Churches promote new ministry opportunities every day with flyers, website postings, public announcements, e-mail blasts, or church bulletin messages. Then, why are people slow to sign up? Apply a lesson from business the next time you promote a ministry opportunity. Lead with the benefit and follow up with the evidence.
Business calls the key benefit the Unique Sales Proposition. In ministry, it’s the Unique Service Proposition or USP. You can see my article on USP here: http://bit.ly/kCQ1N7. Here's how business applies this principle.
First, the customer must understand the benefit of a product or service. Example: Roundup® kills weeds. Candy tastes good. A new air conditioner saves on your electric bill. You get the point. Customers want some benefit from buying a product or service.