“Regardless of the changes in technology, the market for well-crafted messages will always have an audience.”
— Steve Burnett
The Burnett Group
E-Trade, GEICO Insurance, Verizon Wireless, and many other companies are making huge impacts in their markets because they have mastered marketing themselves to America through a well crafted message. They have an audience for their products and services because they have the ears and eyes of their audience. People want to see and hear their commercials because they are quirky and memorable. They have the basic substance of what they do yet a catchy idea that they revolve their services and product information around to let the audience know how it’s relative to them.
When I think of Verizon Wireless I see a guy with black glasses standing in the middle of a tunnel saying, “Can you hear me now?” This has effectively signed up customers to use their wireless services because this guy went to every place in the world where cell phone service is bad and with Verizon can talk clearly without dropping calls.
When I think of GEICO Insurance I know if I wanted to change to them it would be easy because, “It’s so easy, even a caveman can do it.” I know that I have a chance of saving 15% or more by switching from my current provider to GEICO insurance. You know why I know this? Because a green Gecko Lizard told me!
When I think of E-Trade I see the baby in the high chair talking about trades, stocks and investments. I know that if I want to trade stocks easily then I can go to E-Trade. Why? Because they have a baby as the spokesperson! This says it’s so easy a baby can even do it. “Next time try reading the rules shankapotomus!”
I don’t have any vested interest in any of these companies yet I know there slogans and services because they have created well crafted messages informing their audience of who they are and what they can do for them. I bring this up because the business world is doing a great job communicating their message to their audiences yet the church world is failing in communicating their message to their audiences!
Businesses are utilizing humor, quirky campaigns, spokespeople, imaginative characters, slogans, catchy phrases, and memorable jingles all for the sole purpose to burn their brand image into the eyes, ears and hearts of their audience. They are successfully exposing the need of the consumer and providing the solutions through their services. Now their services may not be the best in their industry. They may have a lesser quality product, a sloppier process and weaker benefits but they are gaining new clients everyday over companies that have better quality, a smoother process and stronger benefits simply because they have mastered marketing their message effectively.
These businesses asked themselves these simple questions in order to discover the needs of there potential client base.
- What is the message we want people to hear?
- Why would you want to do business with us?
- What do we have that you want or need?
- What do we offer that you won’t get anywhere else?
Once they had these answers they then creatively answered these questions through brilliant yet simple marketing.
As a church, ministry or any non-profit Christ centered organization we hold within our hands the greatest potential, the most relative message and the most common solution to all of humanities needs, yet we struggle to market the message effectively. As the CEO, Pastor or Leader of your organization, ministry or church ask yourselves these simple questions to re-evaluate whether you’re still aiming your efforts, programs, outreaches and messages to the needs of your potential client base.
- What is the message we want people to hear?
- Why would you want to partner, support or become a member with us?
- What do we have that you want or need?
- What do we offer that you won’t get anywhere else?
Once you have these answers, now creatively market your message to focus on meeting these needs.
