Why The Best Communicators Repeat Themselves
Every leader eventually gets tired of saying the same thing. The problem is, your audience is just beginning to hear it.
Most leaders abandon an important message long before the people they serve have absorbed it. We assume that because we’ve said it three or four times, everyone remembers it. They don’t. People remember ideas because they encounter them repeatedly, from different angles, in different formats, and over time.
That’s why consistency builds trust. When your message stays steady, people know what you believe and what you stand for.
History is filled with examples. Winston Churchill returned repeatedly to courage, perseverance, and freedom throughout World War II. Billy Graham preached the Gospel with remarkable consistency for decades. In business, Steve Jobs relentlessly communicated Apple’s commitment to simplicity and elegant design. None of them chased a new theme every week.
The strongest communicators become identified with one or two defining ideas. Those ideas become part of their identity and, eventually, their legacy.
Churches and ministries often feel pressure to create fresh campaigns, fresh slogans, and fresh messaging every season. I get it. After video editing, social media posting, and other work, the communications or media team hears your message over and over. After a while, they get sick of it, so they tell the pastor it’s time to move to another subject.
What they don’t realize is that while freshness has value, clarity has greater value. A memorable message is almost always a repeated message.
If people can predict what you’ll say because you’ve said it faithfully for years, don’t worry. You’re probably building influence. The audience isn’t looking for endless novelty. They’re looking for a voice they can trust.
For more on speaking and preaching in today’s digital age, check out my book “Maximize Your Influence: How to Make Digital Media Work for Your Church, Your Ministry, and You.” Better yet, we’ll send you a copy if you donate to The Influence Lab, helping us train a new generation around the world to share the gospel through media.
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
