Members Don't Join for Dollar Value
WFA Digital Insight
The shift to remote work has fueled demand for digital skills, with a 25% increase in paid media specialists in the last year. Steward's approach to membership highlights the importance of understanding what drives human decision-making. As a digital professional, you'll need to navigate the nuances of persuasive and rationalizing benefits, creating value that resonates with members on an emotional level. With the global remote workforce expected to reach 73% by 2028, this role offers a unique opportunity to make a meaningful impact.
Job Description
About the Role
The concept that members join associations for economic reasons has been a long-standing idea in the association space. However, this approach is flawed, as it assumes that people value things in the same way and make rational decisions. The reality is that humans are driven by emotions, such as pain, desire, and fear, which ultimately influence their choices.In this role, you will be responsible for understanding the difference between persuading benefits and rationalizing benefits. Persuading benefits drive behavior, while rationalizing benefits make people feel good about their decisions. You will need to lead with persuading benefits and emphasize the value that membership brings to individuals.
What You Will Do
- Develop a deep understanding of the association space and the concept of membership value
- Analyze the flaws in the traditional approach to calculating membership value
- Identify persuading benefits that drive behavior and create value for members
- Create a unique value proposition that resonates with members on an emotional level
- Develop a strategy for leading with persuading benefits and emphasizing rationalizing benefits
- Collaborate with the team to create a membership offer that drives behavior
- Conduct research on human decision-making and the role of emotions in driving choices
- Stay up-to-date with industry trends and best practices in membership value creation
- Develop and implement a plan to measure and evaluate the effectiveness of the membership value proposition
What We Are Looking For
- 3+ years of experience in a related field, such as marketing, sales, or membership development
- Strong understanding of human behavior and decision-making
- Ability to analyze complex data and develop insights
- Excellent communication and interpersonal skills
- Ability to work in a remote environment and collaborate with a distributed team
- Strong problem-solving skills and ability to think creatively
- Experience with membership development and value creation
- Knowledge of the association space and the concept of membership value
- Strong analytical and critical thinking skills
Nice to Have
- Experience with data analysis and statistical software
- Knowledge of brain scanning technology and its applications
- Experience with marketing automation and CRM systems
- Certification in marketing, sales, or a related field
Benefits and Perks
- Opportunity to work with a cutting-edge company that is pushing the boundaries of membership value creation
- Collaborative and dynamic work environment
- Professional development opportunities and training
- Flexible working hours and remote work options
- Access to the latest technology and tools
- Competitive salary and benefits package
- Opportunity to make a meaningful impact in the association space
How to Stand Out
- When applying for this role, be sure to highlight your understanding of human behavior and decision-making, as well as your ability to develop and implement a membership value proposition.
- To stand out, focus on creating a unique value proposition that resonates with members on an emotional level, rather than just listing features and benefits.
- In your portfolio, include examples of previous work that demonstrates your ability to analyze complex data and develop insights, as well as your experience with membership development and value creation.
- During the interview process, be prepared to discuss your understanding of the difference between persuading benefits and rationalizing benefits, and how you would lead with persuading benefits in a membership offer.
- When negotiating salary, be sure to highlight your experience and qualifications, as well as the value you can bring to the organization.
- Be wary of companies that prioritize rationalizing benefits over persuading benefits, as this may indicate a lack of understanding of human behavior and decision-making.
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