The community is not looking to understand why you’re doing what you do; instead they're seeking something else from you.
Mark MacDonald · January 12, 2018
Not your vision or mission! They only help church leaders internally focus. Stop communicating them on your website homepage, in your bulletin, and in services. They’re simply your internal business plan. Most in your congregation or even leadership will never memorize them (even though you think “everyone” has).
2. How does your vision correspond with their needs and goals?
More than likely, your vision describes how or why you do what you do. But, instead, you need to describe the product (or service). If the unique way the cook prepares the food impacts the food in such a way that someone would see it as different or a solution to their problem, they’ll care. Tell them the solution first and then the why (or how).
3. Speak the benefit as a simplified thread.
In order to reach your community, you need to be known for a communication thread. Something that’s easy to remember (3-5 words) that describes what they are seeking. Take the culture that’s represented in your vision and decide the benefit to the audiences. Then speak the benefit over and over. Be consistent and you’ll attract a crowd of people who want your solution!
Mark MacDonald is a Bible Teacher, speaker, best-selling author of Be Known For Something, and communication strategist for BeKnownForSomething.com and the 3000+ churches of the Florida Baptist Convention. He empowers churches to become known for something relevant (a communication thread) throughout their ministries, websites, and social media. His book is available at BeKnownBook.com and amazon.com.