Last week I shared one of the most common mistakes that churches make when it comes to allocating the annual advertising/promotion budget (click here to read that post).

Today I want to share Advertising Mistake #2…

Advertising Mistake #2: Spending your advertising funds on “branding” messages without a clear call to action.

“Branding” is a great word for two groups: multi-billion dollar corporations and people who sell advertising.

I can say definitively that in all but a few rare cases, your church doesn’t have the funds to compete to become a “household name” and all of those branding efforts rarely lead to unchurched people in the seats anyway.

Solution Principle #2: Focus your spending on direct response, call to action advertising.

For example, develop a checklist that you use to evaluate every ad or promotion that your church puts together.  Be sure that it spells out in crystal clear fashion:

• What you want them to do (You’re Invited to Easter Sunday at ______ Church!)
• Who you are ( ___________ Church)
• Where you are (the physical address of your meeting location)
• When this event takes place (Sunday, April 4th, at 10am)
• How to find out more (phone number, web address, etc.)
• Any other pertinent information (childcare, etc.)

Over the years I’ve observed more promotional pieces (direct mail, email blasts, invite cards, billboards, radio ads, etc.) than I choose to recall that leave me thinking, “That’s great and creative… now what do they want me to do about it?”

I guarantee that if you employ these two principles in your church’s advertising this year, you will serve as a better steward of the available funds AND you’ll see a much higher rate of return for your efforts.

P.S. For more information on planning, preparing, promoting, executing and following up on “Big Days” at your church, check out The Ignite Seminar.