I’ll admit it: I scroll fast. I skip ads. I unsubscribe. And I don’t just do it for fun—I do it because my attention is precious. Not to start this post exposing my love for a certain pop-star, but recently a quote went viral - that has quickly become my mantra - “Your Energy is a Luxury Item. Not Everyone Can Afford It.” and as a 30-something navigating a mix of work, family, hobbies, and digital noise, I’ve learned exactly what works for me as a consumer and what I am willing to give my attention to from consuming content to what actions I make thereafter. So for my clients, lucky them it directly correlates into how I advise credit unions and fintech on their marketing strategy.
The first rule? Respect my time. Long, generic copy or overly promotional emails don’t cut it. If your ad or social post doesn’t give me something immediately useful, interesting, or human, it’s gone. This applies to your members, too: people engage with brands that get them and value their time, not brands that scream “we exist” without substance.
Second: authenticity matters more than polish. I don’t need perfectly staged stock photos or overly cute campaigns. I respond to brands that feel human—showing real people, telling real stories, and making me feel seen rather than sold to. For credit unions, this means highlighting member success stories, showcasing your team in the community, or simply communicating in a voice that doesn’t require a translator. What’s one of the biggest challenges with increasing membership? Overcoming the hassle that is switching FI’s - imagine if a campaign made that so obvious, it felt empathetic. Something like ‘We get it - it sucks, but promise it’s worth your time’. I would be hooked, because they aren’t trying to cover up the daunting process by saying ‘switch today - we have checking accounts’. That’s duh marketing - and that could be a whole other topic.
Third: make it relevant and easy to act on. I love interactive content—quizzes, polls, quick video explainers—that actually helps me make decisions. I want to see the value instantly, whether it’s understanding a new loan product, figuring out a financial tool, or just learning something practical about my money. If your marketing can do that, it earns my attention.
Finally, don’t forget the small touches. Thoughtful timing, clear CTAs, and consistent messaging make a difference. If you wouldn’t open, click, or engage with your own ad, neither will your members. Marketing like you’d want to be marketed to isn’t about replicating trends—it’s about understanding real people, their preferences, and the way they move through the digital world.
At M2, we help credit unions and fintech see their marketing through the eyes of real consumers—and design campaigns that actually resonate, not just fill inboxes. Because the brands that win today aren’t the loudest, they’re the ones who market like they’d want to be marketed to.
