Sometimes we try something new and assume it will be a home run. Sometimes we feel extra pressure to know that something is going to work before we try it. Sometimes we get backed into a corner and there’s no choice but for something to work. This new thing we are trying has got to work!
We get excited about the possibilities because we learn from an authority. When we:
- see a like-sized association try something and they report success, we hope it will work for us.
- learn that the most highly regarded associations are doing something, we think we should do it too.
- get an expert’s playbook, we hope that because we now know the steps it will work.
The more experts say Facebook marketing, blogging, video, or [insert tactic here] is the wave of the future and will work for your association the more skeptical I become. No one can tell us what the perfect combination of benefits, service and marketing messages are. No one that is expect for our members.
There’s no new tactic guaranteed to grow the association. The only thing I’m sure of is member insights hold the key to an association’s success. And even with piles of member insights we need to continually try and test new ideas, benefits, value and messaging until we find the combination that works… for now.
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