squad for Brazil is never too far from his thoughts. “I think it will be in near enough every English player’s mind who is playing in the Premier League now,” he said. “As long as my form is good and I play enough games then you will always be in the hat. “I guess it’ll be down to the England manager, Roy, to judge and the fans to judge. I’m not going to say I want to be here or there or say I’m definitely going or I’m definitely not going. “I’m just going to take each game as it comes and hopefully my performances will be good enough to be considered. “For me personally it’s just about getting the consistency and then come the summer what will be will be.” Bertrand admits he had little dialogue with Chelsea boss Jose Mourinho before making the move in search of regular game time. “I have always looked for progression in my career,” he said. “Since I was back at Chelsea after being on loan for so long I have gone from 15 games to 20 odd to 30 odd. I couldn’t see that progression again this season. “As soon as the alarm bells started to ring I knew I needed to fix it. “Personally we’ve never had any falling outs or anything but at the same time I’ve never had many reassurances so I thought it’s in my hands now, let me take it into my own hands and get out on loan and start to play my football again.” Asked whether it was hard not to take such treatment personally, Bertrand said: “Yes I’d say so, being a human being naturally it is, kind of. “He’s in a job, he’s in a profession and you just have to be professional at all times.” Aston Villa full-back Ryan Bertrand is eager to keep his name in the hat for a place in England’s World Cup squad after admitting “alarm bells” were ringing due to his lack of opportunities at Chelsea. The 24-year-old joined Villa on loan from the Blues earlier this month after finding himself third in the pecking order at Stamford Bridge behind Cesar Azpilicueta and Ashley Cole. The Londoner, who has a Champions League winners’ medal and two senior England caps under his belt, is desperate to play first-team football and grabbed the chance to go out on loan once again. Press Associationlast_img read more

Argentinian Media: B&H Team Plays Football Well, Scores Three Goals Per Game

first_imgThe Argentinian newspaper ‘Univision Deportes’ writes that B&H is debuting at the World Cup, and noted that this is a team that has quality football players who play in various parts of the world.Argentina is in group F with B&H, Iran and Nigeria, and the B&H and Argentina will play the first game in this group in June 2014.‘’In the case of B&H, it is a very young and talented team with stars such as striker Edin Džeko and midfielder Miralem Pjanić. They are participating in the World Cup for the first time in the 21 years of the existence of this team, which was formed after the bloody war’’, writes ‘Univision Deportes’.The article says that the B&H team scores an average of three goals per match, which, according to this media source, is a sufficient reason to be cautious.‘’Coach Safet Sušić was named as the best player of all time in B&H, and he will also be remembered as the first trainer who brought his team to the World Cup. He will also be remembered as the trainer who forces a beautiful offensive style of football with an average of nearly three goals per game’’, writes the Argentinian newspaper.It adds that strikers Edin Džeko and Vedad Ibišević are players of crucial importance ofr B&H because they are ‘very dynamic and represent the most efficient weapon against their opponents’’.It also writes that players on the B&H team play for well-known clubs such as Manchester City, Rome, Stoke City and Bayer Leverkusen.However, it notes that the greatest weakness of the B&H team is that they do not have enough players who are ready to play in their first composition, and that it suffers from a chronic lack of classic defensive midfielders.(Source: read more