I am a member with the Home Builders Association of Metro Portland. I was in the office of Wonder Woman Nancy Haskin discussing marketing plans to increase the membership of the association when she showed me an ad that was going to press that day. It said:
“WE ARE HBA” with some text about HBA members.
What does this say to you? To be honest, I felt it was overbearing and full of itself – I would not have read the rest of the text to find out that it meant something different. I suggested that they tailor the message to what business owners really care about – saving money and getting more customers.
I received an email several hours later that had this version of the ad, now changed and ready to hit the press.
Does that change your perspective? It is inclusive and hits home with people. What do you think?
BTW: if you are interested in becoming a member of the HBA, send me an email!