Gin and Desperation
February 3rd, 2010Visit the typical bank or credit union website, and you’ll see lots of efforts at persuasion. Each one is trying to convince you that they are the best financial institution in the world. “You’ll love it here!” “We offer the best service.” “Experience the difference for yourself!” Believable? Not so much. Compelling? Not at all.
The website doesn’t know who the visitor is, or if the visitor is a good fit or not. But it’s trying to convince the visitor that she is, regardless. And that, my friends, is desperation.
Here’s a new strategy to try out. It’s a little concept called exclusivity, and it will set you apart, make you sound much less desperate, and actually cause people to take a look. Take some time to describe why not everyone will like your bank or credit union (because that’s true, after all!).
There’s a great gin brand called Hendricks, that is perfect example of this. Just take a look at some of the language they use:
“Loved by a tiny handful of people all over the world.”
“It is not for everyone.”
“To balance all that is commonplace, we have made a strange gin. Yet the same strangeness that frightens some, attracts others. No other gin tastes like Hendrick’s, and this truth only enhances the experience.”
“Preferred by 1 out of every 1,000 gin drinkers. Fine by us. It’s not easy making this stuff.”
Think about it this way: Your current strategy suggests you want to serve anyone and everyone with a pulse…but that’s not even true. You don’t really want to (you know there are tons of terrible, unprofitable customers), and you don’t really have the capabilities, expertise or infrastructure to serve them all anyway.
PS: Thanks to Blair Enns’ blog post for the hat tip on the Hendrick’s gin brand.




