In all of the emails we have read, there is a very common theme among associations – they all say “Register Now” or “Renew Now” over and over again in emails. After you have read 10 emails in a row, you feel like the association is yelling at you to give them more money.
As a long-time association employee, then a consultant in the space, I know that isn’t the case. Yes, associations need to make money BUT they also care deeply about their members and just want to provide them value.
We need to make members the hero of the story, and the association is the mentor or guide through their journey. [If you haven’t read Story Brand or listened to the podcast – highly recommended!]
With that in mind, Call to Actions need to change! Consider instead calling them Call to Benefit or Call to Value. Focus in on what is in it for the member – not what the association wants the member to do.
Ask yourself these questions to get ideas flowing:
What value will a member get from coming?
What problem are we solving for them?
What benefit are we providing them?
Here’s some ideas

Pro tip: Use AI to help you! If you have told AI about your association, share with it the copy of your email then ask – what benefit is this providing our members? Follow up with give me 5 CTA’s for a button that will show the benefit to the member and entice them to click.
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