Writing Captivating Announcements

Every Sunday, churches have a chance to call their congregation to incredible opportunities of service and growth for themselves and the Kingdom of God. 

And every Sunday, these opportunities are missed because the announcements were presented poorly. 

Below are some practical pointers to help inspire and equip your congregation with great announcements. 

Also, if you’re looking for coaching on this topic beyond this article then visit benstapley.com/coach to schedule a free consultation. I would love to help you determine the obstacles you're facing and if I’m the best person to help you overcome them. 

1. Change The Name

Instead of calling them announcements, call them opportunities. I made this shift about five years into my ministry career and it was a game-changer. It changed the way I communicated. 

My writing used to be boring, need-based and insider-focused. Changing the name helped me write in an exciting, action-oriented and outsider-focused manner. Changing what I called it changed the way I thought about it. It also changed the way I did ministry. This change in language helped me narrow my focus. It allowed me to step over the good to pursue the great. 

If we can’t truly label something as an opportunity for the church to fulfill its mission, then we don’t do it.

2.Write For A Presenter Not A Reader

Most people intuitively write their thoughts for how people will read them instead of how people will hear them. One of the best techniques for presentation writing is reading out loud. When you read in your head it’s too easy for your brain to self-correct and fly right over stylistic missteps. To figure that out, you need to hear it. 

When a phrase sounds clunky or when your tongue trips over the words (because there are too many) you’ve found something you need to fix. 

If you want to experience this, try reading the copy from your website to someone and see how engaged they are. The sentences will probably be too dense and the overall length will be too long.

3. 4/100 - 3/125 - 2/150

If you have four announcements they shouldn’t be any longer than 100 words. If you have three then aim for 125 and if you have two then bump it up to 150. 

This rule isn’t for those getting the information but those giving it. Unless the presenter has a photographic memory, they can only memorize so much detail-oriented info before their brain starts leaking out their ears. 100-150 words is long enough to express what is needed but also short enough to be presentable.

4. Explain The Vision

Most announcements contain the first 4 W’s - who, where, when & what. But they often forget the last W of why. Stating the reason why people should listen compels them to take action. So don’t forget to explain the vision behind each announcement. And if the announcement doesn’t have a vision, it probably shouldn’t be shared.

5. Share The Action Step

The main purpose of an announcement is to get someone to respond, so stating the action step is a must. Stating how people can respond at the end, and repeating it, helps to engage that step.

6. Be Simple And Clear

Eliminate unnecessary or complicated content. Too much information can be just as dangerous as not enough. 

This quote from Benjamin Franklin applies: “If I had more time, I would have written a shorter letter.” 

Take the time and write a shorter announcement by using an economy of words.

7. Write For Someone New

Write with a particular friend or neighbor who has never been to your church in mind. Would they understand what was being said? 

An application of this is avoiding abbreviations. Unless you were raised in a church, you don’t know that VBS stands for Vacation Bible School. And even still you might be confused by joining the words vacation and school in the same title. After 20 years in ministry, I still don’t understand that contradiction of phrases. 

8. Avoid Unnecessarily Religious Language

If there is a word that churched and unchurched folks both understand, use that word.  Sometimes religious words (repentance, salvation, sanctification, etc.) need to be used. But those times should be during the message, when the meaning can be unpacked, and not during the announcements.

9. Clarity Supersedes Creativity

This might disappoint the wordsmiths out there, but if you want people to understand and act upon your announcements then you are going to have to check some of your style and flavor at the door. Remember, this is an announcement, not an English writing class. So strive for clarity, not creativity.

In the end we want folks to lean forward during the announcement package. We want the writing to be so compelling that they can’t help but be sucked into the content. We want them to put down their phones and pick up their ears. Beyond this we want our congregations to take bold and decisive action steps based upon what we have written. 

Hopefully the suggestions above help the writers at your church hone their craft. And hopefully your folks will have a clear understanding about how the church is accomplishing its vision, and how they can be a part of that. And if you want additional help in this area then visit benstapley.com/coach to schedule a free consultation. I would love to help you win.