A short checklist so people will receive your communication
Tuesday, January 23, 2018
The sad truth: People aren't paying attention to most church communication. In fact, most people are only half-listening or half-reading. An exasperated church communicator recently asked me, "How do you change this trend?"
Stop wasting people's time. That's the easy answer. Then, after a little thought, I added, "There are probably four things you have to ask in order to make your communication palatable."
1. Is it short?
People don't take the time to read a long commercial, promotion or information. They want you to do all the difficult work of editing out anything that's not needed.
You should know the communication's big takeaway; the one thing that people need to know. Stop telling them everything else. Most people won't even tackle a long paragraph, but they will read a short headline and bullet points.
2. Is it relevant?
You know the audience you want to reach. Often our church communication isn't relevant to most, so they learn to ignore it.
Want to break through the noise instead of contribute to it? Speak about the pain, concern or goal your audience has. Or demonstrate that you'll deliver a solution or path to their goal.
People aren't attracted to features until they're attracted to the message. Point to the easy-to-find features and details on your website (for when they want them).
3. Is it confusing?
Take a step back from your design and message. Would the average person understand the language, the photo or the benefit? Is anything questionable? Stop using acronyms or anything that requires an additional explanation.
Often our communication is so crowded that it's perceived as noise. Allow space for things to breathe but not too much or it’ll look or sound trivial.
4. Is it readable?
Proof, edit and reread more than you want. Is it simple? Could it be said more simply?
A great headline, bullet point or callout needs to have a melodic, complete cadence that feels like a shareable tweet or poetic song title. Stack your keywords near the beginning of everything so they work as an establishing foundation to what you’re saying.
These are harder asked than answered. Although, if you follow this guidance consistently, people will enjoy glancing over (or listening to) your message. When we start with audience understanding and finish by delighting them with a benefit or solution, people will seek your communication.
Or maybe that's just a fantasy of mine. At least they'll spend time with it!
- How to stand out in your next meeting
- Construction cost is only part of the church project budget
- How to ‘fire’ a church volunteer
- 5 things church volunteers need to hear you say
- 6 low-cost ways to achieve excellence on a budget
- Your welcome card needs updating
- Project transforms the perception of religion in classrooms around the nation
- Many churches are missing out on refundable tax credit
- Hail to the chiefs: An in-depth look at America’s presidential libraries and museums
- How to encourage a sustainable focus in college students and future professionals
- Infographic: Why the hybrid workplace is the future of work
- How to elevate board engagement
- 5 fresh ways to beat consumer decision fatigue in your social media and digital marketing
See your work in future editions
Your content, Your Expertise,
Your Industry Needs YOUR Expert Voice & We've got the platform you needFind Out How