How to tell better stories in church communication

TL;DR

Start with a person, explain their struggle and what was at stake, then show what changed. Connect the story to the invitation so people understand why you are telling it.

Facts tell...

Today I want to talk about the skill that will elevate almost every communication you put out. One idea that can transform everything from morning notices to social media posts.

Storytelling.

We tend to communicate almost entirely through information.

• The event is on this date.

• It starts at this time.

• Here’s the speaker.

That tells people what is happening.

Stories help people understand why it matters.

The age-old marketing saying is "facts tell, stories sell". In our context they don't sell, but they do create buy-in.

If I tell you that joining a small group helps people build community, you’ll probably agree with me.

If I tell you about someone who came to church for six months without really knowing anyone, reluctantly joined a small group, and now says it’s the reason church finally feels like home…

…you’ve understood exactly the same point, but in a completely different way.

• Stories help people imagine themselves taking the same step.

• They answer fears and objections without needing to argue.

• They make abstract ideas feel real.

• They also do something else that’s incredibly powerful.

• Stories show culture instead of simply describing it.

Lots of churches say they’re welcoming, they care about the next generation, they’re generous etc.

But anyone can write those words on a website.

Stories become the evidence.

A church that regularly tells stories about newcomers being welcomed begins becomes a more welcoming church as more people want to be part of the story.

Culture isn’t built by slogans.

It’s built by the stories people hear over and over again.

Five steps for telling a useful church story

Here are a few simple ideas.

1. Start with a person

Don’t start with the programme or the event.

Start with someone.

Instead of saying, “Our marriage course starts next month,” begin with, “Last year, John and Sarah nearly didn’t sign up for the marriage course…”

People connect with people far more quickly than they connect with programmes.

2. Start with the struggle

Every good story begins with a problem.

Someone felt nervous.

Someone didn’t know anybody.

Someone wondered whether they were good enough to volunteer.

Someone was asking difficult questions about faith.

Without some kind of tension, there’s no reason to keep listening.

3. Show what was at stake

Why did it matter?

What might have happened if they hadn’t taken that step?

Maybe they were close to giving up on church.

Maybe they nearly stayed at home.

Maybe they almost talked themselves out of volunteering.

You don’t need to exaggerate. Just help people understand why it mattered.

4. Show what changed

This is the payoff.

What happened because they came?

What happened because they joined?

What happened because somebody invited them?

Stories stick in our minds because something changed.

That’s what people remember.

5. Connect the story back to the invitation

Don’t finish with, “Isn’t that a lovely story?”

Finish by explaining why you’re telling it.

“That’s why we keep encouraging people to join a small group.”

“That’s why we ask people to serve.”

“That’s why we’d love you to come to Alpha.”

The story gives meaning to the invitation.

One final thought.

When people hear the word “storytelling”, they often imagine a ten-minute testimony at the front of church.

It doesn’t have to be that.

Most stories are only a few sentences long.

• One person.

• One struggle.

• One change.

That’s often all you need, any given Sunday can contain dozens of small stories.

This Sunday, your church will create dozens of stories.