5 Big Lies    in Your  Membership   BrochureAngela Broderick Bedell
Advocacy                #1           “It’s Easy to                Join”
#2“Benefits include…    Advocacy”
#3   “Special Offer”
#4 “Discounts…you’ll save money.”
#5. “…Membership Directory”
The Brochure Solution
Know   Trust
If you must…
“A committee is a group that keeps minutesand loses hours.”                               Milton Berle
Some wordswill trigger much more emotional response       than others.
Is selling evil?
“A community needs a soul if it is tobecome a true home for humanbeings.You, the people must get it thissoul.”            ...
5 Big Lies    in Your  Membership   BrochureAngela Broderick Bedell
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.
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MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.

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"5 Big Lies in Your Membership Brochure" - an Ignite presentation at ASAE\'s Membership, Marketing and Communications Conference, 2012.

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  • Solutions Not to have a facebook with your logo on it
  • Solutions Not to have a facebook with your logo on it
  • I have the solution to the perfect membership brochure: don’t do one.
  • Everything leads back to your website. Invest in mobile marketing and pay attention to smart phones and tablets
  • Another solution…(if not doing it won’t work)….A “drip” campaign, not a one-shot offer. We know the Tipping Point works right? But we sit down to create that marketing plan and we sense the need for a magical printed piece.
  • A “warm update” a drip campaign – they honor the way folks get to know our organizations. They must Know, then Like, then trust us. Pitching them an offer isn’t going to work until they Trust you. So decide which of these things your brochure, your social media post, your newsletter is trying to do: built awareness, reputation or trust.
  • Sell benefits Sell emotionally And do not, under any circumstances, allow your brochure to be developed by…
  • … a committee. Experts are needed.
  • Offer – this is my kitchen. Imagine you have come to my home, and I say to you “Help yourself to anything in the kitchen.”
  • Now…what if I come into the living room with a plate of fresh-baked chocclate chip cookies (your favorite) and say “have a cookie.” It isn’t just because cookies are better than green smoothies, it’s because of the social dynamic of accepting an offer. It has to be personal, it has to be specific and it has to be especially for me. Ditch the special offer to join, and create a compelling offer to get to know me.
  • Selling is getting someone emotionally engaged in a future result that is good for them and getting them to commit to take action to achieve that result.
  • MMCC 2012 Ignite 5 Big Lies in Your Membership Brochure by Angela B.

    1. 1. 5 Big Lies in Your Membership BrochureAngela Broderick Bedell
    2. 2. Advocacy #1 “It’s Easy to Join”
    3. 3. #2“Benefits include… Advocacy”
    4. 4. #3 “Special Offer”
    5. 5. #4 “Discounts…you’ll save money.”
    6. 6. #5. “…Membership Directory”
    7. 7. The Brochure Solution
    8. 8. Know Trust
    9. 9. If you must…
    10. 10. “A committee is a group that keeps minutesand loses hours.” Milton Berle
    11. 11. Some wordswill trigger much more emotional response than others.
    12. 12. Is selling evil?
    13. 13. “A community needs a soul if it is tobecome a true home for humanbeings.You, the people must get it thissoul.” Pope John Paul II
    14. 14. 5 Big Lies in Your Membership BrochureAngela Broderick Bedell

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