Leading the witness

From the mailbag...

"What questions are you asking when someone brings you something they want to promote? I want to ask thoughtful, meaningful questions but sometimes feel caged by my perspective. Do you have a list you run through, or just one or two that says it all?"

Every conversation has different dynamics. Sometimes there's tension because what people ask for isn't going help them. In fact, it might even hinder them...and you know it. But, they didn't come for you to tell them they're wrong. You can't sell what they're not looking for. Instead...

Take (or make) time to hear about their ministry needs, hurdles, barriers to entry, etc. Then drill down to to understand objectives for the promotion. What do they want to get out of it, for who and why? Is it promotions for promotions sake? Sometimes you’re leading the witness with your questioning, other times it's truly collaborative. Either way, start with the end in mind and work backwards.

With a healthy skepticism toward the brochure, the web site, whatever...we use a modified version of the filter that Brian Bailey & Terry Storch outline in The Blogging Church:

• Is it a tool or just cool?
• What problem is it solving?
• What is the return on ministry?

Sometimes you have to ask more questions to get the answers to these. Somebody smart told me about the three areas they evaluate for everything they do (was it you, Shawn?). Whoever told me about it...it stuck. They evaluate whether the context is appealing, the presentation is engaging and the content is helpful. Here's some of the questions we use to help evaluate those three areas.

Is it Appealing (context)? Are we focusing our energy from the "inside out" or from the "outside in"? Do we know why people will spend their time and attention on us? Is it relevant to their life? What makes it worth the hassle? Do we know the comfort zone?

Engaging (presentation)? Are we unifying our message or diluting it? Are we reducing the noise in people's life or adding to it? Are we removing the barriers to entry? Does this support or compete with the intended experience for our audience? Are we making it easy for them to find? Easy understand? Easy to do?

Helpful (content)? Are we giving people what they want, when they want it? Or, are we answering questions they haven’t asked yet? What expectations are we setting that are unrealistic or out of our control? Are we promising something we can't deliver on? Are we making statements as if they were facts, when in reality they are subjective and left to personal interpretation? Are we baiting people with exaggerated benefits?

Comments

[C.J.]

Outstanding Post!

I've already printed this to show my wife in the morning, I know she'll be inspired by it as well!

I have to agree with the other commenter that I'm already hooked on your posts - thanks again for everything you do!

In Christ

[jeremy Scheller]

Thanks for hitting my question. This is tight.

I love the Appealing, Engaging, Helpful?

That is a great frame to start with...

It's a tough balance in our church being just 3 years old and having so many people. Being the lone ranger in the communications department has made it hard to reign in the direction of the message and the clutter...especially with so many volunteer-led ministries. People who aren't immersed in the conversations daily aren't as keen to the thought that their brochure might not be serving the desired end result.

I think people begin to respect my advice more as they see the fruits of starting not just with what they want, but with what is beneficial.

thanks for the post.

[Josh Byers]

Kem,

I've been a lurker for about a month now, but wanted to say your blog has quickly become one of my favorites. There are a few feeds in my reader I will read out of order if there is new content - yours is one.

Thanks for the quality advice. I'm the leader of our creative team at a new church plant in Iowa (lakesidefellowship.com) and we are always trying to do new promotions so this post comes at a good time. I'm quickly learning that not everything needs a video, drama, graphics package and lead spot on the news...

Thanks for sharing.

[Bobby Chandler]

See Kem? You could and should write a book. This is great stuff!

[Michelle Pratt]

Yes! These are the posts that I love. great reminder.