The Pro Church Tools Show with Brady Shearer Church Copywriting 101 (yes, it matters)
Apr 1, 2026
They explore how everyday copy—emails, captions, announcements—shapes church culture and staff dynamics. Voice markers and real examples show how to sound consistent and avoid mixed messages. Practical audience personas reveal who messages should target. A simple storytelling framework helps craft invitations and train volunteers to represent the church well.
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Every Message Shapes Church Culture
- Church language is copywriting because every message (emails, captions, announcements, sermons) shapes the church's culture.
- Brady Shearer argues inconsistent, unintentional wording from different people results in divergent voices that form unintended culture.
Senior Leaders Revert When Voice Is Unwritten
- Senior leaders often hold the church's voice internally but get frustrated when others don't match it.
- Alexander Mills describes how leaders end up redoing tasks (sermon slides, announcements) when staff don't align on voice.
Use Voice Markers To Filter Language
- Create voice markers that list what your church voice is and is not to filter every piece of communication.
- Alive Church uses four positives (warm, graceful, authentic, confident) and four negatives (not preachy, not complicated, not performative, not anxious).