Helping your church or ministry share the good news in ways that get attention and invite response from the people you want to reach

Coaching Session Five Learn how to speak directly to the needs of the people you want to reach Learn about what influences people when they make decisions Understand why people want benefits not features Practice writing an advertisement that speaks to needs Link your Message to the Solution

Learn how to speak directly to the needs of the people you want to reach

Learn about what influences people when they make decisions

Understand why people want benefits not features

Practice writing an advertisement that speaks to needs

Warm Up Needs drive the communication process Original research helps you get information you can apply in your communication Speak to their needs Next step Link your Message to the Solution

Needs drive the communication process

Original research helps you get information you can apply in your communication

Speak to their needs

Next step Link your Message to the Solution

The Bowtie Drills

Why people act? People act based on motives People seek based on wants People crave based on needs People decide based on feelings People justify with reason People respond to influence

People act based on motives

People seek based on wants

People crave based on needs

People decide based on feelings

People justify with reason

People respond to influence

Terms for Linking to Needs Motives: A person’s desire to do something. (Note: Motivations are not usually conscious) Wants: Results of motives that identify needs Needs: When a person knows what he wants

Motives: A person’s desire to do something. (Note: Motivations are not usually conscious)

Wants: Results of motives that identify needs

Needs: When a person knows what he wants

Purchasing a Briefcase Motives: To keep organized. To not get fired. To seem wealthy and stylish. Too feel more successful. Wants: A leather briefcase that is currently in style. To pay less than $100 so as not to overdraw my bank Needs: An expensive-looking leather-like briefcase that costs under $100

Motives: To keep organized. To not get fired. To seem wealthy and stylish. Too feel more successful.

Wants: A leather briefcase that is currently in style. To pay less than $100 so as not to overdraw my bank

Needs: An expensive-looking leather-like briefcase that costs under $100

Lawn Mowing Motives: To keep people from thinking I am lazy. To experience the praise of my wife. To relieve stress. Wants: A mowed lawn Needs: A lawn mower, or a lawn care service.

Motives: To keep people from thinking I am lazy. To experience the praise of my wife. To relieve stress.

Wants: A mowed lawn

Needs: A lawn mower, or a lawn care service.

Dental Care Motives: To be healthy. To avoid negative social stigma. Wants: Clean teeth, healthy gums and fresh breath. Needs: Tooth paste, tooth brush, floss, dentist, mints, etc

Motives: To be healthy. To avoid negative social stigma.

Wants: Clean teeth, healthy gums and fresh breath.

Needs: Tooth paste, tooth brush, floss, dentist, mints, etc

Bible Study Motives: To be spiritually vital. To avoid judgment of God. To avoid boredom and irrelevance. To improve my relationships at home, work, etc. Wants: Easy to understand Bible study. As much spiritual growth as fast a possible! Fun! Needs: Bible study books, websites, teachers and advisors, seminars

Motives: To be spiritually vital. To avoid judgment of God. To avoid boredom and irrelevance. To improve my relationships at home, work, etc.

Wants: Easy to understand Bible study. As much spiritual growth as fast a possible! Fun!

Needs: Bible study books, websites, teachers and advisors, seminars

Visit a Church Motives: To recover from a divorce Wants: Find a new start, put the past behind, make friends to replace lost network of friends Needs: Activities that don’t embarrass, counsel and encouragement, group of people to keep from feeling lonely

Motives: To recover from a divorce

Wants: Find a new start, put the past behind, make friends to replace lost network of friends

Needs: Activities that don’t embarrass, counsel and encouragement, group of people to keep from feeling lonely

Athenians Motives: To learn new things . To make sense of it all. To be spiritual. To not offend the gods. To be wise or at least, be seen as wise. Wants: Make up new ideas. Debate new ideas. Meet people with new ideas. Needs: To not overlook the “Altar to the Unknown God” To Hear Paul speak. To gather in a peaceful place to talk with Paul.

Motives: To learn new things . To make sense of it all. To be spiritual. To not offend the gods. To be wise or at least, be seen as wise.

Wants: Make up new ideas. Debate new ideas. Meet people with new ideas.

Needs: To not overlook the “Altar to the Unknown God” To Hear Paul speak. To gather in a peaceful place to talk with Paul.

Negative Motives Remove a Problem Avoid a Problem Mixture of Both Dissatisfaction Depletion Motives Underlie Every Action! Positive Motives Gratify Senses Intellectual Stimulation Social Approval It’s hard to imagine anyone acting apart from some need.

Negative Motives

Remove a Problem

Avoid a Problem

Mixture of Both

Dissatisfaction

Depletion

Positive Motives

Gratify Senses

Intellectual Stimulation

Social Approval

Wants identify needs What do people want? What clearly benefits them most What doesn’t clash with who they see themselves to be What is easy to understand, or takes the least effort to learn What they can try with the least amount of risk What others want! Phil. 2:13

What do people want?

What clearly benefits them most

What doesn’t clash with who they see themselves to be

What is easy to understand, or takes the least effort to learn

What they can try with the least amount of risk

What others want!

Need Categories Spiritual Survival Personal Orientation As a Individual In Reference to Place In Reference to Time Personal Circumstance Social Adaptation Play Physical Needs

Spiritual Survival

Personal Orientation

As a Individual

In Reference to Place

In Reference to Time

Personal Circumstance

Social Adaptation

Play

Physical Needs

Emotions are Strongly tied to Needs and Decision-Making The part of the brain that controls emotions is “ hot-wired ” to your body causing you to react to emotional stimulation thousands of times faster than to rational stimulation.

Feelings You can find all these feelings in the Bible!

Feelings Most Used by Marketers

Feelings Most Used in Evangelism BOO!

Behold! I Bring You Good News of Great Joy for today a Savior is Born the Prince of Peace

Emotions People act based on feelings, then justify based on reason Mere facts will not be very persuasive to people Most ministry marketing seems to be overloaded with facts and pays very little attention to feeling

People act based on feelings, then justify based on reason

Mere facts will not be very persuasive to people

Most ministry marketing seems to be overloaded with facts and pays very little attention to feeling

People Respond Based on Influence Time Number of People

Direction of Influence!

When do people decide? Timing: Comes at the moment person realizes he/she has an unmet need Perception: Perceives need can be met Probability: Communication convinces them probability is high their need will be met by responding to you Belief: Person believes responding to you will meet their need.

Timing: Comes at the moment person realizes he/she has an unmet need

Perception: Perceives need can be met

Probability: Communication convinces them probability is high their need will be met by responding to you

Belief: Person believes responding to you will meet their need.

How to Link your Message Your message presents a solution to a need they have Your message communicates benefits not just facts Your communication is both explicit and implicit

Your message presents a solution to a need they have

Your message communicates benefits not just facts

Your communication is both explicit and implicit

Strengthen Your Links Dig into motives behind the wants they help you find the benefits Clearly understand the wants that drive the needs (primary research) Be emotional! Supply “social proof” (testimonies, images) Build your credibility (brand) Speak to the needs in language of benefits Ask for the response

Dig into motives behind the wants they help you find the benefits

Clearly understand the wants that drive the needs (primary research)

Be emotional!

Supply “social proof” (testimonies, images)

Build your credibility (brand)

Speak to the needs in language of benefits

Ask for the response

Writing Good Copy A. I. D. A. Attention Interest Desire Action Holy Bible This is not Religious Advertising!

A. I. D. A.

Attention

Interest

Desire

Action

Practice Time Action item Action item Action item Action item Action item Action item Action item Marketing Playbook

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