2. Use “jeopardy marketing” to remind members of benefits. The term “jeopardy marketing” refers to the television quiz show “Jeopardy.” Associations can borrow the show’s format when explaining the value of membership. Here are a few samples of how to reword benefit statements using the technique of jeopardy marketing.
Instead of saying, “Our association offers lobbying and advocacy services,” rephrase the statement as a question: “Wouldn’t it be great if someone were working every day to tell the public about the contributions public education makes and to stand up for the rights of school employees?”
Instead of saying, “NJEA offers professional journals and other publications,” ask “Wouldn’t it be nice if every month someone brought to your door another form of continuing education and information about professional development conferences?”
Using questions instead of answers allows readers to scan the materials quickly. More important, this technique gets the member to mentally agree with the statements and it creates the impression that the association must have some empathy for the people reading the material.
UniServ Field Representative ~ Membership & Organizational Development
New Jersey Education Association
180 West State Street
Post Office Box 1211
Trenton, NJ 08607-1211
609-599-4561 ext. 2236http://www.facebook.com/NJEAPRIDE