You’re leading. You’re preaching. You’re promoting. But still … it feels like no one’s really listening. That’s not just frustrating; it’s exhausting. As a pastor, you’re called to communicate the life-changing message of Jesus. So why does it feel like your church isn’t cutting through the noise?
RELATED: Check out more stories from our church communication expert Mark MacDonald.
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Here’s the truth: People are overwhelmed by content. Everyone’s shouting. But the voices that get heard are the ones that understand their audience. That’s why my church branding company, “Be Known for Something,” developed its communication formula. So you are heard again. It’s quite simple and it rhymes:
1. Say their name. Always start with your audience. Who are you really trying to reach? Stop speaking in generalities like “everyone’s welcome”; instead, get specific. Young families juggling schedules? Retired couples looking for purpose?
Then name your audience in a way they will look up. When they feel recognized, they’ll start listening. Every communication piece should be written to someone specific, not to everyone vaguely.
Example: Instead of “Join us Sunday,” say “Hey single parents, church can be your calm in the chaos.”
2. Speak their pain. People pay attention when they feel seen and understood. Your audience is dealing with something: divorce, depression, loneliness, stress and more. Don’t shy away from it. Lead with it.
Resist leading WITH the gospel. But let the pain lead TO it. Identify their felt need and speak directly to it. When your church language addresses what people are going through, they’ll start to believe you have something worth hearing. You do!
Ask: “What’s keeping them up at night?” Then speak to it (before talking about your church or the gospel).
3. Solutions to proclaim. Here’s where the Good News shines. But rather than defaulting to “come to church,” offer practical steps tied to their pain.
People want hope. And peace. They want community. Show them how your ministries offer that. Small groups, a sermon series and financial classes (all solutions). But only when you frame them as answers to real problems. What they are wrestling with. Few know they need the gospel as a solution. Yet!
Don’t just promote your programs. Promote the benefits of attending them. Then lead them to the gospel.
4. Show the gain. End with transformation. What difference will it make in their life? Paint the picture. Give them hope. People are looking for change. They just want to know it’s possible.
Show real stories, testimonies and benefits. Make it easy: “If you take this step, here’s what can happen.”
This is where your brand promise (your thread) lives. And it connects to the gospel as the ultimate gain.
Pastor, if your message isn’t sticking, it’s probably not your preaching. It’s your positioning. Use this formula in all your communication — website, social, signage, email — and you’ll not only be heard, you’ll be remembered.
It’s time for your church to be known for something — something they truly care about. That connects to the gospel.
EDITOR’S NOTE — Mark MacDonald is a communication pastor, speaker, consultant, bestselling author and church branding strategist for BeKnownforSomething.com, empowering thousands of pastors and churches to become known for something relevant (a communication thread) throughout their ministries, on their church websites and social media. His church branding book, “Be Known for Something,” is available at BeKnownBook.com.
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