If your goal is to make stronger connections with your most important member segments, then please read on. Answering these four questions before you ever write a word will help you focus your thoughts, so you go beyond simply relaying the news to your readers.
If you practice this writing prep, you’ll soon be able to answer all four questions in less than 100 seconds. You’ll also convey the most relevant information that answers your members’ most pressing needs.
The four questions include:
- What is your goal? (Based on your key message, what are you aiming to do with this communication?)
- Who is your audience? (Be particular, for an association you might choose two or three specific member types or demographics.)
- What’s in it for them? (Once you know your goal and who you’re talking to, this step helps you answer how the information will help them do more, risk less or be more prepared.)
- What’s next? (What do you want the reader to do after they read what you say or post?)
Whether it’s a script for your president, a flyer, a presentation, or a breaking e-news article, put the face of a member inside your head and answer these four questions before you put your fingers to the keyboard.
You’ll write clearer and more directly for that one (or more) member group. Beyond that, you’ll be more likely to build credibility that you’re a place that’s worthy of their time and investment.
Ready to FOCUS before you get started?