The single biggest problem in communication is the illusion that it has taken place.” George Bernard Shaw
I have a love/hate relationship with Shaw’s line. I love the simple truth in it. And…I hate the simple truth in it.
One of the greatest inhibitors of effective ministry is poor (or less than great) communication.
Here are six very common mistakes:
- We assume that everyone already knows. As infrequent attendance becomes more and more common, our assumption needs to be that everyone doesn’t already know. This is why I’ve suggested that we need to make the host ask several weeks in a row.
- We try to explain detailed information in the wrong settings. Some things need a more thorough explanation. Detail can be provided in a well written FAQ (Frequently Asked Questions) document. Here’s an example of a Host FAQ.
- We try to automate too much communication. Some things need a personal touch. I hand out a lot of business cards and say, “Call me. Let’s talk about it.” No matter the size of your ministry, personalizing some communication is just good practice. I’ve pointed out this little detail before. See also, The Teeny Tiny Detail at the Bottom of This Saddleback Web Page.
- We manufacture enthusiasm and it doesn’t fool anyone. This is central issue in communication. When the communicator doesn’t isn’t truly enthused about the program or event…everyone can sense it. If the communicator isn’t enthused, either you have the wrong communicator or the wrong program.
- We communicate only the what (or the how) but not the why. This is a very important understanding. When all we do is explain what we’re doing or how we’re doing it, we miss the most important aspect…the why behind it. Why is the most effective persuader/influencer. See also, Wrestling with Why.
- We limit communication to an information/data exchange. Like it or not, wired for it or not, there are many in your crowd who primarily respond to passion or emotion. If all we do is communicate the facts, we miss this group. Conversely, there are some that are wired to respond to the facts. If all we do is make emotional appeals, we miss this group. Balance is essential.