Let me give you an example of what I’m talking about.
Imagine if we talked to our church visitors the same way that we’re talked to our regular attendees. Imagine if we bombarded them with information about the men’s breakfast, and the women’s camp they should totally come to, and our discipleship training program, and then ask them to like our Facebook page and contact Joni if you’re interested in coming to her Bible study, and then throw in somewhere that if they’re not saved they’re going to hell. It is a LOT to take in for a new person.
So, you either end up assuming too much of your visitors, overloading them with information and inviting them to a billion different events that they’re just not ready for, or you end up patronising your regular attendees because you’re telling them about things they already know.
So, what do we do about it?
Before we move onto our main points for today, I just want to throw a couple of thoughts out there.
Firstly, it is not rude, or ungodly, or exclusive, or cliquey, to spend a little time figuring out who needs to hear what, and targeting specifically at groups of people, rather than everyone being thrown in together (which is a lot of what we’ll be talking about today!).
Secondly, if you begin to segment who you’re talking to into different groups, you can actually communicate with each group or segment much more effectively than if you were talking to a large group.
Alrighty, let me show you how its done!
In business, we often refer to two different types of communication - internal and external. Your internal communications usually go out to your employees, but in this case, lets refer to your internal communications recipients as our regular churchgoers. Your external communications go out into the world with the aim of bringing people in, so external communications are usually for people outside of the church, or visitors.
Whenever you’re putting together any form of communications, ask yourself this question: who am I writing this for? Are the people who I want to see this already in the church, or are they outside of the church?
This. Is. Vital.
We cannot mix these two groups, because they are coming from entirely different perspectives. So, how do we decide if what we’re doing is internal or external communications, and how does that change what I’m doing?
Let’s start with the medium you’re using. I’ve split these into internal and external communications, but you can chop and change to what suits your church best.