What is the message?

I'm currently reading Paul Gillin's "Secrets of Social Media Marketing," and he mentions an old marketing principle that I think a lot of us have forgotten.

People don't buy drill bits; they buy the holes.

It made me think about our JCI marketing and how it is all about the call to action. Granted, call to action is very important and should be included in marketing messaging, but we aren't so good at telling you what you do with our membership.

Are you investing in

• a resume entry?
• training?
• networking?
  
• relationship building?
• personal recognition?
• personal development?
• political involvement?

What do these things look like?

A nice, clean, hole of the proper dimensions for a work project is easy to visualize.

Now, our job is to make it THAT clear for other young professionals.