FIRST EDITION Section 1: Our Voice Section 2: Our Style Section 3: Storytelling Best Practices Section 1: Our Voice
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FIRST EDITION Section 1: Our Voice Section 2: Our Style Section 3: Storytelling Best Practices Section 1: Our Voice The Basics Hero vs. Guide – We’re the guide, not the hero. Write with the reader’s needs in mind and always keep them in focus. What do they need to know? What’s the best way to communicate it? Our Voice – Our voice is human and conversational. It’s active, but not overbearing. Fun, but not silly. Passionate, but not dramatic. Be Clear – Use common language and simple words. If you wouldn’t use it in a conversation, don’t use it in your writing. Be Concise – Cut the fluff and make it easy for the reader. Focus your message and communicate it as efficiently as possible. Contractions are cool. Be Concrete – Avoid vague, abstract, and churchy language. Always choose specific over general. Helpful Examples HERO vs. GUIDE NO HELP US CHANGE THE WORLD RIGHT WHERE YOU ARE Join one of our teams and see how God can use you to impact the lives of people all around the world. YES CHANGE THE WORLD RIGHT WHERE YOU ARE. Join a team and see how God can use you to impact the lives of people all around the world. •In the first example, we’re the focus and we’re asking for something (“…help us”), rather than giving them an opportunity. •In the second example, the copy is written so they’re the hero of the sentence. We’re giving them an opportunity to change the world, rather than asking for something. CLEAR, CONCISE, AND CONCRETE. NOT VAGUE, WORDY, OR CHURCHY. NO WE CAN MAKE A DIFFERENCE In an effort to meet local, national, and global needs we financially and logistically partner with nonprofit organizations all over the world. If you’re interested in being the hands and feet of Christ, you can sign up to use your gifts to support one of our partners. YES YOU CAN MAKE A DIFFERENCE We’ve partnered with more than 100 nonprofit organizations and dedicate 12% of every dollar given to support local, national, and global causes. There are opportunities to use your time and talents to support one of our partners every week of the year. •In the first example, generalizations and Christian clichés are used instead of concrete numbers and descriptions. •In the second example, plain language and concrete numbers are used while avoiding churchy language and wordiness. Section 2: Our Style CHURCH TITLES & EVENTS Correct: Elevation Church Elevation (in-house) worship experience experience (in-house) Elevation University City Elevation Church - University City Incorrect: Elevation church worship service, Worship experience, Experience CHURCH ADDRESS Office address (use this on all mailed pieces): 11416 E. Independence Blvd. Matthews, NC 28105 LEADERSHIP TITLES Pastor Steven or Pastor Steven Furtick Holly or Holly Furtick (Descriptive) Pastor (Name) Example: Worship Pastor Wade Joye LOCATION TITLES Elevation (Location) Example: Elevation Ballantyne Elevation (Descriptive) location Example: Our Elevation Ballantyne location SERMON TITLES/SERIES Capitalize the first letter of every word in a sermon title. Add quotation marks to sermon titles ONLY. Example: “Disturbing The Peace” Check out the latest sermon, “Disturbing The Peace.” Example: Waymaker series Join us this weekend for our new series, Waymaker. VISITING SPEAKERS Use the preferred title of the speaker. Example: Pastor Louie Giglio, Bishop TD Jakes, Christine Caine WEBSITES Correct: ElevationChurch.org ElevationChurch.Online ElevationWorship.com Incorrect: www.elevationchurch.org http://www.elevationchurch.org DATES Correct: September 24 September 24, 2012 (only include the year if it is not the current year) Incorrect: Sept. 24 September 24th September 24, ‘12. TIMES Correct: 9:30AM 9:30 & 11:30AM 9:30, 11:30AM, & 5:00PM Incorrect: 11am 11AM 9:30 a.m. 9:30 A.M. PHONE NUMBERS Correct: 704-246-0800 Incorrect: (704) 246-0800 704.246.0800 NUMBERS Spell out numbers one through nine, unless in an address. 10 and above - use numerals. TENSE In most cases use first person (I and we) – don’t speak at people, but help them understand that we are all in this together. When referring to Elevation Church use the wording “our church” when communicating internally to volunteers/staff. Example: Thank you for being a part of our church. PERIODS/SPACING One space after periods. No double spacing. That ended after high school and this isn’t your term paper. COMMAS Correct: this, that, and the other. Incorrect: this, that and the other. EXCLAMATION POINTS Use sparingly!!!!!! Let your message get people excited, NOT YOUR PUNCTUATION OR CAPITALIZATION. SEMICOLONS Hey, I’m not sure what kind of punctuation goes here; I guess I’ll use a semicolon. In other words, if you’re not sure –don’t. QUOTATION MARKS Quotation marks always go outside commas and periods. Quotation marks go outside of question marks unless the quoted material is part of a question. Correct: Will you say, “YAAAAS,” to God? She said, “YAAAAS.” Did he say, “God’s power is revealed in your weakness”? Did he say, “Are you trusting God as your guide?” EM DASH Often mistyped as “--” the em dash is the Macgyver of punctuation. It can often take the place of a comma and is especially helpful in a sentence with multiple commas. Just be sure to leave a single space on each side of it. Pro-tip: Press “command+shift+hyphen” keys to create an em dash Example: The em dash is functional, practical, and powerful — when used correctly. COMMON NAMES Correct: John the Baptist, the Apostle Paul, Satan, the enemy, the devil Incorrect: John the baptist, the apostle Paul, satan, the Enemy, the Devil COMMON WORDS Correct: the Bible, biblical, Word of God, the Word, scripture, the gospel, godly, God’s Spirit, man’s spirit, earth, heaven, king of Israel, God’s kingdom/kingdom of God/kingdom of heaven TENSE In most cases use first person (I and we) – don’t speak at people, but help them understand that we are all in this together. When referring to Elevation Church use the wording “our church” when communicating internally to volunteers/staff. Example: Thank you for being a part of our church. JOBS TITLES IN A SENTENCE When writing a person’s specific job title or team, capitalize the first letter of each word. (External Communication: “Pastor Steven” is preferred over “Pastor” when communicating externally.) Correct: Dale Patterson is the Elevation Gaston Campus Pastor. Graphic Designer Pauline Poonis works in the Campus Creative Department Pastor Steven Furtick is the pastor of Elevation Church in Charlotte, NC. Incorrect: Dale Patterson is the Elevation Gaston campus pastor. Pauline Poonis is a campus creative graphic designer. Steven Furtick is the Pastor of Elevation Church in Charlotte, NC. WORSHIP ALBUMS AND SONG TITLES Capitalize the first letter of every word and italicize album titles. Put quotes around song titles. Correct: There Is A Cloud Here As In Heaven “Do It Again” QUOTING OR REFERENCING SCRIPTURE Copy the text exactly and do not abbreviate chapter names. Correct: “Do not be anxious about anything, but in every situation, by prayer and petition, with thanksgiving, present your requests to God.” Philippians 4:6 NIV Whatever you’re fighting, prayer is a wise response to anxious thoughts. (Philippians 4:6 NIV). When you need to provide examples for a sentence use e.g. Example: There are multiple translations of the Bible (e.g., NIV, NLT, MSG). Incorrect: (ex., NIV, NLT, MSG) (eg: NIV, NLT, MSG) DEPARTMENTS OR TEAMS Capitalize the first letter of each word. Correct: Creative Team Finance Department Digital Team Photography Team Family Ministries Team EVENT & MINISTRY NAMES Inside Elevation Backstage Pass Elevation Youth or YTH YTHX e101 eTeams eGroups eKidz Safari Quest Motion elevationchurch.online or Elevation Church Online The Ellys Ladies First Birthdaversary Staff Advance LOVE Week Praise Party Section 3: Storytelling Stewarding the stories in our church is a great responsibility. It’s our job to ensure that what God is doing in our church is shared with clarity and authenticity. The Basics The goal isn’t to restate every fact and detail. The goal is to find out which details matter, then present those details in the best way possible. #1 Rule of Storytelling: The story must be clear! To be clear it must have structure. Definition of a story: A set of events organized and told through a set form. Choose a focus for the story. You will usually have more information than you need. It’s your job to decide what information matters and supports the focus of the story. The Interview Make it a conversation, not an interview. Start general and then dig deeper in the right places. Don’t just ask them what happened. Ask them how it made them feel when it happened. Things to think about as you listen and collect the story… – Did you hear anything that was unique? – Where does their story intersect with our church’s story? –Where’s the tension/internal struggle? –What’s the resolution of that tension/internal struggle? The Write Up Your story should generally follow this arch: Character > Experiences External/Internal Problems > Meets Guide > Is Called to Action > Takes Action That Ultimately Resolves External/Internal Problems External/Internal Problems: –What struggles/problems has God seen them through — internally and externally? –How did they feel throughout the struggle and the healing process? –What hesitations or reservations did they have before coming to church? Where’s the tension? Hero Meets Guide: –Who/What helped guide them to where they are now? –What concrete details do they remember about this process? Resolution: – How are their internal/external struggles resolved? –What’s one thing God has taught them through their journey? –Can you highlight one of the 4Gs in their story? The Post Word Count: 200-300 words is the sweet spot for social media.