ST. PETERSBURG, Fla. — Ken Schmidt, former communicationstrategist for Harley-Davidson Motor Co., outlined for credit unionexecutives attending Card Services for Credit Unions' 2013conference the way the need to change their communication withmembers to motivate them into loving their credit unions.

The problem with the financial service industry is that so manyinstitutions are, as far as the consumer is concerned, essentiallythe same and the ways that credit unions so often use tocommunicate their difference to the public is by appealing to logicwith facts about interest rates and fee policies.

Also from CSCU Confab:

“People almost never make decisions based on logic andfacts. That's not the way the world works,” Schmidt saidThursday in his session at the Vinoy Renaissance. “Peoplemake decisions based on emotions. I like you or I don't likeyou. I want that or I don't want that. I trust you or I don't trustyou,” he said.

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