Defining and Communicating Value through Emotional Drivers

Have you ever been asked what differentiates your membership from the others that are available? In marketing terms, do you know what is your “unique selling proposition” (UPS)?

This is the type of question I often ask of prospective clients when I meet with them. A lot of times I do not get very compelling or confident answers.

A first step in defining this value is to define the motivations of members and prospective members.  What are their deep seated needs? Here is one way to think about and define these needs.  Way back in 1956 a book written by Victor Schwab, "Mail Order Strategy" (Hoke Communications, 1956). Schwab was a famous copywriter -- an Ad Age person of the Century -- who detailed the 40 key "emotional drivers" that influence people’s actions.

Here are a few of Schwab’s drivers that I think might be particularly relevant for membership marketing.

People want to be:

• Up to date
• Recognized authorities
• Efficient
• Good parents, bosses, and employers

People want to gain:

• Time
• Comfort
• Praise of others
• Health
• Popularity
• Personal prestige
• Money

People want to save:

• Work
• Discomfort
• Embarrassment
• Worry
• Time

People want to do:

• Satisfy their curiosity
• Win others’ affection
• Improve themselves generally

Understanding the motivations and needs of members and prospects in your marketplace will drive everything from your messaging to your product development.  Take time through brainstorming, research, and testing to build an understanding of these emotional drivers.

 

Don’t Forget Your Call to Action

Whether you are creating a promotional email, online ad, direct mail package, or working an exhibit booth, the starting point for your effort should be defining what you want the recipient of your message to do.

In marketing terms, this is known as creating a call to action (CTA).

A call to action is a simple, clear statement telling the person receiving your message exactly what action you want them to take.  When someone receives a message, it is basic human psychology to ask, “What do you want me to do?”

Unfortunately, a prominent CTA can be lost or hidden in the creative process and this will always diminish the response for a marketing effort. 

So here are some simple tips to make sure your call to action is effective.

·        Make you CTA visually stand out and easy to identify.

·        Use active words like “join,” “register,” “donate,” or “open” in your CTA.

·        Put your CTA on every page of your website or promotion. 

·        Only ask for one action at a time. 

·        Add a sense of urgency with a deadline to your CTA.

Making sure a clear call to action is included in all of your promotions is the one battlefield that a marketer needs to insist on fighting.  Words, colors, and graphics in a promotion are important, but not telling a prospect or member what you want them to do is deadly.   Start with a strong call to action in your marketing efforts and allow your creative to support the action you want the recipient to take. 

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