Ed Rigsbee is the consummate evangelist for member recruitment and strategic alliance success. He holds the Certified Association Executive (CAE) and Certified Speaking Professional (CSP) accreditation. Ed is the author of The ROI of Membership-Today’s Missing Link for Explosive Growth, PartnerShift, Developing Strategic Alliances, and The Art of Partnering. To his credit, he has over 2,500 articles in print and countless articles electronically published.
Ed is the Founder and CEO of the 501(c)(3) non-profit public charity, Cigar PEG Philanthropy through Fun, and president at Rigsbee Research which conducts qualitative member ROI research and consulting for associations and societies. He has been called “the dynamite that broke up our log jam” by association executives—rarely politically correct and almost always provocative—and from a dozen years as a United States Soccer Federation referee, Ed calls it the way he sees it.
As important is Website design and functionality is…so is excellent influence copy…perhaps more important. Regardless of your desire…getting members back into the fold or inviting the uninitiated…you must clearly explain the value of membership. Your organization has to continue to demonstrate the ROI of membership. This complimentary workshop will help you to write the kind of benefit (or what’s in it for me) copy that will influence the decision to join or renew.
You can no longer depend on interns or web designers write your member value copy for influencing renewals and retention. They do pretty, you must do effective. Your “feature of membership” copy has to move a person from one place (non-member/non-renewal) to another (member).
This workshop will move you from trying to sell features rather than explaining the benefit (What’s in it for Me). The formula: Feature of Membership -> Buying/Decision Motive -> Explain WIIFM will be explained and samples given.