By Guest Blogger:

Emma Nicolson, Director

Mulberry Advertising

We are told time and again that content is king in all areas of membership marketing. The trouble is we often get bogged down in re-phrasing what we’ve said again and again, without really looking at how to keep things as short, sweet and direct as possible.

All of us in the world of membership know that time is short when we are communicating our key messages and the benefits of membership.

So let’s get to the heart of the matter quickly and get our target audience marching all aboard our member-ship!

There’s a little copywriters’ trick that anyone can use, that I was lucky enough to receive from a friend… ­

You can remove the word ‘Will’ from virtually all marketing communications and it’s suddenly snappier, more assertive and more present. Let me show you…

  • “RCS Affiliate membership will support you throughout your training.”

Change to

“RCS Affiliate membership supports you throughout your training.”

  • The RCS new online CPD tool will help you progress throughout your career path

Change to

The RCS new online CPD tool helps you progress throughout your career path

  • Once you enter our exclusive members’ competition you will be in with a chance to WIN an amazing NEW iPad mini.

Change to

Enter our exclusive members’ competition and you’ve a chance to WIN an amazing NEW iPad mini.

You see the trouble with ‘Will’ is that he implies an indeterminate time in the future, he’s just that little bit vague. Once you get rid of him you are subtly leading the reader to believe they have already engaged with you, that this is all happening right now.

Your content is current, present and your target audience are on-board with your proposals.

So fire Will, free Will, take away his weak-willed approach – and you might just find your membership marketing copy content is that little more punchy, positive and believable.


Mulberry Avertising is a specialist creative design and marketing agency for membership organisations with a company legacy stretching back 30 years.