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Copywriting for a religious group?

by tomah
12 replies
Have you ever done any copywriting work for a religious group?

Churches often send out literature in the mail.

But obviously the rules of copywriting apply, right? Good copy will get a better response.

Has anyone got any experience in this area? Know of any excellent examples? Or can you give advice on copy for a postcard for a Christian church?
#copywriting #group #religious
  • Profile picture of the author gjabiz
    Are they seeking members? Have a project?

    What is the reason for the mailing?

    gjabiz

    PS. I do have a ton of experience which I will share, IF, it is applicable to your goals, fair enough?

    Originally Posted by tomah View Post

    Have you ever done any copywriting work for a religious group?

    Churches often send out literature in the mail.

    But obviously the rules of copywriting apply, right? Good copy will get a better response.

    Has anyone got any experience in this area? Know of any excellent examples? Or can you give advice on copy for a postcard for a Christian church?
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  • Profile picture of the author tomah
    It's for a small, conservative church.

    The desire is to get non-church going people in the community to attend at least once.

    It can be a general invite, or an invite built around an event (like someone giving their testimony/story of salvation).
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    • Profile picture of the author Kherk Roldan
      Originally Posted by tomah View Post

      It's for a small, conservative church.

      The desire is to get non-church going people in the community to attend at least once.

      It can be a general invite, or an invite built around an event (like someone giving their testimony/story of salvation).
      you know what, i tried hiring a copywriter in WF. maybe you should search it to.
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      REQUEST A FREE SEO AUDIT HERE
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      • Profile picture of the author tomah
        Originally Posted by Kherk Roldan View Post

        you know what, i tried hiring a copywriter in WF. maybe you should search it to.
        Thanks for the advice. I'm more just wondering if this is an avenue that people have any experience in. I'm inclined to think most people identify copywriting with business, but if you write material which is designed to get a response even in a religious context, then surely a copywriter may do a better job.

        I'm also wondering if anyone has ever come across a good example.
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  • Profile picture of the author Steve The Copywriter
    The way it's often done is to give a "list" of problems people have.

    Pointing out that so far nothing has solved them.

    And they are getting much worse.

    Then gently suggest how and why the church really can help.


    Steve
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    • Profile picture of the author tomah
      Originally Posted by Steve The Copywriter View Post

      The way it's often done is to give a "list" of problems people have.

      Pointing out that so far nothing has solved them.

      They are only going to get much worse.

      And gently suggest that the church really can help.


      Steve
      You know Steve, that's actually much more helpful than those reading might think.

      The general pattern for church literature doesn't normally begin that way. It jumps right in with either a) the message of salvation, or b) the details of the church.
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  • Profile picture of the author Raydal
    What works best in this market is to tie your message with a big item
    in the news that most people are concerned about. Use that as a
    bridge into your message.

    -Ray Edwards
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    • Profile picture of the author tomah
      Originally Posted by Raydal View Post

      What works best in this market is to tie your message with a big item
      in the news that most people are concerned about. Use that as a
      bridge into your message.

      -Ray Edwards
      I know longer copy is always preferred by copywriters, does that translate in this market too? Should we be writing a longer message? Most church invitations have large images of happy people and little copy with the minimum amount of information.
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      • Profile picture of the author Raydal
        Originally Posted by tomah View Post

        I know longer copy is always preferred by copywriters, does that translate in this market too? Should we be writing a longer message? Most church invitations have large images of happy people and little copy with the minimum amount of information.
        I'll say 2 pages should be fine to cover the bases. And remember that
        "religious people" are people.

        -Ray Edwards
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    • Profile picture of the author EzraWinter
      This is great advice - similar to political copywriting as well.

      My guess is these spaces behave similarly.

      (I've worked on local political campaigns, but never religious campaigns)

      If I was writing for either space, I think I could find a lot of fodder in this article by Paul Krugman in the New York Times:

      http://www.nytimes.com/2015/11/09/op...can-style.html


      Originally Posted by Raydal View Post

      What works best in this market is to tie your message with a big item
      in the news that most people are concerned about. Use that as a
      bridge into your message.

      -Ray Edwards
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      • Profile picture of the author DABK
        I moved recently. I get postcards from several churches. None moved me to attend. The one that came closest was about some non-religious activity they had and about finding a place where I could belong. Some kind of picnic with a short sermon and lots of food and the possibility of like-minded peeps.

        The peeps were: parents, grandparents, soccer-players, teachers, self-employed, seekers-for-truth, questioners of truth... knee-deep to neck-deep in the particular church's way of looking at thinks... Don't remember how, but it a niffty way, they included enough possibles that anyone's covered... Only kind they left out was atheists...

        The ones I will never, ever go to: too much about punishment and hell...
        The next worse ones, for me...
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  • Profile picture of the author Steve The Copywriter
    To a non church goer a long sales pitch quoting scriptures might work.

    But then again it may not.

    It can be expensive to do if you want to reach enough people.

    There's usually a limited budget for church promotions (if one promo using all the money flops you're in trouble).

    And you want to be able to test as many "response triggers" as possible (to find the ones that work best).


    So if it was me, I would do a series of weekly Postcards (they are relatively cheap to design, produce and send).

    Most people tend not to mind if they get regular friendly, empathetic Postcards (and for any "Ad" to work people may need to see it 3 or more times. Postcards let you do this, but the cost of long form sales spiels may not).

    And it's virtually impossible not to read a Postcard - even if it's on the sad journey to the trash can, it still has a last gasp chance because it always gets glanced at (where else can you get a near 100% open rate?)

    A helpful hint - type at the bottom of the Postcard "Please don't bin me, I would so love it if you'll let me live on the fridge for a week. I won't get in the way. Thank you!" (or words to that effect, believe it or not people now feel they can't fling it).

    Anyway, If one Postcard crashes you can try another one.

    Using different "Themes."

    Maybe start with Rays in thread 8.

    Hopefully gjabiz in thread 2 will share some of his knowledge.

    Or your idea inviting people to hear about salvation (this is of course the big promise - so phrase it carefully so people can believe or hope they can believe).

    And you have the theme I mentioned in thread 6.

    Another could be "Wish You Were Here" (and what they are missing by not being there).

    Another would ask "What Is It That Puts People Off Going To Church?"

    Then answer that objection in a such an elegant way that it vanishes.


    I'm sure you can think of more themes (a "balanced" cross section of the congregation will be able to help - with their views - you can of course use the most relevant themes for a particular audience, younger, older, family etc)

    The good news is you'll be able to "measure" the response.

    When the pews are filling up - you can ask the new people what made them want to attend (the Postcards may have ignited other "reasons").

    The high response reasons will be invaluable to know.

    Because you can keep using them.

    And share them with other churches so they too can increase their numbers.


    Steve
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