Most people are not going to do what you want them to.
- Even though you know many potential members would benefit from membership, most will not join.
- Even though there is significant value in becoming more engaged, most members will not engage.
- Even though contributing can be more rewarding than the effort, most will not contribute.
Some will join. Less will engage and even less will contribute.
Your job is to increase the odds that more will join, engage and contribute and there are two ways to do this.
1. Scatter-shot approach: Develop generic messaging. Send the message through all the channels your potential members are using. Hope that someone sees the message and is compelled to join.
2. Targeting: Assess the worldview and challenges of your best members. Develop messaging that appeals to their worldview and solves their problems. Target potential members like them through their preferred channels. Hope that they see the message and are compelled to join.
The scatter-shot approach works well for big budgets, big brands and mass marketers. The targeting approach, while more difficult, works for organizations with smaller budgets. The problem is most small organizations are using the scatter shot approach when they should be using the targeting approach.