Communicating Member Benefits Using WIIFM Dave Rendall AENC

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Communicating Member Benefits Using WIIFM Dave Rendall AENC

  1. 1. It’s Not About Us Communicating the Benefits of Membership using WIIFM Principles
  2. 2. Persuasion Creating a change in a person’s feelings, thoughts & behaviors
  3. 3. H3 • Head • Heart • Hands
  4. 4. Feeling Good We do what we think will make us feel good WII-FM
  5. 5. CARE
  6. 6. Empathy The essential rule when trying to convert someone is: DON’T - at least, not at first - just listen Dennis Ross The Missing Peace
  7. 7. Empathy What do you need to know about the other person?
  8. 8. 1. Credibility • Character • Competence • Caring • Confidence
  9. 9. 1. Credibility I’d like to give more time and money, but . . . 84% said they doubted their donation would be put to good use. USA Today Survey
  10. 10. 1. Credibility If people anywhere are to willingly follow someone . . . They want to assure themselves that the person is worthy of their trust. Kouzes & Posner
  11. 11. 1. Credibility In a time of universal deceit, telling the truth is a revolutionary act. George Orwell
  12. 12. 1. Credibility Motivation is getting people to do something out of mutual advantage. Manipulation is getting people to do what you want them to do primarily for your advantage. Fred Smith
  13. 13. 2. Comparison • Everybody is doing it • Bandwagon • Line experiment • Pink ribbons • Livestrong bracelets
  14. 14. 3. Community • Relationships – Home-based sales parties • Likability – Joe Gerard • Attractiveness – Celebrity endorsements • Similarity – Me too
  15. 15. 4. Commitment • Foot in the door • Start small • Test drive • Free trial offer • Fence • Marriage proposal
  16. 16. 5. Control • Reactance • Don’t tell me what to do • Inoculation – Great nurses
  17. 17. 6. Connection • Relevant • Choose your audience • You can’t persuade everyone
  18. 18. Susan G. Komen
  19. 19. 7. Clarity • Simple • Concrete • Curse of knowledge
  20. 20. 8. Color • Vivid – Paint a picture • Detailed – Be specific • Unexpected – Miller Time • Story – Giving and statistics
  21. 21. 9. Christmas Cards • Reciprocity • Go first • Seek first to understand . . . • It’s not about you
  22. 22. 9. Christmas Cards In order to have influence, you must first be influenced. Stephen Covey
  23. 23. 9. Christmas Cards You can have everything you want in life if you only help enough other people to get what they want. Zig Ziglar
  24. 24. Resources • Influence Cialdini • Made to Stick Heath • Blink / Tipping Point Gladwell • How to win friends . . . Carnegie
  25. 25. Rendall & Associates David Rendall (919) 222-6295 dave@drendall.com drendall.com

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