By focusing on the benefits rather than the features, you can demonstrate the tangible advantages of being a member. The following are some suggestions:
Focus on the benefit, not the feature
When promoting membership, it's essential to highlight the value that members will receive. Benefits are the real-world advantages that members experience, while features are the characteristics of the membership. For example, instead of saying "access to a mentorship program" (feature), emphasize "guidance from experienced professionals to help you advance your career" (benefit).
Taking inventory of your benefits
Start by taking stock of the benefits your division already offers. This will help you identify what you can promote and ensure you are making the most of your existing resources. Consider the different types of memberships and tailor your communication to address the specific needs and interests of each group.
To get to the benefit, you might ask yourself “Why does it matter?” That exercise will help you drill down from the feature to the benefit. Here’s an example:
By effectively communicating the value of your division's membership benefits, you can attract new members and retain existing ones. Remember, the key is to focus on the benefits that matter most to your audience and make it easy for them to see the value in joining your division.