It’s holy week for Christians everywhere and for me, it’s the week I see some of the worst direct mail pieces come in my mailbox from churches inviting people to their Easter Services. This year is no exception. It’s only Monday and I already had my share of poorly conceived and designed post cards. So here’s 2010’s top ways to ruin your Easter mailer based on actual fail attempts I’ve personally received:
- Fail to include your website, or if you do, misspell the address. Yes, even today people still don’t proofread their mailers. I’m looking at a mailer with a wrong website address.
- Include a bad picture of the preacher and his wife. Since most people decide on the church based on their perception of the teaching pastor, I can understand using the pastor’s picture on a mailer; however, if you print a bad, unflattering picture, like the one on my desk right now, then it works against you. “What’s going on with this man and his wife?” is the first thought that went through my mind. In a world where Photoshop is readily available to anyone, there’s no excuse for a lame picture.
- Leave the whole back of postcard blank. Most people don’t realize that your target audience has a 50/50 chance of seeing the front of your mailer. The back of your mailer should hold more than your address. It’s often the first, and perhaps, only panel people will see.
- Tell me you’ll be preaching from the King James Version of the Bible. Yes, of all the claims you can make about the gospel and its power, your love for the KJV surpasses them all and no doubt, will draw thousands to your Easter service. For most unchurched people your translation preference is as irrelevant as your obvious lack of biblical education.
- Fail to say anything about your church. Some of these mailers landing on my desk don’t say a word about the church, their children’s program, or what they care about. Don’t assume that people either 1) know or 2) care about your church. It’s your story to tell and not their job to find out. Own your own story and let people know what God has called you to do. Well, at least if your church has a calling from God.
What’s the worst church mailer you’ve seen?