Deliver the Right Message the Right Way

“Build a better mouse trap and the world will beat a path to your door.”  With all the mouse traps in the world, why should anyone care about a new kind of mouse trap?  I believe that whoever builds a better mouse trap doesn’t necessarily have a better mouse trap; they have a better marketing campaign, which means they built a better message to go with their mouse trap.

You can improve your organization’s performance through enhanced outreach efforts if you “build a better mouse trap,” i.e., develop a stronger message.

Speaking of traps, you wouldn’t use a mouse trap to catch a bear, anymore than you would use a bear trap to catch a fly.  You need the right trap to successfully capture the beast you seek.  The same is true of communications.  You need the right vehicle with the right message to “capture” the audience you seek. 

Building good relationships with your members is the goal of communications.  No matter how many high-quality services you offer, if your members do not feel important none of it matters.  Your association is only as strong as your members’ good will.  A well-developed communications program creates – and keeps – happy members.

The Message

The secret to great writing is re-writing. 

This rule applies equally to the multitude of communication choices you have at your disposal in today’s plugged in world.  Whether on the telephone with a member, making a presentation, transmitting a fax, sending an email, posting to a website, or using that old-fashioned device, the letter, polish that prose until it shines!

Correct spelling and good grammar are signs of a person committed to doing a good job.  Attention to detail does not go unnoticed.  It may not get the attention of a typo or other errors, but it makes the right impression, like wearing a suit that fits well.  The difference with the written word is that it IS a lasting impression as it’s down on paper or saved to a computer.

Tips for your Messages:

1. Less is more in writing.  When editing your work, review it for words that you can delete or replace with stronger words.  Don’t use five words when three will do!

2. Be clear and brief, but provide as much information as necessary to educate or persuade your reader.

3. In email communication, provide links to additional information.

4. Your headline, email subject or title should tell the story and raise interest.

5. In longer documents, the first sentence of each paragraph should capture your member’s attention. 

6. Use formatting to direct the reader’s eye to crucial information (bold or italics). 

7. Write your message as if your member only has time to read the first and last sentence of your text; make it intriguing so they will go back for the rest. 

We all talk about how overwhelming today’s information age is.  Technology, which was supposed to be freeing our time, has actually taken more of it and at times causes stress instead of alleviating it.  Who could have seen that technology would take such a “byte” out of our time?  Clear, concise and interesting text is required if you want your member’s attention. 

With very little down time, comprehending and using all this information is difficult.  Just think about how many telephones a typical member deals with on a daily basis: home telephone, cell phone, and work telephone.  That’s three phones for ONE person!  Add to this burden fax, email and regular mail and you get a detailed outline of what your member deals with every day.  This is why each one of your members will appreciate your efforts in choosing the appropriate communication vehicle for your well-prepared message. 

The Delivery Vehicle

Choosing the best medium for your message dictates success or failure.  For example, educational pieces may be best placed in your association’s magazine, while news articles are best placed in newsletters, press releases or bulletins.  Although email is an excellent way for organizations to save money, overuse it and your messages will end up in the spam file. 

Remember the importance of tangible benefits for your members.  Electronic communication has its uses, but it cannot be touched, smelled or sit on their desk reminding members of your fabulous service. 

Your most important decision in message delivery is: hard copy, electronic copy, or one-to-one communication (via telephone or meeting)?  Each communication is unique, so you must examine the goal of the communication, how many members are involved, and the turnaround time for delivery of the message. 

Letters: Take the time to write and mail a letter to a member who needs assistance; in today’s world, it is A-One, personalized service.  Remember to sign it yourself; don’t use an electronic signature!  Really set off that letter by adding a handwritten note on the bottom.  This demonstrates your commitment and your willingness to take a few extra minutes to address one individual’s needs.  It will build a good relationship with the member, and the member will probably tell other members what thoughtful service they received. 

Email: This is the speediest way to deliver written communications, and also a cost effective one.  Unfortunately, email becomes burdensome if overused.  If you are emailing a member about a problem or issue, pick up the telephone and have a conversation if you have not reached a resolution after three email exchanges.  It means your member is not telling you something that you need to REALLY understand what they want. 

Telephone: How do you polish your telephone prose?  The same way you would a speech – practice.  Before you pick up the telephone to place a call, rehearse what you want to say and the feeling you want to leave the member with after the conversation.  It’s a good idea to write your thoughts on the computer and refer to them during the conversation.  DON’T call and interrupt your member if the message can be communicated via written communication, like email or fax. 

Face-to-face: Although it’s not always possible to meet with your members, especially in national organizations, take every opportunity to do so.  You can also take advantage of today’s technology by using video conferencing to talk in “real time.”  Not only do you become “real” to the member, you get to know them better and thus gather information that will help you be a better staff person – and communicator!

Your communications can help or hurt your members – and your image.  For example, telephoning with critical questions instead of letting them languish in an email queue shows you have a grasp of what’s important.  The reverse – telephoning when a fax or email would do – wastes your members’ time and interrupts their focus, making you look bad. 

Carefully create your message and choose the right delivery vehicle.  Your members will thank you, and they will be able to focus on your message.    

Cecilia Sepp is a Consultant and Writer with CS Association Services specializing in the non-profit/association management field. She has over 15 years experience working for professional and trade associations, as well as organizations representing the creative arts. She can be reached at 301-346-9656.