She looked at me kindly, but she was disappointed. I’d let her, and her ministry area, down.
‘It’s such a pity you forgot to mention it,’ she said.
Awkward. Because here’s the thing. I had. It had had a big mention up front, reinforced with a projection slide as I spoke. I had used the message she’d asked for, and I’d spoken about it with truth and passion.
Now, if the person most invested in that message had missed it, what are the chances of others missing it too?
Pretty high, I reckon. I know it happens, because that conversation was not unique.
Now, I have no one-off solution to that. I know the feeling of seeing people’s eye’s glaze over as I announce something.
But here’s a part solution: I see people’s eyes glaze over even more when we have a sequence of announcements. I can see them reaching for their mental ‘mute’ buttons, or ‘fast forward’ buttons, or whatever you do to get over the ads and into the programme.
So at the moment we are trying really hard to try to limit ourselves to one main announcement each week. We were really restrictive at first, and found that sometimes we do have to allow two (one main, and a side order), but the spotlight is one one, handled well, maybe with an interview or a story, with graphics to back it up on the screen. There might be a card in the seatbacks, or a sign-up at the back. The competition behind the scenes to get access to that single spot is quite tight, and I’ll come back to the overall messaging model it sits in.
But for the meantime, we reckon that one announcement, with one call to action, is the way to go.
What are you doing? How are you cutting through the noise?