100 years ago churches built their buildings on the highest point in a town and put a steeple on it that made the building effectively twice as tall. There’s a lot of speculation about the theological beginnings of steeples, but the practical application was visibility. Years ago you could see the church from just about any spot in these small towns because of the steeple.
Today many churches still have steeples, while the theological reasons still exist, The practical application is no longer relevant. People aren’t looking at your steeple, they’re looking at your electronic steeple. Websites are the new steeples. People see you and get a sense of who you are long before you see them.
So we need to get an order of magnitude better at making the sites more compelling. One way you can do that immediately is to make sure your blog, the one attached to your home page that was last updated in the 80s, sucks. Here are 3 things to do to create a blog that sucks…..people in.
1. Write to an audience of 1 - Who are you trying to reach? Right now write down the name of 1 person you are personally investing in.
What would you want that person to read today?
What could you write that would bring them a little closer to a Sunday morning trial run at your church?
It doesn’t have to shake heaven everyday. Everyday shouldn’t be about what’s going on at your church either. There are a million topics that guy/girl could read and benefit from. Write for them. Not the insider.
Also, try to create a blog resource for me, your average attender, to use to invite my co-workers and neighbors. If I’m going to do that, you’ve got to be real, and compelling.
2. Write Risky Subject Lines - The subject of your blog will determine if it gets read or not. The subject line of this blog was intentional. How do you not read something telling you why your blog should suck? Don’t be afraid to experiment. If you aren’t getting some negative comments from the frozen chosen you aren’t trying hard enough.
3. Write Compelling Content – Compelling content takes a lot of different forms. Use text and video to drive home a point. This is an opportunity for you to show that your a real person, with real people challenges, and a real personality. Your content needs to answer the un-churched person’s question of “what’s in it for me?” (WIIFM) That’s what every person who reads your post is going to be asking themselves.
You might also try giving a 15-20 second video with a hook for your new message or series. Just make sure it’s far enough in advance that we can use it on our friends.
Set a pace you can handle and prioritize posting. Encourage your insiders to subscribe to your blog, comment on your posts, retweet, and forward to their friends. Your blog is an amazing, zero commitment, opportunity for people to get to know your church.