Can you convince someone to join your credit union in just two seconds?

“Why should I join your credit union?”

Fair question. You probably have a laundry list of answers. Perhaps you lead with rate and service. Perhaps there is a specific niche you serve better than anyone else. Maybe you have a very unique product.

All well and good, but do you know how to communicate your value proposition in 2 seconds or less?

Extensive neuroscience studies, conducted by Mars (yes, the candy company), show that similar marketers now only have about two seconds to capture consumers’ attention in the digital realm. As a company that owns several candy brands (impulse buys for the most part), the marketing team in the Mars communications lab is trying to solve, 1) how to draw attention and 2) quickly create an emotional connection. The two together are the magic formula for triggering impulse purchases.


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