STEP 1: Identify Your Existing Audience (PDF HERE) (EDIT)
Two Reasons Churches Don’t Connect
- They are communicating with the wrong audience.
- They are communicating to the right audience but their merchandise, services, and marketing don’t resonate with their audience.
Church Culture Vs. Corporate Culture
Church leaders often find themselves in a highly relational work environment. We view the church as our home and the congregation as our family.
However, to be more effective marketers, it can be helpful to see our church-goers in a new light. For this reason, we will use the word “clients”. Let’s say that your clients show up once a week to consume your services and experiences.
“Marketing is the process of bringing a product or service to the marketplace. If people in the marketplace don’t like what you have to offer, they won’t show up, and your doors will close. Churches are in the business of providing the “service” of sharing the Gospel. If your job is to market a church, you have to think like a business person.”
Jesus Tailors His Message To His Core Audience
The twelve disciples were Jesus’ core followers. He provided them with additional authority and responsibility because of their great commitment to Him.
He also explained spiritual truths to his disciples in more detail than He would with the crowds.
In the passage below, Jesus gave the people all they could understand.
“With many similar parables Jesus spoke the word to them [the crowd], as much as they could understand. He did not say anything to them without using a parable. But when He was alone with his own disciples, He explained everything.” — Jesus, Mark 4:33-34
It seems the crowds could only grasp a certain amount of teaching (spiritual milk), but Jesus’ disciples could handle deeper teachings (spiritual meat).
Church leaders should also customize what they offer to their congregation.
That’s why it’s important to know who your typical clients are.
Profiles help us to generalize and understand large groups of people. It also helps us visualize them in a more personal way.
When you create a target audience profile in step 5, it will improve your understanding and help you communicate in a way that resonates with your Target Audience.
However, not only do we have to create a profile, but we also have to tailor our message toward our audience in order to reach them more effectively.
- Click the image on the below and print or download the worksheet.
- Once you have Worksheet 1 printed, click play on the video in this step.
“If you’re unclear about who you’re trying to reach, or if you try to speak to everyone, you will effectively speak to no-one. This principle is the foundation of good marketing.“
— Brett Henderson
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