Communicating (online) for a Change, part 4 – Internalize the Message
Continuing our series on applying the principles learned from Andy Stanley’s book titled Communicating for a Change to church web development projects, we come to this section titled Internalize the Message. What do you think it means to internalize the message? To borrow from the underlying theme of this site, which is church marketing, you have to first believe the message before you can communicate the message and you pretty much have to know what you’re going to say before you start to speak.
Have you ever had one of those kids come by your house selling candy bars or magazines and in the least excited voice they could possibly muster, they mumble through “imselling blah,blah, candy… money… camp… stay off the streets.” Seriously? Do you think they’re heavily invested in the message they’re communicating? Now sure they want to go to camp and all, but I doubt many of them have big expectations that they’ll be forced into a life of street gangs if they don’t go to camp. Any one of us could name probably a dozen or so such experiences where somebody attempted to convince us that we needed some product with a less than lackluster attempt. What’s the reason that they underperformed in their goal of selling whatever it was? They lacked conviction.
This principal translates to a web project in a few ways. There are many things you can do to get your team and yourself involved and sold out to the mission you have to accomplish.
Write a Vision Statement
Just as important as it is for a preacher to know what he’s going to say in a sermon, it’s important for you to have in mind and remember the overall goal of the project you have at hand. The first thing you can do to internalize the message is to write a vision statement. Think of your vision statement as a declaration in sentence form of your entire purpose. That’s a pretty tall order, but trust me, it can be done. Here’s a basic format for a vision statement that you can use to catalyze your team behind a common message.
For the good of [your audience] who need [statement of problem] this web site will be [solution] unlike [competition/previous work] this site will be [restate solution in fewest words].
Remember Who You Work For
This might seem trite, but as servants of the almighty we have an obligation and a duty to our savior and the people we hope to reach to do the best possible job with each venture we attempt. I like the way the New Living Bible renders Colossians 3:17 saying:
And whatever you do or say, do it as a representative of the Lord Jesus, giving thanks through him to God the Father.
The work you’re doing has a purpose. Whether or not you know it, you’re involved in the work of changing lives and ministering to hearts in ways you won’t fully understand until you go to be with Him.
God bless you and your work.
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Determine Your Goal - What effect do you want your site to have on the body?
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Pick a Point - Success through targeted messaging
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Create a Map - Failing to plan is planning to fail
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Internalize the Message - Before you can preach it, you have to believe it
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Engage Your Audience – Getting them to your site requires telling them it’s there
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Find Your Voice - Consistency of voice and thoughtful messaging
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Start All Over - Return visits requires fresh content
