Church Copywriting 101 (yes, it matters)

the welcome email, the bulletin, the the welcome email, the bulletin, the Instagram caption, how you talk on the Instagram caption, how you talk on the Instagram caption, how you talk on the church's about page, the way that your church's about page, the way that your church's about page, the way that your pastor ends their sermon. This is all pastor ends their sermon. This is all pastor ends their sermon. This is all copyrightiting. Most churches never copyrightiting. Most churches never copyrightiting. Most churches never think about it intentionally. And the think about it intentionally. And the think about it intentionally. And the language you use becomes the culture you language you use becomes the culture you language you use becomes the culture you build. Meaning, however that volunteer build. Meaning, however that volunteer build. Meaning, however that volunteer worded that email or however that worded that email or however that worded that email or however that announcement got delivered because that announcement got delivered because that announcement got delivered because that person was in a rush, well, those person was in a rush, well, those person was in a rush, well, those choices matter. Okay, so what are we choices matter. Okay, so what are we choices matter. Okay, so what are we going to do about it? Our goal in this going to do about it? Our goal in this going to do about it? Our goal in this episode is to make it practical. We have episode is to make it practical. We have episode is to make it practical. We have an actual church's brand voice document an actual church's brand voice document an actual church's brand voice document that we're going to use as our reference that we're going to use as our reference that we're going to use as our reference to show you how to make communications to show you how to make communications to show you how to make communications choices that are more thoughtful. Let's choices that are more thoughtful. Let's choices that are more thoughtful. Let's dive in. dive in. dive in. Well, hey there and welcome to the Well, hey there and welcome to the Well, hey there and welcome to the ProChurch Tool Show. We're here to help ProChurch Tool Show. We're here to help ProChurch Tool Show. We're here to help you and your church navigate the biggest you and your church navigate the biggest you and your church navigate the biggest communication shift in 500 years. I'm communication shift in 500 years. I'm communication shift in 500 years. I'm Brady Sher, your host. I'm joined as Brady Sher, your host. I'm joined as Brady Sher, your host. I'm joined as always by my co-host. We call him Pastor always by my co-host. We call him Pastor always by my co-host. We call him Pastor Punchline. It's Alexander Mills. Punchline. It's Alexander Mills. Punchline. It's Alexander Mills. >> Hello. Hello. Let's talk about where >> Hello. Hello. Let's talk about where >> Hello. Hello. Let's talk about where copywriting shows up and then we're copywriting shows up and then we're copywriting shows up and then we're going to dive into three useful going to dive into three useful going to dive into three useful exercises that every church can use and exercises that every church can use and exercises that every church can use and experiment with. So experiment with. So experiment with. So >> you think copyrightiting, maybe you're >> you think copyrightiting, maybe you're >> you think copyrightiting, maybe you're not that familiar with the term.

not that familiar with the term. not that familiar with the term. >> Sure. >> Sure. >> Sure. >> Maybe you think about the obvious. >> Maybe you think about the obvious. >> Maybe you think about the obvious. There's the website. There's the website. There's the website. >> Oh, we have to write something on our >> Oh, we have to write something on our >> Oh, we have to write something on our about us page. There's the social media about us page. There's the social media about us page. There's the social media post. We got to write into the captions, post. We got to write into the captions, post. We got to write into the captions, the email newsletters, the bulletin, the email newsletters, the bulletin, the email newsletters, the bulletin, sermon series titles and descriptions. sermon series titles and descriptions. sermon series titles and descriptions. That's a really great example of That's a really great example of That's a really great example of copyrighting. You're like, "What are we copyrighting. You're like, "What are we copyrighting. You're like, "What are we going to call this sermon series? Here's going to call this sermon series? Here's going to call this sermon series? Here's the idea. What's a piffy title for it?" the idea. What's a piffy title for it?" the idea. What's a piffy title for it?" >> That's copyrightiting. Then there's the >> That's copyrightiting. Then there's the >> That's copyrightiting. Then there's the not so obvious. There's announcements, not so obvious. There's announcements, not so obvious. There's announcements, the talking points that you give to your the talking points that you give to your the talking points that you give to your welcome team or your your greeters, what welcome team or your your greeters, what welcome team or your your greeters, what you say on your connection cards, how you say on your connection cards, how you say on your connection cards, how you ask and recruit volunteers, giving you ask and recruit volunteers, giving you ask and recruit volunteers, giving page copy, the kids check-in signage. page copy, the kids check-in signage. page copy, the kids check-in signage. That's a really prominent one that is That's a really prominent one that is That's a really prominent one that is often seen first by people that are often seen first by people that are often seen first by people that are getting a new impression of your church getting a new impression of your church getting a new impression of your church altogether. There's room signage, altogether. There's room signage, altogether. There's room signage, autorely emails, text message autorely emails, text message autorely emails, text message follow-ups, event registration pages. I follow-ups, event registration pages. I follow-ups, event registration pages. I could go on and on and on. Every single could go on and on and on. Every single could go on and on and on. Every single one of these is playing a role in one of these is playing a role in one of these is playing a role in forming your church's culture. Every forming your church's culture. Every forming your church's culture. Every single one. And most churches have single one. And most churches have single one. And most churches have different people, writing them different people, writing them different people, writing them >> with no shared understanding on how to >> with no shared understanding on how to >> with no shared understanding on how to sound. Okay? So, Alex and I work at the sound. Okay? So, Alex and I work at the sound. Okay? So, Alex and I work at the same church, let's say, and he's tasked same church, let's say, and he's tasked same church, let's say, and he's tasked with writing an announcement for with writing an announcement for with writing an announcement for pitching new volunteers. And then I'm in pitching new volunteers. And then I'm in pitching new volunteers. And then I'm in charge of like writing the email that charge of like writing the email that charge of like writing the email that goes out to the parents of the youth goes out to the parents of the youth goes out to the parents of the youth ministry.

ministry. ministry. >> And for us, >> And for us, >> And for us, >> if we're operating in most churches, we >> if we're operating in most churches, we >> if we're operating in most churches, we just have the task in front of us. And just have the task in front of us. And just have the task in front of us. And then Alex is going to use his then Alex is going to use his then Alex is going to use his personality and his writing cues and personality and his writing cues and personality and his writing cues and whatever he thinks is important in that whatever he thinks is important in that whatever he thinks is important in that moment. I'm going to do the same. And moment. I'm going to do the same. And moment. I'm going to do the same. And what happens very likely is we have two what happens very likely is we have two what happens very likely is we have two very diverging ways of talking. And very diverging ways of talking. And very diverging ways of talking. And we're really just representing we're really just representing we're really just representing ourselves, ourselves, ourselves, >> not the church. Mhm. >> not the church. Mhm. >> not the church. Mhm. >> What's the goal here? I'm not pitching >> What's the goal here? I'm not pitching >> What's the goal here? I'm not pitching perfection. I'm not pitching polish. I perfection. I'm not pitching polish. I perfection. I'm not pitching polish. I don't want anyone to get into this don't want anyone to get into this don't want anyone to get into this episode and think like, oh, this is some episode and think like, oh, this is some episode and think like, oh, this is some corporate exercise. This is some like corporate exercise. This is some like corporate exercise. This is some like business thing. No. The idea here is we business thing. No. The idea here is we business thing. No. The idea here is we just want to be consistent and we want just want to be consistent and we want just want to be consistent and we want to be intentional. In the same way that to be intentional. In the same way that to be intentional. In the same way that our churches have a mission and everyone our churches have a mission and everyone our churches have a mission and everyone that operates under that mission is that operates under that mission is that operates under that mission is ultimately accountable to it, your ultimately accountable to it, your ultimately accountable to it, your language that you use can also be language that you use can also be language that you use can also be accountable to that mission. And the accountable to that mission. And the accountable to that mission. And the point of this episode is to walk through point of this episode is to walk through point of this episode is to walk through some useful exercises to help you get some useful exercises to help you get some useful exercises to help you get closer to that. closer to that. closer to that. I I I can feel a particular can feel a particular can feel a particular pitfall of not paying attention to pitfall of not paying attention to pitfall of not paying attention to something like this because we've talked something like this because we've talked something like this because we've talked about this before that whether you're about this before that whether you're about this before that whether you're intentional or um or unintentional about intentional or um or unintentional about intentional or um or unintentional about the culture that you are um cultivating the culture that you are um cultivating the culture that you are um cultivating at church, you whether you're doing at church, you whether you're doing at church, you whether you're doing intentionally or not, like you we are intentionally or not, like you we are intentionally or not, like you we are cultivating the cultures of our church cultivating the cultures of our church cultivating the cultures of our church with the language that we use And what with the language that we use And what with the language that we use And what happens if you don't take the time to happens if you don't take the time to happens if you don't take the time to pay attention to something like this and

pay attention to something like this and pay attention to something like this and take care of it is that it's often your take care of it is that it's often your take care of it is that it's often your senior leader that has probably the best senior leader that has probably the best senior leader that has probably the best sense on what the voice of your church sense on what the voice of your church sense on what the voice of your church is um most likely because it's their is um most likely because it's their is um most likely because it's their voice that is magnified uh more often voice that is magnified uh more often voice that is magnified uh more often than other people's voices. So the than other people's voices. So the than other people's voices. So the senior leader knows the voice senior leader knows the voice senior leader knows the voice intrinsically. Maybe they haven't intrinsically. Maybe they haven't intrinsically. Maybe they haven't written down but they feel it. It's it's written down but they feel it. It's it's written down but they feel it. It's it's basically their voice and they feel oh I basically their voice and they feel oh I basically their voice and they feel oh I just I don't want to be making um you just I don't want to be making um you just I don't want to be making um you know sermon slides anymore. I just our know sermon slides anymore. I just our know sermon slides anymore. I just our church is growing. I want to I want church is growing. I want to I want church is growing. I want to I want someone else to be doing that. I want someone else to be doing that. I want someone else to be doing that. I want our AV people to be doing that. And so our AV people to be doing that. And so our AV people to be doing that. And so they say to the AV person, hey, can you they say to the AV person, hey, can you they say to the AV person, hey, can you start making the the sermon slides now, start making the the sermon slides now, start making the the sermon slides now, the pre-ervice slides to, you know, the pre-ervice slides to, you know, the pre-ervice slides to, you know, communicate that we need volunteers. And communicate that we need volunteers. And communicate that we need volunteers. And so the AV person does it because they so the AV person does it because they so the AV person does it because they were asked to do it. But because were asked to do it. But because were asked to do it. But because not everyone is on the same page as far not everyone is on the same page as far not everyone is on the same page as far as like what what we are trying to as like what what we are trying to as like what what we are trying to communicate with the words we choose in communicate with the words we choose in communicate with the words we choose in this community, the AV person doesn't do this community, the AV person doesn't do this community, the AV person doesn't do it the way the senior leader would do it the way the senior leader would do it the way the senior leader would do it. The senior leader feels frustrated it. The senior leader feels frustrated it. The senior leader feels frustrated and then the senior leader comes over and then the senior leader comes over and then the senior leader comes over the top and says like, I'll just do it the top and says like, I'll just do it the top and says like, I'll just do it anyways. And then, and we've talked anyways. And then, and we've talked anyways. And then, and we've talked about this on other episodes where these about this on other episodes where these about this on other episodes where these interpersonal relationships when when we interpersonal relationships when when we interpersonal relationships when when we don't have kind of codified values and don't have kind of codified values and don't have kind of codified values and policy, we get into this these policy, we get into this these policy, we get into this these interpersonal conflicts and then interpersonal conflicts and then interpersonal conflicts and then bitterness begins to grow because we bitterness begins to grow because we bitterness begins to grow because we just haven't taken the time to take care just haven't taken the time to take care just haven't taken the time to take care of some of these things and to step of some of these things and to step of some of these things and to step back, evaluate them, and yeah, take some back, evaluate them, and yeah, take some back, evaluate them, and yeah, take some time to to to write them down and and time to to to write them down and and time to to to write them down and and create some internal documents and some create some internal documents and some create some internal documents and some shared language so that we can really shared language so that we can really shared language so that we can really make some forward progress here. we can make some forward progress here. we can make some forward progress here. we can equip a bunch more people to use their equip a bunch more people to use their equip a bunch more people to use their voice in this community while having it voice in this community while having it voice in this community while having it conform to the voice of the community.

conform to the voice of the community. conform to the voice of the community. Um, so there's great value to taking the Um, so there's great value to taking the Um, so there's great value to taking the time not just to listen to the rest of time not just to listen to the rest of time not just to listen to the rest of this episode, but to participate in this episode, but to participate in this episode, but to participate in these particular exercises to uncover these particular exercises to uncover these particular exercises to uncover your church's voice and then empower your church's voice and then empower your church's voice and then empower people in your community to use it. So, people in your community to use it. So, people in your community to use it. So, I want you to imagine like how one I want you to imagine like how one I want you to imagine like how one church might talk about small groups, a church might talk about small groups, a church might talk about small groups, a church that's listening right now, and church that's listening right now, and church that's listening right now, and how another church might So, for how another church might So, for how another church might So, for example, one church who's listening to example, one church who's listening to example, one church who's listening to this podcast might say, "Hey, don't this podcast might say, "Hey, don't this podcast might say, "Hey, don't forget to sign up for small groups." forget to sign up for small groups." forget to sign up for small groups." Another church might say, "There's a Another church might say, "There's a Another church might say, "There's a place for you in a small group. Here's place for you in a small group. Here's place for you in a small group. Here's how to find it." Same goal. how to find it." Same goal. how to find it." Same goal. >> We want more people involved in groups. >> We want more people involved in groups. >> We want more people involved in groups. Different culture being formed. The tone Different culture being formed. The tone Different culture being formed. The tone of don't forget to is more obligatory in of don't forget to is more obligatory in of don't forget to is more obligatory in nature. The tone of there's a place for nature. The tone of there's a place for nature. The tone of there's a place for you is more inviting. Now, for the sake you is more inviting. Now, for the sake you is more inviting. Now, for the sake of this episode, I'm not here to tell of this episode, I'm not here to tell of this episode, I'm not here to tell you which is better or worse. you which is better or worse. you which is better or worse. >> There are different churches. There are >> There are different churches. There are >> There are different churches. There are different voices. That's the entire different voices. That's the entire different voices. That's the entire point. And what we're going to do in point. And what we're going to do in point. And what we're going to do in this episode is borrow from a real this episode is borrow from a real this episode is borrow from a real church's brand voice document to make church's brand voice document to make church's brand voice document to make illustrations because illustrations because illustrations because >> I sense as we talk about this that >> I sense as we talk about this that >> I sense as we talk about this that people are like, I don't really know people are like, I don't really know people are like, I don't really know what you're saying. And so, we are going what you're saying. And so, we are going what you're saying. And so, we are going to get through that. The first useful to get through that. The first useful to get through that. The first useful tool we call voice markers. Voice tool we call voice markers. Voice tool we call voice markers. Voice markers basically answer the question, markers basically answer the question, markers basically answer the question, "How should we sound?" They give you a "How should we sound?" They give you a "How should we sound?" They give you a filter to run every piece of filter to run every piece of filter to run every piece of communication through. On the Brady communication through. On the Brady communication through. On the Brady Sheerer YouTube channel, we did a recent Sheerer YouTube channel, we did a recent Sheerer YouTube channel, we did a recent video with the title, "Why your church video with the title, "Why your church video with the title, "Why your church only attracts one type of person." And only attracts one type of person." And only attracts one type of person." And in that video, I provide you with a in that video, I provide you with a in that video, I provide you with a template and an exercise to help you template and an exercise to help you template and an exercise to help you identify the voice markers for your identify the voice markers for your identify the voice markers for your church. For this episode, like I said, church. For this episode, like I said, church. For this episode, like I said, we're going to use a real church's

we're going to use a real church's we're going to use a real church's example. Now, I did not clear with this example. Now, I did not clear with this example. Now, I did not clear with this church using their information in this. church using their information in this. church using their information in this. I'm sure they're fine with it. unnamed. I'm sure they're fine with it. unnamed. I'm sure they're fine with it. unnamed. >> We're going to call them alive church. >> We're going to call them alive church. >> We're going to call them alive church. >> There's nothing to be gained by telling >> There's nothing to be gained by telling >> There's nothing to be gained by telling you the real name of this church. So, you the real name of this church. So, you the real name of this church. So, we're going to call them alive church. we're going to call them alive church. we're going to call them alive church. Here are the eight voice markers for a Here are the eight voice markers for a Here are the eight voice markers for a live church. There are going to be four live church. There are going to be four live church. There are going to be four things that a live church's voice is things that a live church's voice is things that a live church's voice is >> and four that are not. Here is what a >> and four that are not. Here is what a >> and four that are not. Here is what a live church's voice is. It is warm, live church's voice is. It is warm, live church's voice is. It is warm, graceful, authentic, and confident. It graceful, authentic, and confident. It graceful, authentic, and confident. It is not preachy, complicated, is not preachy, complicated, is not preachy, complicated, performative, or anxious. Now, let's performative, or anxious. Now, let's performative, or anxious. Now, let's talk about some real examples of this. talk about some real examples of this. talk about some real examples of this. Not preachy, not complicated, not Not preachy, not complicated, not Not preachy, not complicated, not performative, not anxious. When we were performative, not anxious. When we were performative, not anxious. When we were working on this church's brand voice working on this church's brand voice working on this church's brand voice document, we were pulling from how they document, we were pulling from how they document, we were pulling from how they actually spoke to define these things. actually spoke to define these things. actually spoke to define these things. So, for example, in one of the sermons, So, for example, in one of the sermons, So, for example, in one of the sermons, the pastor says, "I'm not here to tell the pastor says, "I'm not here to tell the pastor says, "I'm not here to tell you what to do. I'm here to tell you you what to do. I'm here to tell you you what to do. I'm here to tell you what God says and let you wrestle with what God says and let you wrestle with what God says and let you wrestle with that." That is illustrative of not being that." That is illustrative of not being that." That is illustrative of not being preachy. There is a disclaimer there preachy. There is a disclaimer there preachy. There is a disclaimer there that basically says like, "Hey, I'm not that basically says like, "Hey, I'm not that basically says like, "Hey, I'm not here to like draw a line in the sand and here to like draw a line in the sand and here to like draw a line in the sand and say you must x, y, and z. Here's what say you must x, y, and z. Here's what say you must x, y, and z. Here's what God says, and now it's up for you to God says, and now it's up for you to God says, and now it's up for you to work through those things." Another part work through those things." Another part work through those things." Another part of the sermon, here's what that means in of the sermon, here's what that means in of the sermon, here's what that means in everyday language. That's an example of everyday language. That's an example of everyday language. That's an example of our brand voice is not complicated. We our brand voice is not complicated. We our brand voice is not complicated. We understand that everyone is going to understand that everyone is going to understand that everyone is going to approach the scriptural text and the approach the scriptural text and the approach the scriptural text and the history of Christianity and the ideas of history of Christianity and the ideas of history of Christianity and the ideas of faith from different places. And so, we faith from different places. And so, we faith from different places. And so, we want it to be accessible. We don't want want it to be accessible. We don't want want it to be accessible. We don't want it to be complicated. It's not it to be complicated. It's not it to be complicated. It's not performative. So, here's again some

performative. So, here's again some performative. So, here's again some quotes from sermons. I'll be honest with quotes from sermons. I'll be honest with quotes from sermons. I'll be honest with you. I struggled with this passage all you. I struggled with this passage all you. I struggled with this passage all week or I don't have all the answers, week or I don't have all the answers, week or I don't have all the answers, but I know the one who does. So, that is but I know the one who does. So, that is but I know the one who does. So, that is illustrative of the pastor purposefully illustrative of the pastor purposefully illustrative of the pastor purposefully kind of putting himself or herself on kind of putting himself or herself on kind of putting himself or herself on your level your level your level >> and saying, "Look, I I don't have it all >> and saying, "Look, I I don't have it all >> and saying, "Look, I I don't have it all figured out. Like, I'm not trying to put figured out. Like, I'm not trying to put figured out. Like, I'm not trying to put on a posture that is not true and be on a posture that is not true and be on a posture that is not true and be performative." Finally, we don't want performative." Finally, we don't want performative." Finally, we don't want our brand voice to be anxious. another our brand voice to be anxious. another our brand voice to be anxious. another sermon quote, "There's no rush. God's sermon quote, "There's no rush. God's sermon quote, "There's no rush. God's timing is perfect. You don't have to timing is perfect. You don't have to timing is perfect. You don't have to have it all figured out today." So, have it all figured out today." So, have it all figured out today." So, that's purposely like laying a sense of that's purposely like laying a sense of that's purposely like laying a sense of calm and eliminating any anxiety related calm and eliminating any anxiety related calm and eliminating any anxiety related to the passage of scripture and the to the passage of scripture and the to the passage of scripture and the subject matter for that specific sermon. subject matter for that specific sermon. subject matter for that specific sermon. So, here's a practical application back So, here's a practical application back So, here's a practical application back to Alex and I writing for our specific to Alex and I writing for our specific to Alex and I writing for our specific tasks. He's writing what I have you do tasks. He's writing what I have you do tasks. He's writing what I have you do an announcement for volunteers. Yeah. an announcement for volunteers. Yeah. an announcement for volunteers. Yeah. And I'm doing And I'm doing And I'm doing >> the email to the parents of the youth >> the email to the parents of the youth >> the email to the parents of the youth ministry. So when we're both done our ministry. So when we're both done our ministry. So when we're both done our work, instead of Alex just being like, I work, instead of Alex just being like, I work, instead of Alex just being like, I got to get this task done and I needed got to get this task done and I needed got to get this task done and I needed to hit like on these like important to hit like on these like important to hit like on these like important information points, finishes his task or information points, finishes his task or information points, finishes his task or at the start of his task and asks at the start of his task and asks at the start of his task and asks himself, does this sound warm, graceful, himself, does this sound warm, graceful, himself, does this sound warm, graceful, authentic, confident? Does it sound authentic, confident? Does it sound authentic, confident? Does it sound preachy, complicated, performative, or preachy, complicated, performative, or preachy, complicated, performative, or anxious? In practice, here's what I do.

anxious? In practice, here's what I do. anxious? In practice, here's what I do. I make sure that I can take one of those I make sure that I can take one of those I make sure that I can take one of those affirmative affirmative affirmative words, words, words, >> in this case, warm, graceful, authentic, >> in this case, warm, graceful, authentic, >> in this case, warm, graceful, authentic, or confident, and point to it in the or confident, and point to it in the or confident, and point to it in the copy that I've written. copy that I've written. copy that I've written. >> Yeah, this is warm. >> Yeah, this is warm. >> Yeah, this is warm. >> Okay, this is cuz you're not going to >> Okay, this is cuz you're not going to >> Okay, this is cuz you're not going to hit all four every single time. hit all four every single time. hit all four every single time. >> Right. >> Right. >> Right. >> Inversely, you want to make sure you >> Inversely, you want to make sure you >> Inversely, you want to make sure you avoid all four. Sure. avoid all four. Sure. avoid all four. Sure. >> So, that's kind of how I apply this >> So, that's kind of how I apply this >> So, that's kind of how I apply this framework to what I've written. framework to what I've written. framework to what I've written. >> Hit one, miss four. >> Hit one, miss four. >> Hit one, miss four. >> Yes. And then Alex and I can make sure >> Yes. And then Alex and I can make sure >> Yes. And then Alex and I can make sure like, oh, oh, okay. Like, we're always like, oh, oh, okay. Like, we're always like, oh, oh, okay. Like, we're always representing the church. What? based on representing the church. What? based on representing the church. What? based on who we have decided we are because it who we have decided we are because it who we have decided we are because it shouldn't be about Alex's voice. It shouldn't be about Alex's voice. It shouldn't be about Alex's voice. It shouldn't be about my voice. It should shouldn't be about my voice. It should shouldn't be about my voice. It should be about who are we as a church and how be about who are we as a church and how be about who are we as a church and how do we represent that? do we represent that? do we represent that? >> Yeah. And that that's illustrative in >> Yeah. And that that's illustrative in >> Yeah. And that that's illustrative in the example church we have here. Um you the example church we have here. Um you the example church we have here. Um you know for for one of the four things, one know for for one of the four things, one know for for one of the four things, one of the voice markers that this church is of the voice markers that this church is of the voice markers that this church is not um one of the examples you used was not um one of the examples you used was not um one of the examples you used was it's not complicated. And we pulled that it's not complicated. And we pulled that it's not complicated. And we pulled that from a sermon where the quote was here's from a sermon where the quote was here's from a sermon where the quote was here's what that means in everyday language. what that means in everyday language. what that means in everyday language. That's because this church exists in a That's because this church exists in a That's because this church exists in a place where that's the language that place where that's the language that place where that's the language that that community speaks in. But there are that community speaks in. But there are that community speaks in. But there are churches in other socioeconomic places, churches in other socioeconomic places, churches in other socioeconomic places, college towns, maybe maybe you meet in college towns, maybe maybe you meet in college towns, maybe maybe you meet in in an Ivy League school where folks are in an Ivy League school where folks are in an Ivy League school where folks are coming to that church for something coming to that church for something coming to that church for something completely different. Maybe they are completely different. Maybe they are completely different. Maybe they are looking for like complicated exposition looking for like complicated exposition looking for like complicated exposition of the text. Maybe they're looking for of the text. Maybe they're looking for of the text. Maybe they're looking for like a lecture style sermon that's like a lecture style sermon that's like a lecture style sermon that's really deep, really heavy. And so that really deep, really heavy. And so that really deep, really heavy. And so that church's brand voice, their voice marker church's brand voice, their voice marker church's brand voice, their voice marker can be like our voice is academic, you can be like our voice is academic, you can be like our voice is academic, you know, whereas for this church in this know, whereas for this church in this know, whereas for this church in this particular place, it's not complicated.

particular place, it's not complicated. particular place, it's not complicated. It's it's very approachable. Um, so but It's it's very approachable. Um, so but It's it's very approachable. Um, so but the most important part here is always the most important part here is always the most important part here is always missing the four things that you're not. missing the four things that you're not. missing the four things that you're not. We are never anxious. We just can't use We are never anxious. We just can't use We are never anxious. We just can't use anxious communication in our church. Um, anxious communication in our church. Um, anxious communication in our church. Um, and then to and then to and then to >> because that would be a betrayal of who >> because that would be a betrayal of who >> because that would be a betrayal of who we are we are we are >> and and what we believe. we we prove >> and and what we believe. we we prove >> and and what we believe. we we prove what we believe by how we behave, right? what we believe by how we behave, right? what we believe by how we behave, right? Um and then to to always go for at least Um and then to to always go for at least Um and then to to always go for at least one of those those the voice markers one of those those the voice markers one of those those the voice markers that you are. Um then all of a sudden that you are. Um then all of a sudden that you are. Um then all of a sudden you've got yourself you you've created a you've got yourself you you've created a you've got yourself you you've created a framework where just about anyone who's framework where just about anyone who's framework where just about anyone who's responsible for copyrighting in your responsible for copyrighting in your responsible for copyrighting in your church should be able to fit right into church should be able to fit right into church should be able to fit right into the system. I think yeah I was having a the system. I think yeah I was having a the system. I think yeah I was having a conversation with the church and they conversation with the church and they conversation with the church and they were asking the question like I feel were asking the question like I feel were asking the question like I feel like the senior leadership myself the like the senior leadership myself the like the senior leadership myself the lead pastor some of the exec team we lead pastor some of the exec team we lead pastor some of the exec team we have a good understanding of like who have a good understanding of like who have a good understanding of like who this church is and we're having trouble this church is and we're having trouble this church is and we're having trouble basically basically basically translating that taking this mantle and translating that taking this mantle and translating that taking this mantle and like giving it to everyone else on staff like giving it to everyone else on staff like giving it to everyone else on staff or giving it to the entire congregation or giving it to the entire congregation or giving it to the entire congregation >> and in my mind and what I said to them >> and in my mind and what I said to them >> and in my mind and what I said to them was this is the type of tool that can be was this is the type of tool that can be was this is the type of tool that can be really useful for that because it really useful for that because it really useful for that because it prescribes something and you the exact prescribes something and you the exact prescribes something and you the exact team, the senior leader, you might have team, the senior leader, you might have team, the senior leader, you might have like a firm understanding of like what like a firm understanding of like what like a firm understanding of like what your church is, but it might be a little your church is, but it might be a little your church is, but it might be a little bit intangible. It might not be tactile bit intangible. It might not be tactile bit intangible. It might not be tactile enough for another person to grasp it.

enough for another person to grasp it. enough for another person to grasp it. It's kind of similar to like when you It's kind of similar to like when you It's kind of similar to like when you have a design thing in mind and you're have a design thing in mind and you're have a design thing in mind and you're like, I know this doesn't look right, like, I know this doesn't look right, like, I know this doesn't look right, but like I just don't know if I could but like I just don't know if I could but like I just don't know if I could exactly qualify what needs to be done. exactly qualify what needs to be done. exactly qualify what needs to be done. This is a great way of taking the This is a great way of taking the This is a great way of taking the culture and making sure everyone is like culture and making sure everyone is like culture and making sure everyone is like abiding within it and it's accessible to abiding within it and it's accessible to abiding within it and it's accessible to them because people want to be a part of them because people want to be a part of them because people want to be a part of it but they have to be able to be a part it but they have to be able to be a part it but they have to be able to be a part of it. of it. of it. to your example as well. I had a call to your example as well. I had a call to your example as well. I had a call with a church just yesterday and they with a church just yesterday and they with a church just yesterday and they were like, "Is it a problem that we're were like, "Is it a problem that we're were like, "Is it a problem that we're like not this type of church?" And I like not this type of church?" And I like not this type of church?" And I said, said, said, >> "No, like and they had said we are a >> "No, like and they had said we are a >> "No, like and they had said we are a verse by verse expositional church." verse by verse expositional church." verse by verse expositional church." >> Just because like in your mind the most >> Just because like in your mind the most >> Just because like in your mind the most visible church is like black box like visible church is like black box like visible church is like black box like >> passed down from Hillong like 15 years >> passed down from Hillong like 15 years >> passed down from Hillong like 15 years ago. Like just because that is in your ago. Like just because that is in your ago. Like just because that is in your mind the most visible doesn't mean that mind the most visible doesn't mean that mind the most visible doesn't mean that that's the only type of church that that's the only type of church that that's the only type of church that people want. M people want. M people want. M >> and the biggest mistake would be your >> and the biggest mistake would be your >> and the biggest mistake would be your church trying to masquerade as another church trying to masquerade as another church trying to masquerade as another after you've already stated that that's after you've already stated that that's after you've already stated that that's not who you are. not who you are. not who you are. >> You think about what you said as another >> You think about what you said as another >> You think about what you said as another example. What did Mark Driscoll do in example. What did Mark Driscoll do in example. What did Mark Driscoll do in the late 2000s? He built an entire brand the late 2000s? He built an entire brand the late 2000s? He built an entire brand by saying my voice is I'm going to speak by saying my voice is I'm going to speak by saying my voice is I'm going to speak to men and I'm going to speak in like to men and I'm going to speak in like to men and I'm going to speak in like dense theology. If you don't like that, dense theology. If you don't like that, dense theology. If you don't like that, great.

great. great. >> Find another church to listen to. And >> Find another church to listen to. And >> Find another church to listen to. And there were so many men, me included as a there were so many men, me included as a there were so many men, me included as a 17-year-old, that were like, I've never 17-year-old, that were like, I've never 17-year-old, that were like, I've never heard someone preach like this. I don't heard someone preach like this. I don't heard someone preach like this. I don't know what it is, but this is really know what it is, but this is really know what it is, but this is really resonating with me. Why? Because that resonating with me. Why? Because that resonating with me. Why? Because that was a voice that was unusual, but it was was a voice that was unusual, but it was was a voice that was unusual, but it was unique to this is who I am as a unique to this is who I am as a unique to this is who I am as a preacher, and this is how I am going to preacher, and this is how I am going to preacher, and this is how I am going to communicate. Now, whatever happened communicate. Now, whatever happened communicate. Now, whatever happened downstream from that, downstream from that, downstream from that, >> there's another podcast for that. >> there's another podcast for that. >> there's another podcast for that. >> Now, I'm 17, 18-year-old Brady. I am >> Now, I'm 17, 18-year-old Brady. I am >> Now, I'm 17, 18-year-old Brady. I am working full-time in my gap year between working full-time in my gap year between working full-time in my gap year between high school and Bible college in like high school and Bible college in like high school and Bible college in like construction. I am not wearing a shirt construction. I am not wearing a shirt construction. I am not wearing a shirt any day. And I have two AirPods in and any day. And I have two AirPods in and any day. And I have two AirPods in and all I'm doing is listening to like the all I'm doing is listening to like the all I'm doing is listening to like the Song of Solomon sermon series that Song of Solomon sermon series that Song of Solomon sermon series that Pastor Mark Driscoll is sharing. Pastor Mark Driscoll is sharing. Pastor Mark Driscoll is sharing. >> And I'm thinking, "Wow, this really >> And I'm thinking, "Wow, this really >> And I'm thinking, "Wow, this really resonates with me." Why? Because I was resonates with me." Why? Because I was resonates with me." Why? Because I was the archetype. the archetype. the archetype. >> I was the person. >> I was the person. >> I was the person. >> The person Yeah. >> The person Yeah. >> The person Yeah. >> to whom Mark was speaking. So this gets >> to whom Mark was speaking. So this gets >> to whom Mark was speaking. So this gets us into our second useful exercise, us into our second useful exercise, us into our second useful exercise, which is writing to specific people.

which is writing to specific people. which is writing to specific people. >> When you try to write to everyone, you >> When you try to write to everyone, you >> When you try to write to everyone, you end up writing to no one. If Mark end up writing to no one. If Mark end up writing to no one. If Mark Driscoll was like, I'm going to also try Driscoll was like, I'm going to also try Driscoll was like, I'm going to also try to like loop in all women, his potency to like loop in all women, his potency to like loop in all women, his potency in the message that he had carved out in the message that he had carved out in the message that he had carved out would like not be there anymore. would like not be there anymore. would like not be there anymore. >> I'd like to see him try that. >> I'd like to see him try that. >> I'd like to see him try that. >> Okay, again, we're not adding that >> Okay, again, we're not adding that >> Okay, again, we're not adding that commentary. That's not what your job is commentary. That's not what your job is commentary. That's not what your job is today, Pastor Alexander. today, Pastor Alexander. today, Pastor Alexander. You try to write to everyone, the copy You try to write to everyone, the copy You try to write to everyone, the copy becomes generic. becomes generic. becomes generic. >> It doesn't connect because it's not >> It doesn't connect because it's not >> It doesn't connect because it's not speaking to anyone's specific situation. speaking to anyone's specific situation. speaking to anyone's specific situation. So, we're going to talk about this uh So, we're going to talk about this uh So, we're going to talk about this uh church's four audience personas. They church's four audience personas. They church's four audience personas. They have first empty Evan who is the have first empty Evan who is the have first empty Evan who is the achievementoriented achievementoriented achievementoriented seeker. The core question in empty seeker. The core question in empty seeker. The core question in empty Evan's life is why do I still feel empty Evan's life is why do I still feel empty Evan's life is why do I still feel empty despite having everything. So this is despite having everything. So this is despite having everything. So this is the profile of the successful person by the profile of the successful person by the profile of the successful person by all external measures and yet still all external measures and yet still all external measures and yet still feeling spiritually hollow. Number two feeling spiritually hollow. Number two feeling spiritually hollow. Number two is lonely Lydia. This is the is lonely Lydia. This is the is lonely Lydia. This is the marginalized and unseen person. Their marginalized and unseen person. Their marginalized and unseen person. Their core question is does anyone actually core question is does anyone actually core question is does anyone actually see me? They're experiencing loneliness, see me? They're experiencing loneliness, see me? They're experiencing loneliness, marginalization, wondering if anyone marginalization, wondering if anyone marginalization, wondering if anyone even cares. Number three, third audience even cares. Number three, third audience even cares. Number three, third audience persona, doubting Derek. This is the persona, doubting Derek. This is the persona, doubting Derek. This is the intellectual questioner. Their core intellectual questioner. Their core intellectual questioner. Their core question is, "Can I trust this? Is this question is, "Can I trust this? Is this question is, "Can I trust this? Is this real?" They're skeptical. They are real?" They're skeptical. They are real?" They're skeptical. They are curious, but they're the type of person curious, but they're the type of person curious, but they're the type of person that like needs evidence as like an that like needs evidence as like an that like needs evidence as like an entry point to even evaluate something entry point to even evaluate something entry point to even evaluate something honestly. And then the fourth audience honestly. And then the fourth audience honestly. And then the fourth audience persona this church has is hesitant persona this church has is hesitant persona this church has is hesitant Hannah. This is the half-committed Hannah. This is the half-committed Hannah. This is the half-committed believer where their core question is, believer where their core question is, believer where their core question is, "Can I have God's blessing while "Can I have God's blessing while "Can I have God's blessing while maintaining control?" They believe, but maintaining control?" They believe, but maintaining control?" They believe, but they resist full surrender. They're kind they resist full surrender. They're kind they resist full surrender. They're kind of still on the fence. They're that like

of still on the fence. They're that like of still on the fence. They're that like lukewarm type of Christian. And I want lukewarm type of Christian. And I want lukewarm type of Christian. And I want to pause right here for a moment. We've to pause right here for a moment. We've to pause right here for a moment. We've talked about Mark Driscoll. We've talked talked about Mark Driscoll. We've talked talked about Mark Driscoll. We've talked about these four audience personas. If about these four audience personas. If about these four audience personas. If you're listening right now and you're you're listening right now and you're you're listening right now and you're thinking to yourself, man, like my thinking to yourself, man, like my thinking to yourself, man, like my church wouldn't talk this way at all. church wouldn't talk this way at all. church wouldn't talk this way at all. That's the point of the episode because That's the point of the episode because That's the point of the episode because we are talking about churches who have we are talking about churches who have we are talking about churches who have narrowed in to people in their orbit, narrowed in to people in their orbit, narrowed in to people in their orbit, have narrowed in to their unique DNA and have narrowed in to their unique DNA and have narrowed in to their unique DNA and have decided we are not going to be have decided we are not going to be have decided we are not going to be generic. Has anyone ever thought like, generic. Has anyone ever thought like, generic. Has anyone ever thought like, oh, you know what, like being a oh, you know what, like being a oh, you know what, like being a welcoming voice, welcoming voice, welcoming voice, >> I don't think a church should be that >> I don't think a church should be that >> I don't think a church should be that way. I mean, surely yes, someone on the way. I mean, surely yes, someone on the way. I mean, surely yes, someone on the YouTube comments would be upset with YouTube comments would be upset with YouTube comments would be upset with that. I'm confident. But the point is is that. I'm confident. But the point is is that. I'm confident. But the point is is like the more generic you are, the trap like the more generic you are, the trap like the more generic you are, the trap there is thinking that that's actually there is thinking that that's actually there is thinking that that's actually potent language that people will respond potent language that people will respond potent language that people will respond to and find compelling, they won't. to and find compelling, they won't. to and find compelling, they won't. That's the paradox. The paradox is and That's the paradox. The paradox is and That's the paradox. The paradox is and the irony is you have to basically say the irony is you have to basically say the irony is you have to basically say this is who I am and then people respond this is who I am and then people respond this is who I am and then people respond to that. That only works though if other to that. That only works though if other to that. That only works though if other people don't respond to it. people don't respond to it. people don't respond to it. >> Well, and and we need to stop talking >> Well, and and we need to stop talking >> Well, and and we need to stop talking about Mark Driscoll. But that's that's about Mark Driscoll. But that's that's about Mark Driscoll. But that's that's probably where the success of of Mark probably where the success of of Mark probably where the success of of Mark Driscoll was. Mark the Driscoll was. Mark the Driscoll was. Mark the >> polarizing nature of it, right? He he >> polarizing nature of it, right? He he >> polarizing nature of it, right? He he knew exactly who he was and he knew who knew exactly who he was and he knew who knew exactly who he was and he knew who he was speaking to. So then when he he was speaking to. So then when he he was speaking to. So then when he spoke the way he did, it connected with spoke the way he did, it connected with spoke the way he did, it connected with the people he was intending it to the people he was intending it to the people he was intending it to connect with.

connect with. connect with. >> And polarizing is a word that we think >> And polarizing is a word that we think >> And polarizing is a word that we think of in a negative context. But if you're of in a negative context. But if you're of in a negative context. But if you're a church that just goes through verse by a church that just goes through verse by a church that just goes through verse by verse expositionally, you are very verse expositionally, you are very verse expositionally, you are very empirical, you're very dense in your empirical, you're very dense in your empirical, you're very dense in your theology, that can be polarizing in the theology, that can be polarizing in the theology, that can be polarizing in the sense that some people are just like, I sense that some people are just like, I sense that some people are just like, I don't find this accessible. I'm not like don't find this accessible. I'm not like don't find this accessible. I'm not like upset by it. It just is not accessible upset by it. It just is not accessible upset by it. It just is not accessible for me. So then you are basically saying for me. So then you are basically saying for me. So then you are basically saying to that person, we are not for you. And to that person, we are not for you. And to that person, we are not for you. And if there are, you know, hundreds of if there are, you know, hundreds of if there are, you know, hundreds of thousands of churches that exist in the thousands of churches that exist in the thousands of churches that exist in the world, if all we're trying to do is be world, if all we're trying to do is be world, if all we're trying to do is be generic carbon copies of the next, then generic carbon copies of the next, then generic carbon copies of the next, then no wonder we're not reaching people. And no wonder we're not reaching people. And no wonder we're not reaching people. And your church is equipped to reach people your church is equipped to reach people your church is equipped to reach people >> in a unique way, different from the >> in a unique way, different from the >> in a unique way, different from the church across the street, different from church across the street, different from church across the street, different from Alex's church, different from my church. Alex's church, different from my church. Alex's church, different from my church. So, how do you write to the personas So, how do you write to the personas So, how do you write to the personas once you have them? And if you're asking once you have them? And if you're asking once you have them? And if you're asking yourself, I don't have them. Okay, go yourself, I don't have them. Okay, go yourself, I don't have them. Okay, go watch that YouTube video on the Brady watch that YouTube video on the Brady watch that YouTube video on the Brady Sher channel. Why your church repels one Sher channel. Why your church repels one Sher channel. Why your church repels one type of person, only attracts one type type of person, only attracts one type type of person, only attracts one type of person. When you're writing to of person. When you're writing to of person. When you're writing to personas, personas, personas, let's say you had a generic small group let's say you had a generic small group let's say you had a generic small group invitation. So, going back to small invitation. So, going back to small invitation. So, going back to small groups, groups, groups, >> don't miss it. >> don't miss it. >> don't miss it. >> Small groups are a great way to connect. >> Small groups are a great way to connect. >> Small groups are a great way to connect. Sign up today. Nothing wrong with that. Sign up today. Nothing wrong with that. Sign up today. Nothing wrong with that. >> We've probably all talked about it that >> We've probably all talked about it that >> We've probably all talked about it that way. Okay. If I was going to write way. Okay. If I was going to write way. Okay. If I was going to write specifically to Lonely Lydia, I might specifically to Lonely Lydia, I might specifically to Lonely Lydia, I might say something like this. You don't have say something like this. You don't have say something like this. You don't have to walk alone. Our small groups are to walk alone. Our small groups are to walk alone. Our small groups are places where you're not just another places where you're not just another places where you're not just another face. You are known, you're seen, and face. You are known, you're seen, and face. You are known, you're seen, and you belong. Find a group that fits. If you belong. Find a group that fits. If you belong. Find a group that fits. If you're Lonely Lydia and you hear that, you're Lonely Lydia and you hear that, you're Lonely Lydia and you hear that, that is going to resonate with you.

that is going to resonate with you. that is going to resonate with you. You're going to be like, "Oh, that is You're going to be like, "Oh, that is You're going to be like, "Oh, that is compelling. It won't register why, but compelling. It won't register why, but compelling. It won't register why, but you'll feel different about that than in you'll feel different about that than in you'll feel different about that than in a generic small groups are sweet. Sign a generic small groups are sweet. Sign a generic small groups are sweet. Sign up today. up today. up today. >> Okay. What if we wrote it for doubting >> Okay. What if we wrote it for doubting >> Okay. What if we wrote it for doubting Derek? Got questions? Good. Our small Derek? Got questions? Good. Our small Derek? Got questions? Good. Our small groups are places where you don't have groups are places where you don't have groups are places where you don't have to pretend to have everything decided. to pretend to have everything decided. to pretend to have everything decided. They're places to wrestle honestly with They're places to wrestle honestly with They're places to wrestle honestly with faith and find people who have asked the faith and find people who have asked the faith and find people who have asked the same things that you're asking. And then same things that you're asking. And then same things that you're asking. And then finally, to hesitant Hannah, you've been finally, to hesitant Hannah, you've been finally, to hesitant Hannah, you've been thinking about going deeper. A small thinking about going deeper. A small thinking about going deeper. A small group might be the step that you've been group might be the step that you've been group might be the step that you've been wanting to take. Not because you have wanting to take. Not because you have wanting to take. Not because you have to, but because the shallow end only to, but because the shallow end only to, but because the shallow end only satisfies for so long. satisfies for so long. satisfies for so long. >> Hannah's convicted, >> Hannah's convicted, >> Hannah's convicted, >> right? And maybe so was Alex because >> right? And maybe so was Alex because >> right? And maybe so was Alex because clearly that resonated with him. He was clearly that resonated with him. He was clearly that resonated with him. He was like, "Oh, I don't have any any any like, "Oh, I don't have any any any like, "Oh, I don't have any any any doubts. That's not bothering me. But doubts. That's not bothering me. But doubts. That's not bothering me. But really, am I committed as much as I really, am I committed as much as I really, am I committed as much as I full-time pastor? He's not committed as full-time pastor? He's not committed as full-time pastor? He's not committed as much as he needs to be." much as he needs to be." much as he needs to be." >> So, same invitation, three completely >> So, same invitation, three completely >> So, same invitation, three completely different approaches. And each one does different approaches. And each one does different approaches. And each one does what? It speaks directly to what that what? It speaks directly to what that what? It speaks directly to what that person is actually feeling. That's what person is actually feeling. That's what person is actually feeling. That's what makes the messaging compelling. This is makes the messaging compelling. This is makes the messaging compelling. This is copyrighting 101. when like someone says copyrighting 101. when like someone says copyrighting 101. when like someone says something and you're like, "Wow, that's something and you're like, "Wow, that's something and you're like, "Wow, that's exactly what I've been thinking." exactly what I've been thinking." exactly what I've been thinking." >> That builds instant trust because they >> That builds instant trust because they >> That builds instant trust because they have been able to articulate the problem have been able to articulate the problem have been able to articulate the problem in your life. And if someone can in your life. And if someone can in your life. And if someone can articulate a problem you are aware of articulate a problem you are aware of articulate a problem you are aware of >> without you telling them, >> without you telling them, >> without you telling them, >> what does that mean?

>> what does that mean? >> what does that mean? >> They must have the solution as well. >> They must have the solution as well. >> They must have the solution as well. >> Now I'm more willing to give a try what >> Now I'm more willing to give a try what >> Now I'm more willing to give a try what they're suggesting. they're suggesting. they're suggesting. >> So does this mean you have to write four >> So does this mean you have to write four >> So does this mean you have to write four versions of every small group versions of every small group versions of every small group announcement? announcement? announcement? >> No, that would be absurd. and gets back >> No, that would be absurd. and gets back >> No, that would be absurd. and gets back to the voice markers of like, hey, you to the voice markers of like, hey, you to the voice markers of like, hey, you can't perfectly embody all four voice can't perfectly embody all four voice can't perfectly embody all four voice markers in every single thing that you markers in every single thing that you markers in every single thing that you write. But it's useful to just think of write. But it's useful to just think of write. But it's useful to just think of one person. one person. one person. >> It will not work if you think of more >> It will not work if you think of more >> It will not work if you think of more than one person. than one person. than one person. >> Yeah. >> Yeah. >> Yeah. >> Now, >> Now, >> Now, Driscoll is probably the best example of Driscoll is probably the best example of Driscoll is probably the best example of like, I'm going to focus so much on just like, I'm going to focus so much on just like, I'm going to focus so much on just one person. one person. one person. >> Yeah. He wasn't trying to hit four >> Yeah. He wasn't trying to hit four >> Yeah. He wasn't trying to hit four different types of different types of different types of >> For most churches, you tend to have like >> For most churches, you tend to have like >> For most churches, you tend to have like four people in your orbit. four people in your orbit. four people in your orbit. >> And you you discern these by making an >> And you you discern these by making an >> And you you discern these by making an evaluation of the people that are before evaluation of the people that are before evaluation of the people that are before you by your own congregation. Exactly. you by your own congregation. Exactly. you by your own congregation. Exactly. And that gets back to that other YouTube And that gets back to that other YouTube And that gets back to that other YouTube video and we're not going to go through video and we're not going to go through video and we're not going to go through that exercise again in here. Um maybe that exercise again in here. Um maybe that exercise again in here. Um maybe you find out, okay, we only have three. you find out, okay, we only have three. you find out, okay, we only have three. Like this doesn't have to be dogmatic. Like this doesn't have to be dogmatic. Like this doesn't have to be dogmatic. You don't have to force a fourth one. You don't have to force a fourth one. You don't have to force a fourth one. It's like, man, doubting Derek. Well, It's like, man, doubting Derek. Well, It's like, man, doubting Derek. Well, there aren't anyone like that in our there aren't anyone like that in our there aren't anyone like that in our church. But the only other side of that church. But the only other side of that church. But the only other side of that is, and I got this from another church. is, and I got this from another church. is, and I got this from another church. They said, "Hey, we understand who our They said, "Hey, we understand who our They said, "Hey, we understand who our church is, and then we aspire to be a church is, and then we aspire to be a church is, and then we aspire to be a church that reaches this group of church that reaches this group of church that reaches this group of people."

people." people." >> Yes. Because we can see outside of the >> Yes. Because we can see outside of the >> Yes. Because we can see outside of the four walls. We see our community at four walls. We see our community at four walls. We see our community at large, and we see a group of people that large, and we see a group of people that large, and we see a group of people that need to be reached with the story. We need to be reached with the story. We need to be reached with the story. We want to use communication that speaks to want to use communication that speaks to want to use communication that speaks to them and and garers their attention and them and and garers their attention and them and and garers their attention and hopefully leads them towards a next step hopefully leads them towards a next step hopefully leads them towards a next step um in their faith journey with Jesus and um in their faith journey with Jesus and um in their faith journey with Jesus and hopefully through our church. Now, I hopefully through our church. Now, I hopefully through our church. Now, I want to address a common objection. We want to address a common objection. We want to address a common objection. We got this on the YouTube video that I got this on the YouTube video that I got this on the YouTube video that I keep referencing on the Brady Sher keep referencing on the Brady Sher keep referencing on the Brady Sher channel where a person said, "Okay, but channel where a person said, "Okay, but channel where a person said, "Okay, but are are are are these like words not at odds with are these like words not at odds with are these like words not at odds with each other sometimes?" Like we were each other sometimes?" Like we were each other sometimes?" Like we were talking about another church's example talking about another church's example talking about another church's example where they wanted to be compassionate where they wanted to be compassionate where they wanted to be compassionate and and and >> like galvanizing and they're like how >> like galvanizing and they're like how >> like galvanizing and they're like how could I be oh sorry they wanted to be could I be oh sorry they wanted to be could I be oh sorry they wanted to be compassionate but they didn't want to be compassionate but they didn't want to be compassionate but they didn't want to be dogmatic dogmatic dogmatic >> and this person was like okay but like >> and this person was like okay but like >> and this person was like okay but like let's take the example of Jesus with the let's take the example of Jesus with the let's take the example of Jesus with the woman at the well like he said go and woman at the well like he said go and woman at the well like he said go and sin no more like if I don't want to be sin no more like if I don't want to be sin no more like if I don't want to be dogmatic how am I able to talk about dogmatic how am I able to talk about dogmatic how am I able to talk about that that that >> sure >> sure >> sure >> and what I said was look it's not what >> and what I said was look it's not what >> and what I said was look it's not what you say it's how you say it you say it's how you say it you say it's how you say it >> and the the the account of Jesus with >> and the the the account of Jesus with >> and the the the account of Jesus with the woman at the well, I think is the woman at the well, I think is the woman at the well, I think is perfectly instructive because the fact perfectly instructive because the fact perfectly instructive because the fact that Jesus spoke with her was breaking that Jesus spoke with her was breaking that Jesus spoke with her was breaking societal norms and demonstrating societal norms and demonstrating societal norms and demonstrating compassion to even speak with her in the compassion to even speak with her in the compassion to even speak with her in the first place.

first place. first place. >> And then he says, and by the way, this >> And then he says, and by the way, this >> And then he says, and by the way, this is the line in the sand. Go and sin no is the line in the sand. Go and sin no is the line in the sand. Go and sin no more. more. more. >> Yeah, you still get to tell the truth, >> Yeah, you still get to tell the truth, >> Yeah, you still get to tell the truth, compassionate and galvanizing. The compassionate and galvanizing. The compassionate and galvanizing. The weakness is when you think you only have weakness is when you think you only have weakness is when you think you only have to be one thing. And that's when you as to be one thing. And that's when you as to be one thing. And that's when you as a church become hostile for one group a church become hostile for one group a church become hostile for one group and hostile for all the others, which is and hostile for all the others, which is and hostile for all the others, which is not what we want. again. Maybe that was not what we want. again. Maybe that was not what we want. again. Maybe that was one of the downfalls of of Driscoll. one of the downfalls of of Driscoll. one of the downfalls of of Driscoll. >> We're not adding commentary. >> We're not adding commentary. >> We're not adding commentary. Driscoll wasn't even in the notes, man. Driscoll wasn't even in the notes, man. Driscoll wasn't even in the notes, man. Like, um, Like, um, Like, um, both of these things can coexist. both of these things can coexist. both of these things can coexist. >> Let's get into the third useful tool. We >> Let's get into the third useful tool. We >> Let's get into the third useful tool. We call this the start again stories call this the start again stories call this the start again stories framework. So, start again stories. This framework. So, start again stories. This framework. So, start again stories. This is a generic framework that we are then is a generic framework that we are then is a generic framework that we are then going to intersect with your church's going to intersect with your church's going to intersect with your church's audience personas to create something audience personas to create something audience personas to create something very special together. The start again very special together. The start again very special together. The start again stories framework is this three parts. stories framework is this three parts. stories framework is this three parts. There's the enemy, There's the enemy, There's the enemy, the main character, and the supporting the main character, and the supporting the main character, and the supporting character. So the enemy, the person's character. So the enemy, the person's character. So the enemy, the person's problem is the enemy to be conquered, problem is the enemy to be conquered, problem is the enemy to be conquered, not the person themselves. The person in not the person themselves. The person in not the person themselves. The person in your church is the main character.

your church is the main character. your church is the main character. They make the choice. They take the They make the choice. They take the They make the choice. They take the step. And then the church is the step. And then the church is the step. And then the church is the supporting character. And to get this supporting character. And to get this supporting character. And to get this really exactly how I wanted it to be, I really exactly how I wanted it to be, I really exactly how I wanted it to be, I figured, let me just read how I talk figured, let me just read how I talk figured, let me just read how I talk about this in ProChurch Certified, our about this in ProChurch Certified, our about this in ProChurch Certified, our certificate program for creative certificate program for creative certificate program for creative ministry. I say this quote, "The people ministry. I say this quote, "The people ministry. I say this quote, "The people in your church are Frodo." Nice. You are in your church are Frodo." Nice. You are in your church are Frodo." Nice. You are Sam. Think of the arc of Lord of the Sam. Think of the arc of Lord of the Sam. Think of the arc of Lord of the Rings. Froto begins in the Shire looking Rings. Froto begins in the Shire looking Rings. Froto begins in the Shire looking for meaning in life. He's restless. He for meaning in life. He's restless. He for meaning in life. He's restless. He knows he's meant for something more. The knows he's meant for something more. The knows he's meant for something more. The story progresses and Frodo becomes story progresses and Frodo becomes story progresses and Frodo becomes willing to put his own life at risk for willing to put his own life at risk for willing to put his own life at risk for the greater good of destroying the ring. the greater good of destroying the ring. the greater good of destroying the ring. That parallel of course is the biblical That parallel of course is the biblical That parallel of course is the biblical mandate for each of us to take up our mandate for each of us to take up our mandate for each of us to take up our cross and follow Jesus. We can draw that cross and follow Jesus. We can draw that cross and follow Jesus. We can draw that line. But we can't do it alone. And line. But we can't do it alone. And line. But we can't do it alone. And that's where Sam comes in. That's where that's where Sam comes in. That's where that's where Sam comes in. That's where your church comes in. That's where the your church comes in. That's where the your church comes in. That's where the global church comes in to be the global church comes in to be the global church comes in to be the supporting character through the entire supporting character through the entire supporting character through the entire arc of the main character. So how does arc of the main character. So how does arc of the main character. So how does this inform language? Start again this inform language? Start again this inform language? Start again stories. And I love the idea of start stories. And I love the idea of start stories. And I love the idea of start again stories because they belong to us again stories because they belong to us again stories because they belong to us as churches. They don't belong to any as churches. They don't belong to any as churches. They don't belong to any other company, organization, other company, organization, other company, organization, institution. I mean, sure, every Fortune institution. I mean, sure, every Fortune institution. I mean, sure, every Fortune 500 company has their own counterfeit 500 company has their own counterfeit 500 company has their own counterfeit version of a start again story, but only version of a start again story, but only version of a start again story, but only the church can offer the real thing.

the church can offer the real thing. the church can offer the real thing. Start again stories are the throughine Start again stories are the throughine Start again stories are the throughine of scripture. We see it in the of scripture. We see it in the of scripture. We see it in the characters. After many years of slavery characters. After many years of slavery characters. After many years of slavery in Egypt, the Israelites escape under in Egypt, the Israelites escape under in Egypt, the Israelites escape under the leadership of Moses to begin a the leadership of Moses to begin a the leadership of Moses to begin a journey to the promised land to what? journey to the promised land to what? journey to the promised land to what? Start again. Noah, after the flood, Start again. Noah, after the flood, Start again. Noah, after the flood, starts again. Jonah flees from God's starts again. Jonah flees from God's starts again. Jonah flees from God's calling, gets eaten by a whale, repents, calling, gets eaten by a whale, repents, calling, gets eaten by a whale, repents, starts again. Every single disciple of starts again. Every single disciple of starts again. Every single disciple of Jesus leaves their previous life life to Jesus leaves their previous life life to Jesus leaves their previous life life to follow Christ starting again on the road follow Christ starting again on the road follow Christ starting again on the road to Damascus. Saul has such a powerful to Damascus. Saul has such a powerful to Damascus. Saul has such a powerful encounter with God that his start again encounter with God that his start again encounter with God that his start again story necessitates an entire name story necessitates an entire name story necessitates an entire name change. But it's not just the stories of change. But it's not just the stories of change. But it's not just the stories of the people in scripture, but the themes the people in scripture, but the themes the people in scripture, but the themes as well. Renewal, redemption, salvation, as well. Renewal, redemption, salvation, as well. Renewal, redemption, salvation, transformation. Every one of these is a transformation. Every one of these is a transformation. Every one of these is a start again story punctuated of course start again story punctuated of course start again story punctuated of course by Christ on the cross. The ultimate by Christ on the cross. The ultimate by Christ on the cross. The ultimate start again story. And as it pertains to start again story. And as it pertains to start again story. And as it pertains to the work of the church in the world the work of the church in the world the work of the church in the world today, this is the apex of what we do. today, this is the apex of what we do. today, this is the apex of what we do. Anything that is dead can be brought to Anything that is dead can be brought to Anything that is dead can be brought to life. It doesn't matter how dark your life. It doesn't matter how dark your life. It doesn't matter how dark your story is, how many mistakes you've made story is, how many mistakes you've made story is, how many mistakes you've made in the past, how broken your in the past, how broken your in the past, how broken your relationships are at this moment, you relationships are at this moment, you relationships are at this moment, you can always start again. Why? Because can always start again. Why? Because can always start again. Why? Because Jesus makes it possible. And our church Jesus makes it possible. And our church Jesus makes it possible. And our church is here to support you every step of the is here to support you every step of the is here to support you every step of the journey.

journey. journey. >> Start again stories. It's what we do. >> Start again stories. It's what we do. >> Start again stories. It's what we do. That is what we do as churches. So now, That is what we do as churches. So now, That is what we do as churches. So now, let's intersect that framework with this let's intersect that framework with this let's intersect that framework with this church's specific audience personas. church's specific audience personas. church's specific audience personas. Starting with lonely Lydia, the enemy. Starting with lonely Lydia, the enemy. Starting with lonely Lydia, the enemy. Isolation for her and the crushing Isolation for her and the crushing Isolation for her and the crushing belief that no one sees her or cares belief that no one sees her or cares belief that no one sees her or cares about her. She's the main character. In about her. She's the main character. In about her. She's the main character. In this instance, she takes the terrifying this instance, she takes the terrifying this instance, she takes the terrifying step to be known even when everything in step to be known even when everything in step to be known even when everything in her wants to stay hidden. And then Alive her wants to stay hidden. And then Alive her wants to stay hidden. And then Alive Church, the supporting character, the Church, the supporting character, the Church, the supporting character, the community that creates the space where community that creates the space where community that creates the space where she is truly seen, known, and welcomed she is truly seen, known, and welcomed she is truly seen, known, and welcomed exactly as she is. Here's how you could exactly as she is. Here's how you could exactly as she is. Here's how you could describe this in more of a narrative describe this in more of a narrative describe this in more of a narrative way. So, let's start with lonely Lydia way. So, let's start with lonely Lydia way. So, let's start with lonely Lydia again. Quote, "Lydia spent years again. Quote, "Lydia spent years again. Quote, "Lydia spent years perfecting invisibility. It was safer perfecting invisibility. It was safer perfecting invisibility. It was safer that way. But when she finally walked that way. But when she finally walked that way. But when she finally walked through a's doors, something shifted. No through a's doors, something shifted. No through a's doors, something shifted. No one tried to fix her. They just saw her. one tried to fix her. They just saw her. one tried to fix her. They just saw her. A group leader remembered her name. A group leader remembered her name. A group leader remembered her name. Someone saved her a seat. For the first Someone saved her a seat. For the first Someone saved her a seat. For the first time in years, Lydia felt like she time in years, Lydia felt like she time in years, Lydia felt like she existed. Not for what she could do, but existed. Not for what she could do, but existed. Not for what she could do, but simply because she was there." Empty. simply because she was there." Empty. simply because she was there." Empty. Evan. Evan had the job, the house, the Evan. Evan had the job, the house, the Evan. Evan had the job, the house, the lifestyle. Everyone envys. But every lifestyle. Everyone envys. But every lifestyle. Everyone envys. But every Sunday morning, something drew him back Sunday morning, something drew him back Sunday morning, something drew him back to alive. Not because anyone guilted to alive. Not because anyone guilted to alive. Not because anyone guilted him, but because he finally found people him, but because he finally found people him, but because he finally found people who understood that having it all can who understood that having it all can who understood that having it all can still feel like nothing. At a live still feel like nothing. At a live still feel like nothing. At a live church, Evan discovered he wasn't broken church, Evan discovered he wasn't broken church, Evan discovered he wasn't broken for feeling empty, he was waking up, for feeling empty, he was waking up, for feeling empty, he was waking up, doubting Derek. Dererick came to Alive doubting Derek. Dererick came to Alive doubting Derek. Dererick came to Alive with a list of objections longer than with a list of objections longer than with a list of objections longer than his patience for religious cliches. But his patience for religious cliches. But his patience for religious cliches. But instead of being dismissed, he found instead of being dismissed, he found instead of being dismissed, he found pastors who admitted when something was pastors who admitted when something was pastors who admitted when something was hard to understand. Instead of judgment, hard to understand. Instead of judgment, hard to understand. Instead of judgment, he found people who had wrestled with he found people who had wrestled with he found people who had wrestled with some of the same questions he had. Derek some of the same questions he had. Derek some of the same questions he had. Derek didn't get every answer, at least not didn't get every answer, at least not didn't get every answer, at least not yet. But he found a community where yet. But he found a community where yet. But he found a community where doubt wasn't a disqualifier. And then

doubt wasn't a disqualifier. And then doubt wasn't a disqualifier. And then finally, hesitant Hannah. Hannah had finally, hesitant Hannah. Hannah had finally, hesitant Hannah. Hannah had been sort of a Christian for years. been sort of a Christian for years. been sort of a Christian for years. enough faith to feel good, not enough to enough faith to feel good, not enough to enough faith to feel good, not enough to feel uncomfortable. But something about feel uncomfortable. But something about feel uncomfortable. But something about Alive's message got under her skin. She Alive's message got under her skin. She Alive's message got under her skin. She joined a group, terrified, started joined a group, terrified, started joined a group, terrified, started serving awkwardly, and slowly Hannah serving awkwardly, and slowly Hannah serving awkwardly, and slowly Hannah discovered that the deep water she had discovered that the deep water she had discovered that the deep water she had been avoiding was exactly where she was been avoiding was exactly where she was been avoiding was exactly where she was meant to be. Mhm. meant to be. Mhm. meant to be. Mhm. >> So now you have actual narratives that >> So now you have actual narratives that >> So now you have actual narratives that if you serve in church if you serve in church if you serve in church can hear these and they are such easy can hear these and they are such easy can hear these and they are such easy pictures for you to grasp onto to help pictures for you to grasp onto to help pictures for you to grasp onto to help you understand what do we do in this you understand what do we do in this you understand what do we do in this church. church. church. >> You start seeing people that are >> You start seeing people that are >> You start seeing people that are demonstrating this type of behavior. And demonstrating this type of behavior. And demonstrating this type of behavior. And it's outlined here exactly how our it's outlined here exactly how our it's outlined here exactly how our church acts to meet those people where church acts to meet those people where church acts to meet those people where they are because we are uniquely they are because we are uniquely they are because we are uniquely positioned to serve them and lead them positioned to serve them and lead them positioned to serve them and lead them to Jesus based on who we are knowing to Jesus based on who we are knowing to Jesus based on who we are knowing that we reach these type of people or we that we reach these type of people or we that we reach these type of people or we aspire to reach these type of people aspire to reach these type of people aspire to reach these type of people because we know the wisdom of scripture because we know the wisdom of scripture because we know the wisdom of scripture is for all people for all time. You is for all people for all time. You is for all people for all time. You share a story like that share a story like that share a story like that >> those four individual paragraphs with a >> those four individual paragraphs with a >> those four individual paragraphs with a greeter. That was one of our earlier greeter. That was one of our earlier greeter. That was one of our earlier copyrightiting examples right? You can copyrightiting examples right? You can copyrightiting examples right? You can say to a greeter like make sure you say say to a greeter like make sure you say say to a greeter like make sure you say good morning to everyone or you could good morning to everyone or you could good morning to everyone or you could stay say stuff like this like hey by the stay say stuff like this like hey by the stay say stuff like this like hey by the way these are the four people that tend way these are the four people that tend way these are the four people that tend to be in our church's orbit and you know to be in our church's orbit and you know to be in our church's orbit and you know this is something to look out for and if this is something to look out for and if this is something to look out for and if someone ever asks for something if someone ever asks for something if someone ever asks for something if someone ever like you know lets on someone ever like you know lets on someone ever like you know lets on something and you have an opportunity something and you have an opportunity something and you have an opportunity for greater ministry because that's what for greater ministry because that's what for greater ministry because that's what happens when we're in the lobby and happens when we're in the lobby and happens when we're in the lobby and we're shaking hands and that type of we're shaking hands and that type of we're shaking hands and that type of thing. Those people are so much more thing. Those people are so much more thing. Those people are so much more equipped now to step up and represent equipped now to step up and represent equipped now to step up and represent the church being accountable to the

the church being accountable to the the church being accountable to the mission of the church because you have mission of the church because you have mission of the church because you have articulated it clearly. And I think what articulated it clearly. And I think what articulated it clearly. And I think what I want to just emphasize at the end of I want to just emphasize at the end of I want to just emphasize at the end of this episode is this episode is this episode is >> it's so easy to look at language and >> it's so easy to look at language and >> it's so easy to look at language and think of it as contrite to think of it think of it as contrite to think of it think of it as contrite to think of it as like this vapid thing that lacks as like this vapid thing that lacks as like this vapid thing that lacks substance. substance. substance. >> And my belief is that the language you >> And my belief is that the language you >> And my belief is that the language you use becomes the culture you build. use becomes the culture you build. use becomes the culture you build. >> And if you have a picture for what you >> And if you have a picture for what you >> And if you have a picture for what you want your church to be, one of the best want your church to be, one of the best want your church to be, one of the best ways to meaningfully and materially see ways to meaningfully and materially see ways to meaningfully and materially see that image become reality in front of that image become reality in front of that image become reality in front of you is to scope it out like this. And I you is to scope it out like this. And I you is to scope it out like this. And I get it. Lonely Lydia, the aliteration. get it. Lonely Lydia, the aliteration. get it. Lonely Lydia, the aliteration. >> It's camp. It's cringe. I get it. It >> It's camp. It's cringe. I get it. It >> It's camp. It's cringe. I get it. It makes those people easy to remember. And makes those people easy to remember. And makes those people easy to remember. And once they are memorable, then that once they are memorable, then that once they are memorable, then that becomes actionable. becomes actionable. becomes actionable. >> Yeah. And these these start again >> Yeah. And these these start again >> Yeah. And these these start again stories here where we've ended this are stories here where we've ended this are stories here where we've ended this are apparently, you know, lovely. It's it's apparently, you know, lovely. It's it's apparently, you know, lovely. It's it's such a great articulation of the types such a great articulation of the types such a great articulation of the types of people that belong to this church to of people that belong to this church to of people that belong to this church to your church. But working backwards from your church. But working backwards from your church. But working backwards from that um it's it start it it necessitates that um it's it start it it necessitates that um it's it start it it necessitates identifying the audience personas and identifying the audience personas and identifying the audience personas and even before that kind of marking your even before that kind of marking your even before that kind of marking your voice and and deciding what how we talk voice and and deciding what how we talk voice and and deciding what how we talk and how we don't talk and what I love and how we don't talk and what I love and how we don't talk and what I love about putting these stories together and about putting these stories together and about putting these stories together and not just the stories about the four not just the stories about the four not just the stories about the four personas that belong to your church but personas that belong to your church but personas that belong to your church but talking about actual people in your talking about actual people in your talking about actual people in your church this way um and sharing their church this way um and sharing their church this way um and sharing their stories this way is so beautiful to me stories this way is so beautiful to me stories this way is so beautiful to me because we're talking about the story of because we're talking about the story of because we're talking about the story of Jesus but when we Look at the narrative Jesus but when we Look at the narrative Jesus but when we Look at the narrative of scripture that faithfully tells the of scripture that faithfully tells the of scripture that faithfully tells the story of the God revealed in Jesus. We

story of the God revealed in Jesus. We story of the God revealed in Jesus. We see most of the text actually just see most of the text actually just see most of the text actually just telling the stories of the people who telling the stories of the people who telling the stories of the people who tried to who who tried to grow in the tried to who who tried to grow in the tried to who who tried to grow in the knowledge of this God that is the knowledge of this God that is the knowledge of this God that is the presider of the story, but the actual presider of the story, but the actual presider of the story, but the actual bulk of the text is the story of the bulk of the text is the story of the bulk of the text is the story of the people. And so you start sharing stories people. And so you start sharing stories people. And so you start sharing stories like this in this way in your community. like this in this way in your community. like this in this way in your community. All of a sudden, not only do you know All of a sudden, not only do you know All of a sudden, not only do you know that you're you're bound to and and kind that you're you're bound to and and kind that you're you're bound to and and kind of under the story of Jesus, but you see of under the story of Jesus, but you see of under the story of Jesus, but you see each other represented in in the way each other represented in in the way each other represented in in the way that you are following Jesus along in that you are following Jesus along in that you are following Jesus along in your own story. And to see yourself your own story. And to see yourself your own story. And to see yourself represented in a faith community like represented in a faith community like represented in a faith community like that where sometimes a lot of faith that where sometimes a lot of faith that where sometimes a lot of faith communities, especially Sunday meetings, communities, especially Sunday meetings, communities, especially Sunday meetings, can can feel like I'm I'm just here to can can feel like I'm I'm just here to can can feel like I'm I'm just here to receive something. Uh here to receive receive something. Uh here to receive receive something. Uh here to receive music, here to receive a sacrament, here music, here to receive a sacrament, here music, here to receive a sacrament, here to receive a sermon. Uh but to see to receive a sermon. Uh but to see to receive a sermon. Uh but to see yourself represented in the storytelling yourself represented in the storytelling yourself represented in the storytelling of the community, oh the the potential of the community, oh the the potential of the community, oh the the potential for you, use the word already, the for you, use the word already, the for you, use the word already, the galvanizing effect of that on a galvanizing effect of that on a galvanizing effect of that on a community level, I think is limitless. community level, I think is limitless. community level, I think is limitless. >> Yeah. And all of these effects are >> Yeah. And all of these effects are >> Yeah. And all of these effects are compounding. compounding. compounding. >> Mhm. >> Mhm. >> Mhm. >> Once you decide this is who we are >> Once you decide this is who we are >> Once you decide this is who we are >> and people understand, okay, I'm in you >> and people understand, okay, I'm in you >> and people understand, okay, I'm in you then become more like that then become more like that then become more like that >> and then that potency becomes even >> and then that potency becomes even >> and then that potency becomes even greater. the concentration of that greater. the concentration of that greater. the concentration of that culture becomes stronger and so many culture becomes stronger and so many culture becomes stronger and so many positive things come from that. And I positive things come from that. And I positive things come from that. And I think why I'm getting like so excited, think why I'm getting like so excited, think why I'm getting like so excited, passionate about this episode is because passionate about this episode is because passionate about this episode is because like we're talking about a real church's like we're talking about a real church's like we're talking about a real church's brand voice and you can tell like, okay, brand voice and you can tell like, okay, brand voice and you can tell like, okay, this is reflective of something in this this is reflective of something in this this is reflective of something in this church church church >> and that's reflective of real people in

>> and that's reflective of real people in >> and that's reflective of real people in this church and those real people that this church and those real people that this church and those real people that are finding hope in Jesus. And the more are finding hope in Jesus. And the more are finding hope in Jesus. And the more that you outline it, again, it that you outline it, again, it that you outline it, again, it compounds. compounds. compounds. go through that video. We'll have it go through that video. We'll have it go through that video. We'll have it linked in the description. linked in the description. linked in the description. >> Why your church only attracts one type >> Why your church only attracts one type >> Why your church only attracts one type of person. The template and the blank of person. The template and the blank of person. The template and the blank template and the exercise are all in template and the exercise are all in template and the exercise are all in there. So, you can explore that. And there. So, you can explore that. And there. So, you can explore that. And again, if at any point in this episode again, if at any point in this episode again, if at any point in this episode you thought, "Man, that sounds like a you thought, "Man, that sounds like a you thought, "Man, that sounds like a lame church. That sounds silly. I lame church. That sounds silly. I lame church. That sounds silly. I wouldn't talk that way." wouldn't talk that way." wouldn't talk that way." >> That's the point. >> That's the point. >> That's the point. >> That's the point. Your church has >> That's the point. Your church has >> That's the point. Your church has different voice markers. You would have different voice markers. You would have different voice markers. You would have different audience personas. You have to different audience personas. You have to different audience personas. You have to do the alliteration. That's the only do the alliteration. That's the only do the alliteration. That's the only rule. It doesn't work if you don't. rule. It doesn't work if you don't. rule. It doesn't work if you don't. >> No, it actually like the Lord has a >> No, it actually like the Lord has a >> No, it actually like the Lord has a clause where without alliteration, you clause where without alliteration, you clause where without alliteration, you know. Yeah. If it's hollow Evan can't know. Yeah. If it's hollow Evan can't know. Yeah. If it's hollow Evan can't reach him. Empty Evan. Well, reach him. Empty Evan. Well, reach him. Empty Evan. Well, >> thanks as always for your time, >> thanks as always for your time, >> thanks as always for your time, attention, and trust. We will talk to attention, and trust. We will talk to attention, and trust. We will talk to you next Wednesday. By the way, one day you next Wednesday. By the way, one day you next Wednesday. By the way, one day with my daughter and your son, and she with my daughter and your son, and she with my daughter and your son, and she comes home yesterday when I'm not comes home yesterday when I'm not comes home yesterday when I'm not looking. looking. looking. >> Are you serious? >> Are you serious? >> Are you serious? >> Unprompted. I >> Unprompted. I >> Unprompted. I >> One day am both so proud and so sorry.

>> One day am both so proud and so sorry. >> One day am both so proud and so sorry. Yeah. Hit