Question
Topic: Copywriting
Church Brochure/flyer- Direction Needed
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Background-
The church I attend is very small (~30 on Sundays). It is a conservative Lutheran church. You can see www.wels.net for the national church page, ours church page is www.crossofglorylutheran.com). Members are mostly white, middle class, primarily college educated. We have a church hall (no steeple or grand windows), but we have blueprints for a proper church building that is still 3-5 years out.
Opportunity-
We have 3 really large relatively expensive apartment complexes that have recently been built in the neighborhood. We have already received permission from one to post flyers for our events and to put a brochure in their welcome folder for new residents and would like to do this at the other two as well. We also want to make gift baskets with local details for a subdivision that is being built adjacent to the church property; this basket will also have a church brochure included.
Problem-
We don’t have a church brochure.
Action so far-
I formed a small group to get some ideas of where we wanted to head. Seem to be consensus on family, belonging, love- “All one family in Christ”. A second idea is the reliability of our beliefs, being based on the word of God things don’t change, that “sure foundation”. Keep in mind we have a liturgical service (think catholic) so are not charismatic or very high energy and don’t want to make a brochure that misleads people else we will waist their time and ours.
They wanted to make a brochure that has the churches name, Cross of Glory, a sketch of our future church building, and the address with some basic things in inside (service times, a note or two about what we believe, some of the activities/groups, details on the kindergarten school…)
The Root of the Question-
What do you think about that plan? Don’t we need a slogan, a main point, some pick-me-up text on the front cover? Or am I over marketing this thing?
How do things work- if people are looking for a church, the cover says we are a church they will pick it up and read it. It is being targeted to new comers to the area so this may be okay.
Or are people –not- looking for a church when they see the flyer. Instead they are looking for a church when mom dies, or a child falls ill, or once the divorce papers are signed. If this is so then to meet this need we need a brand that is recognized. We are not pushy and I don’t want to “market” church to people this will foster resistance. Part of me just thinks we need a clearer, memorable, meaningful, brand message to rally behind.
Do you see my internal conflict here?
If you think we need a flashy message or a tagline, can you offer some ideas?
If you think we should put up just the church name as front and center then just let me know why.
Thanks!
Amanda