Church Marketing: Specificity, Selectivity, Exclusivity
I am reading It. Craig Groeschel writes:
“In my observation, ministries that have it tend to be focused on a limited set of targets. They do a few things as if all eternity hinged on their results, and they do these things with godly excellence. They clearly see the vision and drive toward it with laser guided precision. Those who have it know what they are called to do and what they are not called to do. Their vision is characterized by specificity. Selectivity. Exclusivity.” – It, Craig Groeschel, page 54
This ties in so well with what I was writing yesterday (Excellence is Counter Cultural), and I hadn’t even read this part of Craig’s book yet!
Specificity
To market your church with the highest degree of excellence, you must be specific. Your church must have a very specific vision and purpose. You can not effectively promote hundreds of church ministries with one over-arching church marketing campaign – and you probably can’t afford to create a hundred smaller campaigns or marketing tools for all these smaller ministries. You can however create a powerful communication plan that accents the specific vision of your church overall. The more specific your church is about what your ministry assignment is, the more impact and specific your church marketing can and will be.
Selectivity
Selectivity in your church marketing requires you to drill down to the core message of what your church’s particular purpose is in your community. Know who you are, select who your church target market is, and communicate a focused message that will resonate with them in the most powerful and concise way possible.
Exclusivity
Once you have your specific vision, you selectively know who you are targeting, then make them feel exclusively special. Appeal to their emotions, their unique situation, and their particular need. Connect with them that you know who they are, what they are going through, and that you can help them – and that you want to help them!
Focus
It sounds easy when you read this doesn’t it? Actually it is very hard and takes a lot more time than you might think. Take your time, assess, and re-assess. If you keep these principles of specificity, selectivity, and exclusivity in mind and in order, then your church vision will be sharp and your church marketing communications will be excellent.
What do you think and what has been your experience? Have you seen specificity, selectivity, and exclusivity in church marketing?
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