Too Much? Too Little? Just R.I.G.H.T.!

The 7 Secrets of Church Communication that Works

Too Much? Too Little? Just R.I.G.H.T.! 

by William Cowles

“If I’d had more time, I’d have written a shorter letter.”

That familiar apology, popularized by the very quotable Mark Twain, captures perfectly the tension every communicator faces – how much should I include?

Whether it’s a sermon, a memo, an email, a flyer, social media post, or a newsletter notice – when is enough, enough? Or not enough? Or too much? 

Here’s the ironic long and short of it. Communicators who know a lot about their topics often don’t share enough because they assume you know as much as they do. On the other hand, communicators who are uncertain about their content usually run on and on and on to try to cover up their gaps. Neither is effective. 

So, how do you know? How much do you need to say to make your point?  Another old adage sums it up nicely – “Long enough to cover the subject, but short enough to be interesting.” Content and intent. And, yes, it takes more time and effort to plan and execute a clear, concise, action-inducing message. 

Because there is no set formula, we’ve come up with a simple “R.I.G.H.T” approach to help church communicators – preachers, staff, ministry leaders, newsletter writers and editors – forget the message’s length and concentrate on its meaning. 

·         R – Relevant. Does it speak to the interests of your listener/reader in terms that are familiar to them? You must meet your readers/listeners at their points of need. Preachers joke about “preaching to the choir,” but that’s too often true. When you tailor your messages to “insider” knowledge and understanding, you shut out, turn off, and send away everyone who isn’t part of your inner circle. And unless your congregation consists solely of the same 20 people from the last 20 years, they are not part of your inner circle.

·         I – Insightful. Does it have you in it? What do you think and believe about the topic? Your readers/listeners will better understand your topic when you share your ideas, opinions, beliefs, and attitudes about it. Especially when you’re trying to influence or inspire, your position needs to be clear, and your interest will intrigue your audience.  

·         G – God-Centered. Does it honor God? Don’t forget who’s at the center of your church. God is all too often left out of our messages because church communicators assume their audiences already know and understand who God is and how He works with us. Frankly, it’s not true and we can’t take the chance of not delivering His message.

·         H – Heartfelt. Can the reader/listener feel your emotion? Be passionate about your message; not wishy-washy. People will respond according to how committed they sense you are. If you’re indifferent or “all business”, they’ll be equally or more indifferent and unemotional. If you’re excited, they’ll be excited, too. If you’re getting some satisfaction from what you’re doing, they’ll want to share it.

·         T – Targeted. Is it laser-focused on what you want to say and to whom? When you’re talking about the benefits of confirmation, communicate in the language that parents of youth are most familiar with using. Mine your group for specific talents, gifts, ages, and interest by being upfront about who you’re looking for. Give others a pass on what doesn’t interest or fit them. Then when something does pique their interest, they’ll pay attention. Making 1-3 points and making them well is far more meaningful than throwing out a laundry list of everything that’s on your mind to everyone who’s on your list.  

When all is said and done, I prefer shorter church communications because readers/listeners have so many other messages clamoring for their attention. 

When a church’s messages are aimed at people in ways that will cause them to pay attention, understand, and then act, you’ll have done it R.I.G.H.T.!