There’s a big mistake most organizations make when developing their marketing message; they overlook an important fundamental buying principle.
When someone makes a decision to buy a product or service, they do so because of one underlying factor – they see the intrinsic benefit they will get from it.
That benefit may make their life better in some way, may make something easier to do, may make them feel safe and secure or may save them time and/or money.
The psychology behind it is rather simple. At the moment a person is posed to make a buying decision, there is one question running through the back of their mind: Is this for me?
If the answer is yes, and they can see in their mind’s eye the benefit they will receive from it, the purchase is made. If the answer is no, they move on.
Now, let’s translate this towards promoting your association or chamber.
Typically when an organization thinks about marketing, the first thing that comes to mind is telling people about what the organization has to offer.
The list may include items such as educational seminars, “After Hours” business events, ribbon cuttings, networking groups, professional relationship building, and so on.
But, there’s something missing – the benefit.
You see, the list of “what we have to offer” items are not benefits, they are features. And features alone do not answer the unspoken question: Is this for me?
To have an effective marketing message, you need both the features and the benefits so the prospective member can quickly and easily make the connection and internally answer “yes” to the question.
Here’s one way do it.
First the feature is listed, then a “benefit connector” is used, and last the benefit is revealed. One of the best time-tested benefit connectors is the phrase “so you can.”
Here’s an example:
Business After Hours: Monthly networking events with over 125 attendees which are held at a variety of locations SO YOU CAN connect with people who are likely to do business with you.
If the prospect is interested in meeting people who are likely to work with them, then the answer to the question is yes, this is for me, and they are one step closer to becoming your member.
The best marketing takes place when the marketing message allows the prospect to come to their own conclusion and thereby make an internal decision to join your organization. Because the message is not trying to convince them of anything or sway them in any way, you’ll acquire members who will stand by their decision to join and in turn better support the organization.