What's in this session?

  • What are some posts that you would maybe see on a worship ministry page that would get good engagement? (2:57)
  • The focus for my church is our local area but for my Pastors ministry, it’s international. I am interested in how you would approach marketing being this, is it together or separately? (13:17)
  • What should we do with prophecies in relation with service order? They're hard to just “schedule in”. (18:05)
  • What is best way to communicate with our main campus that is a more older generation, and the new campus that is predominately millennials? (24:46)

Show notes and resources

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The Transcript

Brady Shearer: Today on the Ask Brady Show we talk about brand campaigns, creating them to be both measurable and memorable.

Well hey there.

Roxanne: Well hey there.

Brady Shearer: Welcome to the Ask Brady Show, episode number 48. We’ve got four great questions from the people of Pro Church Nation and I’m joined always to my left, your right now in beautiful 4K resolution, it’s Roxanne.

Roxanne: It’s true.

Brady Shearer: True it is. Behind the new 4K camera, the editing wizard himself, Joe Nex.

Joe Nex: Ba, ba, ba, bam.

Brady Shearer: Ba, ba, ba, bam. The man with the cam and hosting Pro Church Daily, Alex Mills.

Alex Mills: Thanks, it’s not really as special as it sounds because I work here, but I’m here.

Brady Shearer: Before we dive right into the first question like normal I did just want to make note that we are now completing the very first week of daily content here at Pro Church Tools. The Ask Brady Show part of the Pro Church Daily family, the Sunday show, the final show of the week, the seventh episode, or the first episode.

Roxanne: I like to think of it as the first because-

Brady Shearer: Yes, let’s go with that. I like that too.

Roxanne: I’m number one.

Brady Shearer: The Ask Brady Show first. Any way to get Alex back. He started hosting the show and I think he’s starting to get-

Roxanne: Getting a little big headed maybe.

Brady Shearer: There’s only room for one big headed, pretentious jerk in this company and that’s me. Just so you know, whether you’re listening on the Pro Church podcast feed, or watching on Facebook or YouTube, we’ve gone daily with content in 2018. Monday through Saturday we’ve got six episodes of what we’re calling Pro Church Daily, 10 minutes or less. Our whole goal with those episodes is to give you a single actionable item that you can start implementing within your church or ministry right away, and then of course we’ve got the Ask Brady Show now being released every Sunday. We’ve got a couple of people saying, “Hey we missed you over the holidays.” We missed you, but we were prepping for daily content. We’re now filming with two URSA mini cameras so we’ve got 4K Ask Brady, and most importantly, maybe you can see over here, but we sound proofed the entire room. We’ve got acoustic panels hanging from the ceiling, acoustic panels on that wall, and above the pictures behind us, so improved sound, improved visuals, and I got a haircut finally got that long hair cut off.

Roxanne: Praise the Lord.

Brady Shearer: See you later, experiment failed. It’s okay to try and experiment, sometimes they fail. All that to say, welcome to 2018 for the eighth episode of Pro Church Daily. No, this is the Ask Brady Show, I did that on Pro Church Daily too. It’s going to be a struggle. You know what’s not a struggle? The first question. Take this away Roxanne.

Roxanne: The first question comes from Dave and he sent in a video.

Dave Dolphin: Well hey Brady and Roxanne and all of Pro Church nation, I appreciate all the things that you do. My name is Dave Dolphin, I’m the worship pastor here at Trinity Baptist Church of Yukon, right here in the Oklahoma City metro area. I’ve also been known to share ideas and tips and practical advice for the everyday worship leader right here on YouTube.

Brady Shearer: Thanks, it’s not as special as it sounds, but I’m here.

Dave Dolphin: The mission of our worship ministry is to inspire people to pursue God through creativity and character, and that doesn’t necessarily limit us to just 20 minutes on a Sunday morning, and that certainly limit us to just music. We’re always looking for creative and artistic ways to inspire people to pursue God. In 2017 we launched a Facebook page for the worship ministry. Not just to promote the things that are going on in the ministry, but to be an extension of that mission. Being a social media guru, such as yourself, I would be curious your thoughts, maybe some ideas you might have on a page like this in that sandbox, in that lane of extending the mission of the worship ministry or creative arts ministry. What are some posts that you would maybe see on page like this that would get good engagement?

Brady Shearer: I’m starting to second guess myself a bit and think that this is the 48th episode of the Ask Brady Show.

Roxanne: Yes, I think that might be right.

Brady Shearer: Which means that’s the first time that I haven’t checked beforehand.

Roxanne: You were so sure too.

Brady Shearer: My certainty, my arrogance in 2018. I think Jonas will just go back and fix it with his editing wizardry, it’ll be seamless, no one will even notice.

Roxanne: Perfect. It was probably because if we’d had a show last week it would have been 48th, this would be 49th.

Brady Shearer: Wow, see my internal clock never lies. Great question also loved the little Alex Mills dig there, also great with the Casey overlay. I want to answer this question a little bit differently. Normally we could talk about smart macro strategies for social media for Facebook. What I think is interesting and I’ve been seeing from a couple of brands the beginning of 2018 is the importance of finding concrete, very precise, branding campaigns to rally around.

What I mean by that, and I’ll give two examples. One thing I’ve been trying to do is learn from the fitness industry on Instagram and social media. Now, aside from as Roxanne aptly mentioned, the shirtless and naked photos of the fitness industry, not including those, I think that the fitness industry in general has done a phenomenal job of leveraging social media. What I love to do is look at what other industries are doing on social, look at the techniques, the underlying strategies behind what’s being done, and find a way to translate that into the world of the church and the people that we’re trying to reach.

One thing that I’ve been noticing from one specific guy that I follow, who is a Canadian, is that he says pretty much the exact same thing over, and over, and over again. It’s so precise and so specific that this is kind of his rallying cry that everyone of the people that follows him kind of falls in line with, and that is I want to help you build a Hollywood physique. Then he’ll tell you all the things that he’s not going to help you do. He’s like, “I don’t want to help you do this in the gym. I don’t care if you are wanting to be a meathead and have crazy gains. I want you and my whole goal and every program I have is with this singular goal. For a guy you to have this specific ration between the width of your shoulders and the width of your waist, to create that V shape.” The type of shape in his experience or research that is proven to attract women and is … I am married and don’t need to attract women, I need to attract woman and that’s my wife.

You know what? This is helpful, don’t look, stop looking at me like that.

Roxanne: I’ll just look at the camera.

Brady Shearer: He says this almost every single day and basically he’ll do his whole teaching thing and it’ll come down to my whole point is to get you to make this physique, remember this, this, and this. It’s very specific what he’s trying to help you accomplish. Let’s use another fitness one that I don’t follow but has found me online through I think my wife’s connection to it. Gymshark is a brand within the gym world.

Roxanne: Yes.

Brady Shearer: Okay cool, so my wife has a lot of their apparel. I’ve been seeing their viral campaign that’s been going out since the beginning of 2018, and it’s basically following this one guy and I don’t know this guy’s name, but what has stood out to me is the copy and the entire story that goes behind this branding campaign is it takes 66 days to create a habit that sticks. Follow along Gym over the next 66 days and that has stood out to me because it’s so precise, so specific, and everything that they’re probably doing within this brand campaign comes down to that number, 66. I say all that to say that it’s easy to create abstract and ambiguous branding campaigns in a page like this where the topic is worship and creativity. There’s so much that could be done. There’s so much that you could try and attempt to communicate with your audience, but I think the biggest win that you could do is create a campaign that is specific, tangible, and thus memorable for your audience.

Here’s an example. I was looking at the goals that I was setting for this year and I shared them publicly on my Instagram story and on Facebook, and I got a lot of feedback on these goals. People were saying, “Man your goals are super specific.” We have a revenue goal for Pro Church Tools, and that revenue goal, the deadline for it is the end of Q1, so that’s March 31st, 2018. There’s nothing ambiguous about that, either we’re making that much revenue by that date or not. I also have a goal, this is the personal fitness and health goal, is to eat within 20% of my allotted macro nutrients, that’s protein, fat, and carbs, eat within 20% of those 46 out of the 52 weeks. I want to have 46 perfect weeks this year eating within 20% of macros. That means there can be six weeks throughout the year where I have a day that’s not perfect, but I even within that goal gave me a 20% below or above limit that would still count as a check mark on that day.

Basically these are so specific and so measurable that it’s very clear yes or no if it worked. I want to get down to that same type of precision with my response to this answer. I thought of some ideas for what this church, this creative worship ministry could do with their campaign. First you want to create something that’s measurable. He shared his mission statement at the very beginning, was like character, something or other. It sounds like they have a why, which is great. Now let’s get that why and make it even more specific.

For instance, we did this with Pro Church Tools, we went from helping your church do good with communications to seize the 167 hours beyond your Sunday service. That tagline has caught on so much because there’s a number there. I think the number is a big part of it, 66 days to build a habit, the precise two to one, or 2.3, to 1.5 ratio between shoulders and … You’re doing it again.

Roxanne: I’m sorry, I can’t take it serious. I apologize.

Brady Shearer: There was a similar ratio for women between hips and waist, yes waist and hips. Point being, it’s all very specific and number oriented. Maybe your campaign could be something like for the whole first quarter of 2018 or for all of 2018, our goal is to inspire you in ways to add 10 minutes of extra focused worship everyday. Everything that you do campaign wise could be like our goal is that someone interacts with this piece of content on social media, that they are going to be compelled with a clear roadmap on how to devote 10 minutes extra each day to worship God.

The way that you accomplish that, there’s so many different ways that you could do that. You could explore throughout the entirety of 2018 ways to inspire your audience to take those 10 extra minutes in worship, in fellowship, in communion with God, but it all would come down to that simple branding statement, 10 extra minutes. 10 extra minutes, 10 extra minutes. The more that you harp on that, the more that you dial that in, the more every single day that you say it, and say it, and say it, it becomes a thing for your audience will become second nature. They’ll start to notice things in their own life, oh 10 extra minutes, 10 extra minutes, oh I should set aside a couple extra minutes. That, at the end of the day, is what I think is going to move the needle forward the most for you and your audience because it is measurable and thus it is memorable. When something is both measurable and memorable it becomes that much more achievable.

There is great data and science on this with New Year’s resolutions. They look at people that set goals and then they look at people that don’t set goals, and then they look at people that set goals and write those goals down. The people that set the goals and write them down are that much more, it’s crazy numbers. Three times more than the people that set goals and 30 times more than the people that don’t set goals. When I say don’t set goals what I mean is we have oh I want to be healthy in 2018. Just like you have a mission statement for you Facebook page to help people improve their character and worship with God. I would say those are the same.

We all want to get more close to Jesus, we all want to get healthier, but without specific measurable, empirical ways of actually tracking those, we’re that much less likely to accomplish them. Create a branding campaign, measure and create it in such a way where there’s a number attached to it, and then spend the year being creative and finding ways to inspire that to happen. We’ve done that with seize the 167, everything comes down to that. Seize the 167 and now our goal every single day is to find ways to inspire churches, pastors, and leaders to realize that in their own ministry and actually accomplish it.

Roxanne: All right, question two comes from Troy and he says, “Hey Brady and congratulations on your progress and success in 2017. As a media director or a church in Orlando and for our pastors international ministry, I’m interested in how you would approach marketing the both of these. Is it together or separately? The focus of the church is our local area, but for his ministry it’s international. Should the content from the church be the same on his ministry platforms? Should it start on the churches platforms for a period then move to his? What are your thoughts?”

Brady Shearer: Well thanks for the question Troy. When it comes down to social media and content that travels between different channels, it’s always less than ideal to have duplicate content on multiple channels. That becomes even more the case when it’s duplicate channels on the exact same platform. If you’re going to have a page for your church and the local ministry, plus a page for your pastor and his or her international ministry, even though the audiences hypothetically are completely different, you don’t want to have the same content on each. I would say that even if the audiences were 100% different.

What you want to do is create native content for each platform that makes sense for that individual audience, coming from that individual, organization, or person. We’ve done this with the Pro Church Tools stuff like we had to navigate these tricky waters where we’re Pro Church Tools, but it’s also Brady Shearer, and some social platforms just make more sense for individuals and others make more sense for brands. The way that we’ve done it is on YouTube and Facebook we’ve stayed kind of Pro Church Tools. On Twitter and Instagram and SnapChat we’ve gone more Brady Shearer. Even on YouTube and Facebook we changed the name of our pages to Pro Church Tools with Brady Shearer. Then in the descriptions or bios of all my Brady Shearer accounts, the first thing there is CEO of Pro Church Tools.

That way we were kind of playing to the native languages of each platform, but we were walking the line between both. I did not think that I had the bandwidth available to separate them and have all the Pro Church Tools brands and all the Brady Shearer brands, and that’s an important part here is that it sounds like you Troy, you want to keep both pages active but you really need to take inventory of the bandwidth that you have at your disposal. Be honest with yourself and your pastor, have him or her be honest with themselves, do you have the bandwidth available to run two quality pages? Is that possible? If it’s not I would much rather you consolidate into a single page that does well rather than try to maintain two separate accounts.

Now when it does come to the differences between an individual page and an organization page, the great thing about an individual page is you can be that much more personal. There you want to see a lot more of pastor and their spouse, pastor and the kids, pastor and their individual struggles. It’s all about the individual, whereas on the other side with the brand it can be more about the church as a whole. The content can change, but that’s really a next step from do you really need both and do you have the bandwidth for both, and then understanding and playing to the native languages of how each would be different because one is, you’re following a person, and one is you’re following a brand.

Roxanne: If he does have the bandwidth, let’s say it’s us with Storytape, we don’t have Storytape linked with Pro Church Tools stuff on social media. Where does that line go of if you have the bandwidth, these don’t belong together? Is there a point where his international ministry wouldn’t overlap with his church?

Brady Shearer: Yes, like I said, it’s less than ideal to have duplicate content but sometimes you can. What I would do is I would aim for more than 50% unique content on each and then the things is, and this is what’s dangerous about these two types of pages, you’re saying what wouldn’t overlap? Probably very little. Probably very little would not overlap and you could put on both, and then you’re just following into … There’s two sides to this. Either you have the bandwidth or you don’t to run both. Hypothetically let’s say Troy and the team does. On the other side, do you need both? Because unless you’re creating unique content, more than half the time on each channel, I don’t think you need both. I don’t think a unique audience, one international, one local is enough to warrant the two different platforms. That wouldn’t be convincing for me.

Roxanne: Right, that makes sense to me. Questions three comes from Taylor, and he says, “Since Brady and Roxanne came from a Pentecostal background I’ve got a question about prophecies/word of knowledge. What should we do with prophecies in relation with service order? It’s hard to schedule in because some people get it during different times of the service. I’d love for our church to move in the gifts with order. I truly believe there is a solution to make prophesy silky smooth, feel like it’s part of the service. I don’t have or want it to have to be part of the service, meaning if it doesn’t happen that people go home feeling like something is missing.”

Brady Shearer: Well thanks for the question Taylor. You are correct in that Roxanne, Jonas, Alex, and I all came from a charismatic/Pentecostal background. I actually grew up in a very small Baptist church until the Pentecostals found me and really, as much as I joke, it’s at that church where my faith became my own, found a place where I felt like I belonged, which was so much part of me falling in love with the church and ministry and really Pro Church Tools ever existing. Jonas, Roxanne, and I all went to the same church, Alex was lonely here in Niagara until we hired him and that was a different church.

Roxanne: He had no friends until he met us, so you’re welcome Alex.

Brady Shearer: I’m not going to say that’s untrue, but we all have experience with this type of thing where someone either truthfully, or in their mind, receives a prophetic word from God and wants to share it with the congregation. There are a couple of contingencies that I think are important to be aware of and to take just as precaution, but also to help with the overall experience. The first thing is whenever anything’s happening within a church I always ask myself what’s this going to be like for a new visitor? If you are a healthy church I think that you should be getting new visitors on a consistent basis, and ideally that basis would continue to increase year after year. Otherwise you’re not really a church, I would say, in the community, known by the community, and reaching out to new people.

I’m not saying that you need to be growing drastically by numbers, but if new people aren’t coming to your church that’s definitely maybe a warning sign to look into. Put yourself in the position, in the seat, in the shoes of someone who’s in your service for the first time. Someone comes up, and for whatever reason, prophetic words are often spoken in King James, so they go, “Thus sayeth the Lord, thisith beith myith proclamationith, you areith wandering in the desert, be it in the wilderness.” I’m not trying to make fun of the gift of the Holy Spirit, but let’s be honest, for some reason, a lot of the times, we feel like God only speaks in English in the King James language.

Roxanne: Well I’m pretty sure that’s the only truth.

Brady Shearer: Okay, so there you go. Roxanne put me in my place. You don’t need to do it in the YouTube comments, Roxanne already did it. Point being is that before the pastor hands over the mic to this individual, I think just make a little disclaimer about what’s about to happen and what that means. Firstly, what our church did well was they did a really good job or making it where there wasn’t an open mic that someone could just grab at anytime. There was that at one point, I think it became a little bit of an issue because people were using it perhaps irresponsibly, and thus they changed it where you had to approach the pastor and basically, usually happens during worship right?

Roxanne: Yes.

Brady Shearer: They come up and they say, “Yes, so I feel like the Lord is asking me to share this with our church and kind of just bullet point here’s what I’m thinking.” Basically the pastor would say, “Great, that fits in, that makes sense. I’m feeling the same thing you’re feeling.” Or, “I’m not so much feeling it.” That would be the discretion of the senior leader on that day. If the senior leader deemed that was definitely vibing with the flow of the spirit on that day, they would then give them the mic at the opportune moment, and this is also important because this person that’s delivering the prophetic word, they may or may not have any understanding of music and “worship ministry” and they may not understand that okay I should wait until the bridge of this song closes out or wait until we transition into a new song.

The pastor and the worship leader, the kind of have that vibe and that relationship, so they would play off each other and the pastor would give the nod to the worship leader that said, “Okay hey, just mellow on this riff” and then hands to mic off to the person delivering the word, they walk up on stage, and deliver it. One extra thing that I’d like to see added is the pastor join them and basically say, “Hey church, you know this is something that we do, but if you’re new here I just want to do a quick explanation. This is Martha and Martha feels like she has this thing that God is impressing onto her that she wants to share with us, and so I’m going to hand it over to Martha. Martha take it away.”

You don’t even have to go into the depths of prophetic ministry and what it means, but for a new visitor they’re like, “Oh look, this is the pastor and this is what’s about to happen and cool”, and you’re done. Three things, one no open mic. Make it go through a senior leader, make sure it’s vibing with the service and vibing with the overall convictions and spirit of the senior leader in that moment. Number two, do a quick introduction for new visitors. Just think about what their experience would be like, could throw them off. Number three, which was part of number one, I kind of just condensed them, is have them go to the pastor and give a run down beforehand bullet points here’s what we’re thinking. Anything else you want to add?

Roxanne: No, I really agree with those points, especially I remember prior to when they made you talk to the pastor and go up there that it was always really confusing because people just randomly started talking and you’re like, “What is happening?” Sometimes it was more of like that was a personal word for yourself and doesn’t apply to anyone else here. I think those are really great points.

Brady Shearer: I forgot one to add again is going to the senior leader is also important because that way they can find the correct injection during the ministry. Here’s the time where it’s good to go up. We’re not going to interrupt the overall flow. I think one of the things I learned in Bible college is when you’re operating in the gifts of the spirit, they shouldn’t be disruptive, especially within service. They’re not supposed to be jarring and take away, they’re supposed to be flowing with everything else. You wouldn’t have one spirit doing X and another spirit doing Y and the spirits fight because there’s only one spirit. That be that.

Roxanne: All right next question, it comes from … Probably going to pronounce this wrong, [Lisanette 00:24:44]. I want to take a moment to thank you for all the information you offer, it has helped me clarify doubt and in may ways confirm what I believe is right for social media of our church. I’ve been hired to be in charge of everything that is social media and communications in my church that is in the suburbs where most people are adults between 50 years and older, have families, and they are wealthy people. It is predominantly Caucasian church. Within a few months the church will be planting in the city in a place, where according to the statistics that I have gathered, the Millennials are the predominant generation in the area and it is multi-racial.

The church wants to use the same website, Facebook page, and Instagram for both churches, and it seems to me that this should not be because the target group in the city area is different and I think it will bring confusion to the people we are trying to reach in the city. I suggested to them to have different websites but on each website have a link to the other church, I want to know what you think.

Brady Shearer: Great question, this kind of goes back to the second question about the two different Facebook pages, really the prerequisite in any case is do you have the bandwidth to do both well? If your leadership is saying we only need one because they recognize the limited resources and the inability to do two well, then I think at the end of the day that should be basically the end of the conversation. But if you do have the bandwidth to do both well, it’s an interesting question to kind of separate the two. I would say I probably would not do that. I’d probably keep the one that you already have and just integrate more content that would be more focused on Millennials. I don’t know what that would actually mean, like the type of content that a Millennial likes and an older doesn’t.

I mean there are numbers that are saying people that are older than Millennials, the generation older than Millennials spends more time on social media than Millennials do. We’re all spending time on social media the same, maybe young people are looking at fitness people apparently and older people are looking at … What do older people look at?

Roxanne: Mostly Facebook news I think according to my mom.

Brady Shearer: Right, just CNN and Fox and hating each other. In that instance, the divide is not that big and even though the original campus is serving in a place where I guess the census data would suggest that Millennials don’t really exist, I would also just say that that’s probably going to change pretty soon. Millennials are starting to get older. In 2018, the age of Millennials is 20 to 37, so on the top end that’s a lot of people in their 30s. I already own my own home, but you’re in your 30s, you’re settling down, you’re getting married, you’re having kids, you’re buying a home. The demographics may be changing and also, one in three American workers is already a Millennial. Maybe you’re serving in a very small pocket of the country of your community where there aren’t too many Millennials, but on a whole Millennials are by far the biggest cohort, the biggest generation that’s living in America.

I don’t think you need to separate. I’m all for simplicity and ease of use and sustainability with churches, especially on Facebook. Perhaps the biggest cardinal sin I see with churches on social is inconsistency. The more you complicate things, the more that you add additional platforms, the more likely you are to be inconsistent, and when you’re inconsistent you lose on social. There’s a reason we’re going daily with content, because almost as much as possible, the more content you product that’s quality, the better. As long as you can continue to product quality content, the quantity can be just keep ramping it up more and more and more. In this case I’d probably suggest doing it all in one and just incorporating more Millennial content, whatever you deem that to be. One, because you’re planting a campus where you’re going to be reaching more of those people, but even more importantly simply because, as a whole, your community, your nation is by far Millennial dominated even if you are in a small pocket that seems less.

That’ll do it for this 48th episode of the Ask Brady Show. If you want your question answered you can send it in to hello@prochurchtools.com. Send in a video and you’ll be sent immediately to the top of the queue. Of course if you want your question answered you can also post it on Facebook, Instagram, Twitter, or YouTube in the comments and we will get connected to it there. Thanks for watching Pro Church Nation, daily content week two begins tomorrow, Pro Church Daily. We’ll see you then, seize the 167, we’ll talk soon.

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