Have you ever been talking about something with a friend and then, later that day, you’re browsing the internet and you start to see advertisements for that very thing you were just talking about? Was that Big Tech listening in on your conversation? Was it a violation of your privacy? Well, maybe. Sometimes it probably is. But it also might be a basic human phenomena that’s been occurring for thousands of years.

Studies have shown we view thousands of advertisements every day. Over time, our brains have learned to ignore the vast majority of them. This is actually a primitive survival technique. Since our brains are used to processing so much information, they are finely tuned in on the things that are necessary for our survival and ignore everything else.

Since our brain focuses on our needs and filters out everything else, when we have a newly perceived need, or something is on our mind, or we recently talked with a friend about something we want – our brain includes those things when filtering and sorting through all the data (including ads) around us. So we might begin to see or hear everywhere the very thing we were just thinking or talking about.

This phenomenon influences how people listen so it is important to consider it when developing your church communications.

People hear what they need, not what they need to hear.

It is tempting to tell people what we think they need to hear, but most people tend to only hear what they think they need. Because of this, church and ministry leaders need to look for points of intersection.

To successfully reach and lead your people, ask yourself the following question: Where do their perceived needs intersect with our mission and ability to help them? This is how you can find ways to speak to your people so that they actually begin to listen.

Here are three helpful tips for finding points of intersection with your people:

1. Think about their needs. What is already on their minds?
   1. Finances, relationships, confidence, suffering, fears, and anxieties.
2. Talk about what is going on in the culture today.
   1. Wade into hot topics, politics, and current events.
3. Don’t answer questions they’re not asking. Start with the questions actually on their minds.

Have the courage to tackle tough topics, to present the faith, and show how it applies to what is happening in their lives and the world around them. This can help capture your people’s attention so you can begin leading them where you want them to go.

Links from the show

• Matt Warner talks about Archbishop Fulton Sheen’s TV show. Watch the first episode HERE.
• In the “People Got Church Problems” segment, Matt Warner mentions that Flocknote is meant for your entire church and all your ministries. Check out our blog post on that HERE.
• Did you find Uno? Send us a photo at howdy@findinguno.com.
• Have a general question about church communication? Submit it to our hotline at Findinguno.com/ask-a-question.