People don't care about my message. At all. No matter how well I present it or how I package it, it doesn't really matter to them. That is, until I back it up with actions.
We were talking about how to publicize an upcoming event at our church today and several different ideas came out: newspaper, radio, direct mail, door-to-door flyers, etc. All of these will see very little return. They're all just spam because the information is outside of the context of relationship.
I suggested just creating really nice invite cards and giving them to our people to invite their friends and neighbors. Blank stares.
The point is that any message we try to communicate will have very little retention if it is outside of the context of relationship. I guess the old cliche is right: you have to earn the right to be heard. JM