When marketing your association, are there any words you find yourself using over and over? What terms resonate with people? What phrases are actually effective?
Well there’s a lot out there about marketing and persuasion, but here are four words you may want to consider when “selling” your association:
For the most part, the reason people join associations is because of some problem. They’re looking to stay up-to-date in their industry. They need help meeting people. They’re trying to find a job.
Let these prospects know your association is there to help. Tell them you can help and then take it a step further by telling them how you can help. For example, “We help you stay up-to-date in the industry by offering weekly news round-ups and monthly webinars.”
If you can solve their problems, they’ll be more inclined to join.
Who doesn’t want to save something - money, time, resources, etc.? We all do! Let your prospects know what exactly you can save them.
Bonus: If you can quantify this, that’s even better. If your members have to get recertified every five or 10 years (if you work for a medical association, for example), can you save them money on the test application or even just study materials? How much, exactly? Let the specifics be known!
Too often, companies and organizations focus on themselves when marketing to prospects. We’ve been around for this long and our mission is this. And while there’s nothing wrong with conveying that information, that’s not always what resonates with people.
What resonates with people is what they’re going through - their lives. That said, talk about them! Again, “We help you,” “We save you…,” etc.
People want to be connected, and not just to other people, but to things as well. They want to have resources at their fingertips - a network of people, the latest industry news, a list of jobs (just in case), etc.
Let your prospects know that you can connect them. Explain the resources at your fingertips and then explain how those resources are an extension of membership.
Want more tips for marketing your association - via your website, email, social media, and more? Check out our Small-Staff Guide to Association Marketing below! (Bonus: It’s free!)