Tag Archive - communication

There are other ways to do things

(This post was originally published at Sydney Anglicans).

I needed to transfer some money to a friend’s account. My everyday account is with St George, and I usually transfer money from this account. However, I also have an account with Westpac, and this time was required to transfer the money from this account. I’d never done this before, and perhaps you like me thought that the process of transferring money would be the same from bank to bank. It was actually very different experience with Westpac. Despite what you’ve read so far, this post isn’t actually about banking, but for the curious, here’s what was different:

  • I was provided with lots of helpful explanatory notes along the way (this was good),
  • I discovered that the space to write a description about the payment was limited me to 18 characters (this was bad),
  • I was sent an SMS with a special security code to enter to finalise the payment (this was good).

I thought that there wouldn’t be many differences between banks in this simple process, but I was wrong. My lack of experience and awareness of how others do the same things, had limited my view about what was possible. St George could learn from Westpac, and vice versa.

And there’s a lesson here for us – it’s easy to get familiar in doing things the way we always do it, and forget that there are other ways. We can learn a lot just by taking a look at what others do.

It’s good to go exploring, to see how other people do things, and learn from them – taking the good (for our context), and leaving the rest.

For example (and these example just related to technology and communication):

  • are there other ways of producing your PowerPoint slides with the service order, songs etc each week. How could this be done differently to help people following along and participate in the service?
  • are there different ways your church could communicate with its members that would be more effective? Perhaps its creating a Facebook account. Perhaps it’s giving people the weekly newsletter on their way out of church, rather than on their way in.
  • what can you learn from other church websites about navigation, content and layout, and how could these lessons be applied to improve your church’s website?

Lets not fall into the trap of thinking that the way we do things is the only way. And let’s share what we’ve learnt and what works well with other churches. Of course, we’re limited in the time we can spend visiting other churches and chatting with others about what they do. But that’s one of the reasons why this weekly column exists, and why I created Communicate Jesus.

Don’t ridicule your customers

I’m back in the saddle after an awesome wedding and honeymoon! Praise God!

I’ve been trawling through my emails (as you do when you return from holidays), and came across an interesting email from Magnation. I subscribe to their emails for news on interesting magazine releases. Their e-newsletter this time around was promoting Valentine’s Day purchases, with some not-too-subtle references to sex – basically suggesting that buying a magazine for a loved one will lead to more sex. This approach isn’t particularly unexpected in modern marketing. What was unexpected was the footer at the bottom of the email which read:

“Complaints about our resorting to sexual references to sell a product can be directed to info@magnation.com.

Please put in the subject box “I am a prude and I deserve a spanking” and we will do our best to respond to you in an appropriate and sensitive manner. And if you want to unsubscribe you can do so here. We promise to not publicly ridicule you or publish your name in the obituaries columns, although you will of course, be dead to us.”

Was the insensitive work experience student steering the ship in the marketing department the day this email was sent out?!

I’m not sure how ridiculing your customers can ever be seen as a good approach to increasing sales or promoting good will. Sure, it might make you look edgy and cool to a particular demographic within your subscriber base, but it’s at the expense of alienating another (perhaps larger) bunch of customers. Is that worth it?

I wasn’t particularly offended by the email, but I was by the footer – though its font size was small, its impact was significant.

What’s the message for us as Christian communicators with many of our churches using email newsletters? Every part of the message, from head to toe, is important. Read and re-read what you’ve written. And if you’re going to offend, make sure it’s worth it.

Important lesson from Eurostar debacle

If you’ve been watching the news, you can’t have missed the mess that Eurostar passengers are in. Some got stuck in a tunnel somewhere between London and Paris. Others have been waiting for the train service to resume. It’s been a disaster, as described by the SMH:

“Exhausted, sometimes teary-eyed passengers appeared in British and French TV broadcasts complaining they had been left underground for more than 15 hours, without food, water or any clear idea of what was going on.”

This morning, the trains were back running again, and people were being loaded on – starting with those who should have been on the trains when they first stopped. Whilst this is a logical way of boarding the trains, there was a lot of confusion because this process hadn’t been communicated. The passengers had no idea who would be loaded on and when. This caused further distress for people who were already fairly wound up and inconvenienced.

Throughout this disaster, clear communication has been sorely lacking. People haven’t known what’s going on. And there is an important lesson here – keep communicating frequently when things go wrong, whether the situation is a disaster, or relatively minor change of schedule. Telling people bad news will never go down well. The only thing worse is not telling them, and them finding out through other means, or when it’s too late for them to do anything about it. Clear, honest, frequent communication is essential.

A couple of other blogs share their reflections on this situation:

  • Abject Eurostar communications and technical failure
  • Some thoughts on where Eurostar’s communication went wrong
  • Any other lessons to learn?

    Brilliant Where’s Wally advertisement

    For communication to be effective, it must be clear.

    The latest series of print advertisements by BPAY are a great example of clear and effective communication.

    What is being communicated in this advertisement?

    BPAY_Wally

    Using BPAY is easy.

    That’s the message. And because ease of use is something that appeals to us all (especially when it comes to paying bills!), communicating clearly that a product will be easy to use and make life easier will speak powerfully to many people.

    Is BPAY ‘almost too easy’? I’ve no idea. Have the ads caused me to try out BPAY? Absolutely.

    What’s the lesson?

    It isn’t that Christians should run a print campaign with the line “Being a Christian is almost too easy”.

    No, the lesson is that in all our communication (verbal, written, online, etc) we should think hard about what it is that we would like to communicate, and how we can do that most clearly. Sometimes fewer words will have greater impact. Usually, limiting ourselves to one message (even when lots of other messages are equally worthy of promotion) will be more effective.

    Below are two other ads that have been developed for this campaign:

    BPAY_Bowling

    BPAY_Optometrist

    Page 3 of 3«123