"Nobody reads what we write!" is a common complaint from all church communicators. Often the assumption that goes with it is that people simply don't care about the Christian faith anymore and that's why they don't read.

In reality people do care tremendously about their lives and eternal destinies--as the bestseller response to self-help and popular spirituality shows. The reason people often don't read what is written in church publications is because much of what is written in church publications both in print and digital formats isn't written in a way that makes the message clear and easy to respond to. And the primary reason this happens is that few people in the church realize that writing that reaches people today is not the same style of writing that got you an "A" from your seminary professor. [Read more...]