Tuesday, May 27, 2014

What your association says often is not what your members hear!


During a marketing communication agency’s research presentation to one of my clients, I watched the client’s board members and leaders as the agency showed a detailed report about its communications.

The research walked the client through the staggering disconnect between the client and its target audiences.

It was pretty simple:
  • Here’s what you are saying
  • Here’s what they are hearing

The disconnect was huge.

For more than 10 years, this industry had been using commonly held communications messages through multiple media.

And, it turns out, their intended audiences hear almost the opposite of what they were saying.

I thought of that report when I read Amanda Kaiser via SocialFish blog post titled: 3 Ways to Get Members to Read Your Marketing Communications.

Amanda says “this stuff does apply to them, you say! That means your messages are not hitting the mark.”

Here’s why your members may not be responding to your marketing communications:
  1. Use their words
  2. Answer their questions
  3. Write from their point of view
As you review your association’s messages, ask if what you are saying is the same as what they are hearing. If not, change it.

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