There are 5 questions every good reporter asks:
But…WHY? Why are those the staple questions? Simply put, it’s because you really can’t tell the entire story well without having the answers to each of them.
All this week I’m going to be talking about how you can put the 5 W’s to work for your organization to ensure that every story you tell is well-rounded and communicated effectively. WHY? Because I know that your Chamber or your Association will be better prepared to have a positive impact on the community or trade group you serve when you communicate your message more efficiently.
So let’s get started. The VERY SHORT lesson for today is WHERE.
We often forget that not everyone knows what we know. Just because you KNOW that you have members from all across your metro, your state, the country or even internationally…or that your membership is open to businesses and individuals across these invisible boundaries…doesn’t mean that your investors (Members) or your Board or the community at large including your prospects have any idea.
When you’re communicating ANYTHING to…well…ANY audience…you have to know who your talking to so that you can use the correct language and voice. You have to know WHAT you’re communicating and what it will mean to your audience or audiences. And you must be sure that people understand WHERE you offer your services. Be cognizant of WHERE your investors and prospects are and BE THERE. If you’re currently getting 8%-12% of your investors (members, remember?) to show up at your monthly recurring events, or a much higher percentage at your large annual get-togethers, think about WHERE you can reach those folks who NEVER attend anything. Are they in different communities? Could we offer programming more local to them? Are they online? Are we communicating our digital services in a way that makes the most of them?
Ask yourself WHERE, and be CERTAIN to answer it in your communications and marketing efforts. You’ll see a broader footprint begin to evolve within your organization.
If you’re already doing this well, please take a moment to leave a comment or even an example of ways your organization is already communicating WHERE you serve your larger community.
And…be watching your email TOMORROW for our discussion on WHY!
Thanks for reading. Make it a great day, and don’t forget to reach out to me if there’s anything at all I can do to support your efforts or those of your organization!