Communications to members or customers are considered marketing by many outside observers. Although in a broad sense it is, it is also much more. It is mass communication to a large swath of followers of your organization with a personalized and specific message for each individual. Properly executed, a communication message is a prescriptive formula designed to engage those who hold you dearest with the opportunity to increase their love by giving them what they want most from you.
prescriptive parts
A message has an ebb and flow. You can certainly organize a message in any way you choose, as there is technically no wrong answer. There are, however, those messages that are more successful than others. The goal of the message is to get the customer or member to act. That is to say: buy, subscribe, register, call or renew. And, to do that, there’s a time-tested design. It is formulaic. Definitive. Mandatory. The anatomy of the message is similar to a sandwich with the body of the main message between two action links. The title, then open in tone, precedes the sandwich and a greeting completes it:
QUALIFICATIONopening pitch
action link
Description (main body of the message)
action link
Closure
Qualification. The title is more of a headline or catchphrase than the title of a book or manuscript. As it is the essence of the message, it must be poured, forged into words, refined and distilled. Like a title, this phrase can be centered on the page. Consider making it all caps or all caps. It can also be bold, italicized, use a colored font, or a font that is larger than the rest of the message. Don’t be far-fetched, but make it stand out.
opening pitch. The first sentence or two should be clear and concise. It is designed to give the facts for quick reading. Think of this as the Executive Summary CliffsNotes with a call to action and just the details needed to move the recipient who was waiting for the message, participated in the past, or is a dedicated super fan to the action phase.
action link. By appearing twice in the message, it can be identical each time, but it can also differ subtly. The action link is a link to the landing page of your website. It’s right after the opening throw, for those already all-in at that point; and, again at the end, for those who needed to know more before taking the plunge. The action link is literally a link; therefore, it should look like a web link in blue font and underline or a similar look that is trending. Example: Register now to attend. Gold, donatetoday. Gold, Call your legislators to stop this encroachment on your business.
Closure. Similar to a professional letter, the ultimate prize is a signature. You can include a motivational statement such as: “This is your professional association” or “Customers, like you, are the reason we do what we do. Thank you.” Typically, the message concludes with a signature block from the chair of the board, the president, or simply the organization’s name or logo.
landing page
The goal of the message is not necessarily to complete the sale; but, similar to fishing, to catch them on the hook. The message does not need to say everything or provide all the details. Don’t oversell. That is why there is a landing page.
Once the receiver clicks on the action link, they should land on a dedicated web page that provides more information on schedules, speakers, prices, photos, videos, specifications, testimonials, etc. and gives them what they need to complete the process. Like the message itself, the landing page should be set up as a sandwich with additional action links at the top and bottom of the landing page to take the recipient to the signup, order, donation tools, or form page. contact. Among the action links are additional specific details that you feel need to be conveyed.
Don’t include everything under the sun on your landing page. Instead, build the site to include those details on separate pages with navigation tabs, buttons, links, or menus used to make the recipient want to know more about those pages.
call to action
Marketing re-enters the communications equation with the call to action. The secret is that it never left. The whole purpose of the message, its very essence, was to get the receiver to act. The call to action, therefore, must be a clear herald. There should be no doubt in the reader’s mind about what you want them to do. Similarly, there must be an opportunity for the call of this particular message. Even if you plan to send three similar messages over the next 60 days, each one should have a different call. The first might be: “Sign up today for $72 early bird discount.” The middle message: “Space is limited. Confirm your spot now.” And finally, “Last chance. The deadline is today.”
Occasionally a message is really ‘informational only’ without any request from the recipient other than to read the message to be informed. This is incredibly rare. Even with a scientific article, new best practice, or obituary announcement, we still ask the recipient to take steps to study the article, invest in the practices, or remember the death with a donation or by attending a ceremony. .
A formulated approach to your messaging not only increases sales and activity, it also simplifies your communications plan and minimizes the time it takes to perform these essential functions. Most importantly, it breaks the process down into organized, digestible parts. These pieces—creating the message, designing the landing page, preparing graphics or videos or supporting web pages, and writing copy—can be spread out among your staff team, or you can tackle them one at a time long before Delivery. day. This organized approach makes your team more efficient while smoothing out panic moments into a consistent workflow. Communication is both science and art. Make it part of your success formula.
If you found this article helpful and insightful, you may also appreciate the other three articles in this four-part series on communications: Break the noise with your communication, The Goldilocks Zone of Communicationand Do It Your Way: Connecting with Clients and Members.
