I recently attended NAFCU's Growth Conference in San Diego andthe theme of the gathering wasn't: “How do we sell more products togrow?” The unofficial theme that quickly percolated to the surfacewas: “How can credit unions improve the lives of consumers?” Fromthere, you will get growth.

Nothing too earth shattering here. But the refreshing aspect wasthat this message was consistently delivered by credit union CEOs.Gone are the days of yore when sales speaks through wrinklednewspapers, crackling radios and tube TVs. Yes, selling is stillinvolved ultimately, but not overtly. That isn't how credit unionsroll these days.

Don't get me wrong; rates are great, but it seems everyfinancial institution has great rates in this era of 0.00008% APR.Nearly everybody knows it, though. As a primary message, it'sbecome diluted. As a closer, it's still needed. The great connectornow is: How can we improve your life?

This simple question connects because it has emotion behind it –and that sells.

The emotion stems from life's wants and desires: Wanting to beout of debt, a new home, a better car, an excellent education, avacation, a worry-free retirement, 80-inch flat screen, investingadvice or comfort. Our lives are home improvement projects alwaysin the works and credit unions are the HGTV shows that can helpmake those improvements and quench those desires.

For example, we've all seen those home buying/renovation showsthat feature an emotional couple getting caught up in the moment onwhether to go with the waist-high wainscoting or wheat-coloredwallpaper. It's fraught with tension – until the experts show upand provide sound advice on the better option. The once-weepingcouple is now joyful with their choice after seeing the finishedversion of their fixer upper.

That's you, credit unions. No, not the tearful couple, but theexperts saving the day. They're emotionally charged and emotionsdrive action.

I'm looking at California Coast Credit Union's webpage rightnow, which is laden with life milestone images and emotionaltext:

• For young professionals: “Life is getting busier and better bythe minute. Together, we can get you where you want to be.”

• For retirees: “Congratulations! You deserve this time foryourself. Together, we can get you where you want to be.”

• For parents: “You're juggling so much and caring for so many.Let us help you plan for your family's future.”

• For college graduates: “You have your whole life ahead of you.Together, we can get you where you want to be.”

Notice there isn't a lick of rates mentioned. It's all “how wecan improve your life” content – which resonates with all of us.It's the story you want to tell.

So what's your story? It's the credit union difference – notnecessarily the member-owned, not-for-profit, low rate stuff. It'simportant, but most consumers today want action. What have you donefor me lately?

As NAFCU Executive Vice President and COO Anthony Demangoneshared in his presentation, it's extreme member service thatimproves lives – the actions that make news and create word ofmouth. That's action we all can relate to, are attracted to andadmire.

Demangone shared a couple of stories as samples of extremeservice. One was from the Ritz Carlton. No, it wasn't about anhonest-to-a-fault valet returning an accidental $100 tip for theintended $10 tip for parking a guest's Bentley. It was somethingmuch more humble, fun and relatable.

A family staying at the Ritz Carlton left the resort for home,but one of the kids left behind their stuffed animal: Joshie theGiraffe. A child losing their stuffed animal is like one of uslosing our smartphone – a life or death situation. So the desperatedad calls the hotel to see if someone was able to locateJoshie.

The hotel's staff did find Joshie, thankfully. But here's wherethe extreme service kicks in. Staff members didn't just return thestuffed animal. With staff guidance, Joshie experienced manyadventures during his solo stay at the Ritz Carlton – alldocumented on film: Sunning himself by the pool, getting a massageat the spa, making friends with other stuffed animals and driving agolf cart on the beach.

This amusing act of extreme service not only enhanced thevacationing family's loyalty, it also made headlines nationwide –most likely capturing the hearts (and dollars) of would-be RitzCarlton vacationers. They didn't have to sell a thing. Theiractions did all the selling.

Another story Demangone shared was closer to home for us:Visions Federal Credit Union President/CEO Tyrone Muse wentundercover bagging groceries at the local Giant grocery store inBethlehem, Penn. Muse would then tell shoppers who he really wasand kindly paid for their groceries – showing the credit uniondifference and improving lives.

Visions didn't officially garner any new members that day, butthe promotion did fill the credit union's staff and members withtremendous pride – along with making local and industry news andspreading word of mouth advertising from existing members tofriends, family and peers. The fruits of its labor will most likelyincrease membership down the road.

And Visions didn't peep an ounce of sales speak. You can betyour bottom dollar that Muse wasn't talking rates while he wasbagging and buying groceries. It was all generous action towardimproving people's lives. Again, that's how credit unions roll.

So what is your credit union doing to improve the lives ofmembers? What emotional story are you telling to make a differenceand do the selling for you?

Mike Lawson is the host of CUbroadcast. He can be reachedat 760-485-8146 or [email protected].