I recently went to see the Contract Flooring Association about marketing. They shared their new ‘Join leaflet’ with me. The CFA produced it in conjunction with their design agency The Hive. The leaflet has gone down well with prospective members and the CFA are starting to see an increase in companies joining.
It got me thinking about what makes a good piece of join literature. Here are my top 5 essential elements, all of which were used by the CFA:
- Be clear about the purpose of the material. It should be obvious that this leaflet is about joining.
- Have an attractive design with compelling and relevant imagery. The CFA use pictures from their member so it is clear that it is aimed at contract flooring professionals.
- List the benefits of membership and the value that it delivers to members. An example from the CFA: ‘A website directory listing. Many companies enjoy significantly increased business as a direct result of their entry on the CFA website’.
- Use “you” language – this shouldn’t just be about the services you deliver but the benefits members receive as a result of these. Another example from the CFA: Becoming a CFA member gives you more access to these sometimes hard to reach contracts”.
- Have a direct call to action about joining; provide all the details about how and when etc.
Have a look at your join us literature and website content, does it offer the above?