About the Author

Melynn Sight presents one common link that helps organizations plan, unify, and relate to their customers with clarity around why they matter. Melynn has 40 years of marketing experience helping organizations think like their customers, and develop breakthrough value through collaboration, listening to, and creating messaging to help organizations meet their bold, aspirational goals. What used to be live workshops across US and Canada is now documented in a step by step workbook so that any organization can think through the real benefits they offer, and evaluate the value they bring specific member segments.

Melynn Sight presents one common link that helps organizations plan, unify, and relate to their customers with clarity around why they matter. Melynn has 40 years of marketing experience helping organizations think like their customers, and develop breakthrough value through collaboration, listening to, and creating messaging to help organizations meet their bold, aspirational goals. What used to be live workshops across US and Canada is now documented in a step by step workbook so that any organization can think through the real benefits they offer, and evaluate the value they bring specific member segments.

About the Author

Melynn Sight presents one common link that helps organizations plan, unify, and relate to their customers with clarity around why they matter. Melynn has 40 years of marketing experience helping organizations think like their customers, and develop breakthrough value through collaboration, listening to, and creating messaging to help organizations meet their bold, aspirational goals. What used to be live workshops across US and Canada is now documented in a step by step workbook so that any organization can think through the real benefits they offer, and evaluate the value they bring specific member segments.

Develop the Message

A value proposition is a clear, short and simple rationale for every leader and staff member to use every day. It is your member’s rationale for choosing your association, another association, or none at all.

Your value proposition is the foundation of your communications strategy.

Strategic communications is a formal approach that supports your most valuable member benefit(s) and sells your organization. It begins with answering why your association matters.

It’s easy to be complicated, in your explanation, and in your communications. It’s much harder to offer a simple rationale for why your association matters and what members should expect from you.

Develop the Message

A value proposition is a clear, short and simple rationale for every leader and staff member to use every day. It is your member’s rationale for choosing your association, another association, or none at all.

Your value proposition is the foundation of your communications strategy.

Strategic communications is a formal approach that supports your most valuable member benefit(s) and sells your organization. It begins with answering why your association matters.

It’s easy to be complicated, in your explanation, and in your communications. It’s much harder to offer a simple rationale for why your association matters and what members should expect from you.

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