Develop the Message
In a sea of sameness, discover your differentiator.
The value of your association lives inside your members’ minds. You cannot dictate the rationale. It’s something you must discover – from research and listening to them. Turn their “So what?” into a clear understanding about why they can rely on you, and your services, and your people to help solve their most pressing problems.
A value proposition is a clear, simple rationale for every leader and staff member to use every day. When you unify around the common message, your members will begin to recognize and remember what you say. It will persuade your members to think of your association’s key services. It’s a way to influence non-members to choose your association instead of another one, or none at all.
The workbook Breakthrough Value will guide you through a seven-step process to uncover your one-of-a-kind message.
Your value proposition will become the foundation of your communications strategy.
