OUTREACH is for

EVERYONEGeneral ConferenceWomen’s Ministries

EVANGELISM MANUALTraining Program

OUTREACH IS FOR EVERYONE

Chapter 4. Advertising for Success

General Conference Women’s Ministries Department

• “We must take every justifiable means of bringing the light of truth before the people. The press must be utilized, and every advertising medium employed that will call attention to our work. Let not this be regarded as unessential.” Pamphlets, 089 20.3

Purpose The purpose of advertising is to reach the community to let them know what is happening.

• Unless people know about your meetings, they will not come. This is true for church members as well as the general public. So the purpose of advertising is to reach the community to let them know what is happening.

Target Audience

• The most important rule of good advertising is to know who it is you are trying to reach. Advertising can’t reach everyone, and you probably cannot afford to advertise to everyone.

Advertising Methods.• The effectiveness of various types of

advertising depends on the part of the world you live in, whether you are reaching young or old, wealthy or middle class, in large cities, small towns, or rural areas.

• You can use newspaper and radio, either with paid advertising, public announcements, or feature stories.

• Posters work best in small towns or local communities.

To Consider

• You must decide what will work best for your target audience and what you can afford. Then saturate the community so the whole community knows what is going on. Advertise in as many ways and as many times as you can.

• Experts tell us that you have to tell someone five

to seven times for a person to notice and

remember.

Effective Advertising

• There are many characteristics of good advertising. Study advertising of other evangelists or products that appeal to your target audience. Here are some simple rules to help you:

• Make your copy attractive and in good taste.

• The type or print must be legible and eye catching.

• It is also important to have white space around the type and pictures. People may not read copy that is too crowded.

• Do not intentionally excite hostility or raise arguments by your advertising.

• Stay clear of politics, and by all means do not belittle any minister, church, or religion.

• Never use vulgar or suggestive types of advertising.

• In some cultures, color and number have great meaning. Be aware of this when planning.

• Be above reproach and fair.

• Make sure that the picture of you and your team, if you use them in the advertising, is the best that can be made. You want to sell yourselves and create in the people a desire to come to the meetings.

• Ask questions that will interest your

target group.

• It is said that “People are not so much drawn to what they will hear as to what they may

miss.” So you will want to make them feel they will miss an important event if they do

not attend.

Best Way• For these reasons, the best way to insure a

good crowd is to encourage your church members to bring their friends. Good sowing programs months in advance are necessary for good results.

• A few final thoughts about advertising. One aspect that is quite controversial is whether or not you should identify the

meetings as Adventist. It depends on the area, how

much prejudice there is toward Adventists, and how well

known Adventists are.

• There are a number of special features, however, that can help to build attendance. One is a special children’s program. This can be run like a vacation Bible school. In some areas, films and videos will attract people.

• Choirs and special musical groups are always appreciated. Bring them in, especially on key nights such as when the Sabbath doctrine is presented. In some areas of the world people will attend faithfully if they can receive a Bible and other books.