Sean Soth

#394: How Successful Associations Use Storytelling to Grow Membership

#394: How Successful Associations Use Storytelling to Grow Membership

For many, a successful business is all about scalability. You want to gain more customers, so you optimize your product offering, reduce inefficiencies, minimize costs, master your marketing funnel and sell more products to more customers. No problem. Now it’s even possible with some service-based businesses.

But having people buy into something more intangible – a mission – is a different animal.

Fortunately, the value of connection is more powerful than ever. People want to be part of something. They want something to believe in. Maybe they want to help make a difference. By utilizing the powers of story, connection, experience and community, your association can thrive and grow its membership, even in trying times.

Sean Soth is the Leadership Advisory Board Chair of Professionals for Association Revenue, a member organization focused on improving association revenue health through community and resources. Sean says your success is based on how well you tell the story of your organization through the amazing stories found in your community.

Sean is a recognized business development expert who has led multiple sales portfolios in a variety of industries including life sciences, legal, government contracting, association management, training and development, and healthcare. In these relationships, Sean’s teams surpass budget objectives, while launching new program and product development for hundreds of clients per year.

In addition to his role with Professionals for Association Revenue (PAR), Sean is owner of Hi-Fidelity Group, Inc. a managed sales and marketing firm focused on exhibit and sponsorship sales and a Co-Founder of Webvent, a digital platform for webcast management and online directories for associations.

If you’re trying to recruit, retain and grow your membership for a community or an association and you want to replace your boring, rational promotions with emotional triggers to get your prospects and members to act, then this show is for you.

Discussed in this episode:

  • How story can connect members and stakeholders to aligned outcomes
  • Why your mission story matters to build emotional connection with your membership
  • Why every association must embrace change
  • The differences between selling physical products vs. selling a mission and community
  • The art of establishing lasting connection to your brand through your stakeholders stories and experiences


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