This short form original eBook is an extension of Sheri's speaking engagements. It opens with an introduction to Sheri's key principles/rules of membership which will be expanded upon in much greater detail with examples in the full-length book publishing in January 2014.

This original, 10,000 word, short format piece focuses on the principle of Selling What Matters.

Sheri Jacobs, CAE, Bannockburn, IL is president and chief strategist at Avenue M Group, a full-service association marketing agency with in-depth expertise in member behavior, engagement and retention. Prior to running Avenue M, Sheri was the director of membership at the American Academy of Implant Dentistry, the American Bar Association Law Practice Management Section and Chief Marketing Officer, Association Forum of Chicagoland. She is a regular speaker and presenter at association conferences and events including ASAE's Annual conference, Great Ideas and Marketing Membership & Communication.

Introduction 1

Sell What Matters 5

Step One: Identify Unmet Needs 7

Step Two: Focus on Organizational Strengths 14

Step Three: Monetize Your Offerings 19

Step Four: Market One Thing, Not Everything 21

References 41

About the Author 43