Have you ever had someone start a conversation with you as if you were already halfway through it?

They jump in with details and references that make no sense to you, assuming you already have the background.

It happens to me occasionally with certain people, and every time, I feel like I’m missing so much context. It’s almost as if they assume I’ve been following along all along, but in reality, I haven’t. So, I either have to stop them and ask for more details or try to piece it together as best I can, which isn’t always effective.

If you’ve experienced this, you know how awkward it can be. You want to understand, but without the full picture, it’s hard to keep up. And sometimes, it’s uncomfortable to interrupt and say, “Hold on, I don’t have enough information. Can you back up a bit?” Instead, you might just nod along, pretending to follow.

Now, think about how this applies to your ministry’s communication.

Are You Assuming Too Much?

If someone isn’t deeply familiar with your ministry, they might feel like an outsider when they hear your message. Without realizing it, we sometimes communicate as if people already have insider knowledge, making it hard for them to connect with what we’re saying.

I recently reviewed a marketing piece for a friend’s ministry. It had a great design and compelling phrases, but it also had a lot of unexplained terms and references. It felt like the piece was made for people who were already in the know, those who had been at an event or had heard about new initiatives beforehand.

For an outsider, that approach makes it difficult to engage. The presentation looked great, but it lacked a clear, structured explanation that took someone from start to finish.

The same thing happens in conversations, presentations, and even sermons. If we start at the midpoint, without providing context or a clear path, it creates confusion. And when people are confused, they disengage.

How to Make Your Communication Clear and Engaging

Whether you’re preparing a sermon, writing a newsletter, or speaking at an event, there are four key ways to ensure people can understand, connect with, and respond to your message.

1. Know Your Audience

Before communicating, ask yourself:

• Who am I speaking to?
• What do they already know about our ministry?
• What assumptions might they have?
• Are there any terms or concepts that need explanation?

Understanding your audience helps you determine where to begin. A long-time church member might need a different level of detail than a first-time visitor. A potential donor might need more background than a current supporter.

Doing your homework ensures that you don’t start the conversation too far ahead for people to follow.

2. Make It Simple

We often think we’re being clear when, in reality, we’re overcomplicating things.

Simple communication isn’t just about using fewer words, it’s about using the right words in the right order.

• Focus on clarity over cleverness.
• Break down complex ideas into easy-to-follow steps.
• Avoid jargon or insider language.
• Use everyday language that anyone can understand.

Think about how Jesus taught. He used stories, metaphors, and questions to make profound truths accessible to everyone. Your communication should do the same.

3. Follow a Clear Communication Framework

A structured approach helps people follow along. At Keenly, we use the E3 Framework, which consists of three key steps:

Engage – Capture their attention and make an emotional connection.
Educate – Clearly explain the key idea or message in a way they can understand.
Empower – Give them a clear next step, whether that’s attending an event, donating, signing up, or simply learning more.

No matter what you’re communicating, whether it’s a sermon, an email, or a video, this framework ensures people stay engaged and know what to do next.

4. Test and Adjust

One of the most overlooked parts of communication is testing it before it goes live.

It doesn’t have to be complicated, just a few quick checks can make a huge difference:

• Ask a few people to review your message before sending it out.
• Read your speech out loud to see if it flows naturally.
• Send a draft email to a small group and get feedback.
• Run through the first few minutes of your presentation with a colleague.

The goal is to make sure your audience hears what you actually intend to say. If something is confusing to a test group, it’ll likely be confusing to your larger audience.

The Cost of Confusing Communication

People cannot connect with or respond to something they don’t understand.

If your audience feels like they’ve been dropped into the middle of a conversation they weren’t part of, they’re likely to check out. They won’t ask for clarification, they’ll just stop paying attention.

If we want people to listen to us, we need to listen to them first. By understanding their perspective, simplifying our message, using a clear framework, and testing for clarity, we create opportunities for real engagement.

Your message matters. Make sure it’s heard.