I’m working on a couple enewsletters today. One goes to an increasing percentage of our congregation. Since the first of the year, we’ve been sending it weekly. It will eventually replace the mailed biweekly version. The other goes to our leaders. It hasn’t gone out for several months. (I got distracted.)
Today I decided that I needed to send out an edition of the leadership enewsletter. It’s on my todo list. I have information about a seminar for everyone in that role. I have a PDF of the information. I started thinking about how to attached the PDF, how to cut and paste, how to upload it so that our people could download it.
I started thinking, in short, about the technical aspects of delivery. But then I realized that I had completely forgotten about the implications of an article I had read not an hour before.
John Jantsch talked today about narrowly defining your ideal customer. He wrote about identifying the people you are trying to reach. He talked about finding a picture of a representative of that group. And then, he said, think carefully about them, as people rather than as a demographic.
- What brings them joy?
- What are they worried about?
- What challenges do they face?
- What do they hope to gain from us?
There are more questions, but they take us deep into thinking about the people we are trying to serve, to help, to invite, to involve.
Somehow, in the middle of my figuring out how to upload the brochure, John’s questions came back to me. As I think about our leaders, what are the challenges they are facing and how will this seminar help? As I think about their joys, and I think about asking them to spend a Saturday away from their families, a day in between their full-time jobs and their very active church involvement, do I know enough about the seminar to know that it will help increase that joy? That it will be worth the investment? As I think about their worries, about what is keeping them awake at night–people the manage, companies they work for, unemployed people they are helping–do I know enough about the seminar to be able to say, “This will help you!”
So I stopped. I sent an email back to the seminar team saying, “tell me more.”
I may not get an enewsletter out to our leaders today. And that’s okay. As much as I want to put a checkmark next to “publish the enewsletter” on my list, I think the “build and equip people to serve” item is more important.
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