Nine ways to reach the people you want to reach
I’m embarrassed to admit how often I forget one of the most basic communication principles: Know your audience. It’s easy to take this principle for granted, especially if you communicate to your audience regularly. Here are nine things I’ve learned that may serve as reminders to you.
1. Create people-cards. Ad agencies do this all the time. Profile your audience with by using real data and research, and then create posters or cards for a few of the people who represent the overall audience you’ve profiled. Hang these in front of your writers, designers, creators and others who work on your products so that they always have those people in mind when they communicate.
2. Conduct surveys and polls. This is as easy as using Web sites such as SurveyMonkey.com, PollMonkey.com or MyChurchSurvey.com. These sites make it possible for you to get feedback from different groups of people. The more you know about who you are communicating with, the better you get at communicating.
3. Communicate so the audience will understand. Often when I speak at events, I tell the story of Robert E. Lee, the famous Civil War general. He never sent a communiqué to his generals before first asking a private to read it. The private had to read the letter and then restate in his own words what the call to action was. If the private didn’t get it right, Lee would rewrite it until the communication was perfectly clear.
4. Immerse yourself in your audience. Watch the shows they watch. Play the games they play. Eat what they eat. Read what they read. The more you understand their lives, the better you will know how to connect with their realities. This is not about compromising your character or unique personality but about understanding theirs.
5. Anticipate their future. Don’t get caught up just in what they’re doing now; anticipate where they will be in a few weeks, months and years. When you know where they’re going, you can arrive early and be waiting.
6. Translate accurately. Pay attention to how your message is being translated into other languages. Even popular ad slogans have been translated inappropriately. The famous “Got milk?” phrase was translated in some Latino markets as “Are you lactating?” Perdue Farms ran a campaign years ago that claimed, “It takes a strong man to make a tender chicken.” When translated it became, “It takes a sexually aroused man to make a chicken affectionate.” If Coca-Cola can figure out how to communicate to the other side of the world, certainly your church can communicate to the people across the street.
7. Be one of them. Shadow a few people from your profiles (see No. 1). Follow them for a day from morning to night.
8. Observe their behavior. This is the opposite of immersing yourself in what they do. Instead of doing what they do, observe how they interact with what they do. See what makes them cry, what makes them laugh. What scares them? What moves them to action?
9. Direct your communication to the people in the middle. Don’t always aim your communication at the masses by trying to capture or engage everyone. Go for the people in the middle, the largest representation, and target them. When you try to reach everyone, you reach no one. When you try for someone, you can reach many.
Brad Abare is the director of communications for the Foursquare denomination and founder of the Center for Church Communication (cfcclabs.org).
As a young pastor in training, I heard my father-in-law, the late John Osteen, tell an interesting story about a businessman who brought one of his attorney friends to church. The businessman was concerned the worship might be too exuberant for this dignified attorney. Sure enough, the person who worshiped beside them was very expressive. The businessman was certain his friend would be turned off by this.
Yet his friend’s comment after the service took him by surprise: “Please tell me what motivated that man to offer God such passionate praise. If I thought a relationship with God would bring me a reason to praise God like that, then I’d be interested in becoming a Christian.”
My father-in-law’s story both intrigued and inspired me. I knew I wanted to build an authentic church someday that could effectively reach mainstream America. I wanted the church I led to convince everyday people to open their hearts to God’s presence and power.
Yet I knew how skeptical they were. I also knew the answer to their skepticism needed to be more than theological; it had to be experiential too. And I knew that God wanted to do immeasurably more than all I asked or imagined according to His power that was at work in me (see Eph. 3:20).
Even today, I have not lost sight of this two-sided coin. How do we bring everyday people into an authentic relationship with God that inspires passionate praise? In our smaller city, we have found success with two simple concepts: relationship and relevance.
We like to say at Faith Family that “we hope to be the perfect church for people who aren’t.” We want to make it clear to people that God really doesn’t demand righteousness of us; rather, He develops it within us for our own good.
Jesus described God as a wise and merciful Father with arms open wide. But so many in our society don’t see Him that way. Instead, they see Him as the God who points an accusing finger at their weakness.
Fifteen years ago Sylvia came to our church. All we could tell about her initially was she was an attractive, single woman in her late 20s. But behind closed doors, she lived with a broken heart. Later she told me the only reason she stayed in our church the first year was because she loved learning the life-enhancing truths. She never planned on living fully devoted to God as those she saw around her were. After all, she was a lesbian and figured God was upset with her, not in love with her.
As she sat in church that year, something changed in her heart. She began to understand that God is a loving Father. I wept as she explained to me how in her prayer closet one day, she asked God to help her come out of the closet and into His arms. She asked Him to help her become a happy wife and mother. And that’s exactly what she is today: a happy wife and mother of three passionately praising God among us.
She’s also a leader in our church who has helped many people receive healing from a troubled past. She is known for her ability to repair and rebuild people who are seeking God.As I watch her worshiping in our congregation, I rejoice in the heart of Father God who didn’t say to Adam after his sin, “What have you done?” but rather, “Where are you?” God knew glorious, redemptive blessings follow the understanding that He wants to construct people, not condemn them. Let’s help our world know it!
The last chapter of 2 Samuel reads somewhat like a page out of the Book of Revelation. It's got everything a good chapter in Revelation has: judgment, death and an "angel hovering between earth and sky, sword drawn and about to strike Jerusalem" (v. 16, The Message).