Ask yourself if the offering you consider a benefit is really a benefit and not a feature or an advantage. Here are some examples to help you distinguish between the three. Feature: A feature is a distinctive characteristic of a service or product you offer. This might be a publication, a … [Read more...] about Features versus Benefits
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Stellar Videos are Equal Part Planning + Delivery
Amazing presentations look easy. As your president prepares to shoot their video announcement to give an association update, make it look easy and help them plan a short, purposeful message. Show ease in front of the camera. By the time they get in front of the camera, help them connect with the … [Read more...] about Stellar Videos are Equal Part Planning + Delivery
Put Your Value to the Test: Key Messages Help Get More Member Attention (and Retention)
Getting members’ attention during a crisis is different than when business is booming. It’s more important now than ever to convey the one overarching solution you have that will help the worried member. Get their attention with one key message that you can use over and over again to say why your … [Read more...] about Put Your Value to the Test: Key Messages Help Get More Member Attention (and Retention)
Using the Communications Crisis Matrix
During a crisis, timely and well-thought out communications can be the difference between members feeling reassured and cared for, or irritated and quick to hit the delete or unfollow button. In a time of crisis, you need a quick planning method to figure out: Who to talk to (your target … [Read more...] about Using the Communications Crisis Matrix
Focus Before You Write – Ask 4 Questions During this Crisis and Every Time you Write
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, … [Read more...] about Focus Before You Write – Ask 4 Questions During this Crisis and Every Time you Write
Net Promoter Score – A Customer Experience Measurement
For any of us who are in the customer loyalty business – that is, continuously working on our portfolio, our strategic initiatives, services and offerings to deliver more value to members, NPS helps net out the customer experience. There are studies that show a direct relationship between … [Read more...] about Net Promoter Score – A Customer Experience Measurement
