Imagine what happens when your entire staff and leadership team speaks in common terms about how your association is most valuable? Sounds crazy doesn’t it? How is this possible you might wonder to yourself? For a moment, think about how powerful it would it be to overhear every staff member express in an overarching statement […]
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Why the Book Breakthrough Value?
When did you last hear the question: “Give me one good reason why”? Years ago, I began asking members across the country for the one main reason they belong to their association. They responded with “my boss said I have to” or “I’m not really sure how to answer that”. It left me curious about […]
Being Relevant to Members
An Association Executive recently asked the meaning of rational relevance in the context of member feedback. First off to clarify, we aren’t talking about a rational or irrational member! This alternate interpretation highlights that not all member benefits are created equal. Members prioritize the value of association services depending on where they are in their […]
Communications While Still in Crisis Mode
It’s a (strange) new world. You might be moving back to your office, rescheduling a big event, but life, nor your members’ work routine is far from back to normal. Winston Churchill says it best: Before we talk next steps, let’s acknowledge that every communicator just experienced baptism by fire. Before we knew what happened, […]
Features versus Benefits
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 special presenter for a […]
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 audience. Members have […]
