Church Advertising 101
By John Squiric
Church Marketing Expert
There really are only 4 reasons why people don’t buy a particular product or service.
No Need
No Money
No Time
No Trust - They don’t believe it will do what they say it will.
Savvy marketing, advertising, and sales people will address these up front in the 4 steps of the marketing process.
Translated into relevance for your church, they change slightly, but the overall ideas are the same
No Need - They don’t see a need for Church. They don’t see how the Church can help them, their families, children, marriage, etc.
No Money - Most people often times feel the church is going to ask them for money, or they feel guilty when the offering plate is passed around. When we use marketing to reach people, we are dealing mostly with non-believers. They don’t understand the benefits of tithing, and they feel they just don’t have the extra money to give to the Church.
No Time - Most non-believers would rather do just about anything else on Sunday then get out of bed, gather up the children and come to church on a Sunday morning.
No Trust - They either flat out don’t believe in the Gospel, or they feel that there may be an underlying reason for a Church inviting them to attend on a given Sunday.
When we use the marketing process correctly we address these issue in a systematic 4 step process.
The first job of marketing is to CAPTURE your ATTENTION: In order to offer, explain, help, or solve a problem you must gain the attention of your audience. If you don’t do this first step you fail the process. A common misconception in our society is that “Sex Sells”. Actually sex, gets peoples attention. Have you ever wondered why you keep seeing commercials pushing the limits of censorship with risqué and often times even violent images? It is because as a society we have become de-sensitized to the point that advertisers and marketers must continue to up the shock value to get our attention. From the perspective of the Church, we can’t use sex and violence but we can use appropriate graphics, and strong headlines to capture peoples attention. See the example on the next page of an attention getting headline.
The second job of marketing is to ENGAGE its audience: Engaging the audience just means keeping the attention of the audience long enough to educate them on what a particular product or service has to offer them. We do this with an appropriate action step, sub-headline: See the example below of an appropriate engaging sub-headline.
The third job of marketing is to EDUCATE its audience: This is where they tell you all the benefits of how their product is guaranteed to make your life better. They establish “the need”. You might not of thought you needed the product 60 seconds ago, but now that they had the chance to educate you, how can you live without it. If they didn’t get your attention and keep your attention, they weren’t able to establish a need. In order to do this with your church we need to list the great things you offer, your music, kids programs, your special classes or groups you offer, etc. Also we need to list out the sermon series topics if we are running a series. Show them just how your church will make their marriages better, their kids better behaved, how you can get them out of debt, etc.
The fourth job of marketing is to MAKE you an OFFER: This is when they tell you what to do. “Buy Now”, “Call Today”, by this point they got you. If they captured your attention and engaged you correctly, they had the chance to educate you and create a need for their product. If you listened to all the great things their product will do for you than you’re ready to bite. If the price is right chances are you will buy. With the Church, don’t neglect the opportunity to use a personal invitation from the pastor to invite them to church on Sunday.
Below is a recent highly successful church mailer designed, printed and mailed by Truth Advertising, that effectively uses the 4 steps of the marketing process.
Step #1: Capture The Audience Attention.
Strong Headline: Make Your New Year’s Resolution a Reality This Year - Also an attention getting graphic
Step #2: Engage the Reader
Action Sub-Headline: 6 Strategies for Overcoming Temptation in 2006
Step #3: Educate the Reader.
Here is what we offer. Here is what we believe. Here is how we are going to help you.
Step #4: Make them an offer, tell them what to do.
I am Pastor Ryan Heller and I would like to personally invite you to join us this Sunday…
Marketing for Churches should not be a guessing game. You should use the science of well thought out steps that when implemented correctly
produce the desired results.