5 ways to lose your audience

5 ways to lose your audience

Article from: CU Insight

Has your credit union’s appeal to large audiences been trailing off lately? Are you getting fewer and fewer “likes” or “shares” on your content — none, maybe?

We can blame changing algorithms, insufficient SEO, and the ever increasing shrieking noise of the online marketplace. But if your sales have been flat since Q1 2018, then consider something else — you, yourself may be to blame.

There are lots of ways to attract an audience, but there are even more ways to drive them off. I call them “audience repellents.” Here are five that I see most often with credit unions:

1. Bragging and Humble Bragging

Whereas, “bragging” is a self-inflicted wound, and “humble bragging” is pouring lemon juice on it.

We don’t like braggarts at a cocktail party, so it stands to reason we don’t like a business braggart, either. Humble bragging is bragging online about your credit union’s accomplishments, but pretending to be modest while you’re doing it.

A business humble brag usually starts with the words, “We’re just thrilled to announce that…,” Or, “We’re so humble and honored to have…” 

We all like attention for our business achievements, but when bragging is the main substance of almost all of your public interaction, and you feel you have to brag to get people to notice you, you become repellent in the minds of your audience.

I don’t think perpetual braggers are deliberately trying to turn people off. You might think that your audiences will be impressed and even love you more. But actually, the opposite is true!

There is a Harvard business study that proves that people dislike and lose respect for companies and individuals who brag, and especially who humble brag. 

So, lighten up on bragging and opt for achieving “3rd party credibility.” People believe what other people say about you, not what you say about yourself. Send out a press release so that the media can make your announcement. If you’ve won an award from an entity, let the entity make the announcement on your behalf. Hide it on your website somewhere.

Just resist the urge to run out into the town square and shout, “Look at me! Look at me!”

     

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