The 8 Axioms of Church Communication

#1: You said exactly what you wanted to say, but that doesn’t mean they heard exactly what you wanted them to hear.

If you’re caught off guard when your beautifully crafted call to action doesn’t lead to action, or you’re surprised by those harsh comments on what you thought was a pretty great social media post, or the blog post doesn’t get shared… this is why.

We all have filters. We all have some bias to the way we interpret what someone says. Just remember that bias is also present on the things you say. They don’t sound the same to anyone else as they do to you.

#2: If it’s not on the website, it doesn’t exist.

We live in an on-demand world. SEO matters. The one place people still seek the latest update is your website (that’s changing, but it’s still true). Your website is your growth engine and your cornerstone communication tool.

#3: A strategy always starts with who, and who can’t be everyone.

What makes a movement grow? Starting with your minimum viable audience. Learn about targeting audiences here.

#4: Your brand is the connector between your mission and your culture. The stronger the brand, the stronger the connection.

Investing in your brand pays dividends for a long, long time. I’m not just talking about your logo, colors, and fonts. I’m talking about the continuity between every touch point people experience, from your signage to your website to the volunteer t-shirt.

#5: There will always be more good ideas than there is capacity to execute.

Learn to say no. If that’s too hard, start with “not yet.” No will come.

#6: Design matters. 

In the same way a poorly crafted announcement keeps people from engaging the thing being announced, the quality of the visuals and graphics we produce directly impacts how much people engage with whatever we communicate. This includes everything from social media visuals to signage, wall displays to website. Design isn’t just a value, it’s a tool for reaching more people.

#7: Social media matters. 

We can’t expect everyone to come to us; we have to go to them. The kind of church we are on social media is the kind of church we are, period.

#8: Simplicity matters. 

Simple messages are more easily understood, more memorable, and more repeatable. Simple processes are more easily followed. Simple steps are easier to take. Complexity stifles engagement.

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