When I say clutter – what does it make you think of? Clothes in your closet that don’t fit, are out of style, or are just hold-overs from a former life or career?
Clutter in your communications are emails and event invitations that focus more on the association and less on how the member can do more, make more or sell more as a result of what the association wants them to read.
This is what member consider clutter.
Clutter happens when you announce 66 member benefits – with a dollar amount attached to each of them – instead of a few hyper-relevant benefits (or even just one really important one), that helps your member sleep better at night.
Members see three emails a week as clutter.
Joe Rominiecki, Senior Editor at ASAE says “Associations have their own demons that lead them astray from what’s best for the member experience.”
When YOU value YOUR programs, classes and events more than how they benefit your member, you’ll send three or more emails each week in order to get registrations. If members aren’t reading the first time, your message may be the underlying problem.
You can fix this! Set rules about how and how often you communicate, lay out the main messages you want to convey and use an organized system to deliver information most relevant to members. Follow these steps and you’ll begin to deliver a great member experience.
This is the first of a two-part infographic series that will help you think about what you write – and take the first step to becoming an expert in conveying value through the way you communicate. To see before / after examples of this approach, click here.
For printable version of our Writing Rockstar infographic, click here.