Ministry News

The Problem With Being Loud

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Tuesday, 15 December 2009 17:04

QUOTE: "Loud is only effective when it's louder than normal. If it's always loud, then loud becomes the new normal. In other words, loud is not loud anymore. The same principle holds when we're trying to promote something in ministry.  Here's how it works: You commit to a promotions campaign to get people to a new series or a big event. You decide to go loud. You buy the billboards, print the fliers, hang the banners, create the viral videos and announce to the world, "This is going to be the best deal ever!" That's great. The first time it may work. And, chances are it could work, again, sometime in the future as long as you have some long pianissimo movements in between. But, if you choose to go loud with every series and every event, people will get smart. They'll soon learn that "loud" really means "normal." When that happens, you'll be spending a lot more time, energy and money, but people will learn to ignore your yelling. Loud will not be loud anymore. Before you "pull out all the stops," make sure you're really going to deliver what you promise. It better really be the best deal ever. If not, all that yelling will eventually lead to you losing your voice-your message will lose credibility. People will stop believing you, and they'll stop responding to your message. If everything is loud, nothing is loud." —Tony Morgan, executive director of ministries at West Ridge Church in suburban Atlanta [tonymorganlive.com, 12/7/09]