Use these principles:
Dear Cornerstone:
I wonder what Patrick told the Irish, or Ansgar the North—or
is that your situation? Are you in the Africa/Jenkins situation of rapid
urbanization, in which rural villagers have moved to the city, but want the
community of the village, and find it in the church? Or are you in the
emotionally burnt-over NY, or the intellectually burnt-over Oxford
or Boulder , or
(all we all are) the historical memory burnt-over contemporary society?
What do you want?
What transaction are you engendering? Are they buying a box of soap with
which to be cleansed, as a first step to maturity? Are you inserting them into
the story of redemptive history, are you recruiting a team mate for the Holy
War?
Lead with the proof, follow up with the benefits.
People buy cures, not prevention. What disease do they have.
When they’ve read it, what change do you wish it to have
made?
Do you want a new community member, someone to play 3rd
violin in the orchestra, a shortstop….what?
Pick someone to be talking to—is the person a college
student, a retiree, a young couple with a few children, an executive just
transferred to town?
The fellow in ’80,000 churches in 15 years’ targeted priests
and imams. He also had a Gospel shorn of
unneeded (and often counter-productive) cultural accretions. Search the phrase in quotes. http://chuckhartmanhistoryconductor.blogspot.com/2012/10/22-key-points-toward-planting-80000.html
What’s your elevator speech, what you’d tell someone in an
elevator in a few seconds after that person had asked you about Cornerstone? 10
seconds.
Can you put it into the framework of JBJ’s
Law-Lyric-Evaluation-Fact?
Why do you want THIS person, what’s unique about him or
her? Again, what are the benefits to him
or her, what cure do you have, how does only Jesus fill this God-sized hole in
that person’s heart?
What BIG thing are you doing for which you need WHAT help?
Why? How do you know it’s important? Who told you, how do you prove it?
Why not test? Do two
statements, run them up a flagpole of target audience A and target audience B,
and see who salutes? Then try another
statement to use in comparison to the one that works the best? Let your members
take the brochures (or message forms, such as links useable in emails, on social
media, etc.) and see which works best?
Why are your current members at Cornerstone? Ask them, video them, or use their written
statements to make your comprehensive statement, or video, or radio message.
Look through these free gifts from a master marketer, Jay
Abraham, let them shape your efforts: www.abraham.com/gifts.
Let’s run the logical and the chronological. Your goal is to go to a concert in Chicago . A You’ll need a
ticket. B You want to get there on time,
well-rested from a night in a hotel. C You need to get to the hotel the
afternoon before, so you’ll need to leave in the AM, D all packed.E So what do you do. Having bought your ticket and made your hotel
reservations, you pack the night before E, Leave in the AM D, check into the
hotel for the night C, get to the concert and present your ticket B, enjoy A.
Or do it eucharistically. Take hold and give thanks. (O
Lord, thank you for this time in which we can tell everyone what You have done).
Break/restructure and give a new name. (Here are those not in relationship with
the Lord that we’ve chosen out, our new readers). Distribute (We make a
brochure) with instruction (Read as we give).
They enjoy, Called to come to be Cleansed, Consecrated, Communed, and
Commissioned..
Some statements summarized from Abraham, Jay: Risk-Reversal
(put the burden on yourself—in selling, that’s a guarantee, a free trial,
etc.), Endorsement (Someone the reader respects recommends+). Back-end (what
else that they don’t know about now is even better for them (in sales, that’s
other parts of your line of products). Not Indirectly, but directly move them
to do something (don’t use institutional ads, like a bank—have them get on your
weekly update list, or send for a free booklet, etc.—that way you can test
responses). Love the new ones, how show it? Test, as above. Try a couple different ones, and then new
ones against the one that does best. What are the Needs of the person with whom
you are communicating? Address No One other than the one with whom you are communicating. Make it Easy to take the first step. Educate
them sufficiently to get them started out of the problem, and you too. Is
something Working? (How your present members joined?) Keep doing it. Why? Give them a reason Why?
+Cialdini, in the highly-recommended book ‘Influence’ lists
6 sources of influence. R-CLASS. Reciprocity, Commitment and Consistency,
Liking, Authority, Social Proof, Scarcity.
The Key: What will
Cornerstone be like when this succeeds. Even more, you should be answering the
question that might be in the back of the mind of each member of your target
audience. This person might be asking:
If I do exactly what Cornerstone tells me, what will I get out of it, and what
will Cornerstone get out of it. Suppose
someone is making You a deal. As a wise
businessmen applies the above, he asks: If everything works as you say, what
will I get out of it, and what will you get out of it?
What will Cornerstone be like when this succeeds?
Love in King Jesus,
New Charlie
PS: If you can only help 5 new (members, families…) per
year, you should be looking for the best 5.
In fact, that could be a headline, and ad for the ad, that gets the
attention of the right 5, and in the body of the piece, you can then get
Interest, Desire, and Action—what Action do you want these 5 to take?
PPS: What do you want
them to do? ‘Without the imperative, there is no future’: Bledsoe. ‘Law, Lyric,
Evaluation, Fact’: Jordan .
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