Pioneer Christian Monthly - September, 1984

Advertising - Part 2
Murray Moerman

In our last issue we began by considering some reasons for advertising the existence and identity of your church and some practical suggestions for doing the best possible job at it. This we want to continue to do in this column.

7. Make your advertising attractive. Use full color. Color attracts people's attention. Place the picture, choose the print styles, position the elements, colors, etc. with one thing in mind: is the initial impression pleasant to the eye? Is it artistically and esthetically pleasing? include an artistic person or artist on your committee.

8. Show proof to a recent Christian, ie. someone who has been a Christian for less than two years. He or she will have a perspective you can never have. He or she will be able to pick out subtle condemnation, words or concepts which don't communicate what we wish them to, or mean nothing or have double meanings to non-Christians. They will be able to see "turn-offs", self-righteousness, or any other kinds of negatives unhelpful to reaching non-Christians.

9. Include a map. You may be able to drive to your church blind folded, but for others a map helps to visualize and feel familiar with the location. Make the map simple, ie. use only a few main street names, make the context large enough so that those living ten to fifteen minutes away will be able to find it easily, and mark your location clearly, preferably in color.

10. Send out a flyer at least once a year and do it every year ... Don't give up. Those who study these things say many people need to be reminded several times before they will respond. We have found that also. Often people will say, "Remember that flyer of one, two or three years ago? Well, I put it on ml/ bulletin board and said, 'I'll go some day.' Now your latest flyer came and I said, 'Now is the time.'

Also you need to repeat because people move frequently. in an apartment community the average time of occupancy is under one year. In single family houses the time of occupancy is longer, but "for sale" signs continue to appear and receive " sold" stickers at a steady rate. People are most likely to begin attending a church when their lives are in physical or emotional transition, or both. You need to repeat your advertising foy all these reasons.

11. Develop a continuity. Always use the same size and stock of paper, stay with a consistent format, develop and use the same logo, style of lettering identifying your church, and any other features that might be identified as "your style". Use it in your flyers, your "welcome wagon" letters, bus stop bench or billboard advertising - everywhere. Develop a recognizable style with continuity.

12. Advertising must be considered as an outreach expenditure on your church budget. (But more about finances next month.)

One final word about the relative values of direct mail versus door to door personal distribution. First of all print a minimum of 5000 copies, less is of limited value and 10,000 or more copies is preferable. Don't be afraid to reach out to a ten or fifteen minute driving distance from your church building.

Secondly, deliver as many as possible personally door to door, by ringing the door bell, introducing yourself and your church, and inviting those who answer to worship with you if they have no church home. This can be organized through your home fellowship groups or other natural groupings in your church.1 have seldom received an impolite response to this gentle initiative. It is by far the best way to distribute your advertising.

However, a small group may have difficulty delivering a large quantity of advertising flyers in this personal way and the post office must be used to distribute the remainder.

Go to your local post office and get copies of postal route walks. Ask your postal office to deliver your flyers to the apartments which have locked security systems, businesses (if you wish to cover them), and any other areas you find yourself and the people who will ring door bells with you, unable to cover.

Join for prayer before you go out in this way and God bless you as you go.

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