Why They Don’t Join (and How to Change That) – Part 2 of 4

Feb 19, 2020

This week, I’m continuing into the 2nd part of our 4-part series on why members sit on your email lists, attend non-member events, and float around in your peripheral vision without ever actually taking action to join.

If you missed the first in the series, you can click here to catch up.

Let’s assume for today’s purposes that the problem that we talked about last week is NOT an issue for you – you’re not diminishing the power of your offer by leaking too much value out into the non-member experience. You’re confident that you’re holding the value beyond the paywall of the membership.

Yet, people still aren’t joining.

The next possible problem that I would check out is whether you have a specific and powerful ask. Often, because we are so close to what we do, we fail to recognize that we really aren’t putting an irresistible offer in front of prospective members on a regular basis.

Sure, maybe there’s a Join Now page on your website or maybe you include a link to your application in your emails, but when was the last time that you actually crafted a head-turning campaign?

I’m reminded of the Febreeze television commercials where they talk about being “nose-blind” to odors – the teenager’s stinky room, the car that smells like our dog, etc.  The whole point of the commercial is that chronic exposure to something results in us not really noticing it anymore.

Our audience similarly becomes “offer-blind” when they see and hear the same thing month after month and year after year. You have to periodically spray something completely different in the air before they’ll take notice.

I’d love to hear your thoughts on this. Is it possible that people are tuning out your asks because you ask in the same old way all the time?

Let me know your thoughts below.

Have a great rest of your week!

Hey there.  I’m Joy Duling, Founder and CEO of The Joy of Membership.

Clients hire me to help them design and deliver exceptional member experiences. If you lead an association, trade group, or membership-based nonprofit, you can find FREE resources to help you run and grow your membership organization by visiting here: http://joyofmembership.com/help

I look forward to connecting with you there.