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Selling the benefits of membership

Value Proposition

Many clubs struggle to articulate the true value of membership because it is generally intangible which makes it difficult to explain. Instead a lot of people list the features such as a club website, newsletter, programmes and events which aren’t compelling unless they are put into context. When someone is joining your club, they are making an investment. To get them to join you need to articulate how they will see a return on their investment.

An example of how you might do this:

“When you join our club you are making an investment in your health and happiness. By joining our club you will gain the knowledge, skills and networks to help you live a better life over those who aren’t members.”

Another way of conveying value:

“When you join our club you are connecting with tens of thousands of people with the same goals and aspirations as you. By joining our club you will develop life-long friendships, gain opportunities to play in competitions or just socially, arrange matches at certain times and have a meeting place for family and friends.”

The most compelling value statements speak in outcomes and are targeted towards the specific member segment you are communicating with. For example, a young professional may be focused on starting a new career and need to ensure they will get what they need to do this well. On the other hand, someone nearing retirement may be more interested in spending more time with friends so you would need to communicate this value to them.


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