Everyone's role is to edit
In this morning's session "It's All in the Mix: Determining the Right Communications Lineup," presenter Monica Joda Baruth from the American Water Works Association said something that really stuck for me (and that may be because it's my day job): "Everybody's role today is really to be editors."
Her point was that your members are constantly bombarded with content, whether it's coming from your association or not, so they have to be choosy. What can you do to help? She says not to throw everything at them. You have to edit information down into edible bites that they can digest. That means everything from your magazine to your journal to your emails to your marketing materials. Put yourself in your members' shoes. Wouldn't you want to receive information that is pertinent and digestible and that actually compels you to read it? Which all ties back to a point that Guy Kawasaki made yesterday (which Sheri Jacobs repeated in her session again today): The worst thing for your association would be your members ignoring you. What are you doing to keep your members from doing just that?
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