It is so frustrating….
Industry suppliers launch competitive products and events and our members purchase them. Why did they choose them and not us? Members have a challenging problem and we have the solution but they do not use our solution. Why? We reach only 14% of the population of potential members. Why haven’t more chosen us? Only 25% of our members come to the conference. Why so few?
It is not about us it is about them
Our members are busy. Too busy to notice. Too busy to act.
Staying with the status quo is easier, less risky or seemingly less expensive than choosing to fix it, choosing what we have to offer.
Sometimes members don’t even know they have a problem. Or they don’t know there is a solution to their problem.
It is not about them it is about us
Our solutions are not the exact solutions members need to solve their problem.
We are boring so members tuned out long ago. Or the message doesn’t resonate. Or the communication is too complex. Or we spam them too much. Or we didn’t tell them enough.
The price we are asking for exceeds their expectations, their budget or the perceived value.
There are a million and two reasons why a member doesn’t engage. It is hard to learn why after the fact. Instead double down on learning why engaged members do engage. Find these bright spots; both the super-engaged members and the products, benefits, services and events they are engaging with and find out why these members are so engaged and why these offerings are so engaging. Learn why they are engaged and you will see how to engage everyone else.