Words matter. If you’ve ever done any kind of marketing, you know that. And even as a consumer, you know that. Certain phrases just compel you to make a purchase.
So how can you tap into some of that psychology when “selling” your association or chamber’s membership? Below are a few words and phrases you may want to consider utilizing:
1. “Join [numbers] others…”
Rather than just saying “Join now,” consider saying something along the lines of “Join 2,000 other Georgia nurses” or “Join 300 other local businesses.” What this shows is that other people are taking advantage of your organization’s membership. And no one wants to be left out! This prompts the thought, “Oh, a lot of my peers are doing this. Maybe I should too.” Plus, by listing your organization’s size, it gives your association or chamber credibility — and that plays a big role in the sales process as well.
2. “Save [XYZ]”
We all want to save something.
Our sanity. (We’re only half kidding here.)
If you can include what people will save in your organization’s communications (on your website, in emails, etc.), you can likely boost their interest in joining. And if you can quantify what they’ll save (“Save $250 on recertification”), that can be even more compelling.
3. “…at your fingertips”
The phrase “at your fingertips” is appealing because it implies ease. Whenever you need something, it’s available. “Benchmarking data at your fingertips.” “Industry news at your fingertips.” “A network of other educational professionals at your fingertips.”
Sounds nice, doesn’t it? And really, it goes hand in hand with saving them time and reducing stress. Re-emphasize that by letting them know the resources you offer are available 24/7.
A lot of marketing revolves around experimentation. What works well for some organizations may not work well for others. (Though wouldn’t it be nice if it did?)
That said, there ARE a few marketing best practices that apply to just about all organizations. We’re talking about best practices for website marketing, email marketing, social media marketing, and more.