Why - should I care?

It’s all about me. Really.

Because that’s the way your target audience thinks. It really is all about them. To get their attention, you need to answer a very simple question from their viewpoint: “What’s in it for me?”

If you want to buy a sweater, would you respond to an advertisement about how profitable the designer or manufacturer is? Of course you wouldn’t. You care about whether the sweater fits, has the right color to match your eyes or hair or pants, and how much it costs.

It is the fundamental difference between the goal of the seller and the goal of the customer. The seller, in our scenario, is the Toastmasters organization, which provides a forum for improving communication and leadership skills. The customer is the member who wants to get these benefits from Toastmasters.

Taking this a step further, the members care about improving their skills – by demonstrating these skills in their job, at events, and within their clubs. They may also care about getting the letters to their employers, which evidence their progression through the program. Many members may – and I emphasize may – also care about club goals, such as becoming a “distinguished” club.

If, then, a message is sent out about District goals – three levels above the club – members may no longer feel that their individual success is the most important thing to the organization.

Does that mean that club or District goals are not important? No. But it does mean that any communication to members needs to emphasize what those members have to gain, not that a District can gain recognition by becoming distinguished.

Consider your message in these examples:

• Why attend a conference? Not because the District has paid for the venue already, or needs a quorum for the business meeting, but instead because members will learn from keynote speakers and workshops, can cheer on club members in the speech contests, and renew connections – and make new ones – with other Toastmasters.
• Why get that extra educational award? Not because the District will become distinguished, but instead so that the member can gain proficiency and confidence more quickly.

It is all about each member, your customer. It is only by helping individual members improve that the organization as a whole is successful. And by focusing on the members – each member becomes a reference customer for Toastmasters!