Tuesday, July 2, 2013

4 Association Readings for the Fourth

Are you walking the tightrope when it comes to your association’s membership marketing? 
By Meagan Rockett via XYZ University

Shelly Alcorn, an association blogger, describes this situation as follows: “Leadership obsessed with recruitment at all costs will champion such things as running reckless membership promotion campaigns, offering deep, unsustainable dues discounts, offering commissions for new member sign-ups, or offering lavish prizes in member-get-a-member contests,” she writes. “They can even recruit more members than the association staff can adequately serve, leading to disappointment and low retention rates for new recruits.”

How to Build an Audience that Builds Your Business 

By Brian Clark via CopyBlogger.com

There was a time — not too long ago — when you could solve your sales problems by simply throwing money at television, print, and radio ads. And that approach can still work … if you’ve got a lot of time and a lot of money. To answer that very question for you, we’ve built a powerful training resource called MyCopyblogger. When you register (at no charge) you’ll get instant access to nearly 100,000 words of proven marketing training in thirteen ebooks, (and our completely revamped 20-part Internet marketing course).

7 Ways to Make Brand Journalism Work for Your Business (Association) 
By Mike Murray via Content Marketing Institute
I’ve compiled seven great insights about the value of having journalists write stories for brands — whether the job refers to “brand journalism,” “copywriting,” “public relations,” or “marketing.”

  1. Learn how journalism works
  2. Use brand journalism to be relevant to customers (members/donors)
  3. Make sure journalists can recognize the core formula for your company (association/foundation)
  4. Help people be “better customers” (members/donors)
  5. Educate first
  6. Be sure to measure your efforts
  7. Approach brand journalism as part of a communications strategy

Hire Fast, Fire Faster: Keep the Right Players on Your Team
By: Nathan Jamail via American Management Association

There is an old but true saying, “The best candidate doesn’t always get the job.” If you have ever made a bad hiring decision, don’t worry you are in good company. All leaders and managers select bad hires even if they don’t know it. The difference is, really great leaders recognize their mistake and fire faster. All hiring managers are sure to make bad hiring decisions, because they made a decision based on situational questions, content on a resume and mostly by their emotions or more notably referred to as “their gut feeling.” Selecting a bad hire is understandable; but accepting it and not doing anything about it will cost an organization greatly. 

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