In the final push towards Easter, the church's “Super Bowl” moment — YOUR church's big day — I want to share a pivotal dynamic of content marketing that I believe can significantly impact your reach and engagement during this crucial time. I refer to this phenomenon as the “Law of 7-11,” a concept I've seen over the years that underscores the necessity of multiple interactions with our message before it truly resonates with the audience. With Easter just one week away, it's imperative that we not only understand this concept but also act upon it with urgency and precision.
The Reality of Digital Outreach
First, let's address the elephant in the digital room: algorithmic filtering. Despite our best efforts, the reality is stark—only a fraction of our messages ever make it to the eyes and ears of our intended audience. If you've been diligently posting on social media, chances are that out of 20 posts, only 2-5 are actually seen by your congregation. Facebook Zero is a thing. Unless you are paying for distribution and reach, your church's Page posts are not being seen like you might think. Email outreach paints a similar picture, with open rates for most churches lingering below 50%. Even those among us boasting higher open rates must confront the truth that a decent segment of the audience is not opening and reading your messages.
The Content Marketing Law of 7-11™ Explained
This is where the “Law of 7-11™” comes into play. The principle is simple yet profound: on average, it takes seven to eleven meaningful exposures to a message for an individual to take action. This law isn't just a suggestion; it's a call to arms, especially as we approach Easter. In a world where our messages are diluted by algorithms and the sheer volume of digital noise, adhering to this law is not optional—it's essential. In sales, the average salesperson gives up after 2-3 attempts of getting through. But the outliers are the ones that show persistence and consistency reaching out again 7-11 times or more before they get a win that rewards their diligence and patience.
A Challenge For This Crucial Countdown Week Until Easter
I challenge you, my fellow pastors and church leaders, to embrace this final week before Easter as an opportunity for amplified outreach. It's time to increase the frequency and creativity of our messages. If you've been hesitating, worried about over-communicating, let the “Law of 7-11™” assuage your concerns. Now is the moment to push beyond perceived boundaries, to ensure our message of hope, redemption, and community reaches as many hearts as possible.
Your Action Plan
In light of this, I propose an action plan—a mixture of resolve and creativity:
- For Those Concerned About Reach: If you've already sent out multiple messages, consider this: a significant portion of your audience hasn't actually seen them. It's not just about sending more messages; it's about making sure each one counts.
- Re-engage the Unengaged: Analyze your email metrics. For those in the 10%, 25%, 35%, 50% who haven't even opened your emails, re-send those messages with a new subject line. It's a simple step that can dramatically increase engagement. All you have to do in your email platform is run reports on recent email sends for those that didn't open the message. Create an audience with that segment, and resend the original message — yes, literally copy/paste the original email body copy and content and re-send it!
- Increase Your Output: In this final week, commit to sending out one, two, or even three additional messages across all your platforms. These don't have to be complex; they just need to be heartfelt and genuine. Take the opportunity to send “unplanned,” “organic” content that really conveys personality and authenticity.
Suggestions for Impactful Last-Minute Easter Messages
Here are some quick, effective, and engaging message ideas that won't be perceived as spam:
- Daily Countdown to Easter: Pair each day's countdown with an inspiring quote or scripture.
- Personal Stories: Share short testimonials from staff or volunteers you see this week about what Easter means to them. Think childhood memories. Favorite candies. To Peep or Not to Peep?
- Behind-the-Scenes Looks: Offer glimpses into your church's preparations for Easter services, building anticipation and a sense of involvement. Show off any artwork or props being produced. Any changes in decorations? Will there be a photobooth? What's planned for the youth in Sunday school?
- Visitor FAQ's: Go through various FAQ's visitors would ask. How should we dress? How long is the service? Is there child care? What will my kids do? Who's preaching? What happens during a church service? Will I be singled out and asked to stand up as a new visitor during the service? Do I have to give money to the church? Do I need a Bible? What is Easter about? Should I dress up in a suit or my “Sunday Best”? You can (and should) go on and on answering as many FAQ's as possible in general!
- Preview the sermon: Offer glimpses of the sermon message. What theme or topic? What questions will it answer? Who's preaching?
- As you can see, there's so many opportunities for Last Minute Easter Promotion Ideas
As church leaders, we're not just messengers; we're stewards of a message that holds the power to transform lives. In this final stretch before Easter, let's leverage the “Law of 7-11” to ensure our message is not just heard, but that we ensure our community neighbor knows that the upcoming Easter service is “stranger-friendly!” Remove as much risk as possible for someone who doesn't normally go to your church, to make a decision to try it out this Easter. It's our responsibility—and our privilege—to make these connections, to remind our communities of the hope and renewal that Easter represents.
Let's rise to the occasion, together. What additional message(s) will you publish today?
