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Archive for July 27th, 2008

In my experience “Up North,” if you attend church, you don’t really discuss it.  It may be a more private matter, or it may be that fewer people regularly attend. Likely, it’s a little of both. However, it’s a bit different here in Charleston SC. Here, when you meet new people at work or at a gathering the question, “where do you go to church?” will usually come up pretty quickly. It’s just assumed that you attend somewhere.

So, for the freelance writer or video dude in Charleston, it’s not uncommon for religious communication gigs to work their way into your mix. For me it has been mostly video production, sometimes with my own gear (lights, audio, editing, etc.) and sometimes with theirs. And lately more web copywriting work has been popping up.

The thing I found as I got my feet wet (not a baptism reference!) is that my religious copywriting or video production task is not all that different than if we were selling tires or real estate. For example:

  • You must still identify your audience
  • You must know their needs and communicate to them
  • You need to show value, i.e. how attending this church will be more satisfying than attending another. So, that means…
  • You must know your “competition”

My clients understand this, for the most part. These are the non-denominational churches that are attempting to be different. They are trying to reach out to the “unchurched” or those who have “drifted” or however you want to say it. And they are trying to reach them the way you reach people these days: by presenting their message with the aid of quick cuts, a pounding soundtrack and sizzling graphics…whether that’s by way of print, video or the web.

Hey, whatever works, right? Just try not to be too shocked when you stumble across your pastor’s Facebook page!

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