You are different. Write like it!

If you're chronically online like me, you've seen the tik toks & reels from Christian creators playfully mocking the classic cookie-cutter church. Though this is all in good fun, I think it hints at something we would be smart to key in on:

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Here are 12 church cliches to remove from your marketing now (and how to replace them):

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1. "All Are Welcome to join us for..."

Replace "all are welcome" on your website and materials with one sentence that describes who is actually going to show up at the event in question.

"Retirees: Join us for our Thursday morning Bible study on navigating seasons of life."

"Families with elementary aged kids will love Christmas for Kids: fun for the kids & two hours of Christmas shopping for parents."

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2. "Come As You Are"

Show rather than tell.

Share real people: "Meet Sarah, a mom of three who loves that she can worship alongside her family and nobody minds the noise." or "Doug hadn't been to church in 15 years and expected judgment. He found the saving message of the gospel (and a few new fishing buddies, too)."

Use names, photos, and real anecdotes.

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3. "We're a Friendly Church"

No church advertises themselves as unfriendly.

Describe your actual practices. "Our ushers learn your name by your second visit" or "Every newcomer receives a handwritten note from the pastor within 48 hours."

Audit your newcomer experience. What are three specific, tangible things you do that demonstrate friendliness? Lead with those.

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4. "Church Family"

This one can do more harm than good without more context: it can make you sound clique-y.

Instead, demonstrate what you mean by family. "We'll set up the meal train for our new moms." or "A congregation where multiple generations celebrate each other's milestones."

Replace "church family" with a specific description of how your members actually care for one another. Bonus points if you give a recent example.

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5. "Traditional/Contemporary Worship"

Most of our churches don't actually fall into either of these categories, at least by wider religious expectations. Be specific about what people will actually experience, not what category you fit (or don't quite fit) into.

Describe your typical Sunday service in concrete terms. What does someone hear, see, and do?

"Expect worship that follows a set order, a liturgy. There's a rhythm and structure you can learn and anticipate, with variation every week in the service theme, songs, and readings."

"We'll focus on 3 scripture readings that follow the church year, then hear a 20-minute sermon expounding the Scripture text with real-life applications."

"We'll sing hymns together as a congregation—led by piano, guitar, and violin. Open up the hymnal in the pew or sing from the screen."

"Maybe this sounds more formal than you're used to. Don't be intimidated: we maintain a relaxed atmosphere where you're free to chat with your neighbor, warm up your coffee, or bring toys for your kids."

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6. "Community"

Every church, coffee shop, and apartment complex claims to offer "community." Whether or not it's true isn't the problem, it's the messaging you use to communicate it.

Interview a few members and ask: "How does this church provide community for you?" Use their actual words in your materials instead of the generic term.

Try "Where people see each other throughout the week, not just Sunday mornings" or "Small enough that you can find people walking through the same life stage you are."

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7. "You Belong Here"

Replace "you belong here" with "you might be looking for us if..." followed by specific characteristics.

"...you want to add notes to your Bible every week..."

"...you want your kids to know their Savior and understand why the gospel matters..."

This gives readers criteria so they can say, "That's me!"

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8. "Stay Updated" / "Sign Up for Our Newsletter"

People are drowning in emails and, unless there's something in it for them, they'd rather not add to the pile.

Offer something of actual value. "Get the pastor's weekly sermon prep notes in your inbox" or "Get a weekly community event roundup."

And be honest "We email once a week, max." Make the value proposition clear.

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9. "You're invited to worship.//You're invited to Bible study."

Never use "you're invited" without completing this sentence: "You're invited to [specific experience] because [specific reason it matters]." Even better, skip this introductory phrase and jump right into the concrete.

"Sunday's service is focused on the power of prayer. We'll get started at 10 a.m. at 123 Address."

"Midweek Advent services start this Wednesday at 7. Expect 35 minutes of readings and hymns before the Christmas chaos."

Give them something concrete to anticipate.

I'm guilty of using a few of these myself. Sometimes, they're appropriate. But once you notice them, you start to see how there are better ways to communicate the same idea.

What do you think?

Until next week,