How do I define my programs so people will understand?

Summary:

Check perceptions with people who know you.

Sometimes you and your staff can do it, other times you may want your
clients to help you define it. Example: A cultural, educational, and
social organization wanted to increase membership. It conducted a series
of focus groups with current and former members. It found that its
programs were not perceived as worth their cost. They then spent
considerable time refining their programs and also did a better job of
describing them in the program guide.