Over the last few decades there has been a rapid evolution in marketing communications strategy and branding. In fact the underlaying strategy is been flipped on it’s head. Marketers used to tell the story they wanted to tell. Now the most successful association marketers are telling the story members want to hear.
Selling features and benefits isn’t working. More and more association professionals are noticing that they can not cut through the clutter no matter how many tweets, or ads, or posts with the usual feature/benefit selling routine.
Feature and benefit selling alone doesn’t work. So what does?
Storytelling. Storytelling is the new marketing for associations. Storytelling has one big twist and that is we ground members in their problem before we solve the problem with our features and benefits.
What is the problem? What are members doing about it? How do they feel about it? What causes this problem?
When we know the nuance of our members big problems we can tell the association brand story they need to hear.