“The goal is to market to your community to get them to use their membership in both a consistent and predictable manner.” For most membership businesses this is left to chance. There’s not an intentional process to move people from just using their membership to a place where you are able to anticipate their participation.
I remember getting sweaty palms just at the thought of trying to sell someone into a membership. My voice would crack when I’d mention the price of the membership. There were all these doubts in head telling me people wouldn’t join. Something had to change. No one enjoys trying to “sell” someone anything. That’s when I realized: Selling is helping!