Target a few important member groups, and you’ll end up reaching more of them

Don’t start planning, or talking, or writing until you know who you want to influence. It’s the first universal rule of marketing.
 
Before you try to ‘sell’ an event, a class, a member benefit, or your latest political win, you’ll reach a wide audience when you answer: What’s in It for them? THEM, (one or two types of people who represent specific member groups), not THEM (all members as one uniform tribe).
 
Get to know your members and prioritize the ones who are critical to your future. This is a skill that’s equally important as it is overlooked.
 
There is only so much time, energy and effort to go around to serve every single member group equally. In fact, it’s just impossible to think you can sell to all of your diverse member segments at the same time.
 
I know, it sounds counter to conventional wisdom, but in practice, when you target 2-3 important member groups that share a few common worries and needs, the more likely you are to relate to a wider audience! It works every time.
 
Until it didn’t.
 
During a recent value proposition project, a group of leaders chose one member segment who does business in one small part of the association’s geography, with a niche business model and tailored worries to match.
 
One symptom that indicated this was not an appropriate audience is that there was not a link between what these members need in their work and what the association does well. When looking back at the infographic above, the segment is not a significant % of membership, nor a critical segment to the association’s future.
 
The leadership team went back to their brainstorm list of member groups and reconsidered a different segment that met the criteria of a target audience, and the process moved forward as it should.
 
Today is the best day to decide why you matter to your most important members. Begin by deciding who that target audience is.
 
Your connections depend on it.
 
Here are three next steps to get more help:
 
For criteria to select your target audiences, click here.
 
Get insights into target audiences and other communications basics. The Diagnosis Deck card game is a unique and revealing way to take a next step in how you connect with members! Get your Diagnosis Deck here.
 
If you’re ready to discover your own unique Breakthrough Value, click here.