Ideals the church can use, in a secular best seller.
Reading a fascinating book by Dr. Frank Luntz, Words That Work: It’s Not What You Say, It’s What People Hear. Dr. Luntz is arguably America’s hottest political pollster, and his findings consistently prove one simple truth: words matter.
Candidates, political parties, government committees, CEOs and corporations seek Luntz’ advice, ask him to perform focus groups, and alter entire campaigns upon his findings and recommendations. The book Words That Work is like an encyclopedia of his methods and outcomes, an intense and powerful read.
As a church communicator I am poring over every word. Incredible stuff. But it’s the book’s 9-word byline that makes the most profound statement of all: “It’s not what you say, it’s what people hear.” This is really a more precise way of saying, “perception is reality,” a belief I have held all my years in church work.
What people perceive about something is what they will act on, or not. Your message can have all the details clearly laid out - with an unmistakable call to action, be relentlessly repeated – and still get little or no response. Why? Because that message is going through the filter of people’s perception of the particular ministry, event, church, staff member or pastor.
So how are perceptions addressed or even changed? As Luntz’ cases reveal, the power is in “words that work.” Thus it’s critical that the right people are involved in their development and their authors be empowered by leadership to work freely under an authentic, intentional ministry philosophy – one that does not just fire off the promotional canon over the entire membership and expect them to respond.
Through carefully crafted messages we can actually achieve buy-in rather than beat-down - and more natural, heartfelt energy and involvement in the church.
Back to reading!
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