Key to an Explosive Fall #2 – Pick Your Promotion
I firmly believe that who you’re trying to reach should determine what media you use. Lots of guys get into expensive contracts that “seemed like a good deal” and turned out to only be a good deal for the salesman.
Wise churches understand who they are best equipped to reach and then focus their energies on leveraging the best opportunities to reach them.
Once you pick your promotion, you need to tell those you’re inviting the benefits of attending.
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Too many times, churches don’t let people know what the benefits are of the program, ministry, event, or service to which you are inviting them. If you are doing a series of messages on parenting or are giving a seminar for engaged couples and you want unchurched people to come, tell them how they would benefit by attending. If following these principles could transform their relationship with their children, say that. If learning the skills in this seminar will greatly improve their chances for a successful marriage, communicate that. People want to know what the benefit will be if they decide to attend. Don’t keep them wondering; tell them.
The type of promotion you pick will determine the length and structure of your communication:
-If you’re creating a radio ad…you’ll be able to use lots of copy for a 30-second spot.
-If you’re creating a direct mail piece…you have less opportunity for copy, but you can use visuals to attract your audience.
-If you’re creating a Facebook ad…you have virtually no room for copy, so you need to be pointed in what you want your audience to do.
