SermonView Newsletter March 2008

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VISUAL PREACHING

Myth Busters: The Truth about Church Communication

Myth #3: The marketing practices of secular media should never be applied to churches.

The Truth: Secular media are masters at communication, and some of their practices can be used in a God-honoring and effective way for churches.

The Facts: Commercial companies spend billions of dollars per year attempting to figure out the best way to communicate the benefits of their products and brands. Pastors, on the other hand, are trained in the art of biblical exegesis and the application of God’s word to the Christian life. Congregations with little marketing experience are vying for the same attention as advertisers in their local communities—and too often losing. The Church has an eternal message that can be truly life-changing, unlike manufacturers of the next cool gadget or department stores offering yet another sale. Yet if the church in America does not increase their understanding and practice of communication and marketing, they will find themselves increasingly ineffective in their important role of introducing seekers to God’s truths.

The Solution: Churches must understand that effective marketing isn’t about “using sex to sell.” It is about finding the deep needs within those you’re trying to reach. While the commercial world frequently focuses its efforts on satisfying the desires of the flesh, we are committed to communicating God’s message of hope and transformation. We are called to let our “light shine before men” (Mt. 5:16), drawing people into our community of faith and a relationship with Jesus.

Whether you’re dropping a postcard mailing, placing a newspaper advertisement, or preaching a sermon, here are some marketing concepts that we have found effective in the church setting. Try using these communication techniques during your next sermon series or evangelistic campaign.
  1. Find the felt need. Today, many are living lives of quiet despair, spending their time and money on things that do little more than numb the pain. On the other hand, most are not ready to admit they are on the wrong track. So offer a solution to immediate needs—career success, financial pressures, family relationships, health issues—without ignoring their pervasive emptiness. Start where they are at, and head toward the root of the matter.
  2. Point to the solution. When communicating to a potential responder on any marketing piece, you must inform them about how your service is going to solve their problem. To the secular mind, the name of Jesus does not convey a solution to anything. Instead, speak in simple terms about God’s solution to the need they are feeling, and about how being part of a faith community will benefit them.
  3. Call to a specific action. You’ve pointed out the need, and offered your solution. Now invite them to take a specific, concrete step toward resolution. In an outreach campaign, invite people to a specific sermon series starting on a specific date, which will address the need you raised. If you are preaching, encourage the congregation to take a specific, tangible action. Whatever you do, provide clear direction on the next step that someone should take toward solving their problem.

These three proven principles are the cornerstone of marketing, and a great way for you to increase the impact of your ministry within your congregation and community. Have you recently run a successful church marketing campaign? What were the results? We would love to hear your feedback. Just email us at info@sermonview.com.

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