So now you are working on or at least thinking about your "brand" the next step is understanding "cost evaluation". Simply put, cost evaluation is the process you and I go through each and every time we consider a purchase (or in ministry terms, a buy-in). We look at a product and subconsciously consider, "Is this worth what they are asking me to pay?" To me cost evaluation has all kinds of spiritual and biblical implications. Jesus himself told us to consider the cost.
So here's the application in bullet points:
1 The stronger the "brand" the more people will pay.
Would you pay more for a Range Rover than a KIA? Remember, branding is all about feelings that are evoked. If your brand is weak or undefined, students are not going to be willing to buy-in at a high level.
2. Unmet expectations are the death of a brand.
A youth ministry makes a claim that "we are the friendliest place on earth" and when you attend no one even looks in your direction let alone talks or engages you. As a customer you will probably never give this ministry another shot. Remember there are two kinds of people..prospects and users. (not in the drug sense) You are trying to convert people from prospects into lifetime users, into promoters.
3. Make sure you have thought through your price tag and communicate it passionately.
Jesus said it will cost you everything, but in return, you will gain everything. When we tell students that they can buy-in to Jesus and it costs them nothing, 1. if it costs nothing, then it has no perceived value, 2. when someone claims amazing results without cost, we smell a con artist or at least a fake.
4. Ask yourself, Is this worth what I'm asking people to pay?
Whether it's joining your leadership team or serving on the drama team, is it going to be worth it. If not, lower your expected price or don't ask people to buy in.
Next - Exposure -pw
