When we talk about member value in associations, we don’t want members to feel like we just gave them a bargain. We want them to love us. We want them to keep coming back. We want to be irresistible. We all have had that experience with brands. Apple products come to mind. (In fact, chances are that you’re using one to read this right now.) For another example, a client once told me: “If Amazon doesn’t sell it, I don’t need it!” That’s irresistible value.
The question is, how do you create that for your members?
The famous brand evangelist Guy Kawasaki said, “If you provide enough value, then you earn the right to recruit new customers.” Think about that in terms of membership---you have to earn the right to recruit new members by delivering enough value to deserve their membership. You must have the right to win.
Please select this link to read the complete article from ASAE’s Center for Association Leadership.