Develop the Message

In a sea of sameness, discover your differentiator.

The value of your association lives inside your members’ minds. It’s not a rationale you get to dictate – it’s something you discover – from researching and talking to them. Turn their “So what?” into a clear understanding about why they can rely on you to help solve their problems.

A value proposition is a clear, short and simple rationale for every leader and staff member to use every day. It is your member’s rationale for choosing your association, another association, or none at all.

Your value proposition is the foundation of your communications strategy.

Strategic communications is a formal approach that supports your most valuable member benefit(s) and sells your organization. It begins with answering why your association matters.

It’s easy to be complicated, in your explanation, and in your communications. It’s much harder to offer a simple rationale for why your association matters and what members should expect from you.