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MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
- 1. 5 Big Lies in Your Membership Brochure Angela Broderick Bedell
- 2. Advocacy #1 “It’s Easy to Join”
- 3. #2 “Benefits include… Advocacy”
- 4. #3 “Special Offer”
- 5. #4 “Discounts… you’ll save money.”
- 11. Know Trust
- 12. If you must…
- 13. “A committee is a group that keeps minutes and loses hours.” Milton Berle
- 14. Some words will trigger much more emotional response than others.
- 17. Is selling evil?
- 19. “A community needs a soul if it is to become a true home for human beings. You, the people must get it this soul.” Pope John Paul II
- 20. 5 Big Lies in Your Membership Brochure Angela Broderick Bedell
Notas do Editor
- Solutions Not to have a facebook with your logo on it
- Solutions Not to have a facebook with your logo on it
- I have the solution to the perfect membership brochure: don’t do one.
- Everything leads back to your website. Invest in mobile marketing and pay attention to smart phones and tablets
- Another solution…(if not doing it won’t work)….A “drip” campaign, not a one-shot offer. We know the Tipping Point works right? But we sit down to create that marketing plan and we sense the need for a magical printed piece.
- A “warm update” a drip campaign – they honor the way folks get to know our organizations. They must Know, then Like, then trust us. Pitching them an offer isn’t going to work until they Trust you. So decide which of these things your brochure, your social media post, your newsletter is trying to do: built awareness, reputation or trust.
- Sell benefits Sell emotionally And do not, under any circumstances, allow your brochure to be developed by…
- … a committee. Experts are needed.
- Offer – this is my kitchen. Imagine you have come to my home, and I say to you “Help yourself to anything in the kitchen.”
- Now…what if I come into the living room with a plate of fresh-baked chocclate chip cookies (your favorite) and say “have a cookie.” It isn’t just because cookies are better than green smoothies, it’s because of the social dynamic of accepting an offer. It has to be personal, it has to be specific and it has to be especially for me. Ditch the special offer to join, and create a compelling offer to get to know me.
- Selling is getting someone emotionally engaged in a future result that is good for them and getting them to commit to take action to achieve that result.