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March 17, 2011
A brochure is never a substitute for a personal visit. It is not intended to get someone to join your church. It is simply a tool to inform people of who you are, what you believe and your church’s vision for the community. It is only one of many tools a church can use to share your dream. So, how do you create a professional, compelling brochure? Here are eight steps for you to consider.
- Make sure the brochure properly represents your church. Do not use pictures and words that don’t reflect who you are. Make your brochure about who you are not what you wish you were.
- What makes you unique? Play up any unique or unusual specialties offered by your church. Why do people need to come to your church instead of the one down the road?
- Avoid negativity. Don’t talk about what others are not doing. Most are not interested in joining a fight. Lift up the good things our church does that will benefit their life.
- Identify your target. Make sure your brochure shares your vision for a target group. Who are you trying to reach?
- Use a lot of high-quality images. American’s have become very image driven.
- Don’t overload your brochure with words. Be concise and pointed with your wording. Long-winded, many-paged brochures are usually counterproductive.
- Use plain language. Be careful not to use big words or Christianeese that may not be understood by the unchurched. Remember the old adage “Keep It Simple Stupid.”
- Use a color scheme that catches the eye of your target group. If you are targeting men, don’t use pastels. The most exciting color is red. Violet and blue are the most subdued; green the most tranquil and neutral; yellow the most cheerful. Make sure you use graphics and colors that match those you are trying to reach.
- Commit to excellence. Creating a brochure should generate a great deal of thought. Whatever you do, create your literature with care and excellence. Doing a poor job by creating a low quality piece reveals that you don’t care about those who read your material.
- Don’t forget essential info. Make sure your brochure has the essential info: Time of service, location, contact info and a map to the church. (The brochure doesn’t need a picture of you and your wife! Most don't care who you are. They want to know what you will do for them.)
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