You say members don’t read? 3 steps lead to stickier communications.
Communications that push announcements or information without a plan will never become sticky for your members (they won’t come back). Instead you’ll keep pushing announcements or information. Think about your communications this way:
1. Ever been lost or had that uneasy sense you’re not heading in the right direction? You need a map (or GPS) if you want to get from where you are to your destination.
A master communicator’s “map” is the communications plan. It may take shape in many forms, but just like a map, it should have clear guides (goals, audience, key messages, deliverables, channels), that you refer to often (think daily!), and that you share with others who are on the journey (your staff).
To see the 10 steps to build a communications plan, click here.
If you need a little guidance to help develop this plan – check out nSight’s approach to creating a simple, usable communications plan.
2. What do members hear when you communicate to them – words like “save the date” and “register for this class?” If so, your members will tune out. We call those wasted opportunities to convey benefits! Talk about how you’re solving a problem for them, reducing their risk, offering them a business tool – and you’ll catch their eye. (Hint: These are benefits that will help you get and keep their attention.)
3. Talk in language members understand. Not slang, or jargon. Don’t make it complicated, and don’t make it about you.
Need hands-on help for a single project or to get your communications department on track? Start out strong with CommunicationsOnCall.com.