Seth Godin had a nice post yesterday entitled “Most People.” He writes about how most people aren’t going to do what you (as a marketer or someone trying to spread the word about your organization) are hoping for. It takes work and luck and, as he points 0ut, only your best customers (or in our case — members) will follow through.
It’s of the utmost importance that you recognize who those people are. They might not be your most vocal. You may have a member out there who reads every blog post and takes the content to heart and you enrich his or her professional life quietly, profoundly. Or your best member may be your loudest complainer because he or she really cares enough to make your enterprise better and believes in you enough to voice his/her opinion knowing it will be taken seriously and acted upon.
Who are your best members? What do they like? What do they need? What are they telling you? If you don’t know, you’re missing an opportunity to wow them.