Last week I had the opportunity to attend the National Pastors Convention in San Diego and as a result I got to spend some face time with pastors from all over the country and talk to them (or remind) them about the value of a Christian camp or conference experience.
I shared with them my belief that most people in full time ministry probably made the decision for Christ or the decision for full time ministry at a camp or conference center. Everyone I spoke with told me that was true of them.
I twittered that reply and got a quick question from Chad who is in charge of marketing for Grace Adventures in Michigan. He asked, "So how do we get the pastors motivated to share with their congregations the importance of Christian Camping?" Great question. I think I'll take the next two or three posts to answer that question.
First of all…I think we have to stop talking about our facilities and our beautiful settings and our wonderful programs and even stop talking about our committed staffs. Certainly, that is an important discussion but I don't believe it belongs right up front in your marketing plan to churches and pastors.
Stop talking about yourself! Remember, Marketing 101 teaches that the customer comes to you with one question in mind, "What's in it for ME." In that sense, they don't care about you. They don't care that you just completed that brand new gym or just planted new sod around the Oak Tree cabin. That's your world…not theirs.
Tell them a story. They want you to tell them about the things that are important to them–the things they care about. Talk about their values. Talk about their needs. Talk about the things that matter to them.
Which message do you think sounds better to a pastor?
"Our chapel, built in 1965, seats 200 and is filled with beautiful stained glass windows and a lovely 80 year old pipe organ." (okay…I overstated to make the point)
Or…
"Building strong families is tough today. We're here to help you."
To write effective copy (or to write an effective presentation) you are going to have to get your eyes off yourself and begin to see things the way your customer sees them.
Look at the example Jesus gave. Matthew 5 starts out "Now when he saw the crowds, he went up on a mountainside and sat down. His disciples came to him, and he began to teach them saying:"
I'm no Bible scholar but I've heard that the word "saw" in that verse has a much deeper meaning than merely "seeing with his eyes." It means that Jesus saw and perceived their needs, their desires, the things that hurt them, the things that concerned them…in short…he could see what they cared about.
Now read the Beatitudes…with that in mind. He wasn't just blessing those who were poor in Spirit or those who mourned because he thought it made a good list. He was blessing them…because He knew exactly what they were feeling.
So…you're really not telling your story at all. You are telling their story, in a language they can understand and resonate with. When you change your message, they'll identify with you and get the fact that you understand them. That you know what they need. Once you get to that place…then you can start to talk about your new gym or the refurbished cabins and how many you can accomodate.
There may be lots of places that can facilitate that pastor's group. But he'll choose the one who understands him and his needs and desires.
Tomorrow: Resist the urge to do it all.
Well written, Mike. I like it!