SAN DIEGO-Sally Hogshead offered three examples of how credit unions can harness primary triggers and be "fascinating" to members or potential members:

• Sell trust: "Say to members, 'We will never let you down. We provide stable, predictable results.'"

• Prestige: "Be clear about the value the credit union adds. Tell people, 'We will relentlessly deliver the highest quality at exacting standards.'"

• Alarm: "Sometimes it is important to compel action. If members are not acting urgently, find out what is the problem for which the credit union is the solution. Say, 'We help prevent problems before they even begin.'"

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