Say it Succinctly

June 10, 2008 by

iPhoneYesterday at the WWDC 2008 Keynote address Steve Jobs unveiled a beefed up iPhone and a new suite of mobile applications. It seems like half the world was salivating for Jobs’ announcements and were breathlessly repeating them on Twitter, blogs and news reports, spewing details of increased data speeds and new applications and lower prices.

But I don’t think any of them summarized the changes as succinctly as Apple did on their web site: “iPhone 3G: Twice as fast. Half the price.”

Not everyone will agree that’s a fair summary (some are pointing to increased data charges that negate the cheaper price), but you have to admit that it cuts to the core issues like nobody’s business. And that’s something Apple has always been good at–explaining what they offer to the non-techie crowd. I don’t know what “3G” means, but “twice as fast” is something I can get my head around.

And the lesson for churches is an obvious one. If you can simplify your language and put it in terms an outsider can understand then you’re communicating.

Post By:

Kevin D. Hendricks

When Kevin isn't busy as the editor of Church Marketing Sucks, he runs his own writing and editing company, Monkey Outta Nowhere. Kevin has been blogging since 1998, runs the hyperlocal site West St. Paul Reader, and has published several books, including 137 Books in One Year: How to Fall in Love With Reading, The Stephanies and all of our church communication books.
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6 Responses to “Say it Succinctly”

  • islandpastor
    June 10, 2008

    That is what I love about “One point preaching.” It is simple and easy for people to remember!

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  • Scott Fillmer
    June 10, 2008

    Put it in terms that real people can understand… great point.

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  • Antwon Davis
    June 10, 2008

    Your last statement was well put. I think Apple does teach us all a lesson on how even the most complexed concepts and ideas can be explained using simple language. I think that is one key factor that makes Apple so distinct in the tech-world.
    As it relates to the church, Christianese has helped to isolate the church from the rest of the world. I’ve been in worship experiences where it seemed that everything catered only to churched people, and – not to my surprise – those were the only kind of people there.
    Great insight.
    T H I N K | C H A N G E

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  • Joshua Cody
    June 10, 2008

    Just FYI, in the spirit of saying it succintly. Here’s a clip of the keynote stripped down to 60-seconds:

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  • Steve
    June 11, 2008

    This is by far the best post I’ve read this year. Great insight.
    I would be interested in a follow up blog…what do we need to say simply to outsiders in language they can understand…

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  • Jesse Phillips
    June 11, 2008

    YES! WELL SAID! How can we succinctly communicate the Gospel, or God’s love to people. “Jesus Loves You” doesn’t work anymore, unfortunately, it has too much baggage. Is there another succinct phrase we can use?

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