The Most Common Marketing Mistake Chapter Leaders Make (and How to Fix It)

If you’re a chapter leader, chances are you’ve sent an email or posted an update that looked something like this:

“FYI — our next meeting will be held on March 12 at 6:00 PM.”

You did your job. You shared the information. And then… very few people showed up.

This isn’t because you’re doing something wrong. It’s because the most common marketing mistake chapter leaders make isn’t about effort — it’s about how messages are framed.

The Mistake: Treating Marketing Like Announcements

Most chapter communication is written as an announcement:

• Informational
• Neutral
• Designed to “keep members in the loop”

Announcements feel safe. They’re easy. And they’re often necessary.

But here’s the problem: announcements don’t motivate action.

Telling members something exists is not the same as inviting them to participate. When marketing sounds like a bulletin board instead of a conversation, people skim… or ignore it entirely.

Why "FYI" Messages Underperform 

“In case you missed it.”
“Just sharing.”
“For your awareness.”

Messages like these unintentionally tell members:

• There’s no urgency
• This isn’t important
• You don’t need to do anything

Most members are already managing full inboxes, busy schedules, and competing priorities. If a message doesn’t quickly answer why it matters to them, it gets passed over — even if the content itself is valuable.

The issue isn’t the event, the meeting, or the opportunity.
The issue is that the message doesn’t give members a reason to engage.

Marketing Is an Invitation, Not a Broadcast

Effective chapter marketing works when leaders stop thinking like announcers and start thinking like hosts.

An invitation does three things:

1. It explains why something is worth their time
2. It makes the next step obvious
3. It clearly asks for action

Instead of broadcasting information, you’re opening the door and saying, “We’d love for you to be part of this — here’s why.”

This shift doesn’t require creativity, clever copy, or marketing expertise. It requires clarity.

Simple Language Tweaks That Make a Big Difference

Small wording changes can dramatically change how messages are received.

Announcement-style messaging:

• “FYI — our next meeting is…”
• “We wanted to let you know…”
• “This is just a reminder…”

Invitation-style messaging:

• “Join us to learn…”
• “This meeting will help you…”
• “Reserve your spot if you want to…”

You don’t need to oversell or exaggerate. Just answer one key question for members:

What’s in it for me?

When members understand the benefit, they’re far more likely to act.

How to Fix This Moving Forward

Before sending your next email, posting on social media, or updating your website, pause and ask:

• What do I want members to do?
• Why does this matter to them?
• What happens if they don’t act?

If your message can’t clearly answer those questions, it’s probably an announcement — not an invitation.

Try this with just one upcoming message. Rewrite it to focus on:

• The benefit
• The action
• The value of participation

You don’t need to fix everything at once. One small change can lead to noticeable improvement.

Final Thoughts

Most chapters don’t have a marketing problem.
They have a messaging problem.

The good news? Messaging is one of the easiest things to improve — and it costs nothing.

When chapter leaders shift from sharing information to inviting participation, members respond. Attendance improves. Engagement grows. And marketing starts to feel less like extra work and more like support for everything your chapter is trying to accomplish.

And that’s a win worth promoting.

Have question or need help getting started? Reach out to chapters@ampp.org. We are here to help!

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