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Risk Sabotages Membership Offers
In behavioral psychology there’s a concept called “loss aversion.” Loss aversion is the tendency we have as humans to prefer…
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Differentiating Membership Offers
“They’re not the only game in town anymore,” a peer recently told me, “I bet they’re having to learn how…
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Relevance & Membership Offers
A common marketing mistake that association executives make is that their messages have low relevance to a member or potential…
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We’re In Progress
“It’s odd that what the board recommended was different from what the focus group wanted,” one of our clients told…
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The Mirror Fallacy
Many associations struggle with communicating the value of membership. The staff know that membership is valuable, but they can’t seem…
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Leadership, Miserable Marines, and The Pond
I attended a Rotary dinner last night and sat next to someone who once served as district governor. I asked…
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Pay Attention to Me
Everyone wants more attention. I’ve yet to come across a client who didn’t say that their website needed, “greater visibility.”…
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The Unfair Information Advantages Communities Have
Yesterday, I received an email from a famous copywriter who trains other writers. It was to promote her new course…
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Chat GPT Will Supply Your Competition With a Million Monkeys
I had beers with a couple of friends last Thursday. One of them just launched a redesign of their business website. His…
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Conferences
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