Anatomy of an Effective Member Story That Converts

You probably know by now that member stories are great for marketing. But did you know that some story formats work better than others to convert prospects into members and event attendees? For maximum success with your next member story, divide content into three key areas: early career, mid career, and late career.

Early Career

Focus on the resources your organization offers someone who is new to the industry. How can you help them learn the business and increase their value to their organizations? What events or offerings do you have to connect them with other newbies? How might you help them meet industry veterans and mentors?

Mid Career

Mid career professionals already have a pretty good feel for their role and industry. Now they want to focus on professional development, leadership skills, and promotions. Keep in mind their personal lives are often getting increasingly busy at this stage.

Late Career

Seasoned veterans want resources and connections that can help them lead better, develop stronger teams, and improve their organizations for the long term. Chances are they are interested in working smarter, not harder, given their demanding schedules.

Incorporating all three of these elements in one member story helps your marketing reach a broader audience while showcasing a range of your association’s offerings. But getting a member to articulate all of this during an interview or survey can be tricky. Here are a few pointed questions to help you get the info you need.

7 Interview Questions for Better Member Stories

1. Tell me about how you got into the industry. What was it like in the early days of your career?
2. How did our association help you learn the business and make connections? Can you point to a specific resource or event that was helpful?
3. Thinking back to the middle years, how did our association help you advance in your career?
4. Can you think of anything specific that helped you land a promotion or execute an important project?
5. What is your role today? How does our association help you thrive in that role?
6. In what ways does our association help you be a better leader? Develop your team? Strengthen your company for the long term?
7. If our association ceased to exist tomorrow, how would that impact your role? What would be harder for you? What would you miss out on?
8. What would you tell someone who is on the fence about joining our association?

How to Use Member Stories

Once you have concise, compelling member stories with rich details for early, mid, and late career stages, it’s time to put them to work. Create a website with three or four stories. Add headshots to emphasize the human element of your organization. Launch emails and social ads that direct people to the site. Include a call to action button that encourages prospects to schedule a call to learn more about your community and your full range of member benefits.

Why It Works

Member stories work because they speak to the real-world value of your association and offerings. They help build trust and drive engagement by creating a human connection with your audience. Career-focused stories are even more powerful. They prove to your base that you are there for them at every stage of their professional journey. These stories work because they compel people emotionally while also focusing on tangible resources that help them do their jobs better.

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