Most association marketing sounds the same. We list the benefits. We promote events. We explain what members get.
But that’s not what people are buying. They’re buying what those things do for them.
A conference isn’t just sessions and speakers. A membership isn’t just access and discounts. A certification isn’t just a credential.
It’s what happens because of attending the conference, joining the organization, or obtaining a certification.
What is a Value Story?
A value story shows how a member’s situation changes because they engage with your association. It’s not about what you offer. It’s about what changes for the member.
Think about it like this:
- The member is the character in your story.
- The problem is the challenges they’re facing in their day-to-day work.
- Your association is the tool that helps them solve those problems.
The value story is a unique way to showcase your association’s value by sharing it in the form of a story. Whether the character is fictional, inspired by real members, or a full testimonial, members can resonate with this form of marketing more than a list of benefits.
What a Value Story Looks Like
You don’t need to write a novel, but you should have a few key elements to your story.
First, you need an identifiable character. They don’t need to be a hero, but they should be someone your audience can relate to. Think about the specifics of who they are. What are they dealing with right now? Do they feel like they don’t have a network? Need new stills and don’t know where to start?
This first step is essential to get the audience to connect with the story, which makes the next part of the story even more impactful.
Next, there should be an “ah-ha” moment. Something happens where the character’s problem is solved! This is where your association comes in. They’ve made a valuable connection at a networking event. They learned something new at a conference that will make their job easier.
And what is a classic story without a beginning, middle, and end? Close out your value story by showing how the character’s perspective has changed because of this “ah-ha” moment. They now feel a sense of belonging in the industry because of the connections they made at a networking event. They’re more confident in doing their job because of what they’ve learned at a conference.
This final element demonstrates the value in your story.
How to Use This in Your Marketing
You can use value stories almost anywhere. You can shift the perspective depending on the subject matter and your target audience.
When promoting membership, instead of listing benefits, tell stories. For example:
- Instead of “Professional development opportunities.”
- Try “I didn’t think I was ready for a leadership role, but attending several of this association’s education sessions, I’ve gained new perspectives and confidence in my skills as a manager. I feel ready to take the next step in my career.”
When promoting a conference, instead of focusing on the agenda, focus on the outcomes that attendees may gain during and after the event. For example,
- Instead of “There will be 12 hours of continuing education.”
- Try “Before last year’s conference, I was really struggling with developing and maintaining a content marketing plan. I attended a session on the topic and realized that everyone in the room was feeling the same way. Not only did the session give me new ideas, but I also talked with my peers to get their perspectives. Now, I have adapted to a more strategic and manageable approach to our association’s content marketing, and I know I have peers to reach out to if I’m ever struggling.”
Where to Find These Stories
You probably already have them. You just haven’t framed them this way yet. Look at:
- Testimonials
- Survey responses
- Conversations at events
- Emails from members
The best way to get great stories is by asking great questions! If you’re looking to add more stories to your marketing strategy, frame your questions in a way that you get a sense of before, during, and after that “ah-ha” moment.
Before:
- What are the problems your members struggle with?
- How is it impacting their lives? Their business?
- What keeps them awake at night?
During:
- How does your association make their life easier?
- What does the experience of engaging with your association feel like for the members?
After:
- How is life different after?
- What is enhanced or improved?
- What pain points have vanished?
You don’t need perfect answers. You just need honest ones.
Katie Anderson
Katie Anderson started at RGI in 2024 as Communications Coordinator. She has a Bachelor of Science in Marketing from Butler University, in which she graduated with honors. She is an expert in digital marketing, specifically social media marketing. Outside of work, she spends a lot of time outside, going on walks or reading and relaxing in her hammock.